ByteDance Defends Algorithm Role Amid Filter Bubble Concerns
An executive from ByteDance, the parent company of TikTok, has addressed concerns about the impact of its algorithms on creating filter bubbles. Li Liang, a vice-president at ByteDance, emphasised that the Chinese social media giant is not focused on fostering filter bubbles. He stated that the company aims to provide diverse content to enhance long-term user retention, rather than isolating users within information cocoons.
ByteDance's powerful algorithms, which tailor content feeds to individual interests, have attracted over 2 billion users globally. These algorithms, though secretive, are highly valued by the Chinese government, prohibiting their sale to foreign entities. However, there have been worries that such algorithms may contribute to filter bubbles, limiting users' exposure to diverse viewpoints.
Li explained that ByteDance's recommendation system utilises a mix of algorithms and strategies, including collaborative filtering and content-based algorithms. These tools are designed to offer a broad range of information to users, preventing the formation of filter bubbles. The content feed on ByteDance apps incorporates recommended content, user searches, shared information, and trending topics to ensure a varied user experience.
In response to regulatory concerns, ByteDance has taken steps to enhance transparency around its recommendation system. Douyin, the Chinese version of TikTok, plans to establish a safety centre to provide users with more insight into how recommendations are made. Other platforms, such as Kuaishou Technology, Pinduoduo, and Xiaohongshu, have also introduced measures to address algorithm-related issues.
The introduction of Douyin in 2016 and TikTok in 2017 revolutionised the social media landscape, offering personalised feeds with autoplay videos. ByteDance's algorithms have played a pivotal role in the success of these platforms, as seen in the significant increase in user engagement following algorithm enhancements.
ByteDance's algorithms have not gone unnoticed by regulators. Beijing updated its export control list to prevent the overseas sale of key technologies used by TikTok, highlighting the importance of personalised information-push technologies and AI interfaces. In the US, regulatory pressures have led to discussions around the potential divestment of TikTok's recommendation engine to non-Chinese buyers.
As ByteDance navigates regulatory challenges in various markets, the company remains committed to providing a diverse and engaging user experience while addressing concerns related to filter bubbles and algorithm transparency.
ByteDance executive emphasises diverse content over filter bubbles.
ByteDance's algorithms aim to prevent filter bubbles through various strategies.
Douyin plans to establish a safety centre for transparent recommendations.
Source: SCMP