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The Social Media Game? How Gamification Shapes Our Social Media Engagement.

This chapter provides an overview of the gamification elements currently applied by three popular social media platforms: Snapchat, Instagram and Facebook. Their gamified ele- ments are analysed within the framework of motivational psychology theories and persuasive design. The question is then addressed if through social media’s extensive use of gamifica- tion elements, it has been turning into a game. Finally, the ethical implications of gamification’s use are discussed. The focus thereby lies on social comparison, surveillance, the intransparent application of psychological models and the “obligation” to have fun.