Media, Technology & Algorithms (DP IB Theory of Knowledge): Revision Note

Media, technology & algorithms

• Digital media gives knowers fast access to shared information through:

  • search engines

  • AI

  • social media

  • online news

  • educational sites

• Digital sources often rely on testimony, i.e. what other people claim, report or explain

• Digital sources can feel authoritative because they look professional and are widely shared; ToK asks you to check how the knowledge was produced and who is behind it

Filter bubbles and personalisation

• Personalisation happens when an online service tailors what you see based on signals like past clicks, watch time, location and follows

• A filter bubble can form when personalisation repeatedly shows you similar viewpoints or topics, so you encounter fewer sources of knowledge

  • Filter bubbles can narrow your perspective because they make some ideas feel “obvious” or “widely accepted” when, in reality, you are only seeing a narrow section of what is available

• Knowers can reduce the effect of filter bubbles by deliberately seeking contrasting sources, e.g.:

  • reading the same news story from different news outlets

  • checking a claim seen on social media by tracing it back to its original source or looking for independent coverage

Virality vs reliability

• Virality refers to how quickly and widely content spreads; rather than being driven by content accuracy, this is affected by factors such as:

  • attention

  • emotion

  • novelty

  • shareability

• Viral content can be unreliable because it may be simplified, taken out of context, produced by AI or designed to trigger clicks rather than to inform

• Reliable knowledge requires clear evidence, transparent methods and the ability to check claims against other sources

Platforms shaping what we see

• Platforms shape what you see because they choose how content is ranked, recommended and displayed

  • Algorithms can amplify certain content by prioritising items that keep users engaged

  • Visibility is therefore not neutral and does not automatically denote reliability

• Online environments can also influence what people share; this is because approval signals, such as likes and comments, reward some claims and discourage others

• ToK discussions should consider how platform design choices and incentives may have influenced the knowledge you have encountered online