I think "amplification" is simplifying the effect that these social networks have. Not only do the social networks allow you to amplify your opinion, they also

I think "amplification" is simplifying the effect that these social networks have. Not only do the social networks allow you to amplify your opinion, they also nudge users further and further into bubbles where voices amplify even more. Before social networks, if you got a pro-environment newspaper, the bias of that paper still had a bound on it. But imagine if the paper was constantly changing based on what you read. Were you interested in the article yesterday? Here is an even more biased article. Read it again? Try this article even more biased. Soon, the original paper would be so moderate that it would almost appear anti-environment. The number of conspiracy theories floating around right now is alarming. And I blame a lot of it on the algorithms that these social networks are using to promote content people seem interested in. You get into rabbit holes and eventually land up reading extremist/fringe theories.