‘I’m still the master of the machine.’ Internet users’ awareness of algorithmic decision-making and their perception of its effect on their autonomy

ABSTRACT

Algorithms are an integral part of our everyday lives and shape the selection and presentation of information and communication on the internet. At the same time, media users are faced with a lack of control and transparency when interacting with these systems because algorithms largely remain black boxes to end users. Relying on the notion that algorithms are socio-technical systems that comprise both technical and human components, this paper examines internet users’ awareness of algorithms in different areas of internet use and inquires into users’ perceptions of the impact of algorithms on their autonomy when interacting online. Empirically, we rely on qualitative interviews with 30 German internet users. Findings indicate that users in general are aware of algorithms operating in a wide range of applications and demonstrate a basic understanding of how these systems work. In line with the third-person effect, users perceive algorithms to have a stronger impact on others’ internet use than on their own. Further, users’ awareness of algorithms was found to be closely related to their perceived autonomy. When users feel in control of their interactions online, they are less aware of the impact of algorithms governing their interactions. Based on these results, we discuss the implications for transparency measures in algorithm regulation.

KEYWORDS:

• Perceptions of algorithms
• user autonomy
• transparency
• socio-technical systems

Disclosure statement

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

Notes

1 The interviews included a second part that inquired about users’ risk perceptions, coping strategies associated with these risks, and regulatory preferences, which are not covered in the present paper.

2 Participants in direct quotes are indicated by I = Interviewee, a running number, and the participant’s gender and age. We also added a running number of the quote (e.g., Q1–Q22) to reference the original German quote in the Appendix 1.

Additional information

Notes on contributors

Leyla Dogruel

Leyla Dogruel (Ph.D., Freie Universität Berlin, 2013) is assistant professor at the department of communication at Johannes Gutenberg-University Mainz, Germany. Her areas of research focus on privacy in mobile media, decision making in digital media, media innovation and media economics. [email: [email protected]]

Dominique Facciorusso

Dominique Facciorusso (M.A., Johannes Gutenberg-Universität Mainz, 2017) is a Ph.D. candidate and research assistant at the “Mainzer Medieninstitut”. Her area of research focuses on user perception of privacy and data protection in online environments. [email: [email protected]]

Birgit Stark

Birgit Stark (Ph.D., University of Hohenheim, 2005) is professor at the department of communication at Johannes Gutenberg-University Mainz, Germany. Her areas of research focus on media convergence, media quality, fragmentation, and comparative media research. This includes research on algorithm-based information intermediaries like Google and Facebook, their societal impact and the chances and risks associated with them.