Reinvention mediates impacts of skin tone bias in
algorithms: implications for technology diffusion

Reinvention mediates impacts of skin tone bias in
algorithms: implications for technology diffusion

algorithm bias, diffusion of innovations, technology use, skin tone bias, survey.

Two studies examine how skin tone bias in image recognition algorithms impacts users’ adoption and usage of image recognition technology.

We employed a diffusion of innovations framework to explore perceptions of compatibility, complexity, observability, relative advantage, and re-
invention to determine their influence on participants’ utilization of image recognition algorithms. Despite being more likely to encounter

algorithm bias, individuals with darker skin tones perceived image recognition algorithms as having greater levels of compatibility and relative
advantage, being more observable, and less complex and thus used them more extensively compared to those with lighter skin tones.
Individuals with darker skin tones also displayed higher levels of reinvention behaviors, suggesting a potential adaptive response to counteract
algorithm biases.

Hannah Overbye-Thompson 1,�, Kristy A. Hamilton 1

, Dana Mastro1

https://doi.org/10.1093/jcmc/zmae016

Oxford University Press on behalf of International Communication Association.

July 22, 2024

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