Social media is an entity that has permeated the lives of almost every individual in the modern world. Over the last decade, the number of active social media users globally has more than doubled from 2 billion to 5 billion active users. This is only expected to grow as the internet becomes increasingly accessible worldwide. While much research has been done to uncover the negative effects of social media on mental health, addiction, and misinformation, little can be done to fully address the concerns brought about by various social media platforms, as they have become too complex and expansive to control.
What has become increasingly apparent in recent years is that what people see on social media can shape user perceptions. From online discourse in comments sections, to the widespread popularity of social media influencer marketing, to social phenomena like cancel culture, people are fed a constant stream of content that both consciously and unconsciously reshape how opinions are formed. This influx of information, when paired with social media’s engagement-focused algorithms, creates the perfect breeding ground for the rapid spread of disinformation, and the agendas that they bolster.
This research project explores the systemic issues surrounding influence operations carried out on social media platforms. Through the use of a synthesis map, it will present the various stakeholders involved in the process, from top to bottom, and uncover different patterns in influence operation tactics around the world. Furthermore, the project will illustrate the dynamics that have led to inefficacies in today’s solutions. By introducing users to the different players within the system, their agendas, and the pinch points they cause, readers will be able to better understand the power imbalances and tensions that have led to systemic fragmentation. The aim of this systemic exploration is to provide awareness for users by shedding light on the social media ecosystem as it relates to influence and perception, and to aid individuals in making informed decisions as they traverse the internet.