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Social Media

Social media is a digital technology that includes websites and applications that allow users to connect and share ideas, information, photos, and other media through online platforms and communities.

 

Many of us use popular sites such as Instagram, TikTok, Facebook and so on.

 

Social media companies share a common goal to motivate users to spend as much time as they can on their platforms. They use specific techniques to achieve this goal like algorithms, infinite content, and the need for connection.

 

Algorithms

Algorithms are a set of rules that automatically sorts and ranks content based on how much interest is shown to a topic. They consist of a set of code scripts that recognizes what’s being viewed, personalizing the experience. This instructs the platform to show similar content that the user will more likely be engaged in. 

 

Infinite Content

Infinite Content is when a social media platform has no stopping cues and allows users to scroll endlessly. Users will find that when scrolling their social feeds, content will continuously load to maintain engagement. Without the bottom of the page or no stopping cues, users are encouraged to keep scrolling.

 

The Need for Connection

Social media utilizes the shared need for connection to gain our attention. It provides a space for users to stay in touch and meet others who have similar interests. Notifications and the fear of missing out (FOMO) are a couple of reasons users will come back to the platform repeatedly.

Notifications are a constant reminder of activity on the platform, creating the urgency for users to check in and see what’s happening online.

The Fear of Missing out is the feeling that others are having fun without you or experiencing a product that you do not have. Many people experience FOMO when they feel like they are missing out on social events, trends, or see others who have elevated lifestyles. When people feel this way, they turn to social media to stay connected and be in the know of world events.

 

Social media also intersects with gambling-like activity and there are numerous Social Casino Games (SGC) on some of the more popular social media platforms. SGC’s are games that are designed to simulate casino and betting activities. These are ‘free’ to play and rewards/currency can only be used in the game. Users can pay real money to enhance gameplay, earn extra turns, or participate in contests, thus no longer free-to-play. These games typically have greater win ratios than ‘real money’ casino games, and can be misleading if players transition to real money casino games.

 

 

 

GAP covers topics such as mental and physical health, influences, online safety, prevention and intervention, wellbeing, empowerment, tips, and resources.
GAP covers topics such as mental and physical health, influences, online safety, prevention and intervention, wellbeing, empowerment, tips, and resources.