How Social Media Shapes Identity | Ulrike Schultze | TEDxSMU

Summary

This talk explores the impact of social media and technology on identity, using Facebook algorithms and Second Life as examples. It discusses how technology constructs us through a co-constitutive relationship, where we shape technology and it shapes us back. The speaker identifies three dominant discourses in social media—market, play, and sociality—that influence how we present ourselves and interact with others. These discourses create tensions and contradictions, leading to complex identity performances. The talk encourages reflection on how social media enables and restricts our identity expressions.

Takeaways

• 😐 The speaker discusses the impact of social media algorithms on user behavior and self-perception, using Facebook's news feed algorithm as an example.
• 🎭 The concept of online identity is explored, particularly in the context of anonymous online communities where users may behave differently than in real life.
• 🔄 The co-constitutive relationship between technology and users is introduced, suggesting that while we shape technology, it also shapes us.
• 👥 The introduction of ethnic emojis by Apple is highlighted as an example of how technology can materialize and racialize communication.
• 🌐 The speaker's research focuses on the relationship between technology and identity, using data from the virtual world Second Life to draw conclusions about social media's influence.
• 👤 The importance of the virtual body or avatar in Second Life is emphasized as a key element in identity construction within virtual environments.
• 🔑 Three dominant discourses are identified in Second Life: market, play, and sociality, each influencing how users interact and present themselves.
• 💼 The market discourse is associated with the commodification of identity, where users see themselves as brands and products within the platform.
• 🎮 The play discourse encourages users to explore alternative identities and express themselves in ways that may not be possible in real life.
• 🤝 The sociality discourse is about how users' identities are defined by their social connections and the expectations and obligations that come with them.
• 🔄 The interplay between these discourses can lead to tensions and contradictions, allowing for complex and multiple identities to emerge within social media platforms.

Q & A

What is the main topic of the speaker's research?

The speaker's research focuses on how social media and technology impact identity—specifically how technology shapes who we believe we can be and how we present ourselves to others.

What does the speaker mean by the 'co-constitutive relationship' between humans and technology?

The 'co-constitutive relationship' refers to how humans create technology, and in turn, technology shapes human behaviors, identities, and actions. We both influence technology and are influenced by it.

Why does the speaker mention Apple's ethnic emojis in the discussion?

The speaker uses Apple's ethnic emojis as an example of how technology materializes certain social actions, like expressing racial identity. This creates expectations around how people communicate and represent their identity online.

How does the speaker relate the study of Second Life to social media?

The speaker views Second Life as an extreme form of social media because it involves profiles, social connections, and communication. Studying Second Life provides insights into how identities are constructed and expressed in virtual environments, which is relevant to other, more mainstream social media platforms.

What are the three dominant discourses found in Second Life according to the speaker?

The three dominant discourses are: 1) commodification, where people see themselves as products or brands; 2) play, where users explore identities they could have if they were free of real-world constraints; and 3) sociality, where identities are defined by social roles and relationships.

What is a 'discourse' according to the speaker, and how does it shape reality?

A 'discourse' is a system of thought or logic that defines how we understand the world. It shapes reality by creating certain identities and possibilities for action. For example, describing a flood through religious discourse might lead to viewing it as divine punishment, which influences how people respond.

How does the commodification discourse affect identity in Second Life?

The commodification discourse in Second Life leads users to view themselves and others as products. This creates identities based on being producers (e.g., designers who want to stand out and make money) or consumers who show cultural knowledge and social astuteness through the things they buy and wear.

What tensions can arise from the different discourses in Second Life?

Tensions arise when different discourses conflict, such as when a user is both a producer and a friend. For example, a designer in Second Life may feel pressure to interact socially with friends while also trying to be productive and sell goods, creating a conflict between sociality and work.

How do users resolve contradictions between different discourses in Second Life?

Users resolve contradictions by blending discourses. For example, a designer might adopt the playful identity of a 'Nico' (a cat-like character) to justify being moody or inconsistent with friends, balancing the demands of social interaction with the need for productivity.

What is the speaker's final message to social media users?

The speaker encourages social media users to think critically about the discourses they engage in and the kinds of identities these technologies enable and restrict. Users should reflect on how their identity is shaped by the actions the technology allows them to perform.