Mumbai, June 9: Major social media companies are increasingly adopting innovative strategies to engage students on their platforms. Internal documents related to lawsuits filed against Meta, Snapchat, and TikTok by administrative bodies from 1,400 schools in the United States reveal that these companies are spending millions to capture the attention of young users and keep them engaged for extended periods.
This revelation comes at a time when opposition against social media is growing. Parents’ movements, several notable books, and experts have attributed issues such as loneliness, bullying, poor dietary habits, and sexual exploitation to tech platforms. The debate, which initially focused on the impact of social media on mental health, has now shifted to its effects on classroom learning.
According to the documents and conversations with parents, teachers, and former employees of tech companies, these firms have ignored concerns raised by parents, educators, and even their own trust and safety teams regarding children’s screen time. TikTok’s safety team has long recommended disabling notifications during school hours, but the company has not complied. Meanwhile, Snapchat’s strategic documents refer to phone use during class as “under-desk time.” Google managers were aware that YouTube suggests videos unrelated to studies during school hours.
The report also highlights a longstanding partnership between major tech companies and parent-teacher organizations to enhance internet safety and reputation. Documents indicate that the National PTA, representing 22,000 local chapters, receives annual financial support ranging from ₹2.4 crore to ₹4.75 crore from social media companies.
Constant Notifications and Alerts
– Snapchat has encouraged students to share classroom activity details by sending alerts during study hours.
– Meta has funded ‘teen ambassadors’ to promote Instagram in schools.
– TikTok has paid journalists millions for coverage of its events in schools.
App Addiction Design Complicates Issues
A school lawyer, Previn Warren, states that social media platforms are so enticing with endless and diverse entertainment that they foster addiction, diverting students’ attention from their studies. These companies argue that the responsibility for app addiction lies with the children, schools, and mobile manufacturers.
Companies Ready to Pay ₹258 Crore in Damages
Recently, four major companies agreed to pay ₹258 crore to schools in the small district of Breathitt County in rural Kentucky. Meta will pay ₹86 crore, while Snapchat and TikTok will each pay ₹76 crore, and Google will contribute ₹19 crore.