India, Nov. 25 -- Hyper-personalisation in social networks is not just a technological trend. It is a phenomenon quietly reshaping how societies think, how businesses operate, and how individuals make choices.

For most of the twentieth century, communication was defined by scale. A single message was broadcast through newspapers, radio, or television and consumed by millions. Marshall McLuhan's phrase, "The medium is the message," captured that era well.

Today, the medium is fragmented. Social networks no longer address the crowd; they communicate with individuals. Algorithms track likes, pauses, and moods, curating individual worlds based on engagement rather than truth or chronology.

Personalisation, once associated mainly with Faceb...