Let’s take a deeper look at social media through the lens of Packer and Jordan. We see these apps aren’t just tools, they’re vast New Media environments.
integration & The Story
Posting a “story” on Instagram or a “Reel” on TikTok is the best example of integration. These short form videos act as hybrids of moving images, typography (captions), music, and augmented reality (filters). Separate artistic forms are integrated into a single digital experience.
interactivity & Engagement
Interactivity is the core of social media. Beyond liking, users can comment, subscribe, or even engage in dialogue through polls.
Hypermedia & Pinterest
Scrolling on Pinterest is a masterclass in hypermedia. You can start by pinning a dress (visual) which links to a magazine article (text). Consequently, this “trail of personal association” keeps users on the platform much longer than other apps. Furthermore, the app Milanote serves as another clear example of this digital scrapbooking process.
Immersion & Augmented Reality
Using a filter can change anything from your face to your surroundings. Moreover, by using filters—especially on TikTok—users enter a simulated environment, consequently helping them craft more narrative-driven content. In addition, TikTok Live creates a sense of “tele-immersion” where you feel present in someone’s physical space in real time.
Narrativity & The Feed
Traditional stories have a beginning, middle, and end. Social media’s narrativity is non-linear in nature. For instance, you might see “Part 3” of a TikTok on your feed well before engaging with “Part 1.” Similarly, on Instagram, you might encounter a brand’s story by browsing their feed and highlights long before ever clicking on their bio.Users put together the pieces of the fragmented narrative.
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