"It used to be that if you hated somebody or were angry or fascinated in a negative way, you never had access to their lives. Social media warps our connections to others "If you didn't care, you wouldn't care." 3. "You know how they say that the opposite of love is not hate, it's indifference? When people have strong feelings about someone else or a topic-whether the feelings are positive or negative-people become interested and, sometimes, compelled to seek more information," North explains. They're just more visible right now because they're being displayed on social media." 2. Look what people are doing,' what they're seeing are behaviors people have always done. What changes are the technologies that mediate our behaviors and our interactions," North says. "Human behavior and the human psyche will never change and never have changed. Our natural proclivities have finally found a suitable playground Here, five science-backed reasons to explain why we love to hate certain people online: In an effort to get to the bottom of why we do it, I called up Karen North, Ph.D., a professor of digital social media and the director of the Annenberg Program on Online Communities at the USC Annenberg School, to chat about this curious side effect of our collective social media addiction. The Cringe Binge is like Hate-Watching but with a far more personal, curated angle: Everyone hate-watched season two of True Detective your intimate relationship with is uniquely your own. Like biting off a particularly persistent hangnail, taking just one more shot when you've already had too much to drink, or watching a TV show you find infuriating (hello, Kardashians!), it's a hard-to-justify behavior that somehow also makes perfect sense. The difference is you don't even like this person-hell, you find them downright embarrassing-and yet you find yourself seeking out their unique brand of pain. Call it the Cringe Binge, Hate Stalking, or Shame Following, you (almost involuntarily) stay on top of this person's feed as feverishly as you would an ex. Yup, you're engaging in one of the most socially acceptable forms of insanity. ( Ha! You think, drawing a parallel between a Halloween group and a selfie from 72 weeks ago, She always hides her ankles!) And, if you're especially bold (and the person has a big enough social following) perhaps you alert your friends to the spectacle by "atting" them in the comments section. Instead of any of the many far more fulfilling activities you could be pursuing, you've chosen to connect the dots between this person's carefully cultivated feed as if you were Carrie Mathison in the throes of a manic episode. We've all been there: It's late at night, you know you should be sleeping, your eyes are watering from the glare off of your iPhone, and there you are, gawking at the audacity of some stranger's Instafeed.
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