The study of how human behavior has mutated in the digital environment, examining phenomena like the "like" as a form of currency, the rise of the influencer as a career path, and the unique social dynamics of arguing with a stranger in a subreddit at 2 AM. It explores why people present idealized versions of themselves online, why anonymous forums bring out both the best and worst in humanity, and why your aunt shares so many Facebook minion memes. Digital social sciences confirm that humans are still tribal, status-seeking, and weird—we just do it on screens now.
Example: "A digital social sciences study analyzed why people post gym selfies. It concluded it wasn't about fitness, but about signaling virtue, soliciting validation, and establishing dominance over others who were, at that moment, not at the gym. The study was widely shared on Instagram by people at the gym."
by Nammugal February 14, 2026
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