Do Social Media Recommendations Influence Our Moral Choices?

On social media, content is increasingly selected both by our contacts and by automated systems. Recent research has examined the impact of these recommendations on how users perceive social norms surrounding a complex moral issue. The goal was to understand whether a post suggested by a friend, by an algorithm, or because it is widely read changes our view of what is normal or acceptable.

The results show that the type of recommendation has no direct effect on the perception of social norms. In other words, whether an article is suggested by someone close, by an algorithm, or because it is popular does not change our idea of what others think or do. On the other hand, what really matters is how each person interprets the norms of their environment. When someone believes that their social circle is interested in or approves of a topic, they are more likely to discuss it or act accordingly. This phenomenon is particularly pronounced for norms perceived in their immediate environment rather than those attributed to social media users in general.

This study raises an important question: even if recommendations do not dictate our perceptions, they could, over the long term, shape public debates. Indeed, social norms play a key role in our decisions, especially when facing new or morally ambiguous issues. For example, when confronted with an emerging technology such as the possibility of digitally recreating a deceased person, users rely more on what they believe to be the opinion of their loved ones than on popularity indicators.

Researchers suggest that the influence of algorithms and social contacts on norms remains subtle and depends on many factors, such as message repetition or familiarity with the topic. Thus, while recommendations do not immediately transform our behaviors, they could, over time, help define what is considered normal in society. This invites reflection on the power of digital platforms in shaping collective opinions and values.

Bibliography

Study Source

DOI: https://doi.org/10.1007/s00146-026-02952-8

Title: Recommended to you: an experimental study of normative influences from algorithmic and social recommendations on social media

Journal: AI & SOCIETY

Publisher: Springer Science and Business Media LLC

Authors: Sarah Geber; Lea Stahel