https://www.e-flux.com/journal/40/60272/what-is-the-social-in-social-media

The term “social” has effectively been neutralized in its cynical reduction to data porn. Reborn as a cool concept in the media debate, the social manifests itself neither as dissent nor as subcultural. The social organizes the self as a techno-cultural entity, a special effect of software, which is rendered addictive by real-time feedback features.