THE 2025 midterm elections are quickly approaching, and the ongoing buzz of social media, built upon heated debates and popular memes, is becoming harder to ignore. Filipinos, who are among the world's most active social media users, are deeply invested in this digital environment. While this connectivity brings people together, it exposes us to troubling influences during election time.

     After all, social media is an algorithm—a set of digital rules that determines what shows up in our feeds. Such algorithms are designed to keep users engaged. Every like, notification, and comment reinforces the urge to keep scrolling. Although it keeps us hooked, this shapes our experience.

     This becomes very problematic, especially during elections. When there is a lot of political content in our feeds, the algorithm favors posts we are likely to agree with, creating echo chambers. We tend to focus only on information that confirms our beliefs and ignore alternative views. These algorithms can also help in spreading false information by blending fake news with real facts. Such subtle yet powerful influence often goes unnoticed while shaping our opinions.

     Social media is not all bad. It mobilized voters, heightened concern for a variety of important issues, and created a virtual space to have real discourse. It is also ambiguous. In one moment, it can energize social forces toward action. The other is misinformation and isolation. Essentially, social media, depending on how it’s used, can make the public united or more divided than ever.

     At a personal level, reducing the hold of social media could be as simple as using workaround apps that block distractions during focus, turning off notifications, or limiting time spent on social media. Even hobbies or meaningful offline interactions can assist in achieving that balance, even if they won’t address the problem entirely.

      The problem lies with the platforms themselves. Social media companies are responsible for addictive algorithms that prioritize user engagement over their mental health. These companies produce addictive algorithms that ensure high user engagement, but at what cost to their users' welfare? A less addictive system would perhaps reduce disinformation and break echo chambers in developing healthier online communities, but most of these will not change this trend as it is part of the business model that prioritizes profits over people's welfare. As a result, public pressure and legislation are critical in holding those responsible accountable. Only through a concerted effort and regulatory measures will we be able to create a safer and more honest online environment. 

     As the 2025 midterms approach, social media should prioritize facts over manipulation. This is only the beginning, as new technologies like AI-generated deepfakes will emphasize the critical need for accountability in digital spaces. The sooner these issues are resolved, the better the chances for a more responsible and transparent digital future.