Do you know Facebook knows that you love babies and hate Tom Brady. Yes, it’s true. The algorithms suggest what nature you are. The “Like” buttons on the platform are very powerful in learning your emotion. If you “Love” a photo of a friend’s baby and you are “Angry” on a news piece of New England Patriots winning the Super Bowl, you are considered in a certain way.
Facebook algorithms learn more about you the more you click and know more who you are.
Until last year the platform just had the simple solo “Like” button, but later more reaction choices emerged on it like Love, Haha, Sad, Wow and Angry.
With your more clicks on such reactions Facebook will show you more photos of babies and fewer news content of football. This mean your friend will appear more compared to Tom Brady, New England Patriot or Super Bowl in the News Feed.
More to this, you may get ads or sponsored posts more of parents and young kids, and less of Football or its associates.
However, the Tom Brady will not be completely deleted from your Facebook life. You will get some related posts or photos in your News Feed, probably once or twice a week to provoke you.
In this context artist Ben Grosser said, “Facebook has conducted covert experiments on its users to evaluate how Facebook can emotionally influence people.”
Grosser is a professor at the University of Illinois at Urbana-Champaign. He added further that Facebook has too much power to give to its algorithm that would corporate what to show on News Feed of a particular user.
He is working on one of his latest projects and made a browser extension named Go Rando to intercept reaction of user on Facebook. The basic motto of it is to encourage users to question themselves before clicking on the reaction button of Facebook.
He said user should question, “Where does this data go? Who benefits from it? And who is made most vulnerable by it?”
Grosser said the primary consumers of the reaction buttons is not your friends but it is for the news feed algorithm and thereafter the advertising message profiling as well as predictive analytics.
However, the clicking on buttons is a compulsive, involuntary behavior of user and many people knows feeling of ‘liking’ something even if they don’t in like it. This is the way to indicate presence or else passing a message that the post or photo has been seen.
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