A resident of a rural municipality checks a local elected official’s social media account to follow municipal council decisions. A mother scrolls through a news feed on her phone between appointments. These two everyday situations illustrate a tangible shift: digital platforms have become the first point of contact with news for a growing share of the population.
Recommendation algorithms and access to online information
When you open a news app or social network, the content displayed is not the same for every user. Recommendation algorithms sort, rank and suggest posts based on browsing history, past interactions and detected preferences. This automated filtering has a direct consequence: each user sees a different version of the news.
In practice, this changes how we discover a topic. Instead of actively looking for a section in a newspaper or on a portal, the content comes to us, pushed by the platform. The time saved is real, but so is the trade-off. Topics that generate engagement (reactions, shares, comments) are promoted, while in-depth information that is less likely to go viral slips under the radar.
The European Digital Services Act has identified this as a priority area for regulation. Very large platforms must now assess the systemic risks associated with their recommendation systems, particularly those affecting civic debate and electoral processes.
Guidelines published by the European Commission in April 2024 set out measures to consider in the context of elections. The regulation also requires the platforms concerned to offer a non-personalized feed option—a recommendation mode that does not rely on profiling.
Articles published on the-click.net offer further insight into how these mechanisms shape the visibility of online content and the communication strategies that follow.
Content creators and new sources of news
In its Digital News Report 2025, the Reuters Institute notes a clear shift in how news is mediated. In the Philippines, for example, social networks and video platforms have become more popular ways to access news, and many respondents turned to content creators rather than traditional media. This phenomenon is not limited to one country: the trend can be seen across several markets.
We are moving from a model in which a newsroom selects and ranks the news to one in which individuals (video creators, bloggers, podcast hosts) act as filters. The connection between these creators and a journalistic newsroom is not always clear, making it harder for readers to assess the reliability of a source.
What this means for users in practice
Someone who follows five creators on a video platform is effectively building their own framework for interpreting the news. The tone is often more direct, the format shorter, and the relationship with primary sources (official documents, press releases, raw data) varies from one creator to another.
For established media outlets, the consequences are twofold. They must adapt their formats to platform conventions (short videos, clips, catchy headlines) while maintaining their editorial standards. The coexistence of these two approaches—that of the independent creator and that of the structured newsroom—is redefining what we expect from a reliable news source.
Personal data and digital identity on social networks
Every interaction on a platform leaves a trace: a like, a comment, a share, the time spent reading. This data feeds into a user’s digital profile and refines recommendations. We call it digital identity, but in practice, it is primarily a behavioral profile built by the platform from signals that are often unintentional.
The overlap between the GDPR and the Digital Services Act creates a two-tier framework. The GDPR governs the collection and processing of personal data. The DSA requires platforms to explain how this data influences the distribution of content. Joint guidelines from the European Data Protection Board clarify how the two regulations interact.
Three ways to stay in control of your data
- Check the privacy settings on every platform you use, especially permissions for ad tracking and sharing with third parties
- Where available, enable the non-personalized recommendation feed to compare what the algorithm suggests with a neutral display
- Limit cross-account connections (signing in to a service through a social media account gives it access to more behavioral data)
Online communication for businesses and local authorities: what has changed
Digital platforms have not only transformed how individuals consume information. They have also changed how businesses, associations and local authorities communicate with their audiences.
Here’s a practical example: a town hall that publishes a municipal order on its website reaches a limited audience. The same order, shared on a social network with an explanatory graphic, reaches a much wider audience within hours. The platform becomes the primary channel, while the institutional website serves as a reference point.
The same applies to businesses. Communications teams now incorporate social media conventions into their strategies: short formats, responsiveness and direct interaction with users. Instant messaging is gradually replacing contact forms for customer service.
The limits of relying on platforms
Entrusting your communications to a channel whose algorithm and moderation rules you do not control raises questions of editorial sovereignty. An algorithm change can reduce a page’s visibility overnight. A suspended account, even temporarily, cuts off access to an entire community built over several years.
The risk varies depending on the size of the organization and the number of platforms it uses, but it affects small and medium-sized businesses just as much as large local authorities.
Digital platforms have reshaped the roles of information providers and audiences. European regulation is seeking to keep pace with this shift, particularly by requiring greater transparency around recommendation systems. Ultimately, however, managing your own information environment also depends on individual choices: diversify your sources, understand how algorithms work, and don’t leave it entirely up to a platform to decide what deserves your attention.
