It is essential to use this theoretical framework of cognitive, social and hedonic uses not only to reflect on our activities on the networks, but also to analyze our digital intake. It is obvious that if we only consume content that demands a lot of our attention and cognitive load, we will quickly become exhausted and will need to compensate with more hedonic activities. But if we focus solely on hedonic content, this can be catastrophic for our creativity.
As we mentioned before, social media is “flattening” culture, in part because we consume these platforms primarily for entertainment and distraction. In a study generated by delaO design studio, we discovered that eIn Mexico, digital consumption focuses mainly on hedonic and social uses, and very little on cognitive use. This is, in part, because we culturally seek indulgent experiences and escape from a particularly grueling work and commute environment, which serves as an escape from our problems.
It is not surprising that the most popular social networks in Mexico, dominated by META, focus more on social and hedonic uses, using addictive interfaces that make us release dopamine every time we swipe down to see a new story. There are empirical studies that suggest that cognitive use is closely related to innovation activities and new product development. So if we only consume content related to distractions and entertainment, our creative output will become lighter and less original, critical and challenging.
Question How You Use Social Networks
My recommendation is to use social networks from a critical and reflective approach. First, be aware of these different uses and seek a balance between cognitive, social and hedonic. Second, avoid social media that uses “Surveillance Capitalism” as a business model for creative activities. If these networks compromise anything, it is serendipity, because digital environments that encourage unexpected, accidental and casual elements that enrich our divergent thinking are increasingly eliminated. This is why it is better to opt for social networks powered by people and not by algorithms.
Instead of Spotify, you can use NTS. Instead of just using Google, explore forums, wikis, subreddits, and related blogs where people share knowledge. I do not suggest completely avoiding platforms like Instagram, X or TikTok, but I do suggest reflecting on the use we give them. We can also consciously “train” the algorithm by being more selective with the creators, brands or accounts we follow.
Finally, my most obvious recommendation is that, to encourage creativity, you look for moments away from digital platforms, where there are no algorithms dictating what to consume. Bring these cognitive, social and hedonic uses to the physical world. When was the last time you found inspiration by opening a random book in a bookstore or discovering a new band from a record cover in a store? When have you learned something valuable from talking to someone you admire, enjoyed a walk in nature, or been inspired by a work of art?
In conclusion, of course you can find inspiration on social networks, but we have to be aware of how we use them and, more importantly, make sure that they are not our only source of inspiration. The algorithm doesn’t like Serendipity.
References:
- Chayka, K. (2024). Filterworld: How algorithms flattened culture. Farrar, Straus and Giroux.
- Zhang, G., & Mao, S. (2023). A double-edged sword: Social media use and creativity. Information Technology & Peopleahead-of-print. https://doi.org/10.1108/ITP-09-2022-0682
- Tóth, J. (2021). The impact of remote work on employees’ mental health: A meta-analysis. Central European Journal of Labor Law and Personnel Management, 4(1), 36-48. https://doi.org/10.2478/ctra-2021-0009
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