ALGORITHMIC GOSSIP IN YOUNG PEOPLE’S ACCOUNTS OF ‘UNHEALTHY’ ADVERTISING ON SOCIAL MEDIA

Abstract

The algorithmic and individualised nature of advertising on social media - and the intentionally opaque and unobservable design of advertising algorithms - makes them difficult to study. We turn to participatory methods, working with 204 young Australians as 'citizen scientists' to collect 5169 screenshots of 'unhealthy' advertising on social media. Through SMS chat over a one week period, we engaged our participants in 'algorithmic gossip' to theorise why certain ads appeared on their feeds, how the algorithms serving ads worked, and what they thought about them. Some believed ‘the algorithm’ accurately targeted ads based on their interests and behaviors, while others felt these algorithms 'missed the mark'. Participants theorised the impact of search histories, friendship networks, interests, time of day/week/year, location, age, gender, and more in how advertising algorithms worked. Our study revealed complexities in participants' perceptions of ad targeting and how algorithms function. We highlight the need for greater transparency and regulation regarding advertising on social media, especially concerning unhealthy industries. Participants expressed concerns about manipulative and intrusive advertising practices, emphasising the importance of platform responsibility and centering young people's expertise in discussions on advertising regulation.