"Very unique"- Shark Tank investor Mark Cuban talks about how algorithms influenced the 2024 election

Shark Tank investor Mark Cuban elaborated on how personalized social media feeds played a pivotal role in shaping public opinion and determining election outcomes. The 2024 election marked a transformative moment in political campaigning, heavily influenced by the power of algorithms.

In an interview with Jules Terpak on Fishbowl Pod on December 17, 2024, Cuban stated,

"The next question becomes, well, how do you win elections? And I think the 2024 election was very unique because of the influence of algorithms."

He explained that algorithms have been increasingly shaping how individuals consume information, which, in turn, directly influences voter behavior.

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Shark Tank investor Mark Cuban's insights on how algorithms shaped the 2024 election

Algorithms as personalized gatekeepers

Cuban explained that the rise of personalized algorithms has fundamentally changed how individuals access and interpret information. Highlighting that, platforms such as Instagram, Facebook, and Pinterest curate unique feeds tailored to user behavior, he stated,

"Every single individual has their own algorithm"

These personalized feeds create self-reinforcing cycles, where the user is repeatedly exposed to content that is in line with already existing preferences. He also compared this phenomenon to that of the television era during the mid-20th century, where limited media options shaped the view of the world. However, Cuban underscored that this effect is even more intense in modern algorithms.

"When something fits you, you get it over and over again," he explained.

The Shark Tank investor emphasized on the powerful role of repeated exposure in shaping perceptions. Cuban stated that one who controls the algorithm controls one's "viewpoint".

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The role of algorithms in political campaigns

Cuban highlighted how the political campaigns in 2024 learned to adapt to the dominance of algorithms. He explained that candidates who successfully utilized algorithms to reach their target audiences gained a significant advantage.

"If you can't control the algorithm, then you better learn how to reverse engineer it," Cuban stated.

He also talked about how ex-Twitter owner Elon Musk leveraged his platform to affect narratives and used it to his "advantage." Cuban also explained that other platforms played a huge role given their ability to algorithmically deliver content tailored to the user's interest. He pointed out, for example, that some specific content targeting young male users may amplify certain political messages.

"If a young guy is into football, fantasy sports, girls, and... Donald Trump goes on Joe Rogan, there's going to be clips that are going to go right to that feed... 7, 8, 10, 20 times a day," Cuban stated.

Cuban emphasized that this repetition ensured that campaign messages became deeply embedded in users’ feeds and minds. The Shark Tank investor explained,

"It's less about the candidate and more about how people are consuming information about the candidates."

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Ethical considerations and algorithmic influence

Cuban addressed the broader implications of algorithmic influence in elections. He pointed out how platforms such as Facebook and Instagram are designed to boost user engagement and, in turn, amplify messages disproportionately.

The Shark Tank investor described that this is an arena where lots of power rests in the hands of people who design and control such algorithms. He also talked about the times when platform owners used their power to promote specific political narratives. Cuban noted,

"If that algorithm is designed to reinforce usage, what do you expect to happen?"

The Shark Tank investor highlighted concerns about transparency, particularly when algorithmic systems amplify certain messages repeatedly, reinforcing them as truth. Emphasizing the risks of misinformation in such environments, Cuban stated,

"When you tell the lie enough, it becomes true,"

Moreover, Cuban pointed out financial incentives as a factor and explained how monetary benefits may affect the visibility of the content. He cited instances where content creators were paid to boost posts that met the objectives of the platforms.

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