Structural transformations in digital content patterns on social media platforms: An analytical study of the decline of serious content on Facebook

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Faculty of mass-comm Misr University for Science & Technology

Abstract

Social media platforms have undergone profound transformations in recent years, becoming an essential part of social and cultural ideation. These platforms have reshaped the ways we communicate, interact, and consume information. With its development and growing influence, there has been a growing decline in serious content and deep meaning in favor of superficial content. This study examines the structural shifts in digital content patterns on social media platforms, focusing on the decline of serious content on Facebook. The study aims to monitor and analyze the changes that have occurred in the nature of circulating content, and to understand the underlying causes of these transformations. The study used the second-type analytical approach, relying on a variety of data collection tools, including content analysis, an electronic questionnaire, in-depth interviews, and focus group discussions. The sample included 1,000 analytical units of content published on Facebook, 600 respondents to an online questionnaire, in addition to interviews with experts and specialists and six focus groups. The study found a significant decline in serious content on Facebook, falling from 42.5% in 2015 to 18% in 2025 (expected). The results showed a clear dominance of entertainment and personal content, which together constituted 64.5% of the total content. The study also revealed the exceeding of superficial content over deep content, as superficial content constitutes 62.5% of the total circulated content.

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Misr University Journal for Humanities
Volume 5, Issue 5
August 2025
Pages 1-157

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