Context collapse is the flattening of multiple audiences into a single context. It is a term arising out of the study of human interaction on the internet, specifically social media, where different audiences consume the same content. Apiece of information intended for one audience find its way to another. This can happen when someone reposts something, leading to content reaching new audiences. Or because an algorithm serves content to other people than it was intended for, which happens a lot in the case of "viral videos".
There are multiple effects of context collapse. One of the biggest is anxiety associated with "imagined surveillance" and an "imagined audience". People are scared to publish something, because someone from high school might see it and that can be experienced as embarrassing. This leads to constant internal reflection and performative behavior.
It also leads to people being constantly confronted with information that you have no personal background with. There is this ongoing degradation and confusion of mutually understood context. You can see one video from a person, and even though that person has already explained 10x who they are and what they stond for, it might be unclear in that one video and therefore the content you're seeing is becoming inherently surface level.
Intellectual montage
Going even deeper into this, because the algorithm serves you content in a way that is unique to you, all content is experienced differently by people. This could be called "intellectual montage": symbols have a different meaning when they are placed together compared to the situation in which they are separately observed.
This is also the case when you're scrolling social media. In this infinite scrolling era, you're facing an infinite stream of videos of different emotional levels. Political videos might be served right after a girl doing her makeup and right before a clothing commercial. The effect of the political message will be neutralized because it is seen within an overloading sequence of content.
Therefore, it could be said that the algorithm in itself is also a form of propaganda.