danah boyd sums it all up:
Today’s social media platforms are no longer centered around sociable activities. Instead, most platforms offer us a broadcast medium and invite us to learn how to game the algorithms so that we too can create assets for the major corporations (Cotter, 2019). Since scale is valorized in this platform economy, we are encouraged to curate ourselves in pursuit of fame and attention. We can still, in theory, create content for our 15 friends, but it’s not clear that they will see what we post. To actually be seen, we must work it.
Of course, for many people, it’s not clear whether working it for the algorithm is worth it. For many people, the benefits of joking around with friends on social media doesn’t feel worth the potential privacy risks, reputational risks, and social risks. Scrolling is easier. Sending funny videos to friends via text message feels safer than reposting.
Because of these shifts, we now live in a world of parasocial media. Parasocial relationships are one-sided connections, where individuals keep tabs on the lives and movements of people – like celebrities – who do not know us and feel no pressure to reciprocate. In a parasocial world, people dedicate their attention and emotions to tracking the dramas of individuals who exist at a distance. Parasocial relationships can be emotionally intense, but they do not produce the kinds of social fabric that anchor us when we are struggling.