Digital platforms have become central to modern life, shaping how people communicate, shop, and even vote. From messaging apps to online marketplaces, these platforms connect billions and deliver information instantly. Businesses, governments, and emergency services all rely on them for daily operations.
Yet, while these platforms are at the center of modern communication, their true power is often hidden. They control what users see, collect vast amounts of personal data, and influence decisions—all without clear oversight.
A key reason for this lack of accountability is legal protection. In the United States, Section 230 shields online platforms from being treated as publishers. This means they are not legally responsible for the content users post. By claiming neutrality, platforms can shape information flows while avoiding the consequences of that influence.
A recent study published in Political Communication by Francesco Marolla, Marilù Miotto, and Giovanni Cassani examined this hidden power. The researchers explored how digital platforms shape democratic politics and the consequences of their influence.
The study highlights that these platforms act as political power brokers. They decide which content appears on feeds, which posts are promoted, and which voices are amplified or muted. This can influence public opinion and even election outcomes, often without users realizing the extent of the manipulation.
Algorithms are a key tool in this process. They are designed to maximize engagement, which often means prioritizing content that provokes strong reactions. While this can increase user activity and profits, it can also distort political discourse and polarize societies.
Another concern is the concentration of power. A small number of global tech companies control most of the platforms people use. This concentration allows a few private entities to influence information at a scale that was once the domain of governments or traditional media.
Digital platforms also harvest personal data to refine their influence. By tracking user behavior, preferences, and networks, they can target political messages with precision. Microtargeting campaigns use this data to sway opinions, mobilize supporters, or suppress opposition. This level of influence was impossible in past political eras.
The study argues that this hidden power has significant implications for democracy. Traditional democratic systems rely on transparency, accountability, and equal access to information. Platforms, however, operate under opaque rules, with proprietary algorithms and minimal public oversight. This imbalance raises questions about the fairness and integrity of democratic processes.
Experts warn that addressing this power will require legal and regulatory reforms. Governments may need to rethink protections like Section 230 and introduce rules that ensure platforms are accountable for political influence. Transparency measures, independent audits, and stronger privacy protections are among the potential solutions.
Digital literacy is also crucial. Citizens must understand how platforms influence what they see and learn how algorithms shape information flows. Educating users about digital manipulation can reduce the impact of biased or misleading content.
Despite these challenges, digital platforms also offer opportunities. They can provide real-time access to information, connect marginalized communities, and enable rapid coordination during crises. The key is balancing the benefits of connectivity with safeguards that protect democratic processes.
As the study highlights, digital platforms are no longer neutral tools. They are powerful political actors capable of shaping opinions, elections, and public debate. Recognizing this influence is the first step toward ensuring that democracy thrives in the digital age.
