Abstract
This chapter delves into how social media has transformed the way we communicate with one another both on a level and on a scale. The authors analyze theories such as the uses and gratification theory and perspectives on communication. Additionally, they explore platforms like Facebook, Twitter, YouTube, and blogs. They evaluate the impact of media on forming relationships and building social connections. Furthermore, they assess how organizations utilize media for marketing, advertising, and engaging with customers. They also examine emerging trends in citizen journalism and changes in how people consume news. Critical examination is given to issues surrounding privacy concerns, surveillance, misinformation, activism, polarization, and filter bubbles. Finally, they highlight the influence of influencer marketing, social audio/video platforms, and the internet of things on forms of social communication.
TopIntroduction
According to Boyd and Ellison (2007) social media has completely revolutionized the way individuals communicate profoundly impacting our interactions and information sharing, in todays era. It's truly astonishing to witness the popularity of platforms like Facebook, Twitter and YouTube as of January 2022. In fact Clement (2022) reports that there are over 4.5 billion users engaging with media globally. Over the decades communication technologies have undergone significant transformations due to the emergence and widespread adoption of digital media. The advent of media platforms has significantly transformed the landscape by facilitating connections and information exchange, between people (Kaplan & Haenlein 2010). As highlighted by Perrin (2015) billions of individuals now rely on media to connect stay informed and spend their lives. With its presence social media has become a part of our everyday routines enabling global communication and fostering connectivity. This paper will delve into examining how social media impacts our communication dynamics and interpersonal interactions.
In this exploration we will delve into theories and research surrounding topics such, as managing relationships, media consumption habits organizational strategies and the emerging challenges they bring. Our main objective is to understand the impact of media on communication from perspectives.
While social media offers opportunities it also presents challenges that require consideration from various angles (Tufekci, 2017). The purpose of this chapter is to examine this subject by utilizing theories and discussing current issues. Social media refers to platforms where individuals can create and share their own content. Popular examples include Facebook and LinkedIn for connecting with friends and colleagues through profile creation and interaction. There are also microblogging services like Twitter for sharing updates and following others. Additionally there are media sharing sites like YouTube and Instagram for uploading and viewing videos/photos (Obar & Wildman 2015).
The term “media” describes communication technologies that are connected, interactive and accessible, at any time (Jenkins, 2006).
This encompasses not platforms like Facebook and Twitter but other forms of online communication such, as websites, blogs, videos and podcasts (Deuze, 2006). Digital communication revolves around the sharing of information using media and technology. It encompasses ways in which people can interact using computers, mobile devices and the internet (Lievrouw & Livingstone 2006). The aim of this chapter is to examine the evolution of media and its impact on different aspects of communication. We will achieve this by exploring theories conducting real world investigations and analyzing examples. In the chapter we will delve into a range of intriguing topics that explore how individuals utilize media communicate within organizations engage in journalism practices and tackle emerging issues. These sections collectively offer an understanding of how social media's shaping and being shaped by communication, in the digital era (Boyd, 2014).