With the growth of TikTok and other social media platforms, just about anyone can blow up on the internet. The rise to fame can happen instantaneously; we have seen this recently with influencers such as Charli D’Amelio and Alix Earle. These everyday people grew into internet superstars after their TikTok videos went viral. Playing the algorithm makes it so easy to rise to fame on social media. Every click or share connects us to a personalized database that collects our interests and spits back out more content for us. These algorithms allow for “influencers” to cheat the system and push specific content out that feeds their fan base.
Content creators are driven to create based on the algorithm in order to grow their following. Instagram for example has begun to favor Reels over photos. In order to maintain a following and drive viewers to your profile you need to be creating Reels rather than stagnant posts. These Algorithms are not only controlling the content we see but also the content creators make.
The Netflix documentary The Social Dilemma (2020) brings the negative effects of social media to light. As consumers we connect to platforms because of these algorithms. Algorithms push content at us in mass quantities and keeps us clicking. Experts call this “positive intermittent reinforcement.” It refers to the psychology that occurs when we use social media. Sometimes we see content that gives us a satisfactory response, while other times we do not. We continuously look for this satisfaction even though we know we won’t always receive it.
This satisfaction creates an addiction to social media.
Algorithms feed our satisfaction by collecting data on what we like and sending that content to our “feed”. Similarly, creators use their profile insights to target specific demographics.
An issue that I have seen arise due to the ease of becoming an influencer is the seeming lack of creativity on social media. Artists are so concerned with getting their content out there that they begin to cater to the algorithms to stay relevant.
Influencers such as Charli and Alix grew in popularity because of their likable content and thus copycat creators followed suit. So many people post content just like Alix and Charli to play the algorithm. Content created with the intention of gaining popularity becomes the priority, and creativity suffers as a result.
Social media has begun to shift from being a place to connect and share to being a place to rise in the ranks. The dog-eat-dog world of media creation has led to mediocre content across the board.
I find myself constantly looking for that positive intermittent reinforcement when scrolling on social media. It is disappointing when everything feels overdone and out-dated.
Constantly craving creativity and failing to see it over and over just to search for a small sense of satisfaction can lead to a mental disconnect from the world around us.
I have felt burnt out and disconnected because of this lack and I am certainly not alone.
Media Literacy teaches us to dig deeper into the content we consume. It is important to ask questions and look into the media we are consuming.
