Co-Exist Newsroom
Content Module 2
Introduction to Social Bias – Explore how the online social circles and connections we form can shape the content we encounter, influencing our perspectives on various cultures and faiths.
Total: 15 slides
Social Bias
“The Influence of Social Networks on the Perception of Cultures and Religions”
LEARNING OUTCOMES
After this module, you will be able to:
- Understand what social bias is
- Understand how your online social circle can influence what you see
- Identify how your online social ecosystem creates cultural stereotypes
Social networks are a mirror of our social relationships
Social media replicates and amplifies the interactions we already have in real life.
What for?
- Our online interactions predominantly involve individuals we already know personally, with whom we communicate, share experiences, and exchange ideas.
- These connections often mirror our tastes and preferences, evident in the content we engage with through likes, comments, or shares, thereby conveying our interests, values, and opinions.
Choosing our digital entourage
The friends we add and the social groups we join on social media (Facebook, Instagram, Twitch, TikTok) play a significant role in shaping our information and opinion landscape. In the digital age, we are increasingly shaping our identity and that of others through screens.
How can our circle of friends influence what we see and think on social media?
- The Echo Chamber Phenomenon: By adding friends or joining groups that align with our existing opinions, we risk confining ourselves to an echo chamber—a virtual space where ideas and beliefs are incessantly reinforced, limiting exposure to diverse perspectives.
- Algorithmic Filtering Impact: Algorithms prioritise posts from friends and groups with whom we frequently interact, shaping our feed accordingly. (Refer to Module 3 for further insights.)
- Social Contagion Dynamics: Behaviours, attitudes, and emotions can permeate social networks. Our likelihood of adopting certain opinions increases when influenced by expressions from our social circle.
- Reduced Diversity Consequence: Limiting our social connections to like-minded individuals or joining specialised groups diminishes exposure to a broad spectrum of information and opinions.
- Misinformation and Rumour Propagation: Within groups and among friends, the dissemination of unverified or false information is a risk, capable of rapidly influencing our perceptions and beliefs.
The concept of the echo chamber
Concept: “Echo chambers” selectively present information aligned with our preferences, fostering an environment that hinders the evolution of habits and openness to alternative perspectives.
In the realm of social networks, individuals often find themselves encapsulated within an “echo chamber.” This encapsulation implies that the prevailing viewpoints within one’s social circles and friend networks tend to be dominant and receive minimal scrutiny or questioning.
Origins: In 1998, John Scruggs, a lobbyist for Philip Morris and credited with coining the term “echo chamber,” outlined the two primary mechanisms as follows:
- Repetition of a consistent message from various sources.
- Dissemination of messages that are similar but complementary, originating from a single source.
Case Study: "When I build a false culture to another"
Clara, at the age of 16, dedicates several hours a day to social networks. In her online sphere, she encounters a group of friends who regularly share articles portraying Muslims negatively, often linking them to extremist behaviours. While Clara may not initially endorse these views, the repeated exposure to such content, coupled with reinforcement through likes and comments from her friends, can gradually influence her perceptions.
Without Clara’s awareness, there is a risk that she might subconsciously develop a social bias with racist undertones. Over time, she may begin to accept these stereotypes as accurate representations of the Muslim community as a whole, even though these depictions are unjust and fail to reflect the reality of the majority of Muslim.
Analysis of this case:
Likes and comments (received or not) under a Facebook post, for example, strongly influence her judgment, because Clara is subconsciously convinced that the more likes a post has, the more relevant a piece of information is! Here we can see very clearly the impact that social bias can have on the perception of cultures and how it can lead to intolerance and racism.
Beyond Borders: Exploring with Curiosity
To avoid being locked into an “echo chamber”, we advise a proactive approach and to seek to engage with diverse content.
Follow a diverse array of social media accounts to enrich the spectrum of views and information you encounter.
Leverage personalization tools available on many social networks to tailor your news feed. Seize the opportunity to include a variety of topics and opinions.
Join groups that unite individuals with varied opinions, fostering exposure to more nuanced discussions and perspectives.
Resist accepting everything at face value online. Hone your critical thinking skills, seeking evidence to substantiate the information you come across.
Diversify your information sources by turning to recognized independent and alternative media outlets.
Remember that social media is just one facet of the narrative. Engage in face-to-face discussions and participate in local events to broaden your perspective.
Acquiring the skill to identify bias and discern disinformation tactics is paramount. Developing media literacy is a key strategy to better navigate and avoid misinformation effectively
Social networks are also an opening to diversity!
While social media can be a source of discrimination, it can be a voice for tolerance and action:
➜ Studies have shown that platforms like Instagram and TikTok have allowed users to discover beauty standards from a variety of cultures, expanding the definition of beauty beyond mainstream Western norms.
They also make it possible to be more and more aware of gender injustices at a younger age, for example!
➜ Understanding injustices. The virality of movements such as #BlackLivesMatter and #MeToo on social media has raised awareness of issues of racism among people from different cultures.
➜ Global cuisine/culinary: With YouTube channels dedicated to cooking and Instagram accounts of foodies, people have access to a variety of cuisines from around the world, which can change their perception of cultures through their traditional dishes.
Social networks are also a place to share!
The popularity of non-Western music genres such as K-pop on platforms like Spotify and YouTube has introduced global audiences to new forms of music and performance, changing perceptions of what is considered mainstream!
MOOCs offer courses on topics such as world history and literature to learn about cultures they might not otherwise discover.
Apps like Duolingo connect language learners from all over the world, allowing them to not only learn a new language, but also understand the cultural nuances associated with it.
Travel blogs and vlogs on YouTube have transformed the way people perceive different destinations, promoting a deeper understanding of local cultures and encouraging more responsible and engaged tourism
RESOURCES TO GO FURTHER
Three seminal books that provide varied and in-depth perspectives on the challenges posed by social media and how it can influence your perceptions and behaviours.
- Bias Is All Around You: A Handbook for Inspecting Social Media & News Stories by Erik Bean, Ed. Sherry Wexler 4 July 2021 ( = offers an in-depth look at how to discern misinformation and bias in social media and news)
- Antisocial Media: How Facebook Disconnects Us and Undermines Democracy by Siva Vaidhyanathan, Ed. 15 May 2018 (= explores how Facebook has impacted democracy and social polarization)
- Misinformation, Disinformation, and Online Propaganda in “Social Media and Democracy”, Ed. Cambridge University Press August 2020 (= analyses the spread of disinformation on social platforms)
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them. Project Number: 2022-2-IE01-KA220-YOU-