Engaging in social mediasocial media usage holds significance beyond entertainmententertainment, serving to pass time or as a neutral source to seek information. Neither is it merely driven by fear of missing out, addictive behaviour, or habitualization. Instead, parasocial relationshipsparasocial relationships on social media are meaningfulmeaningful encounters that serve the selfthe self by providing orientationorientation, social belongingbelonging, and emotional as well as bodily regulationregulation. The chapter provides a comprehensive overview of the potentialpotential, challenges, and mechanisms behind social media usage for subjectssubjects and social dynamicssocial dynamics (including cyberfeminism and incel movements). Furthermore, it is discussed how relocating social mechanismssocial mechanisms onto social media impacts the self and fundamentally alters socialitysociality and norms, influenced by the platform-specific conditions, implicit and explicit rules, and communicative traditions (#goodvibesonly), which rely on reduced complexitycomplexity, inherent ambiguity, and polarizationpolarization, as well as the underlying business casebusiness case logic. Expanding parasocial relationshipsparasocial relationships into sexualitysexuality, the chapter then turns to subscription platformssubscription platforms. Alongside the example of OnlyFansOnlyFans, it explores how parasocial relationshipsrelationships extend into parasocial intimacyintimacy and parasocial sexualitiessexualities, analysing both consumers’ and performers’ perspectives. It is shown how social needssocial needs for intimacy and continuous and supposedly reciprocal, and personal validationvalidation are the mechanisms behind the usage and only secondarily intersect with sexuality and pornographypornography, creating a business casebusiness case with powerful push-and-pull factorspull factors. Finally, the chapter examines political questions, tensions, and paradoxesparadoxes, discussing how such platformsplatforms function as sites of self-fulfilment and freedom, promote discursive developments that foster fragmented and reductionist ideas of desire, constitute decentralizing emancipationemancipation, or push for self-subjugationself-subjugation, perpetuating implicit power structures.