ALGORITHMIC MANIPULATION ON SOCIAL MEDIA: AN INSTRUMENT OF INFORMATION WARFARE AND ITS INFLUENCE ON PUBLIC OPINION

Marina Gordeladze    [email protected]

 

Abstract

In the digital era, social media platforms are no longer merely channels for disseminating information; they have become key arenas of contemporary information warfare. Algorithms that determine the content delivered to users play a decisive role in this process. Algorithm-driven content curation creates an environment in which individuals predominantly encounter information aligned with their existing interests and views, thereby limiting exposure to diverse perspectives, intensifying polarization, and increasing the risk of disinformation.

This article analyzes studies that examine how social media algorithms shape user behavior and public opinion, how they construct the informational environment, and what implications these dynamics have for democratic processes. It also explores the algorithmic models of TikTok, Facebook, and YouTube, as well as their influence on the formation of public narratives.

The aim of the article is twofold: first, to highlight the significance of social networks in both the Georgian and global contexts, and second, to examine the specific mechanisms by which algorithms function. Special attention is given to analyzing how algorithmic architecture transforms public discourse and how it may amplify the risks associated with the spread of disinformation.

Authoritarian regimes actively exploit these mechanisms to undermine stability in democratic states, while democratic governments seek to use the same channels to strengthen societal resilience and foster critical thinking. Consequently, social media algorithms have become powerful instruments in modern information warfare, shaping political processes, public attitudes, and global security more broadly.

Under these conditions, ensuring transparency and accountability in algorithmic systems is essential. TikTok, Facebook, and YouTube-along with other platforms-must disclose the criteria by which they select and prioritize content for users. Such measures would facilitate the identification of disinformation operations and support efforts to enhance societal resilience. The regulation and ethical governance of algorithms are therefore indispensable for contemporary information security.

Keywords: social media, algorithms, information warfare, disinformation.