From Simulation to Hyperreality: A Critical Investigation into the Role of Simulacra in Visual Formats on Social Media

While social media offers unparalleled opportunities for empowerment, it also fosters a range of adverse effects, from polarization to extremism. To deepen our understanding of these phenomena, we draw on Baudrillard’s work, positing that these unintended consequences stem from a simulated hyperreality fueled by the proliferation of simulacra in visual formats on social media platforms. This study develops a conceptual framework grounded in Baudrillard’s ideas to analyze how simulacra contribute to this hyperreality. Specifically, we conduct a critical analysis of information diffusion in the context of the Israel-Hamas War by scrutinizing visual content and the interactions of users sharing and responding to this content. This research aims to contribute to understanding the evolving power dynamics between traditional gatekeepers and social media’s audience gatekeepers. It focuses on how simulacra in visual formats increasingly obscure the distinctions between digital and physical realities, potentially offering novel insights into social media’s ‘dark side.’