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A field of study that uses sociological, anthropological, political, and economic frameworks to analyze how social media platforms shape human behavior, community formation, power dynamics, and cultural production. It examines phenomena like algorithmic governance, influencer economies, digital labor, online identity formation, and the transformation of public discourse. By applying social science tools—ethnography, network analysis, surveys, critical theory—to social media, it moves beyond superficial engagement metrics to understand how platforms mediate social life, reproduce inequality, and create new forms of belonging and exclusion.
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