The social media business model: Personalisation and Engagement Rate

How they are collected and stored

Introduction

When it comes to advertisement internet users do indeed welcome personalisation. It reduces the flow of digital content that is little to not relevant to the user and therefore increases the user experience. However, the entire advertising business model of social media platforms has serious negative side effects. This relates to how we see ourselves and others as well as our ability to lead social and political debates. Due to the ever increasing share of online communication these side effects grow into a challenge for societies and for liberal democracies in, particular. They are based on a rational political discourse among societal interests – something that is greatly inhibited by hyper-personalised online communication.

Exercise 1

Who is emotional

Students will analyze a set of media headlines from various outlets, identifying the emotional strategies used and evaluating the potential impact on readers. They will consider whether the headlines prioritize engagement over information and explore the ethical implications of such strategies in media communication. This hands-on activity encourages critical thinking and discussion about the role of emotional communication in shaping public opinion.

Exercise 2

I confirm

Students explore confirmation bias in social media. The session begins with an introduction to confirmation bias, followed by a discussion about its relevance. Students then share their real experiences with confirmation bias on social media, fostering a dialogue on the topic’s significance and strategies to mitigate its impact on their online interactions.

Exercise 3

How do i talk

In this exercise, youngsters deal with the differences between online and offline communication and reflect on their own online behavior. They learn about the Online Disinhibition Effect and its implications on language usage.