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The first time I paid attention to all the chatter about TikTok was when I read the NYT article on how its recommendation engine works. The numbers to chase were time watched and retention - which are sensible things to do, but how it gets done is where the problem lies and gives cause for concern. 

...watch time is key. The algorithm tries to get people addicted rather than giving them what they really want,” said Guillaume Chaslot, the founder of Algo Transparency, a group based in Paris that has studied YouTube’s recommendation system and takes a dark view of the effect of the product on children, in particular. Mr. Chaslot reviewed the TikTok document at my request.

“I think it’s a crazy idea to let TikTok’s algorithm steer the life of our kids,” he said. “Each video a kid watches, TikTok gains a piece of information on him. In a few hours, the algorithm can detect his musical tastes, his physical attraction, if he’s depressed, if he might be into drugs, and many other sensitive information. There’s a high risk that some of this information will be used against him. It could potentially be used to micro-target him or make him more addicted to the platform.”

What is harmful to our kids is ironically what is great for small business owners - the virality of TikTok is helping them drive sales. Imagine a struggling small business owner is able to afford a better life for her kids because TikTok boosts her sales. And on the other hand, the said kids are addicted to the medium and are being harmed in lasting ways. Maybe TikTok holds up a mirror to our collective societal failures and banning it will not make our problems magically disappear.


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