The paradigm of visibility : algorithms of protest

Abstract

This dissertation investigates the intersection of visibility, algorithms, and digital activism in contemporary social movements. In an increasingly digitised and algorithm-driven world, the dynamics of visibility – whether manifesting as visibility, invisibility, or hypervisibility – profoundly shape participatory culture, societal narratives, and power structures. By drawing on theoretical frameworks like Panopticism and algorithmic control, this study examines how digital platforms influence which voices and causes gain visibility, and how social media algorithms marginalise or render others invisible. Through discourse analysis and comparative case studies, the research explores both the opportunities and challenges posed by digital activism, especially for marginalised groups. Movements such as #BlackLivesMatter and #AmINext are analysed to showcase how social media can amplify activism but also risk undermining it. The thesis critiques the biases embedded in algorithms, highlighting their function as gatekeepers of digital visibility, shaping public discourse by selectively promoting certain narratives over others. Ultimately, this research offers a nuanced understanding of the complex relationship between visibility, algorithmic power, and digital activism, contributing to the ongoing discourse in media studies, social justice, and the ethics surrounding algorithmic media.