In the evolving landscape of social media, a metamorphosis is underway, subtly reshaping the way we connect, share, and consume content. As Facebook reaches the milestone of two decades, its presence is not without controversy, yet it stands as a testament to the enduring allure and economic prowess of digital social platforms. However, beneath the surface of seemingly unchanging giants, a nuanced transformation is unfolding, challenging our perceptions of what it means to be ‘social’ online.

The once-conjoined realms of personal interactions and mass communication are undergoing a quiet divorce. Status updates, once the heartbeat of platforms like Facebook, are eclipsed by a flood of videos resembling an overstimulated TV experience. This shift is not arbitrary. It mirrors a broader trend across social media, with platforms increasingly serving users an algorithmically curated diet of content based on viewing behaviour rather than social connections. In this brave new world, the digital town square, as Facebook founder Mark Zuckerberg terms it, is being dismantled and reconstructed, bringing forth a set of complex challenges. What is striking is the paradox of the new social media landscape ~ it’s becoming less social. Inspired by platforms like TikTok, social apps are steering away from personal connections, favouring content curated by artificial intelligence.

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The very essence of social media, which once thrived on the diversity of individual expressions, is giving way to a more streamlined, algorithmdriven experience. As users post less, public sharing retreats to closed groups reminiscent of the intimacy found in email exchanges. The town square, once bustling with diverse voices, is dimming its lights. The consequences of this transformation are multifaceted. On the positive side, closed groups provide a refuge where political campaigners are forced to tailor their messages for a more nuanced audience. The reduction of sensationalism in chronological messaging apps might be a boon for mental health, particularly for teenagers navigating the complex terrain of online scrutiny. Yet, this shift comes with its own set of challenges.

Messaging apps, often unmoderated, can become breeding grounds for misinformation, amplified by the sheer scale of unregulated broadcasts. The dwindling importance of open networks, coupled with the decline in public posting, poses a risk to the spread of ideas and critical conversations. While closed groups offer a sheltered space, they also contribute to the erosion of open dialogue, hindering the free flow of information. The algorithmic shift from user-driven curation to behaviour-based content distribution raises concerns about the unintentional endorsement of provocative material. Amidst these challenges, the pendulum has swung away from genuine news, leaving a void filled with entertaining content.

The once-aspired personalized newspaper has given way to platforms dominated by entertainment, with news comprising a mere 3 per cent of content on some networks. The consequences extend beyond individual platforms, affecting the broader media landscape, leading to the demise of outlets relying on social distribution.