3 reforms social media platforms should make in light of ‘the social dilemma’
“The Social Dilemma” is proving to be a significant and transformative experience for many viewers on Netflix worldwide. The documentary examines the influence of social media on contemporary society, highlighting important concerns regarding its consequences for psychological well-being, political discourse, and the diverse methods companies employ to utilize information gathered from users. It presents a compelling combination of perspectives, featuring interviews with former leaders and creators within the tech industry who detail the techniques used by social networks to influence human behavior, encouraging increased involvement and prolonged usage.
Even with the clear problems associated with social media platforms, individuals continue to seek validation and connection online, particularly during times like a global pandemic when opportunities for face-to-face interaction are limited or unavailable.
What steps can the industry take to improve its practices? Below are three potential adjustments social media platforms could make to foster more positive and constructive interactions and a more informed approach to news.
Stop censoring
The majority of social media networks, such as Facebook and Instagram, involve the company influencing the information users encounter. This creates opportunities for malicious individuals to exert control and prompts inquiry into the entities deciding which information is displayed and which is suppressed. What drives these choices? Certain platforms challenge the notion of their involvement, as evidenced by Mark Zuckerberg’s statement in 2019: “I firmly believe that Facebook should not be the judge of the accuracy of everything individuals express online.”
A different structure for social platforms could eliminate censorship. For instance, a platform independent of advertising revenue could be envisioned. If a social network offers free access to fundamental features but generates income through subscriptions, there would be no requirement for an algorithm to analyze data and select the news and content presented to users.
Such a platform would be less vulnerable to manipulation, as users would only receive information from individuals they personally know and trust, rather than advertisers or unrelated entities. Major social media channels are often subject to manipulation through the creation of fake accounts designed to artificially inflate content with fabricated “likes” and “views,” thereby influencing its visibility. This is frequently identified as a method for interfering with elections, where operatives utilize social media to disseminate misinformation. This practice highlights a core weakness of social algorithms that employ artificial intelligence to determine content censorship and promotion.
Don’t treat users like products
The concerns highlighted in “The Social Dilemma” should strengthen the call for social media companies to responsibly manage their content and how users interact with it, and to prioritize ethical operations. These companies should reassess their most impactful technologies that contribute to feelings of loneliness, sadness, and other problems, and instead focus on fostering connection, encouraging positive change, and supporting other beneficial outcomes.
A significant shift necessary to achieve this is the removal or substantial reduction of advertising within these platforms. A platform without advertising doesn’t require the forceful promotion of unwanted content from external sources. When advertising is the primary source of income, the social media organization has a strong incentive to employ every available psychological tactic and algorithmic strategy to maximize user time spent on the platform. This becomes a quantitative pursuit where financial gain is prioritized over user well-being.
Increased user numbers combined with extended time spent on the site directly translates to greater ad visibility and interaction, ultimately boosting revenue. Removing the reliance on advertising allows a platform to move away from attempting to provoke emotional reactions based on a user’s previous behavior, all in an effort to maintain their engagement, potentially leading to compulsive use.
Foster genuine connections, avoid deceptive practices
A prevalent type of misleading content is frequently seen on standard social media search results pages. A user selects an image or short video clip that implies a specific subject matter, but is then directed to entirely different material. This tactic can be employed to distribute inaccurate information, posing a particular risk to individuals who depend on social networks for their news rather than established news organizations. Research from the Pew Research Center indicates that 55% of adults obtain news from social media on a “frequent” or “occasional” basis. This presents a substantial challenge when clickbait articles facilitate the spread of skewed and fabricated news reports.
Regrettably, when individuals interact with clickbait material, they are, in effect, endorsing that information. This seemingly minor interaction provides a financial incentive for others to produce and circulate more clickbait. Social media companies should actively prohibit or restrict clickbait. Executives at Facebook and similar companies frequently respond with a “freedom of expression” justification when addressing the issue of curbing clickbait. However, they should recognize that the objective is not to function as censors suppressing debatable subjects, but rather to safeguard users from untrue content. The focus should be on building confidence and facilitating reliable information exchange, which is more readily achieved when posted content is supported by verifiable facts.
“The Social Dilemma” is a significant and valuable film that promotes a crucial conversation regarding the influence of social media and social platforms in daily life. The industry must evolve to establish more authentic and meaningful environments where individuals can connect without exploiting psychological vulnerabilities.
This is a considerable undertaking, but one that promises long-term advantages for both users and the platforms themselves. Social media continues to facilitate significant digital relationships and serves as a driver for constructive dialogue and progress. It is now incumbent upon platforms to acknowledge the necessity of these modifications and assume accountability for implementing them, creating opportunities for newer, developing platforms that adopt a different, less manipulative strategy.