For Less Than A Cup Of Coffee A Day, You Too Can Make A Difference…
Has social media changed our brain chemistry and they way we consume media?
Remember when we used to buy media - physical magazine subscriptions, tapes, CDs, records, DVDs, books, and zines?
I recently saw a statistic that said that due to significant industry consolidation, 90% of all media in the US is now owned by only six companies. This includes newspapers, magazines, books, music, television, and radio. So if it's media - it's likely owned by these Big 6.
Now, this isn't a "fake news" post. But, I think it's essential to understand who owns the media we consume because it's a powerful thing. The average American spends 473 minutes per day (almost 8 hours) consuming media, with social media dominating those stats. More than 8 in 10 Americans primarily get their news from social media.
Now, this also isn't a post about "the good ol' days." The world has changed. The internet and smart devices have overhauled how we live and consume media. Some of it is good, and some of it isn't. But we have to be honest about how and why our behaviors have changed and what drives these companies.
These social platforms and media outlets are businesses. They are here to make money. You're shocked, I know.
Media companies used to make a large chunk of their revenue from the sale of physical copies and subscriptions - for example, people buying albums at a record store or having a physical subscription to a magazine. But, with widespread internet, social media, and smart device availability, people can now access tons of content for free. So, nearly no one pays for physical copies or physical subscriptions these days. The second way these companies made money back then was through ad sales. This is primarily how these companies survive today. (And, of course, they also collect and sell data on their consumer bases.)
To look attractive to high-dollar advertisers, these companies, especially social media platforms, need to have metrics to support that people stay in-app for prolonged periods and that there is a significant amount of content to keep users entertained (as well as to place ads in). Also, the content needs to keep people scrolling. More scrolls equal more opportunities for ad placement.
So, what does this mean for us? Well, you've no doubt seen people constantly bitching about the algorithm on various social platforms. There's sometimes a good reason for it. It can be frustrating and exhausting on many levels for small businesses and creators. A particular post is working one day, and the next day, it isn't. It's because these platforms have to rapidly change how they push content to remain relevant and attractive to advertisers. It's a fast-moving space.
Also, there's a reason you see social media "coaches" (which I have...opinions on...but this is not the post for that) constantly shouting that "Consistency is key!" The practice of posting frequently is favored by these platforms because there needs to be a surplus of content up for consumption so that they can place ads in it. The average post is consumed in a matter of seconds. Creators and small business owners can spend hours or even days, in some cases, creating something that will be double-tapped and scrolled past in a matter of seconds. It can be disheartening, for sure.
Finally, we have to discuss the limitations for content creation within these platforms - 140-2200 character limits per post, 60 seconds or less for short-form video format, etc. This is because there's a balance that these platforms are trying to strike. They need us to be engaged but also to keep scrolling in order to appear attractive to advertisers. How else would we see the ads if we didn't keep scrolling? It's addictive, by design. Remember that data collection piece I mentioned earlier? That also comes into play here. Our feeds are designed to be curated to our interests and keep us scrolling. The set-up triggers mini repeated doses of dopamine release in our brains. It utilizes our brains' natural reward system, not unlike a slot machine. Repeated studies have shown that constantly engaging with media in this way is shrinking our attention spans and reading comprehension. It's changing our brains. Think about how often you grab your phone, open a social media app, and mindlessly scroll. It's not even conscious in many instances. It's just muscle memory - a Pavlovian response - our brains searching for a bit of dopamine.
Now, back to the content caps for a moment. These caps mean it's challenging to include much of the nuance required for in-depth concepts and discussions. For example, think about trying to write about something complex in 140-2200 characters or trying to share something thought-provoking in under 60 seconds. It's more complicated than it looks. But the apps need us to scroll, so the caps keep people from spending too much time engaging with one post.
This is where the way we previously consumed media offers up a bit of an advantage. Sure, there are page and word caps on printed media and time limits on audio and video programming. Still, we could dive much deeper into complex subject matter without character counts and incredibly concise time limits.
Also, the major consolidation of media has wiped out a great deal of independent media. If you're old enough to remember the mid to late 90s, you will remember the iconic zines of the riot grrrl movement. This was a community making media for and by themselves, and that's important. If six (incredibly wealthy) companies (most owned by white men) are responsible for 90% of the media, inherent bias is somewhat inevitable. No, this isn't a conspiracy theory thing. It's just facts. How can someone write or speak intimately about an experience they haven't lived? There's value in the story-telling and experiences present in independent art and media.
Now, it's not all bad. The modern ways that we access media offer a particular convenience and availability factor, and there's a lot to be said for that. But, it has also trained users to expect everything immediately and for free, and the entitlement factor can be real.
I recently made a post about new platforms I'm focusing on outside of the "metaverse" in 2022, one of which is Discord. There were several people in the comments on the post asking for access to the Discord server. I told them they could get access through any of my Patreon Tiers - the cheapest is $3 per month. Of course, that $3 gets you lots more than just the Discord access, as well. Not a single one joined. This is the struggle we face. These folks are obviously interested in exploring independently-owned platforms because creators and users are getting exhausted with the social media hamster wheel. But, most people aren't willing to pay $3 a month to engage in a new space. People are so accustomed to being spoon-fed curated media tidbits for free that many have forgotten how to engage with independent media.
The reason you still have to pay for indie media is because the creators incur costs to create and upkeep these community spaces. We pay out of pocket to have Patreons and Crowdcast accounts. There aren't any advertisers bank-rolling our endeavors. But, also - what you get for the fee is so much richer. We can engage without as many limitations. We can create communities where we're not just data to be mined. In investing in these independent spaces, we compensate creators for their time and expertise and get access to their knowledge.
Investing in independent media is also a small way to redistribute wealth among the working class. Amazon recently raised their Prime Membership rates $2 a month, which doesn't sound like much. But, when you do the math, it equates to an extra 300 Million PER MONTH in Daddy Bezos' pocket. And look, I get it. Amazon is convenient AF, and the working class has to access things where they can afford to access them in Late-Stage Capitalism. But, what if, instead, you invested that same amount monthly into a Patreon or some other independent subscription service. In essence, we could collectively keep 300 Million monthly out of Bezos' hands and invest it in small creators.
I'm a member of so many Patreons. I collect DVDs from thrift stores. (Don't @ me...I like weird indie films that are never streaming anywhere, and I refuse to pay Jeff Bezos $3.99 anytime I want to rent something obscure. I'd rather pay a thrift store $1 instead and own that media forever.) I have a massive vinyl collection. I subscribe to indie mags like Bust and Bitch, media from PM Press, and so, so many zines. Honestly, these spaces are where the real deal, heavy-hitting discussions are taking place, and I hope 2022 can be the year we start to re-train our brains to value the importance of engaging with independent media over the convenience of many of these online platforms. Just something to chew on...
