Social networks have become a powerful tool for disseminating information, opening up endless opportunities for humanity to communicate and share knowledge. But on the other hand, they have also given rise to a serious problem: the loss of trust in information.
Unlike traditional print media, social media often refuse to verify the accuracy of information posted by users. As a result, both true facts and fakes can coexist on the platforms, and it can be difficult to draw a clear line between them.
Fakes with a negative connotation are particularly dangerous. They are usually better prepared for spreading, as they hit people’s vulnerabilities by appealing to their fears and emotions.
Imperceptible impact
Modern technologies allow platforms to use new, often invisible, methods of influencing users. A person who does not feel this influence cannot develop effective means of protection.
For example, Google’s search engine is designed in such a way that 50% of views are on the first two search results, and 90% are on the first ten. The remaining thousands of results below them are not visible to users, although they could provide a more objective picture.
Information bubbles
Facebook creates so-called “information bubbles” for each user, forming a news feed exclusively from posts by friends and acquaintances. As a result, people find themselves in an information vacuum, where they do not receive alternative points of view and do not have the opportunity to broaden their horizons.
Instagram, in turn, often negatively affects the self-esteem of users, especially girls. Looking at idealized images, many people begin to feel dissatisfied with their own appearance and resort to plastic surgery.
Psychological targeting
The practice of psychological targeting deserves special attention, when psychological data collected from likes and other actions on social media are used to influence a person. Messages tailored to a person’s psychological profile are much more effective than conventional advertising.
The free nature of information on social media is an illusion. In fact, the platforms make money by selling psychological portraits of users, which are used for advertising and political campaigning.
“Likes, reposts, and other attention retention tools make people spend more time on social media, leaving their digital footprints, which are used to form valuable psychological profiles.
Social networks, while providing new opportunities for information dissemination, also pose serious threats to society. Manipulation of attention, spreading fakes, psychological pressure and other negative phenomena require awareness and active counteraction.
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