Each human on Earth seems to have a social media identity as unique as a fingerprint, so we all see what the cybergods algorithmically feed us.
One driver is conflict, especially negative, destructive interactions. People seem to feel that sitting in their home behind locked doors is the perfect time to insult, threaten, demean, and just generally crudely attack others.
Another driver, which fits into the first one in many cases as part of an amplifying feedback loop, is “news” that is crafted to outrage. When we read something that makes us mad, we tend to engage on the platform that brought us that news. Our eyeballs, so to speak, are thus delivered to advertisers.
And of course there is confirmation bias. When we like or love a post, the digital demons file that knowledge into our relentlessly updating cyberprint and we are fed more of the same.
So what we hate the most and what we like the most is what we get. Social media seems to be creating our own personal polarizing instrumentalia. For at least some folks, social media is addictive, triggering dopamine into our brain’s reward pathways, say the neurobiologists. Most humans want to replicate those bursts of reward, and of connection with others who tend to support, praise, agree and compliment them. So, we can become poseurs, reposting and retweeting terribly incorrect information that our favorite people like, love, share and comment on with the approbation we seek.