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Final Research Project
Final Research Project
bstract:
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Social media mega apps, including TikTok, Instagram, and Snapchat, have grown exponentially
in success and usage over the past decade, while some social media platforms, like MySpace,
have crashed out. How, and why, are some platforms more engaging and successful than others?
Rooted back to early mathematical discoveries like graph theory and Reed’s Law, all networks,
and by extension social networks, are based upon the collection and output of data encompassing
connections and sub-groups. Through this, successful platforms take advantage of this
knowledge to keep their databases maximally engaging and comprehensive, along with the usage
of specific algorithms that target the brain’s reward center and dopamine production that
replicates the sensation of addiction. Unfortunately, this increase in social media consumption
parallels the heightened amount of mental and physical issues-human body changes including
physique, morphological differences in brain structure, and sleep, along with behavioral and
emotional issues-that develop from these platforms. Adolescents in particular seem to be the
most at risk to the extremity of these effects due to their brain not being fully matured.
ey Words:
K
Social media, TikTok, Instagram, Facebook, MySpace, graph theory, Reed’s Law, psychology,
social networks, algorithms, addiction, brain, reward center, dopamine, adolescent addiction,
mental health issues, physical issues, brain alterations
Chapter 1: Introduction to Social Media
ocial media apps have grown exponentially widespread in recognition and usage that it is
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almost an anomaly not to partake in their usage. Now, the most used of these platforms includes
TikTok, Meta, Snapchat, and X.However, while we all know the main platforms that drive
today’s headlines, what happened to formerly famed platforms that have gone out of business,
like MySpace? What makes one social media platform more successful than another, and remain
that way?
hapter 2: Social media algorithms: what are the mathematical roots that make one
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platform more successful than another?
lthough not seemingly transparent, the world, including our human bodies, are all bound
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together by networks. Down to the neural networks in our brains, the internet, and thus by
extension, social networks, everything is all driven by an “underlying mathematical structure,”
calledgraph theory. Discovered in 1735 by Leonhard Euler, a mathematician and physicist in
Switzerland, graph theory consists of the idea that all graphs and networks are composed of
nodes, or vertices, and edges, which can be understood as the lines or paths connecting the nodes
together. To put it simply, imagine a graph with a bunch of dots and lines connecting them, the
lines having specific directions or lack thereof.
Cosmic Web Neural Network in Brain
Source: Forbes Source: Brain and Behavior Research Foundation
ccording to graph theory, graphs and networks can have nodes with multiple edges between
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them, or nodes with only one edge linking them. This collection of nodes and edges comprises
what is known as a network. In the figure below, neural networks and social networks are
depicted. Neurons and Facebook both are identified as nodes that have edges or paths that
connect one another.
hile this may seem extremely broad, we can look into Instagram, for example. Let us say two
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users like a lot of each other’s posts, direct message each other constantly, and just engage with
o ne another frequently. This would then create an undirected graph, where the edges between the
nodes have no ultimate direction of path. But if one user frequently interacts with another while
not reciprocated, a directed graph would be constructed, where the edges do have a singular
point of direction (away from the uninvolved user and pointed towards the interested user).
ifferent types of graphs: nodes and the paths of edges between them. [“N
D euronal and socialnetworks translated
into graphs”bySabina J Haque & JovanaAndrejevic;https://sitn.hms.harvard.edu/flash/2021/graph-theory-101/]
uccessful apps like Facebook and Instagram use this knowledge of connections and create
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algorithms that identify weighted graphs, in which certain edges have a higher density of
relations compared to other edges. In order to keep people using their platform more, these
algorithms detect these concentrations and consequently produce a specifically designed output
of media tailored to the user themselves. This concept dates back to Reed’s Law, in which the
power and value of social networks grows not just through establishing and understanding
connections, but with the simultaneous production of increased sub-groups and interactions
within the network.
nd that is, on the surface level, how social media platforms are successful. They take into
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account the value of what I am interested in seeing, what I could be interested in, the importance
of connections, but also, the creation of sub-groups.
latforms that have crashed out, like MySpace, failed to acknowledge the golden factor: there
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should be an incorporation of social interaction between users, and it should be tailored upon the
multifaceted collection of data that the user wouldwantto see. ANew York Times articlequotes
Erin Polley, where she explains why she is no longer a MySpace user, saying that “‘Every time I
logged on it was just messages from bands I barely heard of,’ she said. ‘Facebook allows you to
actually connect with real people, rather than bands or celebrities.’” Along with lacking a more
individualized feed of content, MySpace also did not utilize the importance of understanding and
predicting user relationships.
o further understand how important this relationship truly is, the theory of triadic closure can be
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used. Let us tie this back to graph theory. Triadic closure effectively suggests that if two nodes
exist in exclusivity (no edge or path connecting them), then there is a large chance that there may
be a third node that connects with both of them. This ultimately would allow for the
understanding and prediction of a connection between the two nodes that have this third node in
mutuality. Now, if each of the nodes was a person using the platform, then the amount of
sub-groups within the network would increase, and by consequent, the social network itself as
well.
Chapter 3: Social media algorithms: effective for their success, but detrimental to users
lthough these algorithms of popular social media platforms are effective in success and
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popularity for the companies behind them, there are unfortunately immense effects users face
with prolonged usage. There are various reasons for this, one of the paramount being that users
seem to exhibit similar tendencies as a person suffering with addiction does.
ddiction can be grouped into substance use addictions and non-substance use addictions, like
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behavioral addictions. For example, a person may be addicted to a certain drug due to the
sensation of reward they receive. A person may be addicted to a certain behavior, like gambling,
again because of the high reward they get in return. In both scenarios, the brain’s reward system
is stimulated along with a flood production of a neurotransmitter called dopamine, which gives
feelings of pleasure and affects other aspects of the
brain and body. However, these feelings are what is
called instant gratification, in which it is only fleeting.
After the feeling departs, you are left wanting more,
and through repetitive use, left craving more. This is
because through consistent engagement, overall, your
body becomes dependent on receiving copious
amounts of instant dopamine, and stops generating the
steady level that normally would be produced. At the
end of the day, the user is left feeling worse than they
started, but also left searching for more.
Source: Yale Medicine
here are many scientific effects of addiction, such as changes in neurochemical pathways and
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some irreversible changes to brain structure, which I will touch on later.
I n quite a similar way to how addiction works, social media triggers large quantities of dopamine
and activates the brain’s reward center. In the figure below, a brain scan of a teenager is depicted
after being shown social media content with increased affirmation.
ighlighted green portion depicts
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activity of nucleus accumbens,
the brain’s center for reward
circuits. After showing teenagers
photos with more likes and views,
activity and concentration spiked
versus showing photos with likes
and views.
[“ The Teenage Brain on Social
Media” by Lauren Sherman,
neuroscience researcher at
UCLA;
https://newsroom.ucla.edu/releases/the-teenage-brain-on-social-media]
ultiple tests were done on teenagers being shown content with increased recognition and
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positive acknowledgment, and the results showed the same: highly active reward centers
stimulated with dopamine surges. To reference back to gambling addictions, social media creates
a behavioral addiction due to generating similar feelings of euphoria and the risk of
unpredictability.McLean Hospitalexplains how thisunhealthy relationship is formed, stating
that“‘When the outcome is unpredictable, the behavioris more likely to repeat. Think of a slot
machine: if game players knew they never were going to get money by playing the game, then
they never would play… The idea of a potential futurereward keeps the machines in use. The
same goes for social media sites. One does not know how many likes a picture will get, who will
‘like’ the picture, and when the picture will receive likes. The unknown outcome and the
possibility of a desired outcome can keep users engaged with the sites.’” The issue is that this
outcome is not unintentional. Daniel Kruger, Ph.D further elaborates this psychological usage of
gambling techniques in a publication at the University of Michigan, affirming that “These
methods are so effective they can activate similar mechanisms as cocaine in the brain, create
psychological cravings and even invoke “phantom calls and notifications” where users sense the
buzz of a smartphone, even when it isn’t really there.” To be quite frank, I myself have felt these.
It is honestly quite bizarre, as these buzzes of notificationsfeelso real, and yet when I take my
phone out to check, I am left with a bare screen. But to what extent does this really start to take a
toll on users?
Chapter 4: Who is the most at risk for becoming addicted to social media?
ocial media can be considered an addiction. Of course, to what extent depends on the amount
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that the user engages with the platform, and what composes the user’s background and identity.
Adolescents in particular seem to be the most affected, and this is because their brains and bodies
are not fully done developing.
arkham Heid of Time Magazine published an article, “We Need to Talk About Kids and
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Smartphones,” where he addresses that adolescentbrainsare “‘deliberately’ set up for
risk-taking. The prefrontal cortex — the part of the brain involved in ‘executive functions’ that
support careful decision-making (like self-monitoring and impulse control) — does not fully
develop until the mid-20s, long after the maturation of the emotional processing and
reward-seeking centers.” Adolescents search for “highly stimulating and rewarding activities
while seeming less wary of potential risks.” This causes heightened vulnerability to becoming
affected and addicted to external influences such as social media because of the pleasure giving
qualities social media usage gives.However, not only are they more impressionable, but they are
more at risk to the extremity of the effects.The APA also touches on a study done in the UK on
adolescents, in which they discovered critical periods of time in development where kids were
most vulnerable to social media’s harm. Between around ages 14 to 15 for boys, and 11 to 13 for
girls, “more social media use predicts a decrease in life satisfaction a year later, while lower use
predicts greater life satisfaction.” (Orben, A., etal.,Nature Communications, Vol. 13, No. 1649,
2022).
hile adolescents as a sub-group can be considered the most at risk to the harmful consequences
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of social media, when and how social media begins to affect its user detrimentally has a lot to do
with the user’s identity: their socioeconomic status, ethnicity and race, and their background. An
article published inHarvard T.H. Chan School of PublicHealth,Social media use can be positive
for mental health and well-being, includes researchfrom theViswanath Labat Harvard that
further explores the correlation between someone less predisposed to the risks of social media
versus someone that is more, and why. After conducting multiple experiences and studies, the
Viswanath Lab found that having increased access and privilege, including access to better
education and not being within a minority or marginalized group. Nusheen Ameenuddin, a
pediatrician at Mayo Clinic, also acknowledges that “‘some kids are going to be more
susceptible to depression and other mental health problems than others… But it’s not true of
every kid.’”
his makes sense. Every child has different personalities, genetic makeup, and environmental
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predispositions and factors that contribute to their identity, body, and psyche. All of these factors
lead to whether one kid is more mentally unstable than another, and thus could be more
vulnerable to the negative effects of social media. Dr. Ameenuddin references a study conducted
in 2014 on around 10,000 fourteen-year-olds which found a correlation between increased
mental health problems and the duration the teens used social media each day. The damage
began at around an average of three hours of usage everyday. However, she emphasizes that the
study also found that “the teens most prone to mental health problems were being harassed
online, replacing sleep time with social media time, or had poor body image or self-esteem…
especially if they fall into the trap of comparisons… [while] kids who use social media in these
more positive ways can do quite well.”
o, it is a bit skewed. Social media does not affect every single adolescent in the same way, and
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can be more beneficial or harmful to one than another based on a multitude of factors that serve
to who the user is. Now, while all of this is true, it does not mean that if one person is less
susceptible to the harm of social media, they are completely shielded and unaffected. Dr.
Ameenuddinraises the fact that social media platformsare powered by “algorithms[that] aren’t
designed with kids’ brains or development in mind… They’re designed to keep kids scrolling
and clicking for ongoing engagement, regardless of quality, accuracy or safety of the content
itself.”As a result, even regardless of the adolescent’s predisposition and the way they use social
media, they can ultimately still be negatively affected, such as accidentally seeing harmful
content.
hapter 5: Morphological changes in brain, physical changes like sleep, and mental health
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issues associated with prolonged social media use
rolonged social media is correlated with a plethora of actual changes to the human body, the
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first one being morphological differences in brain structure. Because social media can be
considered an actual addiction due to the targeting and consequent effects to the brain’s reward
center and dopamine stimulation pathways, there is a potential for neurological damage and
alteration. A recent publication in the journal Nature did a study comparing the degree of
people’s social networking site addiction (SNS) and the consequent gray matter volume (GMV)
in their brain. To preface, gray matter is a structure within the brain that helps with processing
and outputs, and its volume is relevant in what is considered healthy. The amygdala is a brain
structure most prominently functional in the regulation of decisions, behaviors, and emotions. In
the figure below, the right two graphs show the correlation between GMV in the amygdala in
comparison to a person’s SNS score. With increasing addiction, it is evident that in both the right
and left amygdala, there is a negative correlation and decrease in GMV.
eing a new and emerging concentration of study, there is not much determinative evidence yet
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to completely affirm the direct links between increased social media use and changes in the
amygdala, the correlation does exist. Researching more into how changes of GMV in the
amygdala affects someone, a publishing in the National Library of Medicine states “Amygdala
gray matter volume (GMV) or density is correlated with magnitude of stress and anxiety in the
normal population, and the change of amygdala volume is a neural signature of a variety of
emotion-related disorders.”
nd potentially, why it seems that people with higher screen time have increased emotional
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fluctuations and sensitivities. Markham Heid delves into this, claiming that excessive phone use
from adolescents leads to many adverse effects, including decreased social skills, sleep problems,
and a rise in suicide and depression. Heid cites research from multiple studies to support his
claims. For instance, Jean Twenge, a professor of Psychology at San Diego State University,
from 2010 to 2015 found that children who spent a couple of hours a day on their phones showed
almost double the percentage of suicide-related behavior. In a recent publication called,
“Momentary Links Between Adolescents’ Social Media Use and Social Experiences and
Motivations: Individual Differences by Peer Susceptibility” in the Developmental Psychology
Journal, Emma Armstrong-Carter and multiple other authors and researchers conducted an
experiment to determine the relationship between using social media and feelings of social
disconnectedness and decreased mental health, along with cravings and sensation seeking in
adolescents. There were two research questions: Did the children’s use of social media to
connect with their peers in the last hour correlate with their consequent emotions of “social
connectedness, social craving, and sensation seeking,” (Emma Armstrong-Carter et al, 2023, p.
709), and does this hourly link of correlation differ for those deemed as more vulnerable to peer
pressure by their peers?
he hypothesis for the first question was that the kids would feel more connected to their peers if
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they were utilizing social media to connect with them; however, they would feel isolated if their
usage was surface-level and not meaningful at all, leading them to crave more genuine
connections and feelings. The second research question hypothesized that children who are more
vulnerable to peer influence would be using social media to try to find and satisfy their longings
for social connections and emotions due to being highly sensitive to social reactions and
responses. Two hundred twelve participants in this study were in their sophomore and junior
years of high school in the US, taken from an ethnically diverse sample of 212 “rural
low-income community,” (Emma Armstrong-Carter et al, 2023, p. 709). The method was
administered through momentary ecological assessments.
The children being tested would report as many times during the day whether or not they
used social media within the last hour and their immediate feelings afterward. They also
administered a peer nomination where the peers would measure how much a particular
adolescent was susceptible to peer pressure (Emma Armstrong-Carter et al, 2023). The
r esearchers found that, in general, all the adolescents using social media very frequently felt
socially isolated, and those more vulnerable to peer influence felt these feelings immediately
after using social media. Thus, they concluded that there is indeed a correlation between
adolescents’ use of social media and negative feelings of isolation and withdrawal, along with
the byproducts of anxiety and other related psychological phenomena linked to these emotions.
I n the most recent years, there has been a monumental increase in nation-wide documented
mental health issues in adolescents, where,“A totalof 167,783 adolescents aged 12 to 17 years
were assessed annually using national surveys from 2009 to 2019. Rates of adolescent depression
increased from 8.1% in 2009 to 15.8% in 2019, a relatively larger increase than reported in a
previous examination in the NSDUH from 2005 to 2014.”Although social media may not solely
be the direct cause due to other external factors, it is important to acknowledge the correlations.
Because social media has been found to increase adolescent depression and mental health issues,
it is safe to say there is an interesting and related parallel between social media having an impact
historically on adolescent mental health.
eid also included a study finding that children with more phone screen time were more likely to
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show symptoms of ADHD, and another study linked increased screen time with decreased sleep
quality. To understand how phones and social media can interrupt sleep, a publishing in the
National Library of Medicine, “Social Media Use and Sleep Disturbance among Adolescents: A
Cross-Sectional Study,” articulates the findings done through an implemented survey on
highschool students and their phone status while they sleep. The graph is depicted below.
he majority of respondents said that they keep their phones turned on and in the same room as
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them while sleeping, and this finding is pretty similar for both females and males. This shows the
attachment and addiction adolescents have with their cell phones and how disruptive it can be.
Of course, depending on the extent of someone’s reliance and addiction, they may not feel the
full scope of detriments in comparison to a teenager who does have a lot of screen time. In any
case, though, simply keeping your phone on, in the same room, during sleep can cause
interruptions through buzzes from notification alerts, and with increased rate of usage, effects
like ‘phantom alerts,’ and the need or craving to check online, and more, can all disrupt a night
of good sleep.
I t goes even deeper than this. Most people check their phones before they sleep, either to set
alarms, scroll at the end of the day, or more. The issue with this, other than addiction, is that this
actually interferes with the body’s melatonin production, a sleep hormone that controls the
quality of sleep and the body’s circadian rhythm. Any piece of technology that has a screen, such
as laptops, TVs, and in greatest consideration, phones, emits a frequency of light called blue
light. Harvard Health published an article, “Blue light has a dark side,” delves into the idea that
blue light suppresses melatonin, and consequently, imbalances the body’s circadian rhythm. Not
only is the quality of sleep perturbed, but, “Worse, research shows that itmaycontribute to the
causation of cancer, diabetes, heart disease, and obesity.”
ack of sleep is tied with many other problems as well, including mental health, behavioral,
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cognitive, and short and long-term health issues.