Overview
The social media model of “maximising engagement” has created an environment rife with cognitive decline, ideological extremism, and misinformation.
While these platforms were originally designed to connect and inform, their current incentives prioritise profit over societal well-being. Addressing these challenges requires a fundamental shift in how social media operates, moving away from engagement metrics and towards fostering genuine human connection, critical thinking, and informed discourse. The stakes are high—not just for individuals, but for society at large.
The inevitable
Social media platforms, in their relentless pursuit of maximising engagement, have inadvertently fostered environments that harm individual well-being and societal harmony. By prioritising attention over meaningful interaction, these platforms create echo chambers, distort reality, and contribute to cognitive decline. Below, we examine the negative effects of this engagement-centric model.
1. Brain Rot: Cognitive Overload and Decreased Attention Span
To maximise engagement, social media algorithms bombard users with an endless stream of content tailored to capture their attention. The result? A constant state of cognitive overstimulation. Users find themselves mindlessly scrolling, consuming snippets of information without critical processing. This phenomenon, often termed “brain rot,” refers to the diminishing ability to focus, reflect, and process complex ideas due to the rapid, low-effort nature of content consumption.
Platforms exploit dopamine-driven reward systems, encouraging compulsive behaviours akin to addiction. Notifications, likes, and shares keep users hooked, but this gratification comes at the cost of long-term mental acuity. Attention spans shrink, critical thinking deteriorates, and nuanced understanding gives way to superficial engagement. Instead of fostering intellectual growth, these platforms actively contribute to a mental environment where deep thinking is the exception rather than the rule.
2. The Proliferation of Extreme Views
Social media algorithms favour content that provokes strong emotions—anger, outrage, and fear—because such reactions keep users engaged. As a result, divisive and extreme viewpoints are disproportionately amplified. Users are funnelled into echo chambers, where they are exposed primarily to content that reinforces their pre-existing beliefs, often pushing them further to ideological extremes.
This polarisation is not merely accidental; it is a direct byproduct of systems designed to maximise time spent on the platform. Disinformation and incendiary rhetoric thrive in such conditions, as emotionally charged falsehoods are far more engaging than nuanced, fact-based discussions. Consequently, social cohesion suffers, and society becomes increasingly fragmented as individuals retreat into ideological silos, distrustful of those outside their bubble.
3. The Spread of Misinformation
The pursuit of engagement rewards sensationalism over truth, creating fertile ground for misinformation to flourish. False narratives are often crafted to evoke shock or outrage, ensuring high shareability and prolonged user interaction. Algorithms indiscriminately elevate viral content, whether factual or fabricated, meaning that lies often travel faster and farther than the truth.
The consequences are profound: public trust in institutions erodes, informed decision-making is undermined, and individuals struggle to discern credible information from falsehoods. Misinformation’s prevalence has impacted critical areas such as public health, climate change, and political discourse, exacerbating crises and deepening divisions.
Reversing the Damage: A Path to Healthier Social Media
Reversing the harm caused by engagement-driven social media platforms requires a multi-faceted approach involving regulation, technology redesign, and individual responsibility. At the societal level, governments and policymakers must enforce stricter regulations on algorithmic transparency and accountability. Platforms should be compelled to reveal how their algorithms prioritise content and to mitigate the spread of harmful misinformation. Laws promoting data privacy and penalising disinformation campaigns can help create a safer and more trustworthy online ecosystem.
Simultaneously, platforms must prioritise ethical design over profit. This could include developing algorithms that promote balanced, fact-checked content and deprioritise incendiary or false material. Features encouraging mindful usage, such as time limits or content diversity tools, can help users reclaim control over their online experiences. Platforms might also adopt more community-driven moderation systems, allowing users to co-create healthier digital spaces rather than defaulting to metrics that exploit emotions.
Individual and Collective Actions
On a personal level, users can cultivate healthier habits by limiting screen time, critically evaluating content, and engaging with diverse perspectives. Media literacy programmes should become a staple in schools and workplaces, equipping individuals with the tools to recognise misinformation and navigate the digital landscape responsibly.
Collective action is equally vital. Society can demand more from tech companies by supporting alternative platforms that prioritise ethics over engagement, or through boycotts and advocacy campaigns. Open dialogues about the psychological and social impact of social media can also help reduce its influence, empowering individuals to choose meaningful interactions over passive scrolling.
With coordinated efforts at both institutional and individual levels, society can begin to reclaim social media as a tool for connection, education, and growth, rather than a source of division and cognitive harm.
