#MakeRegulationSexyAgain: Exerting my ‘Masculine Energy’ for Mr Zuckerberg

The Amplification of ‘Crazy Uncle Daves’

I’m at the extended family gathering; the vibe is chaotic but comforting. Crazy Uncle Dave’s in the corner, blasting us about UFOs and the government’s plan to replace pigeons with drones. The beauty of this moment? Uncle Dave’s wild theories dissipate into the ether once he’s finished. He’s in an enclosed space. They’re not immortalised. They’re not amplified.

If we move this monologue to social media, suddenly, Crazy Uncle Dave has access to a megaphone—an algorithm designed to spread his ramblings far and wide. It decides that his rambling might ‘be of interest to’ (aka. get interaction and reactions out of) many others and could end up in the feeds of thousands — maybe millions. What used to be a private, transient moment is now etched into the digital landscape, making its impact far greater and more seriously taken than ever intended.?And this is where Mr. Zuckerberg and his peers, as the gatekeepers of these powerful algorithms, step in.

A Call for Accountability

On January 7th, as a new year started with a new presidency on the horizon, Mark Zuckerberg finally tackled some pressing issues in a recent reel outlining the future of Meta. As much as social media platforms like Meta strive to be ‘community spaces’, there’s an undeniable elephant in the chat: the platforms are powered by man-designed algorithms, meaning they are not just places of free speech—they’re powerful amplifiers and curators of it.?

Zuckerberg only skirted over the subject of algorithms and how they have transformed the way we are served content, turning the internet into a space where attention is the currency and engagement is the goal. But while algorithms drive the system, they’re running unchecked.?

Let’s consider the accountability of traditional media credible outlets like the nightly news or the trusted daily paper (not the bargain-bin gossip rags, obviously). Editors, producers and journalists are held accountable for the accuracy and quality of content they push out. If something’s wrong, corrections are issued, and credibility is on the line. The stakes are high, and the system relies on a long-standing expectation of responsibility. But digital platforms? Well, they get to operate in a different dimension.?

If algorithms are the hidden editors and producers of the digital world, then where is the same level of accountability that we so diligently demand from traditional media?

As Zuckerberg put it, Meta’s future vision is about creating a digital space that’s more connected but also more accountable, but how? Yet, he still didn’t address his algorithms that amplify content that often blur the lines between news, fact, misinformation, and entertainment.?

The Sexy Part

You might well be asking yourself, what’s a Creative Director doing mouthing off about this kind of topic??

I am absolutely, categorically not an expert in this, but for years, I’ve seen up close how content works within the whims of these invisible editors—what catches the eye, what sparks debate—and what falls by the wayside. Algorithms aren't random or generic codes—they are human-designed and actively shaped by companies to meet their business goals. Far from accidental, their purpose is to drive engagement and ensure content performs well. Unique to each platform, they actively shape what users see, prioritising content that is likely to trigger reactions.?

And from all this exposure, there still, even after all these years, appears to be only one viable solution:?

????????? Algorithm Regulation ?????????

Platforms like Meta should be held to the same standards that traditional media are: accountable for the content they amplify, transparent about how their algorithms work, and responsible for what they promote.?

Unless lawmakers step in and ensure that platforms' algorithms are also inherently designed to prioritise accuracy, truth, and fairness we’ll be stuck in the 'echo chamber' (Not me plugging my previous article on the subject...https://www.dhirubhai.net/in/elizabeth-dewar-323b222a/recent-activity/articles/)?

As algorithms don’t just empower voices but shape and mold what people think and feel, we need to hold these platforms' algorithms to the same ethical frameworks that govern traditional media.?

This could be in the form of:

• Algorithm Transparency: Clear, accessible insights into how each algorithm is designed to build trust.
• Algorithmic Ethics Boards: Expert committees to oversee and ensure responsible algorithm design.
• Regular Audits: Standardised reviews to uphold fairness, accuracy, and accountability.

The conversation around algorithms has seen its fair share of peaks and troughs. One moment, it’s all over the news: elections, mental health in young people, The "Filter Bubble" Effect, Trading and Market Manipulation, the list goes on. The next, it’s barely a whisper.?

The reality is, algorithms are here to stay, and whether in the spotlight or not, they’ll continue to influence how we perceive the world. I’d rather pay attention now and put some rules in place, before they’re back in the news for all the wrong reasons, again.?

The Even Sexier Part

There are a whole host of petitions all angling for your right to know, so get Googling and get signing. A single petition might feel like a small step, but as we know, a collective wave of voices can shift the future of social media regulation.

What we need to fix these algorithms is a little 'masculine energy’ ey ‘Zuck’? Starting in the form of a good old-fashioned shot of accountability—before the algorithms turn us all into the next Crazy Uncle Dave.

And it’s fair enough if you don’t like what I’ve said here, but if you don’t want to see it, then better to take it up with this platform and its unregulated algorithm.