Desperation for likes, followers and comment

Nov 23, 2023 Features / Columnists, Peeping Tom

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Kaieteur News – Social media has evolved from a simple platform connecting people, places, and ideas into a commercialised battleground where individuals deploy desperate measures to boost their online popularity. The pursuit of likes, followers, and the elusive validation of internet fame has driven people to extremes, leading to a toxic environment.

The commercialization of social media has created a vicious cycle where individuals resort to desperate measures to attract attention, and subsequently advertisers. The equation is simple – a critical mass of likes and followers translates into a lucrative market for advertisements. As a result, people are pushed to go to extreme lengths, sacrificing authenticity and ethical boundaries to feed the insatiable hunger for online validation.

One disturbing trend is the exploitation of children for online popularity. In the race for more likes and followers, some individuals shamelessly put their own children in the spotlight. This not only violates the privacy and rights of these innocent beings but also raises ethical concerns about the impact of such exposure on their mental and emotional well-being. The online world has become a stage where children are used as props to boost parental popularity, blurring the lines between genuine connection and the quest for digital stardom.

Equally troubling is the rise of inflammatory and offensive content as a means to attract attention. The competitive nature of social media has led to a disturbing trend where individuals attack, ridicule, and engage in obscene actions to stand out in the crowded digital landscape. Instead of fostering positive interactions, social media becomes a breeding ground for hostility, contributing to the erosion of civil discourse and the spread of toxicity.

An article published in April of this year on Bold News noted that the emergence of a troubling phenomenon among the youth, as the relentless pursuit of social media fame takes a toll on their mental health, values, and overall well-being. Fueled by a desire for validation and attention, young individuals, equipped with a polished physical appearance and easy access to social media, engage in a constant quest for likes, comments, and followers.

The article said that the quantification of popularity through these online metrics has instigated a competitive atmosphere, leading to a myriad of issues such as anxiety, depression, low self-esteem, and social media addiction. It highlighted that what’s particularly worrisome is the shift away from valuing genuine talent and substance to a singular focus on visibility. Many youths have transformed into virtual influencers, dedicating their lives to self-promotion and amassing followers not for their skills or contributions but solely for the pursuit of online fame. This, it said, has resulted in a fruitless competition where youth chase an ephemeral sense of celebrity, often without achieving anything substantial in the real world.

The said article went on to make two important observations. The first was that social media platforms have fostered a culture of narcissism among young people. The obsession with seeking constant attention has resulted in a self-centric culture. Second, the pressure to maintain a flawless online image has given rise to a habit of dishonesty, with many young people presenting a false reality on social media. Social media also have contributed to heightened levels of anxiety, depression, and low self-esteem among youth.

Mental health issues have become a main worry of social media, especially considering that mentally ill persons may be out there seeking to control, through social media how others think and act. Social media has also become extremely addictive, leading some individuals to spend an alarming amount of time on the medium. The case of an individual spending more than 10 hours a day seeking daily doses of scandal and profanity is emblematic of a broader issue. This addiction not only hampers real-life productivity but also raises concerns about the impact on mental health.

The consequences of the desperate measures to which persons are going to enjoy popularity on social media are far-reaching. They also impact on society.  The erosion of genuine human connection is evident as social media becomes a battleground for attention, where authenticity takes a backseat to sensationalism. The online world, which was meant to bring people together, is increasingly poisoning relations, perpetuating a culture of competition rather than collaboration.

It is sad to see ordinary women trading insults at each other on social media. The quest for popularity should not come at the expense of basic decency and ethical conduct. Platforms must take responsibility for the content shared on their sites and implement measures to curb the spread of harmful and offensive material. Social media should not be used to unfairly target and impugn the reputation of others.

The irony of it all is that the commercial benefits of social media advertising has not necessarily proven superior to the more traditional forms of advertising. Social media engagement has not always corresponded to an increase in sales. Some local companies are now discovering that their investments in social media advertising are not being reflected in increased sales. Perhaps this realization will eventually lead to a reduction in the obsession with likes, followers, and comments.

(The views expressed in this article are those of the author and do not necessarily reflect the opinions and beliefs of this newspaper and its affiliates.)

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• Advertisements, battleground, ENVIRONMENT, Peeping Tom, validation

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