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Algorithms Decide

When Algorithms Decide: How Digital Power is Winning Elections Over People

Liviu Poenaru, Dec. 12, 2024



 

The annulment of Romania's presidential election presents a troubling illustration of how algorithms and social media platforms are reshaping democratic processes. Ultranationalist candidate Călin Georgescu’s unexpected rise, allegedly driven by coordinated campaigns on TikTok with suspected Russian involvement, ultimately led to the nullification of the election results. This incident reveals the vulnerabilities of democratic institutions when confronted with algorithmic amplification and foreign interference, marking a critical turning point in the intersection of technology and politics.

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Algorithms, particularly those employed by social media platforms, play a powerful role in shaping public opinion. Designed to prioritize user engagement, these systems curate and amplify content based on what captures the most attention. While this approach effectively keeps users on platforms, it often creates echo chambers that reinforce existing biases, deepen polarization, and reduce exposure to diverse perspectives. In the Romanian election, TikTok’s algorithms reportedly amplified pro-Georgescu content, significantly increasing his visibility among users. Such algorithm-driven amplification bypasses traditional checks on political messaging, such as journalistic scrutiny or public debate, allowing automated systems to influence voter behavior in unprecedented ways. As a result, the democratic ideal of informed and autonomous decision-making is increasingly undermined by technological forces that prioritize engagement over truth.

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In the Romanian election, algorithms exploited subpersonal mechanisms by leveraging psychological and emotional triggers embedded in human cognition. Platforms like TikTok are designed to maximize engagement by tapping into unconscious processes such as the dopamine-driven reward system, which fuels addictive behaviors like endless scrolling. These algorithms amplified content that resonated with users’ implicit biases, fears, and desires, creating a feedback loop of emotional reinforcement. By tailoring pro-Georgescu messaging to specific demographic and psychographic profiles, the algorithms bypassed rational, deliberative thought, instead appealing to instinctual and affective responses. This manipulation of subpersonal mechanisms undermined the autonomy of voters, steering their decisions not through informed debate but through subconscious influence, thereby distorting the democratic process.

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The Romanian case is not an isolated incident but rather a symptom of a broader transformation in how societies process information and make collective decisions. Social media platforms have fundamentally altered the way information is disseminated and consumed, often outpacing the ability of regulatory frameworks to keep up. The pervasive reach of these platforms, combined with their capacity for micro-targeting and content personalization, allows them to exert influence on a scale that is both global and deeply individualized. This power is not merely technological; it has profound political, economic, and psychological implications. The Romanian election is a vivid example of how these dynamics can be exploited, with external actors leveraging algorithmic systems to manipulate public opinion and disrupt electoral processes.

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At the heart of this issue lies a fundamental gap in regulation. Despite the transformative impact of algorithms, there are few meaningful safeguards in place to ensure their ethical and transparent operation. Most algorithms are designed and controlled by private corporations, whose primary motive is profit rather than public good. These systems operate as black boxes, their inner workings hidden from public scrutiny. This opacity allows harmful biases to persist, as platforms prioritize content that maximizes engagement—often sensationalist, divisive, or emotionally charged—over content that fosters informed discourse. Without robust oversight, algorithms have become powerful tools for shaping reality, wielding influence that rivals or even surpasses that of traditional media.

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The complicity of social media users further complicates this dynamic. Billions of individuals around the world rely on platforms like TikTok, Facebook, and Twitter as their primary sources of news and information. This reliance grants algorithms immense power over public perception, as they determine what content is seen and what is buried. Moreover, the addictive nature of these platforms—driven by features like infinite scrolling and personalized feeds—encourages passive consumption rather than critical engagement. Users become unwitting participants in a system that commodifies their attention while simultaneously shaping their beliefs and decisions. This phenomenon is not merely a matter of personal choice; it reflects a deeper psychological manipulation, as platforms exploit cognitive biases to maximize time spent on their services.

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The implications of this dynamic are profound, spanning economics, psychology, and geopolitics. Economically, the dominance of a few tech corporations has created significant power imbalances, as these companies wield control over the global flow of information and data. This concentration of power raises questions about accountability and fairness, particularly in developing countries where data extraction often occurs without adequate compensation or safeguards. Psychologically, the constant bombardment of algorithmically curated content reshapes human cognition, reducing individuals’ capacity for independent thought and critical analysis. By prioritizing content that provokes strong emotional responses, algorithms contribute to societal polarization and erode the shared realities necessary for collective problem-solving.

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Politically, the influence of algorithms has transformed elections into arenas of digital warfare. State and non-state actors alike exploit these systems to disseminate propaganda, amplify divisive narratives, and manipulate voter behavior. The Romanian election highlights how foreign interference can leverage algorithmic systems to achieve strategic objectives, undermining national sovereignty and trust in democratic institutions. These dynamics are not limited to any single country; they represent a global challenge that threatens the integrity of democratic systems everywhere.

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The Romanian election also illustrates the geopolitical implications of algorithmic governance. Platforms like TikTok, which is owned by a Chinese company, introduce new layers of complexity to international relations. The geopolitical interests of the countries where these platforms are based can influence how they operate, creating potential conflicts of interest that transcend national borders. This dynamic contributes to the emergence of new geopolitical configurations, as technology becomes a tool of soft power and statecraft.

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The European Union’s response to the Romanian election, invoking the Digital Services Act to preserve election-related data, represents an important step toward addressing these challenges. However, much more needs to be done to regulate the power of algorithms and ensure their alignment with democratic values. Policymakers must prioritize transparency, requiring platforms to disclose how their algorithms work and what data they use. Ethical standards must be established to guide the design and deployment of these systems, ensuring they serve the public interest rather than purely commercial or political objectives. Furthermore, international cooperation is essential to create a unified regulatory framework that prevents technological fragmentation and ensures accountability on a global scale.

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The Romanian election serves as a cautionary tale of the dangers posed by unregulated algorithmic power. It highlights the urgent need for society to grapple with the ethical, political, and practical implications of living in an increasingly algorithm-driven world. This is not merely a technological challenge; it is a moral and existential one. As we stand at this critical juncture, the choices we make will determine whether algorithms serve as tools for empowerment and democracy or as instruments of manipulation and control. Safeguarding the future of democracy requires collective action, informed reflection, and a commitment to aligning technological progress with the principles of justice, transparency, and human dignity.

 

See also:

BBC: [..] the intelligence documents identify one TikTok account which they say made payments of $381,000 (£299,819; €361,872) in just one month from 24 October – to users who were promoting Georgescu. (...) the intelligence agencies report some 85,000 attempted hacks in an attempt to access electoral data and change content – including on election day. The report says the cyber-attackers used advanced methods to remain anonymous, working in a way and on a scale "typical of state-sponsored actors".

The Guardian.

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We have been conditioned and imprinted, much like Pavlov's dogs and Lorenz's geese, to mostly unconscious economic stimuli, which have become a global consensus and a global source of diseases.

Poenaru, West: An Autoimmune Disease?

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