LIVE BY THE SPIN

At the dawn of the 21st century, social media platforms emerged as liberating tools that promised users unparalleled choices in self-expression, connection, and access to information. However, as these platforms matured, an ironic paradox has emerged: the very tools that heralded choice have, in many ways, become its antithesis. Instead of cultivating an ecosystem where users freely curate their experiences, social media has often funneled users into echo chambers, manipulated their emotions, and hijacked their attention in ways that are not always in their best interest.

A study by the MIT Technology Review found that the algorithms that underlie most social media platforms are designed to maximize user engagement, and they do so by serving content that is likely to resonate with an individual's pre-existing beliefs and interests. While this might seem benign at first, the consequence is that users are often exposed to a narrowed range of information, leading to the creation of echo chambers. Instead of offering a choice in the diversity of viewpoints and content, social media inadvertently amplifies biases, thereby limiting exposure to a broad spectrum of ideas.

Another striking manner in which social media undermines choice is through its influence on emotions. A study from the Journal of Social and Clinical Psychology has revealed that platforms like Facebook have experimented with manipulating user feeds to understand the impact on emotional states. Such manipulations are not just academic exercises but have real-world implications. When users' emotions are swayed without their knowledge or consent, it raises profound questions about autonomy, choice, and the ethics of these platforms.

Additionally, the design of social media platforms exploits human psychology, especially our susceptibility to rewards in the form of likes, shares, and comments. The intermittent nature of these rewards makes them particularly addictive. This has been likened to the mechanics of slot machines, where the unpredictability of outcomes keeps users pulling the lever—or in this case, scrolling the feed. By leveraging these psychological hooks, social media platforms often make users spend more time online than they might have consciously chosen to.

Lastly, the commercial interests behind social media platforms further erode the idea of choice. With advertising as a primary revenue source, these platforms are incentivised to keep users engaged for as long as possible, making it harder for them to disconnect. The sale of user data and the use of targeted advertisements mean that users are constantly nudged towards certain products, services, and even ideologies, often without full transparency about why they are seeing particular content.

In conclusion, while social media promised an era of unprecedented choice in how we express ourselves, connect with others, and access information, it has, in many ways, delivered the opposite. The platforms that were once tools of liberation have become masters in manipulation, subtly shaping our beliefs, emotions, habits, and even our very perceptions of reality. As we move forward, it's imperative that we critically examine our relationship with these platforms and advocate for designs and regulations that truly prioritize user choice and well-being.

Live by the Spin – Indolent Games 2023

Live by the Spin is an interactive trailer for the upcoming mobile FMV game: Clive is a Good Guy (more info here)