Questões: Universidade Estadual do Ceará (UECE) — com gabarito

T E X T

The word ‘viral’ has lost its meaning

      The nature of virality has shifted radically over the past decade as the internet has fractured into uncounted disparate algorithms, platforms, and niche communities. The volume of content being churned out every day has skyrocketed, the life cycle of each piece of media has grown shorter and social media platforms continue to inflate public metrics, devaluing previously impressive online stats.

        All of these factors have rendered the term “viral” nearly meaningless, say experts, and have led to a condition we’ll call “viralflation.” The term speaks to the diminished meaning of virality. If everything is labeled viral, then is nothing viral?

       “Back in the day, 1 million views was the thing,” said Marcus Stringer, a partner manager at Social Blade, a social media analytics platform. “That meant you’d gone viral, and you’d get picked up by news agencies around the world. Now, tens of millions of views is the norm for top YouTube channels. Soon, 20 million views will eventually become the norm.”

      “Because the concept of virality has been so watered down, truly viral pieces of content must reach hundreds of millions of people at a scale that’s increasingly unattainable for anyone but MrBeast,” said Lara Cohen, vice president of partners and business development at Linktree, a platform that allows creators to aggregate links to their social media profiles on one page. MrBeast is the internet name of Jimmy Donaldson, YouTube’s most watched creator.

        A decade and a half ago, there was a clear delineation between viral content and the vast majority of media that users would encounter every day. The internet was smaller, and most sharing was manual (people emailing and messaging links to each other) or via early internet aggregators such as sites like Digg and StumbleUpon.

         Viral content emerged slowly, so the life span of a viral video was long. Some content remained viral for up to a year, worming its way through the internet as it gained traction. When social media platforms began to switch to algorithmic feeds optimized for engagement in the mid 2010s, the viral content cycle accelerated, experts said. Brands began recognizing the power of virality and started to attempt to manufacture it. Content creators joined engagement groups where they’d reshare each other’s content in attempts to force virality.

       Platforms themselves also began to realize the power of virality and sought to generate it, or at least generate the appearance of it. This was the beginning of the era of viralflation. Facebook helped lower the industry-wide threshold for what counted as a video view, and began inflating view counts on various Facebook videos in an effort to make them appear more viral than they were.

      Then TikTok broke into the mainstream in 2020, lowering the bar even further for what counted as a “view.” While a view on Facebook counts after three seconds of watch time, a view on TikTok is simply an impression, meaning the video was served to a user for at least a fraction of a second on screen. According to the company, TikTok also counts each loop of the video as a view, allowing videos to rake in massive view counts.

       “The speed at which we cycle through trends and sort of moments of virality on the internet is faster now largely because of TikTok,” Cohen said. This has created an arms race among tech platforms to see which could inflate metrics the most. There’s been an incentive to have these numbers look bigger because they look better to advertisers, so there’s a financial incentive to cause this viral inflation.

       A new class of content creators also has raised the bar for what’s considered viral. “When MrBeast started to explode, things really started to change in the landscape,” Stringer said. “People didn’t consider [earlier metrics of virality] viral anymore, because he’s getting multi millions of views per video.”

     Coco Mocoe, a trend forecaster in Los Angeles, said that along with these shifts, users are also consuming a higher total amount of content online per day, especially members of Generation Z, those born between 1998 and 2012. They are more likely to consume all forms of media through the internet and social platforms, rather than via newspapers or TV. And, much of that content is short form and less than 60 seconds long. “The main reason there are bigger numbers now is because people are consuming so much more content in a given sitting,” she added.

     This has made virality more ephemeral. “There’s not that same… permanence,” Mocoe said. “If you’re watching 50 videos with 1 million views, you’re less likely to remember one as opposed to a decade ago, when you might only watch five videos a day, and just one would have 1 million views.” For the average consumer, viralflation has made it increasingly difficult to tell what is and isn’t actually viral. Because we no longer have any shared sense of virality, it makes it easier for people who don’t understand the mechanics of the internet to fall for fake viral trends.

Adapted from: https://www.washingtonpost.com/ 2024/03/09/

T E X T

Social Media Use Is Linked to Brain Changes in Teens, Research Finds

    The effect of social media use on children is a fraught area of research, as parents and policymakers try to ascertain the results of a vast experiment already in full swing. Successive studies have added pieces to the pu    zzle, fleshing out the implications of a nearly constant stream of virtual interactions beginning in childhood.

    A new study by neuroscientists at the University of North Carolina tries something new, conducting successive brain scans of middle schoolers between the ages of 12 and 15, a period of especially rapid brain development. 

    The researchers found that children who habitually checked their social media feeds at around age 12 showed a distinct trajectory, with their sensitivity to social rewards from peers heightening over time. Teenagers with less engagement in social media followed the opposite path, with a declining interest in social rewards.

    The study has important limitations, the authors acknowledge. Because adolescence is a period of expanding social relationships, the brain differences could reflect a natural pivot toward peers, which could be driving more frequent social media use.

    “We can’t make causal claims that social media is changing the brain,” said Eva H. Telzer, an associate professor of psychology and neuroscience at the University of North Carolina, Chapel Hill, and one of the authors of the study.

    But, she added, “teens who are habitually checking their social media are showing these pretty dramatic changes in the way their brains are responding, which could potentially have long-term consequences well into adulthood, sort of setting the stage for brain development over time.”

    A team of researchers studied an ethnically diverse group of 169 students in the sixth and seventh grades from a middle school in rural North Carolina, splitting them into groups according to how often they reported checking Facebook, Instagram and Snapchat feeds.

    At around age 12, the students already showed distinct patterns of behavior. Habitual users reported checking their feeds 15 or more times a day; moderate users checked between one and 14 times; nonhabitual users checked less than once a day.

    The subjects received full brain scans three times, at approximately one-year intervals, as they played a computerized game that delivered rewards and punishment in the form of smiling or scowling peers. While carrying out the task, the frequent checkers showed increasing activation of three brain areas: reward-processing circuits, which also respond to experiences like winning money or risk-taking behavior; brain regions that determine salience, picking out what stands out in the environment; and the prefrontal cortex, which helps with regulation and control.

    The results showed that “teens who grow up checking social media more often are becoming hypersensitive to feedback from their peers,” Dr. Telzer said. Social sensitivity could be adaptive, showing that the teenagers are learning to connect with others; or it could lead to social anxiety and depression if social needs are not met.

    “They are showing that the way you use it at one point in your life does influence the way your brain develops, but we don’t know by how much, or whether it’s good or bad,” said Jeff Hancock, the founding director of the Stanford Social Media Lab, who was not involved in the study. He said that many other variables could have contributed to these changes. He described the paper as “a very sophisticated piece of work,” contributing to research that has emerged recently showing that sensitivity to social media varies from person to person.

    Over the last decade, social media has remapped the central experiences of adolescence, a period of rapid brain development. Researchers have documented a range of effects on children’s mental health. Some studies have linked use of social media with depression and anxiety, while others found little connection.

    Without more information about other aspects of the students’ lives, “it is challenging to discern how specific differences in brain development are to social media checking,” said Adriana Galvan, a specialist in adolescent brain development at the University of California Los Angeles, who was not involved in the study.

    Dr. Telzer, one of the study’s authors, described the rising sensitivity to social feedback as “neither good nor bad.” “It’s helping them connect to others and obtain rewards from the things that are common in their social world, which is engaging in social interactions online,” she said. This is the new norm,” she added. “Understanding how this new digital world is influencing teens is important. It may be associated with changes in the brain, but that may be for good or for bad. We don’t necessarily know the long-term implications yet.” 

 Adapted from: https://www.nytimes.com/2023/01/03/