Rayantara.com – Not long ago, opening social media meant endless giveaways, shallow drama, or content that exploited poverty. But lately, something has changed. More and more users report that their For You Page (FYP) is filled with thoughtful discussions, book reviews, and even philosophy.
Is this just a coincidence, or is there a new force reshaping the algorithm?
Friction Shifting Theory: A New Idea from an Indonesian Academic
The answer comes from Ferry Irwandi, an Indonesian academic currently pursuing his PhD at Monash University, Australia. In one of his recent videos, he introduced a groundbreaking concept in mass communication: Friction Shifting Theory (FST) [03:53].
According to Ferry, social media algorithms are never neutral. Platforms have one ultimate goal: to keep us hooked as long as possible, so they can sell more ads. In his own words, it’s all a “game of attention” [09:28].
Sumber : Ferry Irwandi – Manipulating Public Will with Friction Shifting Theory
How Does FST Outsmart the Algorithm?
FST works much like the gear system on a bicycle. With the right amount of friction, you can shift its direction. Algorithms, too, can be shifted—not by one person alone, but through collective action.
FST relies on three key elements [11:12]:
- Source: The original creator who produces the content.
- Amplifier: People who cut, repost, or share the content, making it more accessible to a wider audience.
- Banter: Individuals or groups who spark debates, pro-and-contra discussions, and keep the conversation alive—pushing the algorithm to spread the content even further.
Together, these elements create the “friction” that forces the algorithm to prioritize more educational and meaningful content.
Real Evidence of Change
FST isn’t just a theory on paper. Ferry highlights real-world examples of its impact [13:47]:
- Philosophy discussions exploding across social media.
- A sudden rise in the sales of books—ranging from Tan Malaka’s works to IQ test books.
- Educational content finally competing with instant entertainment.
These shifts suggest that society is moving toward a new phase: more curious, more critical, and more open to meaningful discussions.
A Call to Creators and Academics
At [19:17], Ferry shares an important reminder:
- For creators: Stop chasing virality with shallow content. You have the power to bring knowledge into the public space.
- For academics: Step down from the “ivory tower.” Knowledge trapped inside journals won’t change society—but if shared through social media, it can spark broader conversations and shape public awareness.
Conclusion: Time to Shift the Algorithm Together
The rise of quality content on FYP isn’t magic. It’s the result of Friction Shifting Theory—a strategy we can all take part in.
You can be a Source, an Amplifier, or a Banter. Whatever role you choose, the point is clear: we all have the chance to turn social media into a space for learning, not just mindless entertainment.
So if your FYP today is filled with philosophy, books, or meaningful discussions—it’s probably not just luck. It’s a sign that our society is starting to change.
Writer: Muhammad Nur Imam
Source: Ferry Irwandi – Manipulating Public Will with Friction Shifting Theory
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