Social Media - Introduction

Social media is best understood as a collection of capabilities, or affordances, overlaid on various platforms. Instagram, for instance, is a platform for visual and video media with social media capabilities, while Scratch is a gaming platform with social media capabilities. It represents a major change from older media, shifting from one-way communication to a decentralized network where everyone can be a producer. These platforms are highly digital and interactive, and they use specific "rules of notice" to guide attention, often using visuals like brightly colored dots to signal new social rewards, such as likes, which appeal to our desire for affirmation. They also guide behaviour through “rules of action” including their affordances (what users can do with them) and defaults (what is easy, obvious or expected to do).

To make money, platforms maximize user engagement because time spent on the site means more ads can be shown. This emphasis on engagement means algorithms often promote sensational or divisive content, as outrage draws high interaction.

The rules also shape what we post. For example, TikTok uses a design that favors short, trending videos and promotes "remix culture" where using popular sounds is key. While this system allows for intimacy and creativity, it also forces content creators into a cycle of constant work to keep up with the algorithms, which can lead to burnout.