Algorithms shape media consumption because streaming platforms do not simply deliver content anymore. They recommend it, rank it, organize it, and influence what audiences notice first. This has changed society’s expectations of mass media because people now expect platforms to know their interests. Audiences expect personalized playlists, suggested movies, trending lists, and recommendations that match their mood or habits. This can make media easier to find, but it also means platforms play a major role in shaping culture. What gets recommended often becomes what gets watched, shared, and discussed.
This creates both opportunity and concern for musicians and filmmakers. Streaming can help independent creators reach audiences without relying only on traditional gatekeepers such as record labels, radio stations, movie theaters, or major studios. However, access does not always mean fair compensation or equal visibility. Spotify explains that royalties are based on streamshare and are paid through rights holders, not through a simple per-stream payment, which makes artist income more complicated than many listeners realize (Spotify, n.d.). This is where the ethical issue becomes clear. Technology has made media more accessible, but it has also made platforms more powerful. If algorithms shape what people discover, then mass media companies have a responsibility to be more transparent, fair, and supportive of the creators behind the content.
Links/Media:
Spotify. (n.d.). Royalties guide. Spotify for Artists. https://artists.spotify.com/en/royalties-guide
Dent, M. (2022). The economics of Spotify. The Hustle. https://thehustle.co/the-economics-of-spotify/
