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Tanay Shah
Tanay Shah AU2240007 COM102 Section
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Ahmedabad University

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Tanay Shah AU2240007 COM102 Section-7

The Allure and Addiction of Social Media Apps: Unraveling the
Mechanisms

“Nothing vast enters the life of mortals without a curse” - Sophocles. In this era where one
small tap on a phone has far larger impact than scribbling with a pen, the attractions of social
media apps, which have become strong as intoxicating potions, surround millions of user’s
consciousness in their innermost parts. While every scroll and swipe are enough to pull
people down the digital vortex where interactions are made in the same split of a second and
data floods like everlasting spring, humans have this chance to explore new things. Although
this social media is very glamorous, it is quite complicated and the mechanisms behind it are
meticulously designed to keep humans attached, addicted, and always demanding for more. It
is as intriguing as it is alarming when it comes to the continuing data mining operations of
these tech giants and how their complex algorithms build the digital experience. Despite the
fact that the world of social media has been plagued by the hassle of timelines and trending
hashtags, it is still a fact that it has significantly influenced the way people interact with each
other.But at what cost? Since humans have broken the complex spaces between the two
worlds, they are forced to take a look at the raw truths that the other hidden for long time. It
ranges from the deception of tailored ads to the psychosocial effect on our psyche, as such,
it’s time to move the topmost layer and investigate the intricate connection between mankind
and gadgets. This essay will explore social media apps and their seductive qualities with a
view to exposing the virtual world to, which is controlled by ambiguous algorithms that
influence how humans behave on social media as well as raising serious security concerns.

Embarking on a journey through the labyrinth of social media addiction, the first stop on our
expedition unveils the relentless data collection tactics employed by tech titans to feed the
insatiable appetite of algorithms. With every click, tap, and scroll digital footprints are
precisely tracked, cataloged, and manipulated, transforming online behaviors into valuable
currency for advertisers and marketers. The foundation of precise forecasts in a world where
insight is the key to opening doors, the wealth of data is comparable to the proverb that says,
"In the era of data, wisdom is found in the multitude of insights.” According to a report
published by Forbes, tech giants like Meta, Google, Instagram, and Snapchat amass vast
troves of personal data, ranging from browsing history to location, to create hyper-targeted
advertisements that permeate our online experiences (Goswami, 2022). This data-driven idea
brings not only profit to social media apps but also consummates the cycle of the addition as
users are flooded with customized content targeted and engaging specifically to them. The
deeper humans go into data detection, the more it becomes apparent that the online existence
is not the personality they have, but instead merchandise sold and bought for financial gain.
Digital freedoms will be threatened as the digital landscape keeps changing hence humans
should make sure that they face the ethical implications of data collection and expect greater
accountability and transparency from those who access and keep control over their personal
information. As humans are on the verge of staring at the diverse consequences of data
collection, their investigation now leads to the elaborate algorithms that become the pillars of
most social media platforms.

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Right after the maze of data collection, one feels the hindrance of algorithms which have
become the engines behind the digital experiences and the key hidden in computerized
behavior. These mathematical formulas, which are seemingly simple due to the smooth
appearance of social media app interfaces, hold a maximal power to decide anything that
one’s eyes lay upon from content to the people communicated with and how one sees the
world. According to the mentioned article in Wired Magazine, algorithms use a mixture of
content relevance, user preferences, and user engagement to tailor-created personalized feeds
that help increase user retention and engagement (STRAY & HADFIELD, 2023). The reason
for TikTok’s massive expansion as a social media includes its algorithm which has been
discovered to be extremely addictive for its users and the continuous pavement of similar
content that is fetched by the user’s preferences. This was demonstrated in an investigation
by The Wall Street Journal, where 31 accounts were created with ages set between 13 and 15
years old which were programmed with various interests and were made to browse TikTok
feed from which one account, which was made to search for OnlyFans, a social media site
that specializes in adult entertainment, quickly found itself immersed in sexually suggestive
content and another account, which did not do any searching but paused on videos related to
drugs, found itself in a rabbit hole of marijuana, psychedelics, and other drug-related content
(Thomas & Barry, 2021). This implies that TikTok can draw up dangerous and problematic
algorithms, particularly for youth, and thus it shows the need of the hour for content
moderation methods that are efficient for safeguarding users. Through the given accord,
algorithms reinforce biases and opinions by providing priorities to contents that align with
interests and beliefs. As science advances, algorithms become more precise, and everyone
who controls, writes, or updates them accelerates the blending of the line between human
interaction and algorithmic manipulation, hence the demand for an immediate solution of
informed discourse and regulation in social media algorithms is required. Now, as one
unveils the feeling of algorithmic control all by ourselves, the study of the power of social
media on mental health isn’t far behind anymore.

Amidst the glittering facade of likes, comments, and shares lies a darker reality: the toll social
media takes on mental health. The incessant pressure to present curated versions of ourselves,
coupled with the relentless pursuit of validation, breeds feelings of inadequacy and anxiety. A
recent publication in the American Psychological Association shows that teenagers who use
Facebook or Instagram are consistently more depressed than those who are less active online
because the study discovered a marked increase in depressive symptoms among college
students with added social media exposure because of the endless comparison of the images
and lifestyles brandished on social media promotes strong feelings of envy and insecurity
which everyone agrees with (Weir, 2023). In a comprehensive study conducted by PubMed,
the impact of new media screen time on mental health outcomes among U.S. adolescents was
rigorously examined which showed a significant climb in the display of depressive
symptoms, outcomes related to suicide, and suicide rates, particularly in females and also
teenagers who used digital platforms like social media and smartphones more frequently were
more likely to disclose mental health problems but surprisingly, non-screen activities (such as
face-to-face social interactions, sports, homework, print media, and religious services)
seemed to have a protective effect (Madigan et al., 2019). This results in the perpetual
dissatisfaction with one's own life. Moreover, the addictive nature of social media,
characterized by endless scrolling and compulsive checking, disrupts sleep patterns and
exacerbates feelings of loneliness and isolation. With every step made on the digital
pathways, social media invariably has the power to alter and affect mental health. Therefore,
one must ensure the development of means that will help minimize the negative aspects.
Through a digital literacy of climate nourishment and healthy internet usage encouragement,

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one can control what affects them and promote a balanced social media relationship
development.

Indeed in the era of fast-shrinking space enabled by a click of a button, the temptation and the
ought-to-be addicted to social media apps have entangled and transformed analogic
friendship. As journey through the complexities of data collection, algorithmic influence, and
the impact on mental health, a sobering truth emerges: digital dependencies are more in debt
for humans. Therefore, they shall now see the other side of the process. Through nonstop
intent to connect and be validated, social media has eventually become a double-edged dirk,
which unwillingly and willingly isolates humans from genuine interactions and relationships.
However, the division devoid of the sea of notifications and likes does exist instead, but there
are glimmers of hope for a moderate relationship with technology. By fostering digital
literacy, promoting transparency in algorithmic decision-making, and prioritizing mental
well-being, humans can navigate the digital landscape with greater intentionality and agency.
Heading now to the last part of the journey into the thrill and druglike effect of social media,
hopefully, humans take these lessons and go on the path towards a more attentive and caring
digital community. In the meantime, the systemic interactions of man and technology can be
a source of growing together, imagination, and togetherness. The decision is very clear, it is
up to humans to make a pick.

References
Goswami, S. (2022, February 16). Wikipedia. Retrieved March 4, 2024, from
https://www.forbes.com/sites/forbestechcouncil/2022/02/16/what-does-big-tech-actually-do-
with-your-data/?sh=36b3243b515f
Madigan, S., Browne, D., Racine, N., Mori, C., & Tough, S. (2019, March 1). Association Between
Screen Time and Children's Performance on a Developmental Screening Test. PubMed.
Retrieved March 5, 2024, from https://pubmed.ncbi.nlm.nih.gov/30688984/
STRAY, J., & HADFIELD, G. (2023, March 2). A Unique Experiment That Could Make Social
Media Better. WIRED. Retrieved March 4, 2024, from
https://www.wired.com/story/platforms-engagement-research-meta/
Thomas, Z., & Barry, R. (2021, September 9). Sex, Drugs and TikTok: What the Viral Video App
Shows Minors. The Wall Street Journal. Retrieved March 5, 2024, from
https://www.wsj.com/podcasts/google-news-update/sex-drugs-and-tiktok-what-the-viral-
video-app-shows-minors/b18bd8e0-2f02-4b4d-bf74-09bacd8cc85e
Weir, K. (2023, September 1). Social media brings benefits and risks to teens. Here's how
psychology can help identify a path forward. American Psychological Association. Retrieved
March 4, 2024, from https://www.apa.org/monitor/2023/09/protecting-teens-on-social-media

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