- Reform UK voters see fewer personal posts on social media compared to other political groups.
- The IPPR suggests algorithms prioritize commercial engagement over genuine social connections for users.
- Researchers propose a public service social media platform to improve transparency and digital values.
A study by the IPPR thinktank reveals that Reform UK voters are least likely to see content from family and friends. Only 13% of these users saw posts from acquaintances, whereas 23% of Green party voters did. These findings highlight how different political groups experience varying algorithmic feeds.
The research involved 1,000 UK participants who categorized the top four posts on their main feed. Results showed that only 18% of posts came from known people. In contrast, 35% were from public figures or recommendations, while 29% consisted of brands and advertisements.
Experts argue that platforms now prioritize sticky design to keep users engaged longer. This shift means TikTok-style short-form videos now dominate most apps. Algorithms favor influencers and celebrities because they increase the time users spend on the site and drive more spending.
Dr Sofia Ropek-Hewson stated that these commercial algorithms make it harder to build common cultures. Since users see entirely different content, challenging perspectives become rare. This trend effectively strips away the social element that originally defined these digital communication platforms.
To counter this, the IPPR suggests creating a public service social media platform led by the BBC and European broadcasters. Such an alternative would focus on better values, transparency, and user privacy, moving away from the purely commercial incentives of current tech giants.
The report also urges an amendment to the Online Safety Act to tackle manipulative algorithmic design. This would give regulators more power and require platforms to promote public interest content from community groups, public bodies, and charities to balance entertainment.
Meanwhile, the UK government intends to fight addictive features like streaks and infinite scrolling. The prime minister expressed a readiness to prevent children from becoming hooked on social media, addressing the psychological impact of design choices that encourage daily app usage.
