The Escalation Dynamics of Social Media

One of the crucial ideas for my new book are the temporal implications of the escalation dynamics which characterise social media platforms. In his Social Media in Academia, George Veletsianos identifies precisely the dynamic that interests me. From loc 834:

[R]emaining visible on a social networking and fast-moving platform such as Twitter means that one has to share often and frequently, or else one’s voice and presence are diluted in the sea of information that is already present.

The problem is that efforts to resist dilution of voice and presence, the eternal struggle to be ‘heard above the din’ as Dave Beer puts it, leads to an escalation of the activity necessary for others to achieve the same objective. My suggestion is that seeking to be visible, if not necessarily a function of using the platform itself, will always tend to lead to an increase in the activity required to ensure visibility.

The temporal commitment involved in this activity might be individually trivial but it can prove to be aggregatively consequential, particularly if the same dynamic obtains across participation in multiple platforms. The result might be a straight-forward time squeeze, it might be rushing to finish other activities, it might be multi-tasking and it might be a diffuse state of perpetual distraction. But it has consequences for our experience of time.