Hi there!
Have you ever wondered why you see certain comments in social media comment sections, and why they’re shown to you over others?
In my master's thesis at the University of Cologne, I examined what influences the visibility and positioning of comments. Each ranking is determined by algorithms, which are often based on complex human-defined criteria. Yet, the scientific community as well as affected institutions lack to understand these implementations—leading to potentially harmful consequences.
One example is the "Druking Scandal," where manipulators exploited comment sections to sway the political public opinion. Although this phenomenon has only been documented in South Korea, it's likely that similar tactics are at play elsewhere.
Beyond manipulation, a large set of other important considerations is necessary. For instance, it matters whether an algorithm chooses to promote a homogeneous or diverse range of opinions. Multiple pychological effects, technical limitations, and sociological behaviors such as the Spiral of Silence can all influence the choices of comment ranking algorithm design, making it difficult to create fair, democratic, and engaging comment sections. Furthermore, the risk of unnotified “shadowbanning”—or systematically suppressing certain users or viewpoints—also raises substantial legal and ethical issues.
So far, it took me 1.5 years to immerse myself in this topic, reading and analyzing thousands of often disturbing comment sections. Instead of finding all the answers, I’ve discovered more questions—paving the way for further research.
All things considered, it’s clear that comment sections play a significant role. They’re the contemporary embodiment of Jürgen Habermas' concept of the public sphere—a crucial tool for participatory democracy. That’s why I encourage everyone to take part in online discussions. If these spaces don’t reflect a broad spectrum of society, they risk becoming uncivil and exclusionary. Many comment sections, even on news sites, remain closed today—a missed opportunity to strengthen our fragile democracies.
I hope this post has sparked your interest in the topic. I’d love to hear your thoughts and questions—feel free to share!
Regional Director | Research | Nielsen Alum
2wArea of criminology you should not consider as unreality because entities get confused. youtu.be/c2ioRBNriG8