Algorithms decide which content we see
This ambivalent character of the platforms makes it clear that the effect of social media depends very much on how they are designed and used. Credible information and constructive exchange are prerequisites for a positive impact, while antisocial behavior and algorithmically driven curation of emotionally charged content can undermine democratic processes. A central point that both Stieglitz and Baumann emphasize is the role of algorithms in the selection of content. Baumann calls for more transparency and control over these technologies, because “how content is organized and presented has a significant impact on the user experience.” The current platform architecture often favors content that engages and stimulates users without sufficiently considering individual well-being. This makes media literacy and the conscious use of social platforms all the more important to maximize the positive effects on social cohesion and limit the negative ones.
In Germany, the introduction of the Network Enforcement Act (NetzDG) in 2017 obliged social networks with more than two million registered users, among other things, to remove obviously illegal content after a complaint and to implement measures to ensure transparency. There have also been corresponding movements internationally, but some of them have since been reversed. “I used to be more optimistic that profit-oriented platforms would understand that curbing negative developments, such as disinformation or hate speech, is also in their best interests in the long term. In the meantime, large platforms such as Facebook have changed their stance again. This is comparable to a kind of ‘passing trend’ that makes it very clear that political regulation is needed,” Prof. Stieglitz emphasizes. In fact, from an economic point of view, it does not pay off for the companies behind social media platforms to invest in the protection of young users, for example. Complex, expensive measures such as “reporting functions,” specific account models for minors, or transparency reports are often implemented—if at all—on the basis of laws such as the European Union’s Digital Services Act or AI Act.
Neither blessing nor curse
Do social media and digital technology pose a threat to social cohesion in a democracy – or do they even promote it? There is no clear answer to this question. Prof. Dr. Stefan Stieglitz and Dr. Annika Baumann conclude that both are true. The interplay between technology, human behavior, and political governance is crucial for evaluating the impact of social media on democracy. Baumann explains that initiatives such as nebenan.de or movements such as the “MeToo” campaign show how social platforms can promote social integration. These examples underline that they are not good or bad per se, but that it depends on how and with what competence they are used. The networks have considerable potential for participation and social cohesion, but without the right framework conditions, they also pose risks for democratic processes. Sensible regulation, the consideration of ethical and social principles in platform design (which Prof. Stieglitz also demands), and initiatives to promote the media literacy of users are essential measures to ensure that the positive effects of these technologies outweigh the negative effects in the long term.
In a time when social media have a significant place in everyday life, it remains a decisive social task to design these platforms in a way that promotes the well-being of all without jeopardizing democratic discourse.
Stefan Stieglitz has held the SAP-Endowed Chair of Information Systems and Digital Transformation at the University of Potsdam since 2023.
Annika Baumann has been a research group leader at the Weizenbaum Institute since 2018 and conducts research particularly on social media and society at the Chair of Information Systems and Digital Transformation at the University of Potsdam.
The Digital Services Act aims to reform the regulatory framework for digital services in Europe and improve user safety, especially for children and adolescents. Larger platforms are to be held more accountable.
The AI Act is the first law worldwide for the regulation of artificial intelligence using a risk-based classification system. Its aim is to ensure the safety and rights of citizens by imposing strict requirements on high-risk AI systems. At the same time, it aims to promote innovation and competition in the field of artificial intelligence.
This text was published in the university magazine Portal - Zwei 2025 „Demokratie“. (in German)
Here You can find all articles in English at a glance: https://www.uni-potsdam.de/en/explore-the-up/up-to-date/university-magazine/portal-two-2025-democracy