Digital Gatekeepers: Google’s Role in Curating Hashtags and Subreddits

Amrit Poudel, Yifan Ding, Tim Weninger, Jürgen Pfeffer


Abstract
Search engines play a crucial role as digital gatekeepers, shaping the visibility of Web and social media content through algorithmic curation. This study investigates how search engines like Google selectively promotes or suppresses certain hashtags and subreddits, impacting the information users encounter. By comparing search engine results with nonsampled data from Reddit and Twitter/X, we reveal systematic biases in content visibility. Google’s algorithms tend to suppress subreddits and hashtags related to sexually explicit material, conspiracy theories, advertisements, and cryptocurrencies, while promoting content associated with higher engagement. These findings suggest that Google’s gatekeeping practices influence public discourse by curating the social media narratives available to users.
Anthology ID:
2025.acl-long.119
Volume:
Proceedings of the 63rd Annual Meeting of the Association for Computational Linguistics (Volume 1: Long Papers)
Month:
July
Year:
2025
Address:
Vienna, Austria
Editors:
Wanxiang Che, Joyce Nabende, Ekaterina Shutova, Mohammad Taher Pilehvar
Venue:
ACL
SIG:
Publisher:
Association for Computational Linguistics
Note:
Pages:
2402–2415
Language:
URL:
https://preview.aclanthology.org/ingestion-acl-25/2025.acl-long.119/
DOI:
Bibkey:
Cite (ACL):
Amrit Poudel, Yifan Ding, Tim Weninger, and Jürgen Pfeffer. 2025. Digital Gatekeepers: Google’s Role in Curating Hashtags and Subreddits. In Proceedings of the 63rd Annual Meeting of the Association for Computational Linguistics (Volume 1: Long Papers), pages 2402–2415, Vienna, Austria. Association for Computational Linguistics.
Cite (Informal):
Digital Gatekeepers: Google’s Role in Curating Hashtags and Subreddits (Poudel et al., ACL 2025)
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PDF:
https://preview.aclanthology.org/ingestion-acl-25/2025.acl-long.119.pdf