ALGORITHMIC AMPLIFICATION AND MISINFORMATION: A STUDY OF AI-DRIVEN NEWS ECOSYSTEMS AND PUBLIC OPINION FORMATION IN PAKISTAN

Abstract

The rapid adoption of artificial intelligence (AI) has transformed digital news ecosystems by enabling algorithm-driven content recommendation and personalized information dissemination. While AI-powered recommendation systems improve access to relevant news, they also facilitate the algorithmic amplification of misleading and sensational content, thereby accelerating the spread of misinformation and influencing public opinion. This study examined the effect of algorithmic amplification on public opinion formation within Pakistan's AI-driven news ecosystem by investigating the mediating role of misinformation. Grounded in Media Dependency Theory, the study employed a quantitative, explanatory, and cross-sectional research design. Primary data were collected from 418 digital news consumers across Pakistan using a structured questionnaire based on validated measurement scales. The proposed conceptual model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that algorithmic amplification significantly influenced public opinion formation and positively increased exposure to misinformation. Misinformation was also found to have a significant positive effect on public opinion formation and partially mediated the relationship between algorithmic amplification and public opinion. These findings indicate that AI-driven recommendation systems shape citizens' attitudes and perceptions primarily by increasing the visibility and dissemination of misleading information within digital news environments. The study contributes to the literature by extending Media Dependency Theory to AI-enabled communication ecosystems and by providing empirical evidence from a developing country context. The findings offer practical implications for policymakers, digital platform providers, media organizations, and technology companies by emphasizing the need for algorithmic transparency, ethical AI governance, responsible content moderation, and enhanced digital media literacy to safeguard information integrity and promote informed public discourse in Pakistan.