The Yearning to Be Everything to Everyone: Examining the Homogenization of Social Media Platforms in the Context of Convergence

Abstract

Social media platforms are continually adding new features and enhancing existing ones to attract users and extend their screen time. These platforms constantly innovate to capture users' attention and gain an edge in the competitive landscape of social media. This study focuses on identifying the similarities between features of popular social media platforms and examines whether these similarities lead to homogenization. Specifically, presenting the chronological development of these features over time is crucial for understanding the historical development and evolution of social media. The framework of this research is based on the concept of convergence. The convergence concept is used to assess whether there are commonalities in the tools, interfaces, and interaction modes offered by the platforms to their users. In this context, the study investigates how the features provided by social media platforms become similar over time and how user experiences become homogenized. The 'walkthrough method' was employed to analyze the interfaces of the selected platforms. This method involves a step-by-step examination of user experiences on the platforms to understand how features are presented and how they are utilized by users. Data were collected through notes and recordings made by researchers while using the platforms. The results indicate a significant similarity and convergence in the features offered by popular social media platforms. For instance, features such as story sharing, live streaming, filter usage, and the explore tab have become widespread across different platforms. Platforms that consider users' habits and preferences offer familiar and easily accessible experiences through these similar features. Consequently, it can be said that social media platforms create a form of homogenization in user experiences by providing similar features over time. This phenomenon offers important insights into the evolution and future development of social media. Additionally, the study suggests that the concept of convergence not only encompasses the merging of features from different technologies but also indicates a tendency for similar platforms to converge internally.