Algorithmic visibility and the feedback loop of othering: The case for Africa

Abstract

Several studies have examined how algorithmic systems shape visibility, particularly in how non-Western regions are represented through inherited biases and colonial narratives. Moving beyond a focus on algorithms alone, especially in the African context, this study examines travel-related content on TikTok to understand how platform curation and user engagement work to shape representation. Using content analysis, the study shows that TikTok frequently foregrounds wildlife and nature-focused portrayals of Africa, reinforcing familiar narratives. It also shows that these portrayals are sustained through feedback loops, where users engage with and create content that aligns with what the platform already promotes, further informing algorithmic recommendations. These findings point to the importance of algorithmic transparency, digital literacy, and more careful attention to representation in shaping how Africa is encountered on digital platforms.