Interactive Propaganda: Algorithms and Political Sentimentality

“Algorithms no longer just organize the flow of information; they also steer political emotions and reproduce social polarization.”

The concept of propaganda in the twentieth century was largely understood as a top-down process operated by states and major media monopolies. A message originating from a single center was delivered to the masses, and emotions were mobilized. Today, however, propaganda has lost this one-way character. The massive data piles processed by algorithms record both what individuals believe and which emotions they use to react. Thus, propaganda gains an “interactive” dimension where the viewer ceases to be a passive recipient and participates in the process with their emotions.

It is possible to observe the most visible examples of this situation in social media feeds. On X, the political content that spreads the fastest is often that which is laden with anger, provocative, or polarizing. This is because the algorithm has “learned” that anger brings more comments, shares, and engagement. It is no coincidence that millions of people watch politicians' gaffes or videos that heighten tension on YouTube during election periods; the system rewards content that keeps users' interest alive. On TikTok, the fact that young people encounter short sketches, humorous videos, or angry monologues about the political agenda clearly shows that emotion has moved to the forefront of politics.

In Turkey as well, during the 2023 elections, social media became not only an official campaign space for parties but also a medium where voters encountered one another, debated, produced humor, and reflected their emotional reactions collectively. A few-second clip taken from a rally speech could reach millions and change the political atmosphere in an instant. This shows that propaganda is no longer just between the “sender” and the “receiver,” but multiplies through users' shares, comments, and reproductions.

The point that draws attention here is that politics is increasingly experienced through “political sentimentality.” People connect to political issues not only with information but with emotions such as anger, fear, hope, or humor. Netflix's popular political series, humor pages that become trending topics on X, or political cartoons circulating on Instagram circulate emotions rapidly. Thus, political communication is increasingly trapped in echo chambers. Users who share similar views reinforce each other's emotions; facing different views becomes increasingly difficult.

This new type of propaganda makes it easier for politics to reach wider audiences and for younger generations, in particular, to show interest in political processes. However, at the same time, it weakens the culture of debate and places emotional reactions ahead of evidence-based reasoning. While a political bond built on anger or fear may provide mobilization in the short term, it erodes democratic culture in the long term.

Ultimately, we live in an age of interactive propaganda. Algorithms determine not only how messages spread but also how emotions circulate. This creates a much more powerful effect than classical propaganda because it does not just inform the individual; it also directs them emotionally. Understanding this new reality has become one of the most fundamental issues of media literacy and democratic debate culture. Because when politics is squeezed into a ground limited to emotions, society's common search for truth also gradually weakens.