Facebook’s Algorithm – Empowering Connection or Manipulating Minds?
Every time we scroll through Facebook, invisible algorithms are working hard behind the scenes to shape our experience. But are these AI algorithms truly helping us connect, or are they quietly steering our thoughts and choices?
At a glance
Year Founded
2004
Top Content Format
Visual (Video & Images)
Daily Active Users (DAU)
2.1 billion
(As of 2024)
Abstract
This case study examines how Facebook’s algorithm shapes user experiences, exploring whether it fosters meaningful connections or subtly manipulates users’ thoughts and behaviors. Drawing on research from students at Kwansei Gakuin University, this analysis examines how Facebook’s AI-driven system curates personalized content through its four-stage process to predict and prioritize what users see on their News Feed and Reels. Through contrasting user narratives of “casual” and “critical” users, the study highlights differing perceptions of algorithmic personalization: one as a convenience, the other as an invasion of privacy.
Ultimately, the case study highlights the tension between personalization and ethical responsibility, questioning whether platforms like Facebook can safeguard user freedom while optimizing engagement. Designed as a problem-based learning case, it invites readers to critically evaluate how algorithmic systems influence consumer behavior, identity formation, and decision-making in the digital age.
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Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).
