With COVID-19 accelerating digitalisation globally, many events or activities before this pandemic previously done physically, have shifted to the digital realm, whether one lives in a rural or urban area. Social media is embedded into our lives ever more and becomes increasingly a necessity. From the late 2000s, platforms like Windows Live Messenger and Friendster came into the scene. Subsequently, the early 2010s witnessed the establishment of Facebook, Instagram, Snapchat, LINE, WeChat and WhatsApp. Up to the current era of Clubhouse, TikTok and Discord, a myriad of social media platforms have emerged along with the development of the Internet.

The World Wide Web is an infinite wealth of information. However, a huge chunk of information exchange happens at the social media level where platforms take advantage of it as a marketing tool. Algorithms determine what shows up on our screen by learning about our preferences and could already very accurately predict the type of content we are potentially interested in as well. One of the more obvious examples of the application of algorithms in social media would be Pinterest, which is heavily grazed by students and professionals alike. This also calls to question whether AI will create an echo chamber, promoting certain contents and deprioritising other “less popular” contents,therefore reproducing only certain architectural styles in vogue with current times.are in vogue with the current times.

Speaking of deprioritising content, many Instagram account users have also reported that they have been “shadow-banned” in recent years although the company has denied the censorship exercise.Shadowbanning allegedly decreases exposure of one’s account to their followers, therefore, reducing engagement (Golino, 2021).Such algorithms will only widen information gaps while boosting paid marketing content.Therefore, if some designers cannot afford the paid marketing option, would they get an equal chance of getting discovered compared to their wealthier competitors?

This is where the consumption of information from social media becomes important as a user.The perception of freedom within the virtual realm will eventually create silos of a propaganda-like community without the need for communication.Now, everyone is a designer.However, the essence of creation is not emulated by the user, merely making a copy of the next vogue trend on social media.Instead, social media should be used as an arena to exchange information for creation and collaboration.Instead of voicing reservations and opinions or joining the next influencer (the modern cult leader), the user should explore other avenues and use them to expand their views.

Just as Lim Kee Chuan has voiced out in his submission, a sense of social hierarchy still exists in our virtual landscape where a different opinion is met with naive scepticism rather than curiosity and empathy which is a catalyst of collective intelligence.What is democracy if we have created a culture where contention rather than conversation is the rule?

For architects in Malaysia, the social media landscape should be pushed to maximise its benefits.Currently, it is being limited mostly as semi-advertising due to the uncertainty (and limitation) of our professional code of conduct.But rather than just a tool for marketing, we could use it as a place to discuss, exchange, critique and reflect.There shouldn’t be a fear of what is wrong or of consequences.Instead, have an open mind, share your thoughts, and accept criticism with intention.

Departing from architectural contents on social media, towards the end of last year the world also saw Facebook whistleblower Frances Haugen leak tens of thousands of pages of internal documents which served as evidence that the social media firm is hurting children’s self-esteem and even abetted human trafficking (Mike, Ryan & Frenkel, 2021).When social media is left unchecked and used for unscrupulous acts, especially in a time where humanity is so intricately entangled globally, what does this mean for society as a whole?