Abstract :
The proliferation of social media platforms in the 21st century has transformed the way individuals engage with and understand the world. While the debate around privacy in these digital spaces is well-founded, this paper emphasizes the fundamental design and intent of these platforms: the public sharing of personal information for economic gain. Beyond the individual user, social media companies like Facebook engage in the collection of data on both users and non-users, creating “shadow” profiles that extend their reach and influence. Understanding power dynamics and influence within the social media landscape is an emerging field of research. Social media has redefined traditional structures of authority, allowing individuals without conventional attributes of influence to ascend to prominence. Influence is a fluid, context-dependent resource, driven by collective attention and the specific issues of the moment. It highlights the democratization of power and challenges established notions of authority. Moreover, the perpetuation of patriarchal ideals on social media platforms contributes to the normalization of traditional gender roles. Symbolic violence is disseminated through collective reinforcement, often unconsciously, solidifying these ideals as societal norms. Disparities in social media participation persist, reflecting offline inequalities in class, race, and gender. The selection of platforms often reinforces these disparities. A robust empirical focus on underrepresented groups’ experiences is essential for a comprehensive understanding of social media dynamics. The role of social media in the lives of Black American women offers a distinctive perspective, where these platforms serve as tools to acquire social resources to navigate structural oppression. These platforms acquire profound emotional significance in their lives, transcending their roles as mere communication tools. This paper underscores the multifaceted dimensions of social media’s impact on society, emphasizing the need for nuanced research that explores its complexities. While privacy concerns remain pertinent, it is vital to recognize the core intent of these platforms, the collection of data for economic gain. Understanding influence dynamics, the perpetuation of patriarchal ideals, disparities in participation, and the unique experiences of underrepresented groups in the digital age is crucial for a comprehensive comprehension of social media’s role in contemporary society.

Keywords :
Digital Inequalities, Gender Norms, Influence Dynamics, Patriarchal Ideals, Power Structures, Privacy, Shadow Profiles, Social Affordances, Social Media, Underrepresented Groups.

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