Life on the platforms forces young people to become their own brand managers, always thinking ahead about the social consequences of each photo, video, comment, and emoji they choose. Each action is not necessarily done “for its own sake.” Rather, every public action is, to some degree, strategic. It is, in Peter Gray’s phrase, “consciously pursued to achieve ends that are distinct from the activity itself.” Even for kids who never post anything, spending time on social media sites can still be harmful because of the chronic social comparison, the unachievable beauty standards, and the
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