Position: Regulating Algorithms Is Not Enough. A Study of Content Discovery in Online Platforms

Recent AI regulation has largely focused on algorithmic components such as recommender models, ranking systems, and profiling mechanisms. At the same time, cultural and digital policy agendas increasingly frame discovery as a key objective, aiming to promote exposure diversity and cultural representation. We argue that these outcomes cannot be effectively governed through algorithm-centric approaches alone. Discovery does not arise from individual algorithms in isolation, but from interactions among models, interfaces, user behavior, economic incentives, and cultural norms. We introduce the Cultural Expressions Discovery Circuit (CEDC), an interdisciplinary framework that models discovery as an emergent socio-technical process. Through this lens, we illustrate how certain regulatory approaches struggle to align with broader cultural objectives. Furthermore, we highlight how socio-technical analysis can help inform both technical research and the governance of cultural expressions in online platforms.