Social media has amassed tremendous power both in the social context and in business over the past couple of decades. Therefore, understanding the essential principles of its functioning, particularly, the algorithms according to which trends are created within it and information is transferred from one user to another, is central to companies’ effective performance. This paper will seek to delineate the main factors behind the emergence and evolution of creative algorithms within social media, as well as locate the factors that influence the development of and changes within said algorithms.
In essence, special media algorithms represent a fairly simple and quite useful concept. Specifically, social media algorithms are expected to help categorize content supplied by users based on the extent of its relevance as opposed to other characteristics. Therefore, for social media algorithms to function effectively in the ever-changing media environment, a machine learning mechanism must be introduced to the algorithms in question. Thus, algorithmic media will become significantly easier to categorize, which, in turn, will lead to more effective communication and proper management of users’ queries online. For this reason, studying the factors that shape the development of and changes within the algorithms in question is strongly needed. The described research project will help identify trends within social media with greater precision, which, furthermore, will allow for more effective communication, as well as a more critical perspective on the trends developing within the specified context. The emphasis on creativity will be particularly important since it will guide participants of interactions within social networks toward constructing unique contexts and experiences within the environment of modern social media. Thus, the integration of the algorithmic media assessment and the isolation of major factors, including sociocultural, economic, financial, technological, and political ones, will be necessary.