It is quiet a debatable phenomenon that the use of social media has either a negative or positive impact on individuals and society as a whole. I will therefore discuss the positive impact of social media and slightly mention the dangers of it all to balance my argument. The types of social media and the different ways social media and the internet can be used will also be included in this context.
Social media are Internet sites where people have the platform to interact freely by sharing and discussing information, pictures, audio and videos through a multimedia mix. Examples of social media can be Facebook, Twitter, YouTube, instagram and various others. At these websites, individuals & groups create, exchange content and engage in person-to-person conversations. Social networks have become a dominant medium for networking and communication on a global scale. It is a place where people meet and become acquaintances in most cases, and relationships are built. People become socially integrated just by the use of their gadgets, smartphones and other internet connected devices.
Since the Internet took off in 1995 and email communication between colleagues, companies as well as clients emerged, social networks were also established on a basis of instant messaging. They appear in many forms including blogs and microblogs, tagging and news, forums and message boards, social networks and collective intelligents and many other forms. Social media has a positive impact, as well as its dangers at the same time, which may result in a negative light.
In a positive light, there are many benefits one can consider, such as prominence, where celebrities and other popular figures make news and appear on live feeds of social media. Those type of figures end up with hundred of followers on social networks and therefore get to express their views and actions to hundreds of people.
In terms of timeliness,people are able to access information as soon as it is published such as the news, sports highlights as well as weather updates to go through the day. Not only do they get such access, they are also able to post about their views on politics and other issues up for debate through hash tags on Twitter, and wall posts on Facebook.
Through social media, the role of news sites and other forms of media use the hyperdermic needle theory in order to achieve a strong effect on the behaviour, thinking and attitudes of media users. Therefore, the information published through media is not only informative, but to get people to think in a certain way and respond in a certain way. An example can be the Oscar Pistorious trial updates on social networks as well as on print and television media.
Politically, what is posted by politicians has an impact on society as a whole on how they can view political issues in South Africa as well as the way forward. A lot of information is posted to keep citizens updated. Plus, one needs internet access to enjoy such luxuries, which is a cheaper and faster way to stay updated.
On a business perspective, according to W. Glynn Mangolda and David J. Faulds, "The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace."
This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers’ direct control.
This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present. Therefore, managers must learn to shape consumer discussions in a manner that is consistent with the organization's mission and performance goals. Methods by which this can be accomplished are delineated herein. They include providing consumers with networking platforms, and using blogs, social media tools, and promotional tools to engage customers.
On an educational perspective, one could confirm that social media and the Internet in general is an easier and faster way to access and select the type of information that is required at that same time. For example, the scarcity of books in a library will not mean that one will not be able to obtain information, in most cases, books are available electronically, one can either search and use it online, or get it from a friend in a space of seconds via social media. This therefore means that it saves time and money, instead of travelling from library to library. However, the use of social media on an educational basis does not make information reliable, it is thefore the students responsibility to make sure that their information is credible, reliable and clear by using various sources of reference.
Are we more isolated or connected as a society? The answer is both. For example, in a class of students, majority of them are on social media. However, if one is constantly on their phone in the presence of other people, he is therefore isolated because his focus is not with the people he is with, but with people on the other side of the country or even the world. And when society is connected, it is therefore achieved collectively on a global scale, that people communicate with one another at the same time.
In conclusion, it is seen that social media is a form of intergration and can define societies interconnectedness on a national, international and global scale. These days, society is now dependant on the use of these social networks as a medium of communication because its effect not only on their knowledge, but also for their social well being. By the rate that this is going, people might not need to be physically present anymore, because the world is becoming more and more technologically advanced. This means that the feeling of presence will be created just by the use of internet devices.
References: Fourie P.J (2007) Media Studies Media History, Media and society 2nd ed. Cape Town, South Africa. JUTA W.
Glynn Mangolda , David J. Faulds b,(July–August 2009) Business Horizons, Social media: The new hybrid element of the promotion mix. Volume 52, Issue 4. Pages 357–365. An abstract can be accessed on:
http://www.corporatewatch.org/?lid=4433
history of social media can be accessed on:
http://www2.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html
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