Hic sunt leones. User orientation as a design principle for emerging institutions on social media platforms

The phenomenon of missed interactions between online users is a specific issue occurring when users of different language games interact on social media platforms. We use the lens of institutional theory to analyze this phenomenon and argue that current online institutions will necessarily fail to regulate user interactions in a way that creates common meanings because online institutions are not set up to deal with the multiplicity of language games and forms of life co-existing in the online social space. We argue for the need to enable and foster grassroots online institutions that can stabilize the norms of interaction by redesigning algorithms and user interfaces. Such online grassroots institutions would facilitate user orientation at three distinct levels: informational, normative, and semantic-pragmatic. We propose user orientation as a principle that would facilitate the formation of institutions aiming to regulate information exchanges between users inhabiting various forms of life. This principle of user orientation should guide design decisions, while designer teams would need to become aware of the institutional power unleashed when they set up interfaces and algorithms for user-generated content.