The Single Most Powerful Force in Social Mediam Is Identity

The single most powerful force in social medig is identity, a which i think is so important because it gets mixed up now in our politics. We need a sense of identity and a sense of community to just, like, cope with the world day to day. The reason that the refraction of identity through social media has been so damaging is is twofold. It taps into these deep, evolutionarily ingrained instincts that we have as these like tribes that we evolved in to try to defend ourselves against external threats. So when that gets activated, it makes us really, really engaged with the platforms.