About the Book
This book explores how social media platforms have contributed to the growing sameness of digital content, where creators increasingly adopt similar styles of filming, editing, storytelling, and attention-grabbing techniques. It examines how trend culture and the pursuit of visibility, engagement, and viral reach have encouraged the production of content that often looks and feels the same, regardless of the creator's background or creative identity.
The book focuses on the transformation of content in the age of platforms, where repeatable formats and highly shareable styles have come to dominate the digital landscape. As a result, creative diversity has gradually declined, giving way to familiar patterns and standardised forms of online expression across social media platforms. Through a critical examination of contemporary content culture, the book investigates how digital platforms have reshaped the way content is produced, presented, and repeated in today's media environment.