These studies are very helpful in shaping the netiquette among social media users and for reflecting on one’s own social behavior. Several studies have investigated how users may regret certain posts or comments that were posted in a particular state of arousal and//or that received non-anticipated negative responses. It has been shown that users’ opinion and behavior is influenced by these dynamics. While the exact mechanisms used are largely black-box, Facebook acknowledges that its algorithms respond to user activity (where any reaction to a post, comment, photo, video or advertisement is considered a sign of interest – be it positive or negative).Īrguably, platforms like Facebook have an interest in maintaining their users’ attention and increasing user activity and social feedback – the more time spent within the platform, the more opportunities for serving advertisements and other types of sponsored suggestions. Social networks like Facebook can guide user responses (likes, comments, follow-up posts) as well as user mood by changing the relative proportions of different content (among others, posts or images from friends, posts from various pages, suggested posts or advertisements). Similarly, the ‘care’ response – introduced during the COVID-19 pandemic – has become widely used as well, for various purposes. A notorious example of a recent change was Facebook’s introduction of different emotions (love, haha, wow, sad, angry) as refinements of the simple ‘like’ button, which enabled users to dislike a post. Platforms such as Facebook continuously apply smaller or bigger changes to their user interfaces and recommender algorithms users then adapt their behavior (or not) in response, which then might be taken into account for further platform changes. The absence of non-verbal and visual feedback and other factors is compensated for by netiquette (the rules of etiquette that apply when communicating over the Internet) and platform elements that shape the conversation. Online communication and social networking follow different patterns than face-to-face conversations or phone calls. According to the Digital 2020 report, there are 2.5 billion active Facebook users, which makes Facebook the world’s most-used social platform, followed by YouTube with 2.0 billion users. Social networks and social media are widely spread.
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