Chapman Law Review


"For years, businesses have executed strategies to engage viewers with their products or services. 1 Since engagement strategies can be manipulative, marketers must consider whether and when certain marketing tactics are unethical. 2 Today, social media companies may have the same basic objective to engage their audiences, but their engagement strategies utilize artificial intelligence. 3 To keep users engaged on social media, these platforms deploy algorithms that manipulate what the user views based on the user’s predicted interests. 4 But the algorithm doesn’t just dictate what a user sees. 5 It amplifies the user-generated content, meaning that, while the underlying content may be created by a human, the user’s experience of the content, or of reality, is mediated by the algorithm. 6"



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