The Social Media Game?

This chapter provides an overview of the gamification elements currently applied by three popular social media platforms: Snapchat, Instagram and Facebook. Their gamified elements are analyzed within the framework of motivational psychology theories and persuasive design. The question is then addressed if through social media’s extensive use of gamification elements, it has been turning into a game. Finally, the ethical implications of gamification’s use are discussed. The focus thereby lies on social comparison, surveillance, the intransparent application of psychological models and the “obligation” to have fun.