Translated by Martina Marino
The Algorithm as a New Form of Cultural Diplomacy
There was a time when cultural diplomacy was expressed through festivals, exhibitions, or university exchanges.
Today, however, culture and influence also flow through algorithms. Netflix, Spotify and YouTube do not simply distribute content neutrally — they shape tastes, perceptions, and cultural identities on a global scale, turning platforms into instruments of subtle and almost invisible soft power.
Algorithms as invisible ambassadors?
Every time we open a streaming or music service, an algorithm decides what to show us.
It suggests series, songs, or videos “tailored” to us.
But behind this apparent convenience lies an important fact: algorithms influence which cultures and narratives gain visibility.
Some rise to global attention, others remain in the shadows.
This mechanism has taken on a central role in soft power: digital platforms become tools of technological cultural diplomacy.
They showcase the image of a country through its cultural products and guide global interest without a state having to move a single embassy.
South Korea: an example of algorithmic soft power
A striking example is South Korea. Series such as Squid Game, films like Parasite, and the global K-pop phenomenon (as well as the worldwide success of K-pop groups like Demon Hunters) have reached audiences around the world thanks to the combination of local content and the algorithms of global platforms. This has allowed South Korea to “export” culture and values, influencing international perceptions of the country.
Through digital platforms, content that conveys stories, fashion, music, and lifestyles becomes a tool of soft power. The world begins to know South Korea not only for its economy or politics, but for a popular culture that crosses borders and languages. Algorithms amplify this effect by deciding which titles, videos, or playlists reach millions of users.
Cultural diversity or homogenization?
In theory, algorithms should encourage the discovery of different cultures. In practice, they often replicate content similar to what users already liked. Playlists, recommendations, and personalised home pages can create taste bubbles: exposure to new cultures is filtered through the same commercial logic designed to maximise user engagement.
This does not mean that global culture becomes uniform, but that differences are “translated” into formats that can be easily consumed by an international audience. Thus, even when platforms promote local productions, they do so according to criteria that maximise visibility and engagement. The result is a form of digital soft power that combines cultural openness with control over the narrative.
The geopolitical power of digital media
The algorithms we interact with do not merely suggest what to watch or listen to – they influence our perception of a culture or a country.
South Korea is just one example: various countries and industries use these tools to strengthen their international image, showcasing lifestyles and traditions, and attracting tourists and investors.
Digital platforms are therefore geopolitical actors that decide what we see, which cultures become popular, and which narratives reach a global audience.
The algorithm is thus comparable to a lens that either widens or narrows depending on its choices — a lens through which the public perceives the world.
As a result, the challenge today is to understand who decides what we watch and listen to, and how to make this form of soft power responsible and transparent.
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