Chap. 7 : Social Media

Social Media (defined)

A form of mediated communication that permits people to develop and categorize networks of friends and acquaintances by various dimensions of affinity.

Traditional mass media

• Content is mostly produced at great cost by large corporations

• Takes a long time to produce content for mass media; can’t be changed (eg: retraction)

• More linear

Social Media

• Accessibility: easy access to global communication; can make their voices heard

• Instantaneous and easily changeable

• More transactional

Impact on communication

• Connection

• Amplified voices and access to information

• Collaboration

• Creativity and self-expression

• Reduce face-to-face skills

• Miscommunication and tome issues

• Echo chambers and polarization

• Superficial interaction

• Distraction and shortened attention

Why use social media

1) Connection and communication

2) Information and learning

3) Self-expression

4) Entertainment and escape

5) Belonging and community

6) Advocacy and influence

7) Career and networking

8) Habit and FOMO

Advantages of social media

• Interactivity

• Community building

• Develop trust

• Learn more about your friends, co-workers by having a privileged glimpse at their lives

• A pattern of online behaviour

Can build a strong personal brand that lends you credibility and reinforces your professional, moral, or community status

Main usage (of social media)

• Connection

• Making plans

• Relaxing

• Entertainment

• Distraction

• Procastination

• Catch-up with family and friends

• Kill time/when waiting

• Information gathering

Themes/comments (types)

• Addictive nature

• Communication quality

• Presence

• Pulls you in

• Consumer vs. Sharer

• Connection

• Algorithm

Addicitive nature

• Driven by habit and boredom

Presence

• Try to live in the moment and not through my phone

Pulls you in

• Streaks (Snapchat)

• Clearing notifications

• Unconsciously pick up phone habitual

• Little pockets of free time

• Scrolling is an easy way to relax when I have a few minutes

• Decision paralysis - end up scrolling

Needs met (main)

• Physical

• Identity

• Soical

• Practical