Social media has become one of the cornerstones of communication in the modern world. These platforms, which started innocently as a means of communication in their early years, have over time acquired a power that will have a profound impact on people's daily lives. In this article, we will examine how social media has become a control mechanism rather than its effect on people.
In the beginning, social media platforms were simple tools used to share photos with friends, share fun moments with each other. However, over time, these platforms gained the power to shape not only interaction between individuals but also social and political perceptions. Especially with its use in advertising and politics, social media has now turned into a tool aimed at directing and controlling users rather than an interaction tool.
The control power of social media is especially evident when algorithms present content according to personal tastes and tendencies. This leads to users only encountering certain types of content and thus becoming polarized around a certain idea or ideology. For example, a post with political or social content reaches only like-minded people, reducing the possibility of exposure to different views. This situation increases polarization and lack of understanding in society.
Additionally, the advertising mechanisms of social media significantly affect users' behavior. Since ads are customized using personal data, they can have a direct impact on users' shopping habits. This shows that social media can drive not only opinions but also consumer behavior.
This control mechanism encourages some users to share provocative content to obtain a certain reaction or interaction on the platform. Such content often targets sensitive issues in society and causes intense reactions. Thus, even negative content is highlighted by the platforms' algorithms and reaches more people, thanks to high interaction. This situation further increases the negative effects of social media on society.
As a result, the role of social media in human life has gone beyond being just a means of communication. These platforms, which have a deep impact on society, have now become a powerful control tool that shapes individuals' views and behaviors. This situation can overshadow the positive potential of social media and negatively affect users and society. Therefore, understanding the effects of social media and using these platforms consciously has become more important than ever in today's world.
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