Unfortunately we don't have access to an alternate universe where Bulgaria has taken the same trajectory in all things but Facebook, Twitter etc had been banned

Unfortunately we don't have access to an alternate universe where Bulgaria has taken the same trajectory in all things but Facebook, Twitter etc had been banned. But my guess is: it wouldn't have mattered. I don't believe that we get that behavior because Facebook enables us to be petty. I believe that we get that behavior because of the circumstances (i.e. rapidly changing economical and cultural environment that make people fearful and uncertain and will make them fall back on their core values) and people realizing that you can convince/manipulate others better if you deliver your messages in a short, meme-style format, appeal to their emotions, play into identity politics and "own" the other side. Even if you outlawed Facebook, once politicians, activists etc realize that this works, they'll use it in whatever media you allow. The only winning move (individually) is not to play, at least that's my experience. You can tune out, concentrate on whatever you deem important and the world won't fall apart just because you're not spending your time and energy explaining to people that they're being manipulated, because after all, most things move slowly. Before each election, everybody speaks as if this was the one that matters. As if, should they lose this time, all is lost because they will destroy everything. And afterwards, everything just trots on as it always has (Yes, I'm sure there are exceptions, but in most countries the situation isn't exceptional). And if you do play and try to educate others about their manipulated intellects, all they'll see is that you are being manipulated and you're now trying to manipulate them. It feels great sometimes to tell them off and get applause, but you won't change hearts and minds, and you should be aware that it's a game. On the other hand, I firmly believe: if you want to improve society, hug the bitter aunties, ask them how they've been and share some traditional food you can bond over, that'll make it much easier to communicate and find common ground.