The case against efficiency: friction in social media

A perspective on friction interventions to curb the spread of misinformation

Social media has enabled the spread of information at unprecedented speeds and scales, and with it the proliferation of high-engagement, low-quality content. Friction—behavioral design measures that make the sharing of content more cumbersome—might be a way to raise the quality of what is spread online. In this perspective, we propose a scalable field experiment to study the effects of friction with a learning component to educate users on the platform’s community standards. Preliminary simulations from an agent-based model suggest that while friction alone may decrease the number of posts without improving their quality, it could significantly increase the average quality of posts when combined with learning. The model also suggests that too much friction could be counterproductive. Experimental interventions inspired by these findings would be minimally invasive.

Agency Among Agents: Designing with Hypertextual Friction in the Algorithmic Web

Today's algorithm-driven interfaces, from recommendation feeds to GenAI tools, often prioritize engagement and efficiency at the expense of user agency. As systems take on more decision-making, users have less control over what they see and how meaning or relationships between content are constructed. This paper introduces "Hypertextual Friction," a conceptual design stance that repositions classical hypertext principles--friction, traceability, and structure--as actionable values for reclaiming agency in algorithmically mediated environments. Through a comparative analysis of real-world interfaces--Wikipedia vs. Instagram Explore, and Are.na vs. GenAI image tools--we examine how different systems structure user experience, navigation, and authorship. We show that hypertext systems emphasize provenance, associative thinking, and user-driven meaning-making, while algorithmic systems tend to obscure process and flatten participation. We contribute: (1) a comparative analysis of how interface structures shape agency in user-driven versus agent-driven systems, and (2) a conceptual stance that offers hypertextual values as design commitments for reclaiming agency in an increasingly algorithmic web.

Agency Among Agents: Designing with Hypertextual Friction in the Algorithmic Web

Today's algorithm-driven interfaces, from recommendation feeds to GenAI tools, often prioritize engagement and efficiency at the expense of user agency. As systems take on more decision-making, users have less control over what they see and how meaning or relationships between content are constructed. This paper introduces "Hypertextual Friction," a conceptual design stance that repositions classical hypertext principles--friction, traceability, and structure--as actionable values for reclaiming agency in algorithmically mediated environments. Through a comparative analysis of real-world interfaces--Wikipedia vs. Instagram Explore, and Are.na vs. GenAI image tools--we examine how different systems structure user experience, navigation, and authorship. We show that hypertext systems emphasize provenance, associative thinking, and user-driven meaning-making, while algorithmic systems tend to obscure process and flatten participation. We contribute: (1) a comparative analysis of how interface structures shape agency in user-driven versus agent-driven systems, and (2) a conceptual stance that offers hypertextual values as design commitments for reclaiming agency in an increasingly algorithmic web.

The Challenge of Understanding What Users Want: Inconsistent Preferences and Engagement Optimization

Online platforms have a wealth of data, run countless experiments, and use industrial-scale algorithms to optimize user experience. Despite this, many users seem to regret the time they spend on these platforms. One possible explanation is that incentives are misaligned: platforms are not optimizing for user happiness. We suggest the problem runs deeper, transcending the specific incentives of any particular platform, and instead stems from a mistaken foundational assumption. To understand what users want, platforms look at what users do. This is a kind of revealed-preference assumption that is ubiquitous in the way user models are built. Yet research has demonstrated, and personal experience affirms, that we often make choices in the moment that are inconsistent with what we actually want. The behavioral economics and psychology literatures suggest, for example, that we can choose mindlessly or that we can be too myopic in our choices, behaviors that feel entirely familiar on online platforms. In this work, we develop a model of media consumption where users have inconsistent preferences. We consider a platform which wants to maximize user utility, but only observes behavioral data in the form of the user’s engagement. We show how our model of users’ preference inconsistencies produces phenomena that are familiar from everyday experience but difficult to capture in traditional user interaction models. These phenomena include users who have long sessions on a platform but derive very little utility from it, and platform changes that steadily raise user engagement before abruptly causing users to go “cold turkey” and quit. A key ingredient in our model is a formulation for how platforms determine what to show users: they optimize over a large set of potential content (the content manifold) parametrized by underlying features of the content. Whether improving engagement improves user welfare depends on the direction of movement in the content manifold: For certain directions of change, increasing engagement makes users less happy, whereas in other directions on the same manifold, increasing engagement makes users happier. We provide a characterization of the structure of content manifolds for which increasing engagement fails to increase user utility. By linking these effects to abstractions of platform design choices, our model thus creates a theoretical framework and vocabulary in which to explore interactions between design, behavioral science, and social media. This paper was accepted by Yan Chen, behavioral economics and decision analysis. Funding: This work was supported by the Vannevar Bush Faculty Fellowship and Multidisciplinary University Research Initiative [Grant W911NF-19-0217]. Supplemental Material: The online appendices are available at https://doi.org/10.1287/mnsc.2022.03683 .

Social Media Is Now Parasocial Media

When practitioners used the term “social media” to describe the internet tools that emerged in the mid-aughts, they were giving a name to the kinds of platforms and protocols that allowed people to socialize with friends and communities of interest by using digital technologies. Twenty years later, users of social media are far more likely to scroll than post – and the content that they consume is often strategically produced and algorithmically curated. In this essay, I argue that the very essence of social media has changed. To more effectively interrogate what we are witnessing, we need to stop presuming that these tools are “social media” and begin recognizing that they are now “parasocial media.” Doing so raises new questions about digitally mediated sociality, not to mention the politics and governance of these platforms.

Cleaning Up the Streets: Understanding Motivations, Mental Models, and Concerns of Users Flagging Social Media Content

Social media platforms offer flagging, a technical feature that empowers users to report inappropriate posts or bad actors to reduce online harm. The deceptively simple flagging interfaces on nearly all major social media platforms disguise complex underlying interactions among users, algorithms, and moderators. Through interviewing 25 social media users with prior flagging experience, most of whom belong to marginalized groups, we examine end-users’ understanding of flagging procedures, explore the factors that motivate them to flag, and surface their cognitive and privacy concerns. We found that a lack of procedural transparency in flagging mechanisms creates gaps in users’ mental models, yet they strongly believe that platforms must provide flagging options. Our findings highlight how flags raise critical questions about distributing labor and responsibility between platforms and users for addressing online harm. We recommend innovations in the flagging design space that enhance user comprehension, ensure privacy, and reduce cognitive burdens.

Design Frictions for Mindful Interactions: The Case for Microboundaries

Design frictions, a term found in popular media articles about user experience design, refer to points of difficulty occurring during interaction with technology. Such articles often argue that these frictions should be removed from interaction flows in order to reduce the risk of user frustration and disengagement. In this paper we argue that, in many scenarios, designing friction into interactions through the introduction of microboundaries, can, in fact, have positive effects. Design frictions can disrupt "mindless" automatic interactions, prompting moments of reflection and more "mindful" interaction. The potential advantages of intentionally introduced frictions are numerous: from reducing the likelihood of errors in data-entry tasks, to supporting health-behaviour change.

Bonsai: Intentional and Personalized Social Media Feeds

Social media feeds use predictive models to maximize engagement, often misaligning how people consume content with how they wish to. We introduce Bonsai, a system that enables people to build personalized and intentional feeds. Bonsai implements a platform-agnostic framework comprising Planning, Sourcing, Curating, and Ranking modules. This framework allows users to express their intent in natural language and exert fine-grained control over a procedurally transparent feed creation process. We evaluated the system with 15 Bluesky users in a two-phase, multi-week study. We find that participants successfully used our system to discover new content, filter out irrelevant or toxic posts, and disentangle engagement from intent, but curating intentional feeds required more effort than they are used to. Simultaneously, users sought system transparency mechanisms to effectively use (and trust) intentional, personalized feeds. Overall, our work highlights intentional feedbuilding as a viable path beyond engagement-based optimization.

Can We Fix Social Media? Testing Prosocial Interventions using Generative Social Simulation

Social media platforms have been widely linked to societal harms, including rising polarization and the erosion of constructive debate. Can these problems be mitigated through prosocial interventions? We address this question using a novel method - generative social simulation - that embeds Large Language Models within Agent-Based Models to create socially rich synthetic platforms. We create a minimal platform where agents can post, repost, and follow others. We find that the resulting following-networks reproduce three well-documented dysfunctions: (1) partisan echo chambers; (2) concentrated influence among a small elite; and (3) the amplification of polarized voices - creating a 'social media prism' that distorts political discourse. We test six proposed interventions, from chronological feeds to bridging algorithms, finding only modest improvements - and in some cases, worsened outcomes. These results suggest that core dysfunctions may be rooted in the feedback between reactive engagement and network growth, raising the possibility that meaningful reform will require rethinking the foundational dynamics of platform architecture.

Can We Fix Social Media? Testing Prosocial Interventions using Generative Social Simulation

Social media platforms have been widely linked to societal harms, including rising polarization and the erosion of constructive debate. Can these problems be mitigated through prosocial interventions? We address this question using a novel method - generative social simulation - that embeds Large Language Models within Agent-Based Models to create socially rich synthetic platforms. We create a minimal platform where agents can post, repost, and follow others. We find that the resulting following-networks reproduce three well-documented dysfunctions: (1) partisan echo chambers; (2) concentrated influence among a small elite; and (3) the amplification of polarized voices - creating a 'social media prism' that distorts political discourse. We test six proposed interventions, from chronological feeds to bridging algorithms, finding only modest improvements - and in some cases, worsened outcomes. These results suggest that core dysfunctions may be rooted in the feedback between reactive engagement and network growth, raising the possibility that meaningful reform will require rethinking the foundational dynamics of platform architecture.

Modulating Language Model Experiences through Frictions

Language models are transforming the ways that their users engage with the world. Despite impressive capabilities, over-consumption of language model outputs risks propagating unchecked errors in the short-term and damaging human capabilities for critical thinking in the long-term. How can we develop scaffolding around language models to curate more appropriate use? We propose selective frictions for language model experiences, inspired by behavioral science interventions, to dampen misuse. Frictions involve small modifications to a user's experience, e.g., the addition of a button impeding model access and reminding a user of their expertise relative to the model. Through a user study with real humans, we observe shifts in user behavior from the imposition of a friction over LLMs in the context of a multi-topic question-answering task as a representative task that people may use LLMs for, e.g., in education and information retrieval. We find that frictions modulate over-reliance by driving down users' click rates while minimally affecting accuracy for those topics. Yet, frictions may have unintended effects. We find marked differences in users' click behaviors even on topics where frictions were not provisioned. Our contributions motivate further study of human-AI behavioral interaction to inform more effective and appropriate LLM use.

Design choices: Mechanism design and platform capitalism

Mechanism design is a form of optimization developed in economic theory. It casts economists as institutional engineers, choosing an outcome and then arranging a set of market rules and conditions to achieve it. The toolkit from mechanism design is widely used in economics, policymaking, and now in building and managing online environments. Mechanism design has become one of the most pervasive yet inconspicuous influences on the digital mediation of social life. Its optimizing schemes structure online advertising markets and other multi-sided platform businesses. Whatever normative rationales mechanism design might draw on in its economic origins, as its influence has grown and its applications have become more computational, we suggest those justifications for using mechanism design to orchestrate and optimize human interaction are losing traction. In this article, we ask what ideological work mechanism design is doing in economics, computer science, and its applications to the governance of digital platforms. Observing mechanism design in action in algorithmic environments, we argue it has become a tool for producing information domination, distributing social costs in ways that benefit designers, and controlling and coordinating participants in multi-sided platforms.

Understanding Decentralized Social Feed Curation on Mastodon

Amid rising concerns over moderation, algorithmic control, and platform governance on centralized social media, people are increasingly turning to decentralized alternatives like Mastodon to regain control over their feeds. This shift offers new opportunities to understand how people perceive and curate their feeds. We conducted a two-part study with 21 Mastodon users: first, interviews exploring how they perceive and manage their feeds; and second, a design probe study using BRAIDS.SOCIAL, a web-based feed curation prototype informed by the first part of our initial findings. We learned how seamful design can increase people's trust in algorithmic curation, and surfaced trade-offs people navigate between machine learning-based and rule-based filtering approaches. We also identify a core design tension in decentralized platforms: whether to support personalization through new applications or extensions layered atop existing ones.

Community by Design

Social media empower distributed content creation by algorithmically harnessing "the social fabric" (explicit and implicit signals of association) to serve this content. While this overcomes the bottlenecks and biases of traditional gatekeepers, many believe it has unsustainably eroded the very social fabric it depends on by maximizing engagement for advertising revenue. This paper participates in open and ongoing considerations to translate social and political values and conventions, specifically social cohesion, into platform design. We propose an alternative platform model that includes the social fabric an explicit output as well as input. Citizens are members of communities defined by explicit affiliation or clusters of shared attitudes. Both have internal divisions, as citizens are members of intersecting communities, which are themselves internally diverse. Each is understood to value content that bridge (viz. achieve consensus across) and balance (viz. represent fairly) this internal diversity, consistent with the principles of the Hutchins Commission (1947). Content is labeled with social provenance, indicating for which community or citizen it is bridging or balancing. Subscription payments allow citizens and communities to increase the algorithmic weight on the content they value in the content serving algorithm. Advertisers may, with consent of citizen or community counterparties, target them in exchange for payment or increase in that party's algorithmic weight. Underserved and emerging communities and citizens are optimally subsidized/supported to develop into paying participants. Content creators and communities that curate content are rewarded for their contributions with algorithmic weight and/or revenue. We discuss applications to productivity (e.g. LinkedIn), political (e.g. X), and cultural (e.g. TikTok) platforms.