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2.1 The Roles of Social and Mass Media

• The chapter outlines the characteristics, uses, benefits, and drawbacks of social media, highlighting its intersection with mass communication.

• Social media allows individual users to create and share content, contrasting with traditional mass media where professional gatekeepers controlled the flow of information.

Characteristics of Social Media

• User-Generated Content: Individual users can create and share content widely (e.g., videos on YouTube).

• Variable Audience Size: Unlike mass media, the intended audience can vary—ranging from individual messages to broader posts.

• Interactivity: Social media encourages back-and-forth communication, unlike the one-way communication typical in traditional media.

Social Media Uses and Gratifications

• Researchers have explored what people do with media, known as uses and gratifications theory. Uses include:

  1. Information: Seeking opinions on topics (e.g., movie reviews).

  2. Personal Relationships: Keeping up with friends or finding romantic partners.

  3. Personal Identity: Learning about oneself and asserting personal values through social media interactions.

  4. Entertainment: Engaging with gaming, music, or community interests.

Masspersonal Communication

• Describes the blending of personal and public communication in social media contexts, where individuals can broadcast messages publicly yet interact on a personal level.

• Examples include platforms such as YouTube and Twitch, which allow for both personal experiences and mass reach.

2.2 Mediated Versus Face-To-Face Communication

• Message Richness: Face-to-face communication has more nonverbal cues, making it richer than mediated communication, which is often leaner.

• Identity Management: Online communication allows individuals to present idealized versions of themselves, potentially leading to hyperpersonal communication.

• Synchronicity and Permanence: Face-to-face communication is synchronous; mediated formats can be asynchronous. Mediated messages can be saved, potentially leading to future consequences (e.g., a regrettable post).

2.3 Benefits and Drawbacks of Social Media

Benefits of Social Media

• Social media enhances relationships and connectivity, with many teens reporting increased feelings of connection with friends.

• It allows for the maintenance of long-distance relationships through various communication tools (e.g., video calls).

• Platforms facilitate social support for personal problems and foster communities.

Drawbacks of Social Media

• Superficial Relationships: The number of online connections can be misleading; Dunbar's number suggests there are limits to meaningful relationships.

• Social Isolation: Heavy users of social media may experience loneliness due to preference for online interaction over face-to-face.

• Mental Health Issues: Issues such as depression and anxiety can arise from excessive social media usage.

• Deception: Online identities can be misleading, leading to problems in establishing trust.

• Cyberbullying: Anonymity can lead to harmful behaviors, such as online harassment and bullying.

2.4 Influences on Mediated Communication

Gender

• Men and women communicate differently online; women may use more emotional language while men may use more profane or detached language. Gender influences perception and expression.

Age

• Users under 30 typically prefer texting and social media, while older individuals may favor phone calls and emails. Communication styles also vary across age groups, reflecting changing interests.

2.5 Communicating Competently with Social Media

• Guidelines for effective communication include respecting others' attention, maintaining civility in online tone, and understanding the implications of one’s digital footprint.

• Protecting Yourself: Caution is advised when posting personal content online. Emphasizes the importance of privacy and being mindful of how messages can be misinterpreted.

• Evaluating Online Information: Encourages critical thinking about credibility and reliability when consuming content online.

Masspersonal Communication

• Definition: Describes the blending of personal and public communication in social media contexts. Individuals can broadcast messages publicly while also interacting on a personal level.

• Examples: Platforms like YouTube and Twitch highlight this concept by allowing personal experiences to reach a mass audience.

Media Richness and Leanness

• Definition: Refers to the capacity of a communication medium to convey information effectively.

• Message Richness: Face-to-face communication is considered rich due to the abundance of nonverbal cues and immediate feedback.

• Media Leanness: Mediated communication (e.g., emails, texts) tends to be leaner, possessing fewer cues and being less effective for conveying complex messages.

Synchronous and Asynchronous Communication

• Synchronous Communication: Occurs in real-time where participants communicate simultaneously (e.g., face-to-face conversations, live video calls).

• Asynchronous Communication: Involves delays between the sender and receiver (e.g., emails, recorded videos), allowing individuals to communicate at their convenience.

• Implications: Synchronous communication allows for immediate interaction and feedback, while asynchronous communication can support thoughtful responses but may lack immediate engagement.