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Algorithmic Visibility and Cultural Power: A Theoretical Reflection on Thai Digital Media |
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| รหัสดีโอไอ | |
| Creator | Qinghao Guo |
| Title | Algorithmic Visibility and Cultural Power: A Theoretical Reflection on Thai Digital Media |
| Contributor | Kaijie Yang, Xinbo Wang |
| Publisher | DR.KET INSTITUTE OF ACADEMIC DEVELOPMENT AND PROMOTION |
| Publication Year | 2569 |
| Journal Title | Journal of Social Sciences Innovations |
| Journal Vol. | 3 |
| Journal No. | 3 |
| Page no. | 43-57 |
| Keyword | Algorithmic Visibility, Cultural Power, Thai Digital Media, Platformization, Communication Art |
| URL Website | https://so13.tci-thaijo.org/index.php/jssi/about |
| Website title | https://so13.tci-thaijo.org/index.php/jssi/about |
| ISSN | 3057-0948 |
| Abstract | This academic article examines how algorithmic visibility reshapes cultural power in Thai digital media under conditions of platformization. Rather than treating algorithms as neutral mechanisms of content distribution, the article conceptualizes algorithmic systems as cultural infrastructures that actively structure what becomes visible, recognizable, and culturally dominant. Drawing on theories of platform governance, algorithmic power, and communication art (Bucher, 2018; Gillespie, 2014; Couldry & Hepp, 2017), the article develops a theoretical framework to analyze how Thai cultural expression is selectively amplified, reorganized, and hierarchized in digital environments. It argues that cultural power in platformized media is increasingly determined by visibility regimes shaped through algorithmic filtering, repetition, and engagement optimization. Thai digital media thus becomes a site where cultural identity is not only expressed but also algorithmically negotiated. By reframing visibility as a form of power, this article contributes to communication art scholarship and advances theoretical understanding of digital culture beyond representational paradigms. |
