By Degraft Osei
Algorithms: hidden, mysterious, and omnipotent. These silent governors dominate the digital marketplace, influencing what we view, exchange, and use.
When suggesting a book, spreading a meme, or proposing the next trend video, algorithms reign supreme in the digital age. However, similar to any monarch, these systems have imperfections, which frequently puts content creators from less-represented areas at a disadvantage when trying to make an impact globally.
For example, for creators in Africa, the journey frequently starts with significant talent but lacks a clear pathway to recognition.
Algorithms engineered to boost user engagement often prioritize content aimed at Western audiences, pushing aside creators from areas with lower ad influence. This is a stark paradox: despite the global economy being more connected than ever, its advantages are unevenly shared.
The Power Brokers of the Modern Tech Era
Consider a musician based in Accra who merges ancient Ghanaian melodies with cutting-edge synthesizers. This artist releases a track online aiming for widespread recognition.
Although the music connects with local audiences, its international impact is hindered by algorithms that prioritize content appealing to well-established markets such as North America or Europe. This isn’t because of insufficient skill, but rather a systematic prejudice embedded within these digital platforms’ frameworks.
Algorithms are fundamentally not malevolent. Ultimately, they are created with particular objectives in mind: maintaining user engagement and guaranteeing that platforms stay lucrative.
The issue arises because these objectives frequently conflict with the ideals of equity and fairness. Global advertising trends take precedence, leading to an emphasis on content that resonates internationally, whereas genuine local narratives and perspectives get marginalized.
Examples of Algorithmic Inequity
Examine the rapid ascent of TikTok. Despite offering a worldwide platform to numerous individuals, its algorithm continues to highlight wider economic inequalities.
Frequently, African creators mention that their content receives lower interaction rates globally compared to domestically, despite strong performance within the region. Additionally, YouTube’s advertisement income system primarily benefits creators from areas with higher advertising value, forcing African producers to depend on domestic endorsements or individual financing to keep producing their work.
A Lesson from Commerce
This problem isn’t limited to online spaces. While working at M & T Concessions, I observed that distribution channels often favored well-established markets, neglecting newer ones and forcing them to struggle independently.
Many products that succeeded in Europe or North America found it challenging to connect with African consumers because of various logistical and systemic obstacles. Similarly, digital platforms that fail to emphasize fairness end up exacerbating worldwide inequalities unintentionally.
A Website Aiming to Challenge Conventional Norms
A notable player in this field is Luupli, a social media platform aimed at tackling these disparities. In contrast to bigger competitors, Luupli focuses on content ownership and fair revenue distribution.
The system is designed to favor genuine content rather than what goes booming , guaranteeing that makers from less-represented areas get an equitable opportunity to thrive.
Luupli’s revenue-sharing approach enables creators to keep ownership of their work while still receiving royalty payments for subsequent uses.
An artist based in Nairobi has the option to upload their artwork, grant permission for its digital use, and receive earnings every time it gets shared. Although this platform isn’t available just yet as it remains in beta testing, it shows potential when inclusion takes center stage.
What Platforms Can Do
Correcting algorithmic bias isn’t merely an ethical obligation—it represents a significant business prospect. Companies that adopt openness and equity stand to unlock substantial creativity from areas such as Africa, Asia, and Latin America. Consider these suggestions:
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Algorithmic Transparency
Platforms ought to offer creators detailed information about how their content is ranked and the reasons behind it. Doing so fosters trust and enables creators to refine their approaches while maintaining their genuine voice.
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Localized Support
Providing region-specific resources and mentoring can assist creators in tackling systemic issues. Collaborations between platforms and local groups might include organizing workshops, offering financial support, or linking creators with international companies.
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Revenue Equity
By implementing more equitable revenue-sharing models, platforms can guarantee that creators receive compensation according to the value they produce, rather than where they are located geographically.
A Call to Action
The unseen influence of algorithms doesn’t have to stay hidden. By restructuring these systems with an emphasis on fairness and inclusion, we can develop a digital economy that elevates creators across the globe. Picture a future where a fashion designer from Lagos, a filmmaker based in Nairobi, and a vlogger hailing from Accra enjoy equal chances for success just like those working in New York or London.
The burden does not rest solely on the platforms. Governments, brands, and consumers should also take initiative. Legislators can develop guidelines for achieving digital fairness, companies can support underrepresented groups financially, and individuals can actively consume material from marginalized areas.
While algorithms might serve as the invisible builders of our digital realm, they are far from static. By adopting an appropriate strategy, we have the power to shift their role from that of gatekeepers to facilitators, guaranteeing that the digital marketplace mirrors the variety of its user base.
Degraft serves as both the co-founder and chairman at Luupli, an innovative social media platform aimed at fostering sincere self-expression and meaningful interpersonal relationships. With a rich background in hospitality, tourism, and technology within the UK, he brings considerable expertise to his role. You can contact him through various means.
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