The Shape of Social Media: Towards Addressing (Aesthetic) Design Power

Abstract

The effects of social media on our society are heavily researched and discussed, but few insights about the role of aesthetic design therein have been gained to this date, despite research in related areas providing precedent: drawing from existing theory on persuasive design, nudge, dark patterns, and advertising, we suggest the term Aesthetic Design Power to conduct a preliminary critical analysis of the design of four influential social media platforms (Facebook, Twitter, Instagram, and TikTok) as a foundation for critical discussions about the aesthetic design of social media and its impact. We present salient design attributes and elements shared by these four platforms, speculate about the possible motivations and effects of these design decisions, and argue for an urgent need for further research into, and discussions about, the visual design and connected Aesthetic Design Power of social media.