The Importance of Understanding Algorithms in Shaping Public Issue Dynamics

Social media analyst and Communication Director of Indonesia Indicator (I2), Rustika Herlambang, has emphasised the importance of understanding the role of algorithms in determining the dynamics of issues within society. According to her, the effectiveness of policy communication today is highly dependent on how messages compete in a complex digital ecosystem. “Policy communication today must understand how public attention works in a marketplace of attention influenced simultaneously by humans and algorithms. Building resonance is now as important as conveying information,” Rustika stated in an official release in Jakarta, cited on Thursday (9/7). The statement is based on her doctoral research in the Communication Science programme at Padjadjaran University, titled “Algorithmic Intermedia Agenda-Setting in the Issue of the Nusantara Capital City (IKN) Relocation: Big Data Analysis of Online Media, Twitter/X, TikTok, and the Government’s Agenda-Building Mechanism (2020–2024).” In the study, Rustika found that the visibility of an issue is no longer monopolised by a single actor, but is rather the result of interaction between humans and technology. One key finding of the research is that the quantity of content is no longer the main determinant of communication success. Producing content in large volumes does not guarantee public attention if it is not accompanied by an appropriate distribution strategy. Conversely, messages with a smaller publication volume can achieve far higher resonance. This occurs when the message appears at the right momentum, is packaged according to the platform’s character, and is supported by algorithmic distribution mechanisms such as the For You Page (FYP) feature or trending topics. Rustika also noted that public attention towards major issues like the Nusantara Capital City (IKN) tends to be episodic and non-linear. The intensity of conversation typically spikes during symbolic events or important policy moments. Through this research, Rustika introduces a new theoretical model called Algorithmic Intermedia Agenda-Setting (AIAS). This model expands classical theory by positioning algorithms as a crucial mediator in the formation of public agendas in the digital era. Within the AIAS framework, the public agenda is formed from the synergy between the government, mass media, the public, content creators, and algorithmic systems. Rustika concluded that an issue has the greatest chance of becoming a strong public agenda if it simultaneously fulfils five main elements. These findings are expected to serve as a guide for policymakers in designing communication strategies that are more effective and adaptive to current information technology developments.