From Ether to Algorithms: Power Transformation in the Age of Digital Media and Social Networks

Abstract

The study analyzes the influence of digital media technologies on the formation of cultural practices of modern society in the context of digitalization. The relevance of the topic is due to the transformation of the mechanisms of power and control associated with the transition from traditional media to digital platforms. The work focuses on the phenomenon of algorithmic control, which becomes a hidden regulator of information flows and user behavior. The research methodology is based on an interdisciplinary approach, including philosophical analysis, cultural understanding and critical analysis of media technologies. Particular attention is paid to the phenomenon of "information bubbles", which limits users' access to alternative points of view, enhances cognitive distortions and reduces the level of critical thinking. The study reveals the dual nature of digital power. On the one hand, it contributes to the democratization of the information space, and on the other, strengthens hidden forms of control, guiding people's behavior and shaping their perception of reality. The conclusions emphasize that the era of digitalization has given rise to a new form of power – platform-based or algorithm-based, which operates through information management, creating the illusion of freedom of choice. To reduce its negative consequences, new ethical standards and legal mechanisms are needed which will ensure the transparency of algorithms and the protection of user rights.