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A branch of social media studies that applies critical theory—particularly frameworks of power, ideology, and political economy—to understand social media not as neutral tools but as sites of exploitation, control, and ideological reproduction. It examines surveillance capitalism, algorithmic bias, platform labor, the commodification of attention, and the role of social media in political polarization and democratic erosion. Critical analysis asks whose interests platforms serve, how they shape perception, and what alternatives might look like. It is an essential corrective to techno‑utopian narratives.
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