Metadata about: In this paper we explore the use of four metaphors as a means to illuminate particular dimensions of social media logic—the norms, strategies, and economics underpinning its dynamics. Our objective is to utilise metaphor to instigate critical reflection about the nature of social media use behaviour and the role of habitual social media use in our experiences of reality. The first metaphor, social media as a town square, draws attention to the centrality of social media platforms in their users’ lives, fear of missing out, augmented reality and digital dualism. Through the second metaphor, social media as a beauty pageant, we explore self-presentation or image crafting, social comparison and self-evaluation. The third metaphor, social media as a parliament, emphasises the role of social media platforms as spaces for online deliberation and we consider social media capital, homophily and polarisation as themes. Finally, we explore anonymity, deindividuation and deceptive self-presentation through our fourth metaphor, social media as a masquerade ball. We argue that social media scholars can use these and other metaphors to enhance communication of their research findings. Additionally, we believe that social media metaphors can be powerful pedagogical and communication tools, particularly when working with students for whom high levels of social media use is the norm.

About: In this paper we explore the use of four metaphors as a means to illuminate particular dimensions of social media logic—the norms, strategies, and economics underpinning its dynamics. Our objective is to utilise metaphor to instigate critical reflection about the nature of social media use behaviour and the role of habitual social media use in our experiences of reality. The first metaphor, social media as a town square, draws attention to the centrality of social media platforms in their users’ lives, fear of missing out, augmented reality and digital dualism. Through the second metaphor, social media as a beauty pageant, we explore self-presentation or image crafting, social comparison and self-evaluation. The third metaphor, social media as a parliament, emphasises the role of social media platforms as spaces for online deliberation and we consider social media capital, homophily and polarisation as themes. Finally, we explore anonymity, deindividuation and deceptive self-presentation through our fourth metaphor, social media as a masquerade ball. We argue that social media scholars can use these and other metaphors to enhance communication of their research findings. Additionally, we believe that social media metaphors can be powerful pedagogical and communication tools, particularly when working with students for whom high levels of social media use is the norm.

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