The filter bubble generated by artificial intelligence algorithms and the network dynamics of collective polarization on YouTube: the case of South Korea

ABSTRACT

This study examined the role of the ‘filter bubble,’ an algorithm-mediated YouTube video suggestion system, in political polarization and the presence of echo chamber patterns in public engagement. We examined the mechanism by which automated YouTube recommendations augment selective exposure to ideologically similar content and the network-based dynamics of collective polarization. We collected lists of videos recommended by conservative and progressive news media and the accompanying replies using YouTube application programming interfaces (APIs) embedded in YouTube Data Tools and Webometric Analyst 2.0. The study examined similarities in content of related videos and conversation networks between commenters, as well as the relationships between the videos, channels, and commenters. Almost half of the videos had content similar to the original videos offered by both conservative and progressive news media. The filter bubbles in progressive media were not as strong as those in conservative media. More than 30% of the videos recommended by progressive media were from legacy media, while this figure was 25% for conservative sources. This study has significant implications for reverse engineering studies because it collected data through APIs, which are neutral and can access YouTube servers without logging into individual IDs.

KEYWORDS:

• Automated recommendation
• filter bubble
• network analysis
• recommendation algorithm
• South Korea
• YouTube

Acknowledgements

The authors would like to thank their research assistants, especially Hwa-Young Song. An earlier version of this study was undertaken in partnership with the Korean Broadcasting System.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Han Woo Park

Dr. Han Woo Park is a founder of the Cyber Emotions Research Institute and established the World Association for Triple Helix and Future Strategy Studies (WATEF). His research focuses on the use, impact, and role of online media and/or biggish data in extending academic, governmental, and business communications in social, scientific, cultural, and innovative activities. He is currently Chief Editor for the Journal of Contemporary Eastern Asia, Quality & Quantity, and ROSA Journal. In May 2023, he was elected a distinguished Fellow by the International Communication Association. According to Research.com Dr. Park came in first in Korea for Social Sciences and Humanities Scientists in 2021. YouTube channel is https://www.youtube.com/user/hanwoopark

Sejung Park

Dr. Sejung Park is an Associate Professor in the Division of Global and Interdisciplinary Studies at Pukyong National University in South Korea. Her research interests include the role of new digital technologies in health and environmental communication, digital diplomacy, and computational methods. Her recent work examines social media networks, health information sharing, and risk communication.