This commentary considers the rise of algorithmic personalization and the power of propaganda as it is shifting our understanding of the landscape of 21st-century literacy research and practice. Algorithmic personalization uses data from the behaviors, beliefs, interests and emotions of the target audience to provide filtered digital content, targeted advertising, and differential product pricing to online users. Understanding the propaganda function of algorithmic personalization may lead to a deeper consideration of texts that activate emotion and tap into audience values for aesthetic, commercial and political purposes. As persuasive genres, advertising and propaganda may demand different types of reading practices than texts whose purpose is primarily informational or argumentative. Increased attention to algorithmic personalization, propaganda and persuasion in the context of K-12 literacy education may also help people cope with sponsored content, bots, and other forms of propaganda and persuasion that now circulate online.