The dark side of social media: Uncovering the cost of viral challenge trends

The rise of online trends and social media challenges that encourage risky and dangerous activities in exchange for attention and popularity has remained largely underexplored in academic research. These challenges involve a wide range of stakeholders, including participants, consumers, journalists and researchers, each perceiving and responding to these behaviours in different ways.

Dr Nazari’s research revealed that existing studies on dangerous challenges tend to frame them as a complex and understudied issue, often explained through psychological or developmental perspectives focused on individual behaviour. While such challenges are widely acknowledged as risky, much of the research centres only on physical harm, overlooking emotional and psychological consequences.

A key finding in her research was that, while certain stakeholders were cited as primary entities responsible for curbing risky behaviours, the role of the platforms in promoting these challenges through algorithms and design was rarely discussed.

“By individualising this complex issue, blame is shifted to personal failings, rather than acknowledging the larger structural forces at play. This creates a culture of blame and moral judgement, as seen in the negative attitudes towards participants from the online audience. Commenters often position themselves as self-appointed moral authorities, reinforcing the idea that participants must ‘suffer’ the consequences of their actions. This distracts from the systemic issues, including the shared responsibility of addressing the problem and finding collective solutions. Additionally, while older adults do engage in these behaviours, the focus remains disproportionately on children and teenagers as the primary participants.”

Dr Nazari points out that these types of challenges have existed in some form long before the advent of social media, such as the ‘Choking Game’ which has been documented since the 1960s. However, social media platforms have provided a space for these behaviours to be amplified and shared globally, encouraging the rapid dissemination of content.

“The platforms create an environment where individuals may become involved in these challenges for various reasons – entertainment, curiosity or as a coping mechanism. For some, the pain experienced during these challenges can serve as a way to regulate emotions, while for others, it may be a result of peer coercion. The validation received through likes, comments and subscribers can provide a sense of social recognition and status. Social media platforms, with their content algorithms, facilitate the spread of these challenges, rewarding participants with visibility and recognition at potentially great personal cost.”

Social media platforms have incorporated elements of gamifications, which Dr Nazari says encourages content creators to engage in challenges like hashtag campaigns.

“People are more likely to partake in behaviours if they see others doing it, and platforms often favour engaging content, amplifying its reach. However, when a challenge is risky, the potential long-term harm may not be evident and as such, the consequences are rarely depicted in the content. Attempts have been made to regulate these trends, such as banning harmful content and enforcing penalties for repeat offences. While some high-profile challenges have led to public warnings from corporations, these efforts often fail to address the underlying systemic issues, with the responsibility for monitoring ultimately shifting to users themselves.”

Dr Nazari’s interest in this topic was sparked by media coverage of the Blue Whale Game, a notorious challenge involving 50 tasks, the final one being suicide. While some academic research exists on specific challenges like ‘Nek nominate’, an online drinking game that led to several accidental deaths, Dr Nazari says she found there was little formal recognition of social media challenges in academic circles.

“Despite the widespread media attention given to challenges like the Tide Pod Challenge or the Cinnamon Challenge, academic studies were scarce. Media outlets and health professional were the primary voices discussing the issue, despite voicing a lack of understanding. The participants or online viewers were rarely heard, and this gap in research inspired my study to explore different perspectives.”

She hopes her research will contribute to the ongoing discourse surrounding social media’s impact on society and offer a deeper understanding of the dynamics behind risky social media challenges.

For 30-year-old Dr Nazari, she describes her doctoral experience as a transformative journey that fostered significant personal and professional growth.

“It challenged me to view material from multiple perspectives and sparked a deep passion for social constructionism. I also developed a keen interest in analysing the discourses that shape our world. While there were challenges, the skills and insights I gained have profoundly influenced my professional practice and my outlook on the world.”

Having now completed her PhD, Dr Nazari is fully immersed in her role as a clinical psychologist in a community mental health setting. While further formal study isn’t currently on the cards, she says she remains open to opportunities to engage in research and contribute to the field.

“I greatly enjoy the practical aspects of my work, but I do miss the research process. I encourage current and future PhD students to take their time and truly enjoy it. It’s easy to become overly goal-oriented and lose sight of the joy that comes from the research itself. As one of my supervisors told me, your doctoral thesis is an opportunity to deeply explore a topic that genuinely interests you. Choose something you’re passionate about and immerse yourself fully – it will make the journey both meaningful and enjoyable.”

Dr Nazari would like to express her heartfelt gratitude to her supervisors, Associate Professor Clifford van Ommen and Dr Pita King, for their valuable support throughout her thesis research process.

“Under their guidance, I’ve learned so much and grown as a researcher. I’d also like to thank my family, who have been unwavering in their support as I completed this important chapter of my life.”