How do social media algorithms shape the visibility, erasure, and commodification of queer identities in contemporary culture?
Social media has become an integral part of modern life, with platforms like Facebook, Twitter, Instagram, TikTok, and more providing users with ways to connect with friends, family, and strangers from all around the world. One aspect of these platforms that is particularly relevant for marginalized groups is how they affect the visibility and representation of their identities. Queer people, who have historically faced discrimination, exclusion, and oppression, have found new ways to express themselves online through social media.
This visibility can also come with its own set of challenges, including algorithmic control and commodification. In this essay, I will explore how social media algorithms shape the visibility, erasure, and commodification of queer identities in contemporary culture.
Visibility and Representation
One way in which social media algorithms impact queer identity is through visibility and representation. Social media platforms are designed to promote content that generates engagement, meaning that posts that receive likes, comments, shares, and views are prioritized by the algorithm. This means that when a user posts something related to their queerness, it may be seen by a wider audience than if they had not posted anything at all. As a result, social media can provide a platform for queer individuals to share their stories, experiences, and perspectives in a way that was previously difficult or impossible.
Drag performers on Instagram can reach millions of viewers with their creative expressions of gender and sexuality.
Erasure
Social media algorithms also have the potential to erase queer identities. Because these platforms are driven by profit-motivated companies, there is often pressure to show content that appeals to the broadest possible audience. This can lead to the removal of queer content from feeds or the promotion of homogenous representations of queerness that do not accurately reflect the diversity within the community.
Some platforms may promote content from cisgender gay men while ignoring trans people or non-binary individuals. Others may prioritize content that focuses on relationships over individual expression or political activism.
Commodification
In addition to visibility and erasure, social media algorithms can also commodify queer identities. Platforms like TikTok have been criticized for promoting content that sexualizes young LGBTQ+ users, often without their consent. This can lead to the objectification and exploitation of queer bodies and experiences, which goes against the spirit of representation and inclusion that many hope to achieve through social media. Moreover, brands and corporations are increasingly using queer identities as a marketing tool, co-opting them for financial gain without actually addressing the needs and concerns of those communities.
Social media algorithms shape the visibility, erasure, and commodification of queer identities in contemporary culture. While they offer new opportunities for marginalized groups to be seen and heard, they can also reinforce stereotypes and perpetuate harmful practices. As we continue to rely on social media for connection and communication, it is important to consider how these platforms impact our understanding of ourselves and others. By being mindful of these issues, we can work towards creating more inclusive and equitable online spaces.
How do social media algorithms shape the visibility, erasure, and commodification of queer identities in contemporary culture?
The increasing prevalence of social media has led to an exponential growth in the number of people using these platforms for various purposes including communication, entertainment, marketing, and news consumption. With this growth comes the need to curate content that is relevant to users' interests, needs, and preferences. Social media algorithms play a crucial role in determining what kind of information users see on their feeds.