Table Of Content

Praise for Influenced “An incredibly insightful book that dives into the effects of social media on our minds, written by one of the most impactful leaders in the creator economy. Highly recommend!” —Josh Otusanya, comedian “Brilliantly written book highlighting how social media can be used for positive influence in the world, which also gives a very honest look at some of the harmful effects of social media. Great read by someone I truly admire and respect. Enjoy!” —Grant Collins, DDS “With social media being embedded in everything we do in today’s world, this is a MUST-READ! From the beginner to the seasoned content creator, or to the par- ent of a teen who has a phone, this book will provide incredible insight and value!” —Tommy Martin, MD “A fascinating book with multiple unique perspectives on how social media affects our lives. Dr. Brian is able to weave in his own experiences and the experience of others to tell a compelling story of how we are all ‘influenced’—no cap.” —Muneeb Shah, DO, aka DermDoctor “Dr. Brian shares his great insight into the science of influence in today’s world of social media, and he backs it up with latest research and real-world examples. This book is essential to understanding social media and learning how to live with it, whether you’re an influencer or not.” —Siyamak Saleh, MD “Dr. Brian delves into the nitty gritty of how social media hacks our brains to leave us in an endless scroll hole. In this detailed book, he investigates how social media and its ‘influencers’ have shaped our modern-day society—for better and for worse. An addictive read.” —Karan Rajan, MRCS, MBBS “An insider’s detailed and honest perspective on what it means to be an influencer in today’s world. Dr. Brian provides a candid look at the true effects of social media.” —Jess Andrade, DO “This was a great book about what goes on behind the scenes—the good, the bad, and everything in between.” —Dana Brems, DPM, aka FootDocDana “Dr. Brian impeccably lifts the veil to deliver powerful insight that’s life changing. Beautifully written, his book leaves you with sensible knowledge on social media, including how to manage it and understand it. A must-read for anyone and everyone.” —Azadeh Shirazi, MD “This book is a must-read if you are curious about insights into what we all go through using social media for fun or for business. You will begin to realize that no matter how big or small your account, we all have a grave responsibility to ourselves and our followers in order to preserve mental health.” —Ricky J. Brown, MD, FACS “Through his own experiences and anecdotes of other influencers, and utilizing the science of psychology, Dr. Brian powerfully and thoughtfully reveals how social media has become simultaneously a constructive and destructive force. Influenced is more than a ‘must-read’; it is a ‘must-live’!” —William Dorfman, FAACD, New York Times best-selling author and philanthropist “Influenced is one of the first books that I have come across that really dives into the world of an influencer, not just from a consumer’s perspective but also the creators themselves, shedding light on both the positives and the negatives of this emerging market.” —Fayez Ajib, DO, aka LifeofaDoctor “Influenced is such an impactful piece of literature! Everyone who gets their hands on this book is going to be so attached—it’s absolutely brilliant!” —Krysten Mayers, cofounder of Krysmay L.P. “I think there is a fairy tale ideology around social media that’s just not true. Whether you are a creator, consumer, or aspiring creator, everything online is care- fully constructed, just like movies, TV shows, and commercials. As social media becomes more and more intertwined in our lives, it’s important to educate ourselves on how to handle it properly to live the best lives we can live, and I wish Influenced was around when I started my own career in social media five years ago.” —Caleb Simpson, influencer “Influenced is truly revolutionary, as it really gives an insider perspective on what an influencer is and the responsibilities involved.” —Jermaine Hogstrom, DO, and Jeremy Hogstrom, DO, aka Twin.Doctors.J “Influenced is a must-read for anyone living in the age of social media. I read it for a deeper understanding of the world our kids are growing up in but found it just as relevant and informative for adults. If you want to navigate the landscape of a world with social media, then this book is the North Star you need to move through it in an informed, thoughtful way.” —Matt Bomer, actor Influenced The Impact of Social Media on Our Perception BRIAN BOXER WACHLER, MD ROWMAN & LITTLEFIELD Lanham • Boulder • New York • London This publication is presented solely for informational, educational, and entertainment purposes. It is not intended to provide personal, parenting, relationship, psychological, medical legal, financial, or other advice and should not be relied upon as such. If expert assistance is required, the services of a professional should be sought. The publisher and the author and their affiliated entities and individuals do not make any guarantees or other promises as to any results that may be obtained from using the content of this book. To the maximum extent permitted by law, the publisher and the author and their affiliated entities and individuals disclaim any and all liability in the unlikely event any information contained in this book inadvertently proves to be inaccurate, incomplete, or unreliable, or results any harm or loss. Published by Rowman & Littlefield An imprint of The Rowman & Littlefield Publishing Group, Inc. 4501 Forbes Boulevard, Suite 200, Lanham, Maryland 20706 www.rowman.com 86-90 Paul Street, London EC2A 4NE Distributed by NATIONAL BOOK NETWORK Copyright © 2022 by Advanced Vision Education, LLC All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher, except by a reviewer who may quote passages in a review. British Library Cataloguing in Publication Information Available Library of Congress Cataloging-in-Publication Data Names: Boxer Wachler, Brian S., author. Title: Influenced : the impact of social media on our perception / Brian Boxer Wachler, MD. Description: Lanham, Maryland : Rowman & Littlefield Publishing Group, [2022] | Includes bibliographical references and index. Identifiers: LCCN 2022008605 (print) | LCCN 2022008606 (ebook) | ISBN 9781538164198 (cloth) | ISBN 9781538164204 (epub) Subjects: LCSH: Perception. | Consciousness. | Social media. | Internet personalities. Classification: LCC BF311 .B6453 2022 (print) | LCC BF311 (ebook) | DDC 153—dc23/eng/20220413 LC record available at https://lccn.loc.gov/2022008605 LC ebook record available at https://lccn.loc.gov/2022008606 The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI/NISO Z39.48-1992. To my twin daughters, Jordanna and Micaela—a.k.a. Micaela and Jor- danna (I hope no one feels slighted now). This book wouldn’t exist if it hadn’t been for your suggestion that I dive into the TikTok pool during the COVID-19 pandemic when my practice and life slowed down. You guided me as I found my voice, style, and wigs on the platform. Influenced is also dedicated to Professor Tom Miller, my UCLA Speech and Debate Team coach, who taught me the importance of critical thinking and weighing both sides in the search for the truth. Influence may be the highest level of human skills. —Unknown1 Often we don’t realize that our attitude toward something has been influenced by the number of times we have been exposed to it in the past. —Robert B. Cialdini, PhD, author of Influence2 I’m not trying to influence anyone else. —Kim Kardashian3 Contents Foreword by Tony Youn, MD ix Acknowledgments xiii Prologue: Confessions of an Influencer xvii Introduction: We Are All under the Influence 1 1 Hooked on Clicks 11 What is a social media influencer? 2 Following the Herd 23 How is our Perceptual Intelligence (PI) being hijacked by social media influence? 3 Brain Cravings 37 Are smartphones better than sex? 4 Easy Prey 53 Why are our young so susceptible to influencers? 5 It’s All an Illusion 73 How some influencers misrepresent themselves—and the facts 6 Imminent Danger 93 What serious threats are hidden in plain sight with social media influence? vii viii CONTENTS 7 Celebrity Sells 111 How social media influencers are a different breed than the traditional celebs we’ve loved all these years 8 Sexual Solicitations 129 Are influencers turning us into sex addicts? 9 Driven to Distraction 143 Are we unfocused and unproductive because of social media influence? 10 Clicks and Cults 159 When does an influencer’s following become a cult? 11 So, You Want to Be an Influencer 173 How to be a responsible, successful influencer and lead a balanced life 12 Living with Social Media 197 How can users, influencers, platforms, and businesses safely coexist? Conclusion: The Future of Social Media Influence 217 Epilogue 225 Appendix A: Glossary 229 Appendix B: Hidden Meanings of Commonly Used Social Media Emojis 249 Notes 251 Selected Bibliography 281 Index 283 About the Author 295 Foreword I’m a social media influencer with millions of followers across TikTok, Instagram, and YouTube, and I’m a board-certified plastic surgeon. I first met Brian because, well, I really didn’t have a choice in the matter. If that piqued your curiosity, then you can appreciate how Brian got my attention. On TikTok there was a viral doctor “Bruh chain” video series (that’s where someone bops their head to a song and turns to the camera and lip-synchs “Bruh” on cue). It was a fun trend. This is how it worked: after someone did a reaction video, the next doctor in line performed a reaction video, and so on, like dominos. I remember that day. I was busy in my office seeing patients, and my followers started notifying (tagging) me since I was next in line to do a video response. My phone kept blowing up from people repeatedly tagging me to “fulfill my duty” because I was in the batter’s box. I wondered, How’d this whole “doctor Bruh chain” thing start? I looked back in the video sequences to see who had made the first video and tagged all the doctors to be in the chain: it was Brian. And, of course, I had fun playing my part. Since then, I’ve observed Brian’s meteoric rise on TikTok, a feat I’ve seen few other people do in mere months. I witnessed how he creatively adopted his own style of addressing health-related videos on the platform as either true or false, known as cap in Gen-Zese. Whereas ix