Algorithms as Authors: Rethinking Critical Theory for the Age of the Infinite Scroll
Classical critical theory was built for a world of bounded texts, stable authors, and legible ideological structures. Social media platforms like TikTok and Instagram have scrambled all three categories, producing meaning through computational processes that resist conventional semiotic and discourse analysis. This article maps the emerging theoretical vocabulary scholars are developing to make sense of algorithmic culture as a system of power, narrative, and control.