The Importance of Understanding Algorithms in Shaping Public Issue Dynamics
A social media analyst and Director of Communication at Indonesia Indicator (I2), Rustika Herlambang, has emphasised the importance of understanding the role of algorithms in determining how issues develop in society. According to her, the effectiveness of policy communication today depends heavily on how well a message can compete in a complex digital ecosystem.
“Policy communication today must understand how public attention works in a marketplace of attention influenced by both humans and algorithms. Building resonance has become just as important as delivering information,” Rustika said in an official statement in Jakarta, quoted on Thursday (9/7).
The statement is based on her doctoral research in the Communication Studies programme at Padjadjaran University, entitled “Algorithmic Intermedia Agenda-Setting in the Nusantara Capital (IKN) Relocation Issue: A Big Data Analysis of Online Media, Twitter/X, TikTok, and the Government’s Agenda-Building Mechanisms (2020–2024)”.
In that 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 successful communication. Producing content in large volumes does not guarantee public attention unless it is accompanied by the right distribution strategy.
Conversely, messages published in smaller volumes can achieve far greater resonance. This occurs when a message appears at the right moment, is packaged to suit the character of the platform, and is supported by algorithmic distribution mechanisms such as the For You Page (FYP) feature or trending topics.
Rustika also noted that public attention to major issues such as the Nusantara Capital (IKN) tends to be episodic and non-linear. The intensity of conversation typically spikes around symbolic events or important policy decisions.
Through this research, Rustika introduces a new theoretical model called Algorithmic Intermedia Agenda-Setting (AIAS). The model extends classical theory by positioning algorithms as a crucial mediator in the formation of the public agenda in the digital era.
Within the AIAS framework, the public agenda is formed through synergy between the government, the mass media, the public, content creators and algorithmic systems. Rustika concludes that an issue has the greatest chance of becoming a strong item on the public agenda when it satisfies five main elements simultaneously.
These findings are expected to serve as guidance for policymakers in designing communication strategies that are more effective and adaptable to current developments in information technology.