Social media's 'Big Tobacco' nguva inogona kunge yakazosvika

Dutu Rokuunganidza

Kwemakore anopfuura gumi, kuwanda kwesocial media kwakasangana nekukatyamadzwa uye kusagadzikana. Isu takashamisika nesimba rayo rekubatanidza, kuzivisa, uye kuvaraidza, asi kufungirana kunonetsa kwakakura kumashure nezve kusviba kwazvinoita pahutano hwepfungwa, demokrasi, uye nhaurirano munharaunda. Kunyumwira ikoko kwazova dambudziko guru rehana, richiita kuti pave nekuenzanisa kukuru nemaonerwo akaitwa vanhu neindasitiri yefodya mukupera kwezana remakore rechi20. Social media's 'Big Tobacco' nguva - iyo nzvimbo iyo manzwiro eruzhinji uye chiito chepamutemo chinotenderera kubva pakugamuchirwa kusvika pakuzvidavirira - haisisiri kufanotaura; ndicho chokwadi chedu chanhasi.

Uchapupu Hunokwira: Kubva kuAnecdote kuenda kuChiito

Mamiriro ezvinhu, sezvakaita zvidzidzo zvezvehutano zvechirume zvakabatanidza kuputa negomarara remapapu, kwave kuri kweumboo husingarambike. Zvinyorwa zvemukati kubva kumapuratifomu makuru, akaburitswa nevanoridza muridzo, zvakaratidza kuti makambani aigara achinyatsoziva kukuvadza kwaigona kukonzerwa nezvigadzirwa zvavo, kunyanya kuvashandisi vadiki. Panguva imwe chete, boka rinokura rekutsvagisa rakazvimirira rinoramba richikwevera hukama hwakajeka pakati pekushandiswa kwesocial media uye kuwedzera kwehuwandu hwekushushikana, kushushikana, uye kusurukirwa. Izvi zvatamisa nhaurirano kubva kunyaya yekunetsa kwevabereki kupinda mumatare edzimhosva nematare edzimhosva, nenyika zhinji dzeU.S. dzava kumhan'ara nyaya dzekuti dzakagadzira zvinhu zvinopinda muropa zvinokuvadza utano hwepfungwa dzepwere.

Kugadzira Kupindwa muropa vs. Kugadzira Kukosha

Pamusoro pekuverenga uku ndiyo yakakosha bhizinesi modhi: iyo yekutarisisa hupfumi. Mapuratifomu ezvemagariro anokurudzirwa mune zvemari kuti awedzere kubatanidzwa kwevashandisi chero muripo. Izvi zvakakonzera magadzirirwo echigadzirwa ane mupumburu usingaperi, mavhidhiyo ekutamba otomatiki, uye algorithmically-curated feed ayo anotungamira kutsamwa uye kukakavara-zvese zvakagadzirirwa kugadzira inomanikidzira loop. Iyi modhi inomira inopesana zvakananga kune zvishandiso zvakagadzirirwa kugadzirwa kwechokwadi uye kugara zvakanaka. Munyika yebhizinesi, makambani ave kutsvaga mapuratifomu anotungamira kushanda nesimba uye kujeka pamusoro pekuita zvisina musoro. Apa ndipo pakakosha shanduko yehuzivi. Kusiyana nemaapplication akagadzirirwa kutora pfungwa, chikuva chakaita seMewayz chakagadzirirwa chinangwa chakasiyana: kugadzirisa mashandiro, kuisa kutaurirana pakati, uye kuwedzera kukosha kunobatika kuzuva rekushanda, kubatsira zvikwata kutiza nharaunda ine ruzha, yakakamukana yedhijitari.

• Infinite Scrolling: Yakagadzirwa kuti ibate pfungwa nerubatsiro rusina magumo.
• Kufarira & Zviziviso: Shandisa mibairo yakasiyana-siyana kukonzeresa dopamine hits uye kukurudzira kupindwa muropa.
• Algorithmic Feeds: Isa pamberi zvinhu zvinoparadzanisa kana zvinoshungurudza kuti uwedzere maitiro ekuvimbisa.
• Social Comparison: Yakavakwa-mukati maficha anokurudzira vashandisi kugara vachienzanisa hupenyu hwavo kune vamwe.

Kubuda kweBhizinesi neKutsvaga Hutsanana

The backlash haina kugumira kune wega vashandisi. Mabhizinesi, iwo masangano chaiwo akadurura madhora ekushambadza mumapuratifomu aya, ari kukura achingwarira. Brand kuchengetedza kunetseka, algorithmic kusafungidzira, uye kuneta kwakanyanya kwekukwikwidza kutariswa munzvimbo ine mhirizhonga kuri kutyaira kuongororazve kwedhijitari zano. Makambani ari kutsvaga mamwe anodzorwa, nyanzvi, uye anoshanda nharaunda kubata mapurojekiti, kutaurirana nezvikwata, uye kuita nevatengi. Vari kuenda kune akabatanidzwa masisitimu anoshanda anoshandira zvinangwa zvavo pane kushandisa pfungwa dzavo. Izvi zvinomiririra mukana wakakura wezvishandiso zvinoremekedza nguva netarisiro yemushandisi.

"Tiri pane inflection point. Nguva ye 'kufamba nekukurumidza uye kuputsa zvinhu' yapera. Makumi gumi anotevera achatsanangurwa nekombiyuta inovaka kuvimba, inokurudzira kugara zvakanaka, uye inosimbisa nharaunda dzedu. " - Industry Analyst

A New Digital Ethos: Kuvavarira Pamusoro Pekupinda

Saka chii chinouya mushure menguva ye'Big Fodya'? Inoda itsva ethos yedhijitari yakatarisana nehungwaru uye pachena. Vashandisi nemabhizinesi zvakafanana vanozokwevera kumapuratifomu akajeka nezvezvinangwa zvavo, zviri pachena nemaalgorithms avo, uye akagadzirwa nekugara zvakanaka kwemushandisi seyepakati metric-kwete yekuzofunga. Izvi zvinoreva kumbundira tekinoroji inoshanda sechombo chekuita, kwete sosi yekuvhiringidza. Kune mabhizimisi emazuva ano, kubatanidza modular operating system seMewayz inovabvumira kuti vabatanidze maturusi avo anokosha kuita nzvimbo yekushandira yakabatana, inotungamirirwa nechinangwa. Idanho rekuziva kubva pamaitiro ekunyengedza ezvemagariro uye kuenda kunzvimbo yedhijitari yakasarudzika inosimudzira kugadzirwa uye inosimudzira kubatana kwechokwadi, zvichiratidza kuti tekinoroji inogona kuve ine simba uye yakanaka.

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Mibvunzo Inowanzo bvunzwa

Dutu Rokuunganidza

Kwemakore anopfuura gumi, kuwanda kwesocial media kwakasangana nekukatyamadzwa uye kusagadzikana. Isu takashamisika nesimba rayo rekubatanidza, kuzivisa, uye kuvaraidza, asi kufungirana kunonetsa kwakakura kumashure nezve kusviba kwazvinoita pahutano hwepfungwa, demokrasi, uye nhaurirano munharaunda. Kunyumwira ikoko kwazova dambudziko guru rehana, richiita kuti pave nekuenzanisa kukuru nemaonerwo akaitwa vanhu neindasitiri yefodya mukupera kwezana remakore rechi20. Social media's 'Big Tobacco' nguva - iyo nzvimbo iyo manzwiro eruzhinji uye chiito chepamutemo chinotenderera kubva pakugamuchirwa kusvika pakuzvidavirira - haisisiri kufanotaura; ndicho chokwadi chedu chanhasi.

Uchapupu Hunokwira: Kubva kuAnecdote kuenda kuChiito

Mamiriro ezvinhu, sezvakaita zvidzidzo zvezvehutano zvechirume zvakabatanidza kuputa negomarara remapapu, kwave kuri kweumboo husingarambike. Zvinyorwa zvemukati kubva kumapuratifomu makuru, akaburitswa nevanoridza muridzo, zvakaratidza kuti makambani aigara achinyatsoziva kukuvadza kwaigona kukonzerwa nezvigadzirwa zvavo, kunyanya kuvashandisi vadiki. Panguva imwe chete, boka rinokura rekutsvagisa rakazvimirira rinoramba richikwevera hukama hwakajeka pakati pekushandiswa kwesocial media uye kuwedzera kwehuwandu hwekushushikana, kushushikana, uye kusurukirwa. Izvi zvatamisa nhaurirano kubva kunyaya yekunetsa kwevabereki kupinda mumatare edzimhosva nematare edzimhosva, nenyika zhinji dzeU.S. dzava kumhan'ara nyaya dzekuti dzakagadzira zvinhu zvinopinda muropa zvinokuvadza utano hwepfungwa dzepwere.

Designing for Addiction vs. Designing for Value

Pamusoro pekuverenga uku ndiyo yakakosha bhizinesi modhi: iyo yekutarisisa hupfumi. Mapuratifomu ezvemagariro anokurudzirwa mune zvemari kuti awedzere kubatanidzwa kwevashandisi chero muripo. Izvi zvakakonzera magadzirirwo echigadzirwa ane mupumburu usingaperi, mavhidhiyo ekutamba otomatiki, uye algorithmically-curated feed ayo anotungamira kutsamwa uye kukakavara-zvese zvakagadzirirwa kugadzira inomanikidzira loop. Iyi modhi inomira inopesana zvakananga kune zvishandiso zvakagadzirirwa kugadzirwa kwechokwadi uye kugara zvakanaka. Munyika yebhizinesi, makambani ave kutsvaga mapuratifomu anotungamira kushanda nesimba uye kujeka pamusoro pekuita zvisina musoro. Apa ndipo pakakosha shanduko yehuzivi. Kusiyana nemaapplication akagadzirirwa kutora pfungwa, chikuva chakafanana neMewayz chakagadzirirwa chinangwa chakasiyana: kugadzirisa mashandiro, kuisa kutaurirana pakati, uye kuwedzera kukosha kunobatika kuzuva rekushanda, kubatsira zvikwata kutiza nharaunda ine ruzha, yakakamukana yedhijitari.

Kubuda kweBhizinesi neKutsvaga Hutsanana

The backlash haina kugumira kune wega vashandisi. Mabhizinesi, iwo masangano chaiwo akadurura madhora ekushambadza mumapuratifomu aya, ari kukura achingwarira. Brand kuchengetedza kunetseka, algorithmic kusafungidzira, uye kuneta kwakanyanya kwekukwikwidza kutariswa munzvimbo ine mhirizhonga kuri kutyaira kuongororazve kwedhijitari zano. Makambani ari kutsvaga mamwe anodzorwa, nyanzvi, uye anoshanda nharaunda kubata mapurojekiti, kutaurirana nezvikwata, uye kuita nevatengi. Vari kuenda kune akabatanidzwa masisitimu anoshanda anoshandira zvinangwa zvavo pane kushandisa pfungwa dzavo. Izvi zvinomiririra mukana wakakura wezvishandiso zvinoremekedza nguva netarisiro yemushandisi.

A New Digital Ethos: Kuvavarira Pamusoro Pekupinda

Saka chii chinouya mushure menguva ye'Big Fodya'? Inoda itsva ethos yedhijitari yakatarisana nehungwaru uye pachena. Vashandisi nemabhizinesi zvakafanana vanozokwevera kumapuratifomu akajeka nezvezvinangwa zvavo, zviri pachena nemaalgorithms avo, uye akagadzirwa nekugara zvakanaka kwemushandisi seyepakati metric-kwete yekuzofunga. Izvi zvinoreva kumbundira tekinoroji inoshanda sechombo chekuita, kwete sosi yekuvhiringidza. Kune mabhizinesi emazuva ano, kubatanidza modular inoshanda sisitimu seMewayz inovatendera kuti vabatanidze maturusi avo akakosha munzvimbo yakabatana, inotungamirwa nechinangwa. Idanho rekuziva kubva pamaitiro ekunyengedza ezvemagariro uye kuenda kunzvimbo yedhijitari yakasarudzika inosimudzira kugadzirwa uye inosimudzira kubatana kwechokwadi, zvichiratidza kuti tekinoroji inogona kuve ine simba uye yakanaka.

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