ALGORITHMS AS AGENDA SETTERS: THE CASE OF WEIBO'S ZHISOU AI AND ITS ETHICAL IMPLICATIONS IN CHINA'S MEDIA ECOLOGY
Keywords:
Artificial intelligence, Agenda setting, Algorithmic governance, Weibo, Media ecology, FramingAbstract
As artificial intelligence becomes embedded in digital platforms, algorithms increasingly perform editorial functions such as selecting, ranking, summarizing, and circulating information. This study examines Weibo's Zhisou AI as a case of algorithmic agenda-setting in China's platform media environment. Drawing on agenda-setting theory, media ecology, and framing theory, the paper analyzes two Zhisou-related Weibo hot search topics concerning Sam’s Club China in July 2025: "#Sam's Club is becoming more and more like Walmart#" and "#Sam's Club responds to questions about declining product quality#." The study combines qualitative case analysis of Zhisou AI-generated explanations with public-facing platform indicators, including reading volume, discussion volume, interaction volume, ranking performance, media participation, and hot-search visibility records. A supplementary descriptive survey of 186 active social media users is also used to provide background insight into user perceptions of algorithmic influence and trust. The findings lead to three main conclusions. First, Zhisou AI does not simply summarize existing public discussion; it helps transform scattered consumer complaints into structured public issues by organizing causes, stakeholders, and emotional reactions. Second, algorithmic visibility operates through multiple signals rather than a single ranking metric. The "more like Walmart" case showed stronger peak ranking and broader cumulative diffusion, while the product-quality case generated stronger immediate engagement and longer hot-search duration. Third, AI-curated agenda-setting raises ethical concerns because the platform's summaries and visibility indicators may influence users' understanding of controversy while remaining only partially transparent. This study argues that AI-curated systems are becoming important actors in shaping issue visibility, public interpretation, and the distribution of online attention.References
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