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Former tech employees come forward and talk about algorithm and social media techniques to maximize engagement

We watch Ben get pulled into extreme political content and social media addiction. The film uses a visual metaphor to illustrate algorithms.

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How do social media profit stategies affect user behaviour?

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How do social media profit stategies affect user behaviour?

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USC Dornsife ( Ileana Wachtel 09/08/23 ) 

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USC Dornsife ( Ileana Wachtel 09/08/23 ) 

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Explores how social media platforms use addictive design features

Examples: infinite scrolling, algorithmic content curation

Purpose: encourage users to share content mindlessly

Goal: increase user engagement to boost ad revenue

Design fosters habitual sharing without full content processing

Maximizes users’ time spent on the platform

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Harvard Business Review ( Kelsey Hansen, November 2022 ) 

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Harvard Business Review ( Kelsey Hansen, November 2022 ) 

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Discusses psychological mechanisms behind social media addiction

Highlights how platforms exploit desires for social validation and connection

Uses intermittent rewards (e.g., likes, shares) to engage the brain’s reward system

Encourages repeated use and habit formation

Profit-driven strategies increase user engagement

Benefits advertisers and platform owners

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Examines how social media platforms are designed to trigger emotional responses

Focuses on impacts on users’ digital well-being

Platforms facilitate emotional expression and reaction (e.g., likes, comments)

Emotional engagement keeps users active and benefits platform profits

Can result in emotional exhaustion and reduced well-being for users

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Explains how social media platforms track and analyze user behavior to optimize engagement

Shows that algorithmic content delivery is designed to predict and influence what users click, watch, and share

Highlights that platforms continuously adapt interfaces based on user data to maximize time spent online

Emphasizes that these strategies are aimed at boosting profits through ads and user retention

Suggests that behavioral data collection is essential to refining tactics that shape user actions

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Frontiers in Psychology ( Rana Faizan Gul, 16/01/22 ) 

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Frontiers in Psychology ( Rana Faizan Gul, 16/01/22 ) 

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Investigates how social media marketing activities influence consumer intentions

Examples: interactive content, influencer partnerships

Finds that engaging strategies significantly affect users’ purchasing decisions

Aligns with platforms’ profit goals by driving consumer behavior

Highlights the strong link between marketing tactics and user actions

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ResearchGate ( Quoqing Zhang, September 2023 ) 

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ResearchGate ( Quoqing Zhang, September 2023 ) 

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Explores how social media marketing impacts consumer behavior

Emphasizes effects of targeted ads and personalized content

Shows how these strategies shape users’ attitudes and purchasing decisions

Designed to maximize engagement and boost sales

Benefits both advertisers and social media platforms

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Explains how social media platforms monetize user data to drive profits

Shows that platforms collect and analyze user behavior to improve engagement and retention

Highlights strategies like personalizing content and ads to shape user actions (e.g., clicks, purchases)

Emphasizes that profit comes from both keeping users active and selling their behavioral data

Suggests that platforms’ business models rely on continuously tracking and influencing user behavior to realize financial gains

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Explains that social media platforms use psychological tactics (e.g., cognitive biases, emotional triggers) to shape user behavior

Shows how persuasive design (like scarcity and social proof) nudges users to stay longer, engage more, and make purchases

Highlights that platforms engineer positive emotions (satisfaction from likes) to build habits and keep users loyal

Reveals that these strategies align with profit goals by increasing user engagement, time on platform, and ad revenue

Proves that platforms intentionally design features to manipulate behavior for financial gain

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Harvard T.H. Chan School of Public Health, 2020

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Harvard T.H. Chan School of Public Health, 2020

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Positive mental health impact depends on how social media is used, not how much

Routine, intentional use can increase feelings of connection and belonging

Supports relationship-building (bonding & bridging social capital)

Especially beneficial for marginalized communities like LGBTQ+ youth

Counters the idea that all social media use is harmful or manipulative

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Nir and Far ( Can we please stop calling everyone addicted? )

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Nir and Far ( Can we please stop calling everyone addicted? )

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Addiction is overused – Most users are not truly addicted; they can control their behavior.

Persuasive design ≠ manipulation – Design nudges habits but doesn’t remove free will.

Fear-based messaging is harmful – Saying “we’re addicted” can create learned helplessness.

Users have agency – People can and should take responsibility for their tech use.

Balance matters – Technology isn’t evil; it can be used mindfully and with intention.