The visibility paradox: algorithmic audience pressure, self-discrepancy, and psychological well-being in creative...

Algorithm-driven platforms increasingly mediate how creative media professionals reach audiences, build careers, and evaluate their own public visibility. Existing research has documented visibility labor, algorithmic precarity, creator stress, burnout, unwanted visibility, and traffic anxiety, yet the psychological process through which platform-mediated visibility becomes a persistent condition of self-evaluation remains less clearly theorized. This Perspective proposes algorithmic audience pressure as a conceptual lens for understanding that process. We define it as a persistent state of anticipated social evaluation in which creators expect their public self-presentations to be judged by audiences whose composition, scale, timing, and feedback are partly shaped by algorithmic distribution. Drawing on impression management and self-discrepancy theory, we argue that this pressure encourages chronic self-monitoring and can widen a creative-platform self-discrepancy between the creator one seeks to be and the platform-facing self one believes must be performed to remain visible. We formulate three testable propositions and describe a visibility paradox in which the same visibility that provides recognition, connection, and career opportunity can also undermine sustainable creative identity and psychological well-being.