Measuring Users’ Awareness of Content Recommendation Algorithm: A Survey on Douyin Users in Rural China

Algorithms have penetrated into every aspect of our lives. While promoting the development of the digital economy, algorithms have also brought many problems. China is one of the first countries to introduce laws and regulations on recommendation algorithms to safeguard users’ rights of independent choice in the digital information environment. In the policy context of algorithmic governance, we need more empirical research on algorithm awareness from the perspective of information users. This study focuses on Chinese rural users’ content recommendation algorithm awareness on Douyin, a short-video platform. We triangulated survey and in-depth interviews to explore factors behind different levels of content recommendation algorithm awareness, as well as the link between content recommendation algorithm awareness and user experience, and users’ attitude towards turning off the recommendation algorithm function, which has been listed in China’s recent algorithm regulation as a required function that digital platforms have to provide to users. In this study, we constructed a multi-dimensional scale on algorithm awareness, and identified two types of factors that account for users’ algorithm awareness: External and internal factors. We also proposed suggestions and counter-measures to improve users’ algorithm awareness. Findings from this research have implications on the policymaking of algorithm governances in China and beyond, particularly, the research suggests regulatory directions for increasing the transparency of content recommendation algorithms and practical approaches to protect users’ rights in shaping what they consume on a daily basis.