Social Media, interakcji człowiek-komputer, Internet Communication, Social Theory, technologia cyfrowa

Obecna era cyfrowa zapoczątkowała ogrom technologicznych kreacji, które mają znaczący i wciąż nabierający nowych wymiarów wpływ na nasze postrzeganie siebie, własnej tożsamości oraz relacji społecznych. Druga fala gwałtownego wzrostu technologicznego odtrąciła te kreacje, w przypadku których wartość ekonomiczna jest niejednoznaczna i często wykalkulowana w wysiłek performatywności użytkowników poprzez urządzenia elektroniczne na licznych platformach społecznych z potencjałem do wzbudzania konsumpcyjnych pragnień mas.

The present digital era has ushered a slew of technological creations that have had a substantial and continually evolving effect on our conceptions of self, identity and social relations. A second great technology bubble has spurned these creations, where economic value is ambiguous and often calculated in the performativity labor of users through digital devices and the numerous social platforms with the potential to lure the consumptive desires of the swarm. In digital life the swarm is the sum of digital selves, fashioned by the yearning to re-present a version of their true self via image and textual performances, often an enhanced copy that serves in managing other’s impressions in a self-aggrandizing cycle to reap the neurological rewards fulfilled by attention gratification. The swift and ravenous actions of the swarm, and all it consumes constitute the spectacle of collective social media behavior. Social Networking Sites (SNS), enable the affective relationship between dual selves, simultaneously existing in dual spheres not governed by the same spatial and temporal edicts. The consequences of preferring Face-to-Screen (F2S) social interaction through our digital selves are numerous, altering previous conceptions of friendship, hindering human emotional cognition of the embodied ‘other’, foremost our ability for feeling empathy toward another. Increasingly we view the lives of humans as objects of consumption, while commoditizing our own lives so others view us in the same light. Digital self commoditization reduces humans to objects for control and monetary exploitation by corporate SNS providers.