Inside Facebook’s semiosphere. How social media influence digital hate and fuel cyber-polarization

ABSTRACT The journey inside Facebook’s semiosphere revolves around the present-day controversy on how algorithms foster polarization and discord in one of the biggest and most popular social media platforms, namely, Facebook. The present work focuses on the so-called Facebook Files as a specific case study. By drawing on these investigations, the present study discusses what are the principles used by the Facebook algorithms in order to select a certain type of content and to direct attention to it, whilst generally discarding other types of content considered not enough engaging. By drawing on the perspective of the semiotics of culture, this paper makes an analogy between Ju. Lotman’s model of the “semiosphere” and the Facebook’s digital semiosphere with the goal of unpacking how the selection, diffusion, and suppression of online content is geared towards the polarization of ideas.