Social media provokes behaviours which are unnatural or even impossible in an ordinary "social" setting. On one hand, it is the instant ability to have others r

Social media provokes behaviours which are unnatural or even impossible in an ordinary "social" setting. On one hand, it is the instant ability to have others react on whatever you may say or post, regardless of the context of what is being expressed. In an ordinary social gathering with people talking, there is a collective subject discourse and you cannot just express your preference for cats in the middle of the conversation. Second, the format is designed to encourage hyper-expression and hyper-reactivity. Personalised likes, notifications, a time-trackable identity linked to your emotional preferences like movies, sports, lifestyle etc.