Published on: December 14, 2024 / Update from: December 14, 2024 - Author: Konrad Wolfenstein
Sociological experiment “social networks” has failed. The social network has long since become an advertising network - Image: Xpert.Digital
The failed vision of social networks
The sociological experiment “social networks” has failed in many ways.
What were once intended as platforms to promote friendship, exchange and community have now developed into an overwhelming advertising network. These networks, which once had the potential to strengthen social bonds between people worldwide, are now shaped by advertising and manipulative algorithms.
The beginnings: friendship and community
When Facebook was founded in the early 2000s, the idea of connecting people was at the forefront. Users could network with friends, share pictures and post thoughts. It was a harmless place where personal interactions came to the fore. These platforms symbolized hope and the possibility that technology can bring people closer together, regardless of geographical or social barriers.
But with the growth of social networks, the economic interests of the operators also grew. The original goal of networking was gradually replaced by the pursuit of profit. The introduction of algorithms that not only sort content but also specifically capture users' attention fundamentally changed the dynamic.
The rise of the manipulative algorithm
Today, it's hard to deny that algorithms have taken over social networks. Everything a user does – be it a like, a comment, or even just the amount of time they spend on a post – influences what content appears in the feed. On the surface, this may seem like a personalized experience, but it actually serves a different purpose: to keep users on the platform as long as possible so that more advertising can be served.
These algorithms also reinforce filter bubbles. Users are increasingly confronted with content that confirms their existing opinions. Differing opinions or controversial perspectives appear less and less often. This development is dangerous because it not only restricts discourse, but can also deepen social divisions. A seemingly innocuous “Show less of this” or “Like” is enough to influence the algorithm and get caught even deeper in a bubble.
The dominance of advertising
Another critical point is the omnipresent advertising. While social networks were ad-free or at least ad-light in their early days, today they are overflowing with commercial content. Advertising is no longer just an accessory, but a central part of the user experience. The platforms track every click in order to display personalized ads that are intended to increase user loyalty.
However, this development comes at a price. The feed, once a place for personal stories and authentic moments, is now cluttered with sponsored posts, often disguised as regular content. It is becoming increasingly difficult for users to distinguish between advertising and real content. This mixing not only undermines trust but also leads to platform fatigue.
The loss of authenticity
The increasing commercialization of social networks has another negative effect: the loss of authenticity. Where real interactions and honest posts once dominated, today content is often created with algorithms and reach in mind. Influencers and brands rely on optimized posts that are intended to achieve maximum engagement rates. Authentic communication is being replaced by strategic marketing.
This change also has an impact on users themselves. Many people feel pressure to present their lives in a perfect version in order to receive more likes and positive feedback. Social comparison is intensified, often leading to feelings of inadequacy and social isolation.
Social networks as data collection points
One aspect that is often underestimated is the immense data collection that takes place behind the scenes of social networks. Every like, click and interaction provides valuable information about users' preferences and behavior. This data is not only used to personalize content and advertising, but is often also sold to third parties. The user becomes a product and his data becomes a commodity.
The risks of this practice are manifold. From data breaches to manipulative election campaigns like Cambridge Analytica, the impact on society is profound. Social networks have shown how easily they can be used to influence opinions and manipulate democratic processes.
The psychological effects
The changes in the use of social networks also have psychological consequences. Studies show that the constant presence of advertising and the manipulative design of platforms can lead to overstimulation. Users feel increasingly stressed and burned out. The need to constantly be online and not miss anything (“fear of missing out”) also contributes to a feeling of dissatisfaction.
Algorithms also promote a culture of instant confirmation. Likes and comments become a measure of social recognition. These mechanisms can be addictive and have a negative impact on self-esteem for many users, particularly younger people.
Is there a way back?
The question of whether social networks can return to their original purpose is difficult to answer. Some platforms are experimenting with new approaches, such as limiting advertising or introducing chronological feeds. But the economic pressure remains great. As long as the business model is based on advertising, it will be difficult to make fundamental changes.
A promising approach could be to promote alternative social networks that are characterized by transparency, data protection and ad-free models. Stronger regulation could also help curb the negative effects. Initiatives such as the General Data Protection Regulation (GDPR) in Europe are first steps in this direction, but there is still much to be done.
From social to commercial network
The original goal of social networks – to connect people with each other – has taken a back seat. What remains is a system that is primarily aimed at maximizing profits. Advertising and manipulative algorithms have fundamentally changed the platforms and made them a reflection of consumer society.
Still, there is hope. The increasing criticism of the networks' practices shows that many users are demanding a rethink. It remains to be seen whether platforms will meet these demands or whether new alternatives will emerge that revive the original vision. One thing is certain: the way we use social networks will continue to be a crucial factor in their development and influence on society.
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