THE INTERSECTION OF LANGUAGE, POWER, AND AI: A DISCOURSE ANALYTICAL APPROACH TO SOCIAL MEDIA ALGORITHMS

Abstract

This paper explores the intersection of language, power, and artificial intelligence (AI) within the context of social media algorithms, using a discourse analytical framework. Social media platforms have become central to public discourse, where algorithms shape how content is produced, filtered, and consumed. The discourse surrounding AI-driven social media algorithms is not merely technical; it is inherently political, reflecting power relations in society. Drawing on critical discourse analysis (CDA) and Foucauldian theories of power, this study examines how algorithmic design influences language use, public opinion, and the construction of reality on digital platforms. The paper argues that social media algorithms, by determining visibility and dissemination of content, mediate the language of political discourse, reinforce social norms, and subtly exert power. These algorithms prioritize content based on user engagement, which often amplifies divisive narratives, echo chambers, and polarized views. The study analyzes case examples from various social media platforms, highlighting how language is manipulated through algorithmic filters that prioritize sensationalism, emotional appeal, and clickbait over nuanced, factual discourse. Furthermore, the paper critically examines the ethical implications of these algorithmic practices, focusing on the role of AI in reinforcing existing power structures and limiting diverse perspectives. By interrogating the ways in which algorithms construct discourse, the study underscores the need for more transparent, accountable AI systems that prioritize social responsibility in shaping digital communication. Ultimately, the paper highlights the need for a more comprehensive understanding of how AI and algorithms mediate power through language in the public sphere, urging for greater interdisciplinary collaboration between AI researchers, linguists, and policymakers to ensure the ethical deployment of AI technologies in social media contexts.

Keywords: Artificial Intelligence, Discourse Analysis, Social Media Algorithms, Power, Political Discourse, Critical Discourse Analysis, Ethics, Public Sphere.