Users create and circulate content within a framework of those who control the social network. Actively and intuitively integrated into our daily lives. The main things we do with social media: searching, showing, constructing and archiving on-line identity. Need active users: active users are constructed and constrained by possibilities of the platform. Characterized by emotional and affective forms of communication. People gravitate towards networks of people just like them increasingly problematic: problem: fake news, problem: data breeches and manipulation, rigged elections, making data available to people. Algorithm is an automated or procedural decision based on what you"ve liked and interacted with. Implications: algorithms are the new gatekeepers, we see only those part of the network that we are connected to, networks are asymmetrical. Google results aren"t standard anymore personalized. Netflix - some movies that zip right out struggle in netflix ques between present self and future aspirational self.