Social media, a vital part of communication in today's digital era, has enabled the creation of an ecosystem spanning various demographics. It serves as an integrated communication space: not only can we consume a wide array of information, but we can also create interactive forums for discussion.

Furthermore, through this interactive communication ecosystem built on social media, we enjoy unprecedented ease in both creating and distributing content. The commodification packaged within digital communication—ranging from personal branding to digital marketing, and fueled by algorithmic pushes—increasingly drives our curiosity to engage with such content.

However, behind the convenience of modern digital communication lies a profound question: “I click, therefore I am?”. Today's digital content is deeply intertwined with algorithms driven by user preferences.

The real issue, however, is how communication through this content creates a binding cycle for the audience, to the point where they adopt it as the standard.

According to a study by Dr. Algooth Putranto, a lecturer in the Communication Sciences Program at Dian Nusantara University (UNDIRA), this phenomenon relates to the Elaboration Likelihood Model (ELM). Within this framework, the persuasive effects of digital communication play a crucial role in shaping long-term audience perception.

For some users, image-building on social media indirectly holds the potential to alter not just perceptions, but also their character and sense of belonging. Clicking on specific topics that align with their preferences ultimately validates the phrase, “I click, therefore I exist” in the era of digital communication.

Rafael Capurro, an academic in information science, highlights in his book Homo Digitalis (2017) how the convenience of digital communication has the potential to shift humanity's role from active communicators to largely passive consumers. In short, the excessive, unfiltered consumption of content plunges us into digital dependency.

In other words, our existence as communicators is heavily influenced not by how we express ideas, but rather dictated by behind-the-scenes interactions and algorithms (which function to project our self-image through shares and likes).

Driven by the aggressive movement of commodified content and algorithmic ratings, digital communication ultimately revolves around perception-building. Social media platforms, initially designed as friendly ecosystems for discussion, have increasingly devolving into a competitive arena. This shift has given rise to phenomena such as cancel culture, the spread of hoaxes, and echo chambers for validation—all for the sake of algorithms and content.

A study by Thomas Hobbes, a sociology academic who connects digital communication to the concept of Primus Inter Pares, emphasizes that the illusion of equality, along with the subjective desires of users created within the digital communication climate, can easily captivate the masses.

This phenomenon triggers an identity crisis within individuals; the critical ability to question information fades away. Consequently, users become trapped in a homogenized perception, often described as 'we are what we see' and 'what we see is what we want'.

As content consumers in today's era of digital communication, we ought to be capable of setting boundaries on our digital consumption habits, particularly on social media platforms. Questioning things, even the smallest details, is a sign of curiosity that serves as one's strongest tool in seeking the best answers.

Never stop questioning the world around us, fellow UNDIRA friends; existence and innovation both begin with a question. Stay critical, with full integrity and professionalism.