Over the past decade, social media has radically transformed the way we experience community—but is that entirely a good thing? While new technology has increased connectivity, it has also reshaped the concept of community itself. And in doing so, it has changed us.
When I first started my entrepreneurial journey as an online community producer, the term “social media” had yet to be coined. People talked about newsgroups, online discussions, forums or image galleries. More forward-thinking circles used phrases like “community-driven online media” or “citizen journalism,” while consultants preaching about the future swore by the term Web 2.0. It was supposed to change everything—ushering in an era of fantastic, limitless interaction.
But let’s rewind to the time before social media. Back then, people were part of the communities they physically lived in. Neighborhoods, workplaces, and schools naturally defined social circles, while hobbies and clubs brought together like-minded individuals.
Being part of a community meant adapting to its norms and expectations. But in the era of social media, such adaptation is no longer necessary
Being part of a community meant adapting to its norms and expectations. But in the era of social media, such adaptation is no longer necessary. Instead of communities, perhaps we should talk about bubbles. Unlike communities, bubbles sound fragile and temporary.
Bubble-Hopping: A New Social Phenomenon
The ability to “shop around” for the perfect social group has become a defining feature of our times. If someone doesn’t fit into one community, they can easily move on to another—or create their own. While we can’t instantly swap out our neighbors, classmates, or coworkers, social media has diminished the significance of these traditional social anchors.
Before social media, changing communities was a far greater challenge, often requiring physical relocation. Most towns could only support a handful of hobby or cultural groups, and there was no virtual reality to supplement real life.
Even then, rigid social divisions caused problems. People had to negotiate, compromise, and learn to coexist with those who held different perspectives.
The Social Media Echo Chamber
In the social media bubble, singular viewpoints are reinforced because everyone around shares the same opinions. Unlike traditional communities, where differing perspectives were common, online bubbles rarely challenge us to defend or refine our beliefs. Instead, we simply like, share, and engage with those who already agree with us, allowing critical thinking skills to atrophy and impoverishing public discourse.
Living in an online echo chamber affects how we perceive and understand the world.
In the past, people debated current events over coffee breaks or in hobby groups where a mix of viewpoints was inevitable. These discussions approached topics from multiple angles, forcing individuals to develop the ability to see beyond their own biases.
Today, coffee breaks are spent scrolling through social media feeds. The moment there’s a lull, out comes the smartphone—an instant escape from the real world.
Social media ensures that every news story and discussion is filtered through a specific lens. With the proliferation of media sources, people tend to gravitate toward those that align with their existing beliefs, while opposing viewpoints are dismissed as fake news or propaganda.
As a result, it’s easier than ever to fall into a black-and-white, us-versus-them mentality. And when arguments flare up online, supporters from both sides quickly jump in from their respective bubbles, escalating even trivial debates into serious confrontations.
With like-minded people backing them up, individuals often become more radical and aggressive in expressing their opinions. This shift has real-world consequences—Facebook friendships are severed, boycotts are organized, and even casual greetings at the grocery store become awkward if the other person happens to hold a different view.
For a long time, social media and online communities were seen as overwhelmingly positive—an exciting opportunity to create something new and wonderful. But every coin has a flip side.
The influence of social media and its echo chambers should not be underestimated. The way we interact online is shaping reality at an astonishing pace. These bubbles don’t just exist in the virtual world—they are seeping into our daily lives, affecting our worldviews, social behavior, consumer choices, and, most importantly, political decision-making.