Learn: Social Media Theory: Attention, Algorithms, Ownership & Evidence

What is the attention economy?

Platforms compete for people's limited attention to make money.

Who developed the attention economy idea?

Herbert Simon (1971).

What did Herbert Simon say?

"A wealth of information creates a poverty of attention."

What does Simon's quote mean?

More information means greater competition for our attention.

What is McLuhan's famous quote?

"The medium is the message."

What does McLuhan's quote mean?

The platform shapes how people receive and understand information.

What is the engagement economy?

Platforms use likes, comments and shares to keep users engaged.

How do platforms profit from engagement?

More attention means more advertising and revenue.

What is political economy theory?

Media ownership and profit can influence what information is produced.

How does Chomsky and Herman's Propaganda Model link to social media?

Media ownership and commercial interests can shape public information.

What is the public sphere?

A space where people discuss issues and form public opinion.

Who developed the public sphere concept?

Jürgen Habermas.

How can social media damage the public sphere?

Harassment and misinformation can weaken open discussion.

What is uses and gratifications theory?

Audiences actively choose media to meet their needs.

How does uses and gratifications link to social media?

People use platforms for entertainment, information and connection.

What is selective exposure?

People choose information that supports their existing beliefs.

What is an echo chamber?

People mainly encounter views similar to their own.

What is the filter bubble?

Algorithms personalise content, limiting what users see.

How can echo chambers affect society?

They can strengthen existing beliefs and increase division.

What is gatekeeping?

Controlling which information reaches an audience.

How does platform ownership affect gatekeeping?

Owners can influence content moderation and visibility.

What is self-censorship?

People avoid expressing opinions because they fear negative consequences.

What does Hall's representation theory explain?

Media representations shape how audiences understand people and issues.

What is the difference between regulation and censorship?

Regulation sets rules; censorship restricts expression.

What did McLuhan mean by "the medium is the message"?

The design of a platform affects society, not just its content.

What did Herbert Simon mean by "poverty of attention"?

People have limited attention despite endless information.

What did Cinelli et al. study in 2021?

Over 100 million pieces of content across four social platforms.

Which platforms did Cinelli et al. study?

Facebook, Twitter, Reddit and Gab.

What did Cinelli et al. find?

Facebook and Twitter helped like-minded groups form echo chambers.

What is the significance of the Cinelli study?

Platform design can limit exposure to different opinions.

What did Reuters report in 2024 about fake news?

59% were concerned about identifying real and fake news online.

What did Reuters report in 2023 about fake news?

56% were concerned about identifying real and fake news online.

What did Reuters find about social media news users in 2023?

64% were worried about fake news, compared with 50% of non-users.

What did Reuters report about TikTok news in 2024?

13% used TikTok for news each week globally.

What did Reuters report about YouTube news in 2024?

31% used YouTube for news each week globally.

What did Reuters report about WhatsApp news in 2024?

21% used WhatsApp for news each week globally.

What did Reuters report about news websites in 2024?

Only 22% named news websites or apps as their main online news gateway.

What did the Finnish online harassment study find?

18% of professionals targeted by online harassment reported self-censorship.

Who was surveyed in the Finnish harassment study?

Academics, local politicians and media professionals.

What percentage of Finnish politicians experienced work-related online harassment?

64%.

What percentage of Finnish media professionals experienced work-related online harassment?

58%.

What percentage of Finnish academics experienced work-related online harassment?

30%.

What happened to Twitter in 2022?

Elon Musk acquired Twitter in a deal worth about US$44 billion.

How does Musk's Twitter purchase link to political economy?

It raises questions about how ownership can influence a major platform.

How does Musk's Twitter purchase link to gatekeeping?

Platform ownership can influence content rules and visibility.

What is the main argument for social media regulation?

Regulation can reduce harm and protect the public good.

What is an argument against excessive regulation?

It can restrict free expression and legitimate debate.

Who investigated the boost in Musk's tweet visibility?

Australian researcher Timothy Graham from QUT.

What happened to Musk's tweet impressions in February 2023?

They increased by 737% after the reported algorithm change.