Theorizing Social Media Usage Behaviour



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2.1. Supernormal stimuli are the amplified stimuli if presented, animal reactions are more exaggerated than normal stimuli. The preference for the amplified stimuli has been understood as an adaptive response. The supernormal stimulus hijacks the standard response and drives the animal to give a supernormal response
(Barrett, 2010)
. Though underlying mechanisms remain constant, the response is altered by introducing some novel stimulus that surpasses all naturally occurring stimuli in domains related to selection (ward, The concept of supernormal stimuli has been applied to understand several human behaviours. Humans encounter supernormal stimuli in various ways as part of day-to-day life activities. The process of reacting to these supernormal stimuli can lead to dopamine desensitization, in which individual needs more and more stimuli to elicit a response. This vicious cycle culminates in addictive behaviour. Social media is a space where supernormal stimuli are presented to users. One's photos can be edited and beautified to look good. These photos are liked and appreciated in comments made by others which may bolster the individual’s self-esteem. Social media users post different types of images to different

platforms based on their functionality. The images shared on social media imply the value users imbue to relationships such as friendships, family, and romantic relationships. (
Keep,
Janssen & Amon, Through the framework of supernormal stimuli, probably, the political polarization in social media can also be understood. When an individual expresses a specific opinion, it is naturally endorsed by like-minded people in echo chambers. It is easy to find individuals from the "us" category on social media platforms and comment something on "them. These possibilities have less likelihood in the offline environment, but it reaches anew level in the social media realm. Individuals react to these supernormal stimuli, making them spend a considerable amount of time on social media.

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