Researchers at New York University Abu Dhabi created hundreds of “sock puppet” TikTok accounts in New York, Texas, and Georgia (via VPN), uploaded to them either pro-Democratic or pro-Republican videos to show their political leanings, and then watched what TikTok’s algorithm fed back to them every day over the 27 weeks leading up to Election Day.
Across more than 280,000 recommendations, Republican-seeded accounts received about 11.5 percent more “party-aligned content” than their Democratic counterparts, while the pro-Democratic accounts were force-fed 7.5 percent more attacks from the other side. As Professor Talal Rahwan put it:
“The algorithm wasn’t just giving people what they want; it was giving one side more of what the other side says about them.”
The pro-rightwing bias was even more dramatic when researchers looked at how the candidates’ own accounts did. Candidate Trump’s official TikTok videos were pushed to Democratic-leaning users 27 percent of the time, while Kamala Harris’s videos only reached Republican-leaning users just 15.3 percent of the time.
Translation: Leading up to the 2024 election, TikTok was working overtime to expose Democrats and lefties to MAGA’s most persuasive messaging, all while shielding rightwingers, independents, and Republican voters from Harris’s voice.
Making it even more astonishingly consequential, studies show that TikTok matters enormously to young people; roughly half of TikTok users under 30 say they use the app to keep up with politics and news, and that TikTok-engaged demographic shifted a mind-boggling full 10 percentage points toward Trump between 2020 and 2024 following this exposure.
Young men, for example, flipped from voting 56 percent Biden in 2020 to 56 percent choosing Trump in 2024, the kind of swing that decides battleground states.
Even more troubling, other research shows that TikTok isn’t an outlier. It’s one piece of a much larger algorithm-run social media ecosystem, and that system is now the main way a plurality of Americans engage with politics. Pew Research, for example, found that 42 percent of US social media users consider these platforms “important” for getting involved in political and social issues, and almost none of them have any idea how the top-secret social media algorithms decide what they see.
Sometimes it’s so obvious that it’s surprising it’s not a bigger news story.
Researchers at the Queensland University of Technology found a “structural break for Musk’s metrics around July 13th, 2024,” the exact day Elon Musk endorsed Trump. Overnight, algorithm-driven view counts on Musk’s own X posts jumped 138 percent and retweets exploded 237 percent, far above what any other major account experienced.
And it wasn’t just Musk’s own posts that got the boost; other pro-MAGA, pro-white supremacy, pro-GOP right-wing accounts across X were also systematically amplified. A separate peer-reviewed field experiment published this year in Nature randomly assigned active US users to either an algorithmic or chronological X feed for seven weeks. The result — what could only be called successful brainwashing of those being fed posts by the X algorithm — was astonishing.
The scientists noted that those on the algorithmic feed shifted “towards more conservative positions, particularly regarding policy priorities, perceptions of criminal investigations into Donald Trump, and views on the war in Ukraine.”
And once people are initially convinced of a worldview, changing their mind is a huge and usually unsuccessful undertaking, which is why rightwing billionaires were so eager to fund Charlie Kirk and other programs to indoctrinate schoolkids. Switching back to a chronological feed didn’t undo the damage.
This was on top of the roughly $277 million Musk personally spent electing Trump and Republicans, $239 million of it through his America PAC, making him by a wide margin the largest individual donor of the 2024 cycle.
Then there’s Mark Zuckerberg. After spending a decade telling Congress that Meta was politically neutral, Zuckerberg watched Trump win, metaphorically dropped to his knees, and immediately killed the fact-checking systems on Facebook and Instagram that kept identifying and calling out Trump’s and Republicans’ lies and misrepresentations.
Like a loyal puppy (or a terrified rabbit), Zuck called Trump’s reelection “a cultural tipping point,” wrote a $1 million check to Trump’s inaugural slush fund, replaced his head of global policy with longtime Bush-era Republican Joel Kaplan, and then announced he was moving Meta’s trust-and-safety operation from California to Texas. Meta’s institutional pivot toward Trump and MAGA wasn’t even subtle.
YouTube — also largely owned and run by right-wing billionaires — isn’t innocent either. A UC Davis audit using 100,000 sock-puppet accounts found that right-leaning users get systematically funneled into channels pushing rightwing extremism, conspiracy theories, and hard-right “otherwise problematic content,” while left-leaning users see nothing comparable.
A separate Brookings analysis found that YouTube’s algorithm tugs every user, regardless of where they start, “in a moderately conservative direction.”
I’ve been around digital media since the very beginning. My business partner Nigel Peacock and I were running forums on CompuServe back in the early 1980s, when “going online” meant a 300-baud modem screeching into your phone line and a connection bill that could put a small business under in a month.
The platforms were primitive, slow, and gloriously pluralistic; gatekeepers were a handful of sysops who worked with Nigel and me (CompuServe paid us) trying to keep the message boards clean and useful. Things were civil, the feed was chronological, and there was no anonymity; even political arguments were reasonable.
None of us back then imagined that one day a few billionaires would be able to flip a switch in Beijing, San Francisco, or Austin and successfully shift the political mood of an entire continent overnight. But that’s exactly where we are today, and it appears to have been the tipping point that brought us Trump and all the horrors that accompanied him.
The closest historical parallel is the era of William Randolph Hearst and the Yellow Press at the turn of the 20th century. Hearst’s chain of newspapers reached more readers than any information outlet in human history up to that point, and when he decided it would be in his interest for America to have a war with Spain in 1898, he largely manufactured one with wild, sensationalist coverage of an explosion in the boiler room of the USS Maine in Havana harbor, casting it as an attack against America.
He’s said to have cabled his illustrator in Cuba, “You furnish the pictures, and I’ll furnish the war.” And, sure enough, within just a few months, America was at war.
The difference between Hearst and the men running today’s platforms isn’t moral; it’s mechanical. Hearst had to print on physical paper and ship it on physical trains. Musk, Zuckerberg, and the executives at TikTok and Google/YouTube can rewrite the political information environment in which hundreds of millions of people are marinating in real time, with no editor, no copy desk, and — unless things change — exactly zero public accountability.
So what do we do about these men effortlessly swinging our elections invisibly and without spending a penny of their own money? Three things are at the top of the list that Democrats in Congress and Democratic candidates need to make priorities.
First, Congress needs to require algorithmic transparency, as I suggested in The Hidden History of Big Brother in America. Senators Markey and Blumenthal have introduced excellent bills demanding that platforms disclose how their recommendation systems weight political content and forcing them to submit to fully independent audits. Given the political power these platforms and their billionaire owners command and how they’ll fight to hang onto it, none of these types of bills will pass without sustained public pressure.
Second, we need to repeal or substantially reform Section 230 of the Communications Decency Act so that algorithm-driven platforms are treated legally like the publishers they are, rather than like the telephone wires they used to travel over.
Third, the Justice Department’s antitrust division needs to be unleashed against the handful of companies that now control the political conversation in America. Standard Oil was broken up in 1911. AT&T was broken up in 1984. There is nothing about Meta, X, or Google that makes them more sacred that these behemoths that preceded them.
Call your senators today through the Capitol switchboard at (202) 224-3121 and tell them you want algorithmic transparency legislation and Section 230 reform. Make sure your voter registration is current at vote.org, check on your state-level legislators at openstates.org, and start telling everyone you know that science has now proven that the 2024 election wasn’t a free and fair contest of ideas.
It was — based on this new research — a rigged information environment run by a handful of billionaires that put a corrupt, predatory fellow billionaire in the White House and helped install billionaire-friendly Republican lickspittles in Congress and state houses across the country.
We can fix this mess. But only if we stop scrolling and start demanding change.
