In digital culture, multimodal social connection refers to the way we interact with others using multiple communication channels, such as text, images, video, voice, and other multimedia formats. These modes combine to enhance social interaction on platforms like TikTok, Instagram, or Snapchat, allowing users to express themselves in richer ways than traditional communication methods. This concept is crucial for understanding how digital environments foster connection beyond face-to-face communication.
The attention economy in digital culture refers to the commodification of human attention as a scarce resource. Social media platforms like TikTok and YouTube are designed to capture as much user attention as possible, often using algorithms and notifications to keep users engaged. Attention becomes a valuable currency that platforms monetize through advertising and content.
Consumer culture in digital contexts highlights the way individuals' identities and social lives revolve around the consumption of goods, services, and experiences. On platforms like Instagram and TikTok, people often define their status or worth based on what they buy, display, or endorse, creating a culture of constant consumption driven by influencers and trends.
Fantasy buying refers to the aspirational purchasing behavior encouraged by digital influencers or online platforms. Users buy products they envision will transform their lives or identities, often driven by the idealized versions of reality presented online. Social media platforms foster this through carefully curated content that promotes a dream-like, unattainable lifestyle.
In digital culture, Society of the Spectacle (from Guy Debord’s theory) refers to how media and images have become central to social life. Social media platforms amplify this by constantly presenting users with spectacles—performances, content, and displays that turn social interactions and life itself into forms of entertainment and commodified experiences.