Dr Alexandra Boutopoulou
Dr Alexandra Boutopoulou is a UKRI Research Fellow in the School of Sociological Studies, Politics and International Relations, working with the Social Platforms Data Access Taskforce to support more meaningful and responsible access to social media data for public-interest research.
What is your research background and what are your current research interests?
My research sits at the intersection of social media, data access, and digital governance. I have a background in advertising, digital media, and data science, and my doctoral research explored visual social media and influencer culture, particularly in relation to food and wellness content on Instagram. More recently, I have focused on the policy implications of social platform governance. I am particularly interested in how researchers can access platform data in ways that are ethical, lawful and meaningful for the public interest. This includes questions around transparency, accountability and the role of evidence in shaping digital regulation. Across this work, I remain interested in how digital systems shape everyday practices and social norms, including those connected to food, health and wellbeing as well as how these can be studied responsibly.
Are there any particular projects or outputs of yours that you are particularly proud of or excited about?
I am currently contributing to the Social Platforms Data Access Taskforce, supported by Smart Data Research UK. This work brings together researchers, policymakers, and stakeholders to explore how access to platform data can be improved for public-interest research. What I find particularly meaningful about this project is that it's directly relevant to real-world policy debates in the UK, including discussions around platform transparency, online safety and emerging AI systems. I am excited I work in a space where academic research can actively inform decision-making and contribute to pressing debates, such as proposals around a possible social media ban for under-16s.
Through the Taskforce, we are working with the research community and policymakers to document data access barriers and advocate for responsible, secure pathways that enable public-interest research on online environments. If you are interested in our work, you can join our LinkedIn member's group or sign up to receive our latest news and updates.
What do you think are the most high-potential or important future directions for the type of research that you do?
One of the most important future directions is understanding how the rise of AI is reshaping social platforms, particularly in relation to data access, content production, and online safety. We are increasingly seeing platform environments where content is not only user-generated but also AI-assisted or fully synthetic. At the same time, new forms of data are becoming central to how these systems operate. This raises important ethical, technical, and regulatory questions around transparency, accountability and oversight. A key challenge is that access to this data remains limited and largely controlled by platforms. This restricts the ability of independent researchers to assess how these systems function and investigate their broader societal impacts.
These changes also have implications in areas such as food, health, and environmental communication, where AI-generated and platform-amplified content can shape public understanding and behaviour. I believe that this creates an urgent need for interdisciplinary, public-interest research that can examine these dynamics and inform more responsible and evidence-based policy responses.
What are your links to the Institute for Sustainable Food?
My connection to the Institute for Sustainable Food began in 2019, towards the final stages of my doctoral research, funded by the White Rose ESRC Network on ‘Big Data and Food Safety’. This network was led by Professor Peter Jackson and brought together academic research in collaboration with the Food Standards Agency. This early engagement shaped my interest in how everyday practices, such as food choices, health behaviours and environmental awareness are increasingly influenced by social media environments.
Can you tell us a fun fact about you?
Before moving into academia, I spent several years working in digital media strategy, where reviewing and developing creative media copy was part of my role, something that keeps on shaping how I still think about communication today. I can’t help but view my work through the lens of a good punchline!
Outside of work, I am also developing a small creative project focused on digital wellbeing and parenting, exploring how families navigate technology in everyday life.