Every design choice that social media platforms make nudges users toward certain actions, values, and emotional states.

It is a design choice to offer a news feed that combines verified news sources with conspiracy blogs — interspersed with photos of a family picnic — with no distinction between these very different types of information. It is a design choice to use algorithms that find the most emotional or outrageous content to show users, hoping it keeps them online. And it is a design choice to send bright red notifications, keeping people in a state of expectation for the next photo or juicy piece of gossip.

Platform design is a silent pilot steering human behavior.

Social media platforms are bringing massive changes to how people get their news and how they communicate and behave. For example, the “endless scroll” is a design feature that aims to keep users scrolling and never reaching the bottom of a page where they might decide to pause.

I’m a political scientist who researches aspects of technology that support democracy and social cohesion, and I’ve observed how the design of social media platforms affects them.

Democracy is in crisis globally, and technology is playing a role. Most large platforms optimize their designs for profit, not community or democracy. Increasingly, Big Tech is siding with autocrats, and the platforms’ designs help keep society under control.

There are alternatives, however. Some companies design online platforms to defend democratic values.