How is social media changing?

Social media has undergone significant changes in recent years, influenced by several key factors:

1. Platform Dynamics:

   • Shift from Connection to Performance: Originally, social media platforms like Facebook and Twitter connected people with simplistic timelines and direct interactions. By 2009, the introduction of features like the "like" button, retweet, and share functionalities shifted the focus from personal connections to public performance and viral content. This change has made interactions more about public spectacle and less about genuine communication 1 2.
   • Algorithmic Feeds: The introduction of algorithm-driven feeds prioritized emotionally charged and engaging content. This has intensified the spread of viral dynamics and influenced user interactions based on past experiences of reward and punishment, rather than real preferences 3 4.
     
     1
     Social Media Evolution
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     2
     The Social Media Transformation
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     3
     The Fall of Social Media
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     4
     Social Media Dynamics
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2. Emergence of New Platforms:

   • The rise of platforms such as Instagram, TikTok, and Snapchat has brought video and ephemeral content to the forefront, further diversifying the ways users interact and consume information. TikTok, for example, focuses heavily on an AI-driven "for you" page, reducing the relevance of follower graphs 1 5.

3. Monetization and Echo Chambers:

   • Social media platforms have increasingly focused on monetization, creating tailored ads and content for highly specific user segments. This has led to the creation of echo chambers, where users are exposed predominantly to content that aligns with their beliefs, reinforcing their existing views and making discourse more polarized 6.

4. Cultural Impact:

   • Social media has significantly altered societal structures by eroding key democratic principles such as social capital, strong institutions, and shared stories. This shift has undermined the fabric of large, diverse democracies 7 8.

5. Impact on Youth:

   • The advent of social media and mobile technology has reshaped childhood experiences, directing children towards online engagement rather than traditional, play-based development. This has led to a profound rewiring of young brains, influenced heavily by algorithm-selected content 9.

These changes illustrate how social media has evolved from simple networking tools to complex systems that significantly influence societal dynamics and individual behavior.