The Algorithmic Turn in Cross-cultural Communication

Algorithms have revolutionised cross-cultural communication, reshaping how individuals from diverse backgrounds connect, interpret and influence one another. These computational systems now serve as powerful mediators of global discourse, as seen in the fall of 2025 when Taylor Swift’s Life of a Showgirl amassed millions of plays worldwide within 10 days of release. Social media algorithms not only amplify such cultural phenomena but also construct shared experiences across linguistic and national boundaries. As artificial intelligence (AI) continues to develop increasingly sophisticated algorithms, its influence becomes increasingly pervasive. However, this power is not without peril. Algorithms can also be weaponised—used to manipulate, misinform and polarise. This article examines the dual role of algorithms in cross-cultural communication as bridges that foster global connection and as tools that pose ethical threats to users navigating digital spaces.