Social Media's Role - Essay Example

Social Media Contents Contents 2 Introduction 3 Discussion 4 Theories 4 Application of theory 8 Conclusion 11 References 13 Introduction This study is centred towards evaluating the concept of social media as a unique tool for political and social activism. Social media has gained importance in current scenario in terms of spreading knowledge to target audience. Communication technology is a central component of all social mobilizations. There are different social media techniques which are adopted by society in order to communicate required message across a mass audience. Theoretical frameworks like ‘dominance model’ states that agenda of national security transforms media into a government propaganda. Media plays a critical role in current economic conditions. Political activism could not have been initiated without the support of social media. The enormous power of media across the society is determined through the alignment between economic and political interests. In many research studies it has been indicated that media possesses ability to control both public and political spheres. Social media in global scenario is able to address market taste and demand. It is the most cost effective tool in context of spreading awareness as well as resolving issues. The content which is user-generated is basically broadcasted across social media. Users gain advantage because they replace professional journalists. Movements of anti-corporate globalization are well represented by two factors such as digital networking and media activism. This form of media channel simply enhances global reach, speed and flexibility of information. Computer mediated communications usually enable retention of interactions across wider geographical segments. In this study, two main aspects shall be analyzed – theoretical framework based on social media issues and its application on real world organization. The case study chosen to evaluate impact of social media is based on Malaysian airlines. Discussion Theories Internet is incorporated within every social routine in current scenario. Physical and virtual activities are constantly being integrated through this approach. Global connectedness is facilitated through Internet connection. It usually strengthens relationship with households and neighbourhoods. Glocalization is initiated through internet based approaches. CSSN or computer-supported social movements encompasses anti-corporate globalization trends. Technological infrastructure of Internet support movements at regional, local and state level. Social activists are witnessed to move across offline and online activities. Horizontal networking mechanism not only enhances social movement method but even provide a broader context in relation to social, economic and political organization (Kabani, 2012). For broader social spheres, open source development process is regarded as an important concept where computer programmers can adapt, distribute and improve new software code versions across communication networks globally. Open source is considered by many activists as wider metaphor since it includes right to distribute, right to improve, etc. Cultural logic of social networking includes connections and horizontal ties amongst autonomous and diverse elements, open and free circulation of widespread information, democratic decision and decentralized coordination, and self-directed networking (Kahn and Kellner, 2004). Anti-corporate globalization movements had gained importance since 1999. These movements have largely spread across wider geographic segment and encompass confrontational direct actions. In 1990, WTO protests were indeed a great success and it influenced activists to develop the next Seattle. There are concrete goals basically provided by mass mobilization and they even provide physical spaces where meetings can be organized by activists. Other factors are also included within these goals like representations or meetings being contested, incorporation of virtual networks, enactment of political values, etc. Anti-corporate globalization movements are denoted by three essential factors. Firstly, movement networks appear to be global in nature though they have local roots (Churchill, 2009). Social activists have actively indulged into global campaigns and communicate through transnational networks. Secondly these movements are highly informational by nature. Protest tactics implemented by social activists basically belongs to wide array of culture. Cultural contexts might differ but they generally produce theatrical images which are highly visible for consumption of mass media. Lastly, movement of anti-corporate globalization is organized to enhance physical and virtual forms of network. Internet has greatly supported these types of movements (Fill, 2013). E-mails are sent by activists in order to facilitate spread of social message at a faster rate. Web pages that are designed during protests provide contact lists, resources and information, on basis of which activists can undertake further actions. There are interactive websites providing wide range of facilities in terms of advanced interaction and coordination. Open publishing projects incorporates this form of interactivity through Indymedia, Infospace, etc. To certain extent, movement networks possess focused web pages. In these pages social activists can post their links, reflections, updates, logistical information, etc (Earl and Kimport, 2009). The usage of Internet has proved to be crucial mainly for activist hackers in order to initiate exchange of operations. Internet is not only responsible for providing technological infrastructure but even enhances organizational logic. Decentralized network structure represents dominant forms of organization. Digital technology introduction has enabled decentralized network formations, providing communication and transnational coordination. Networking logics are distributed unevenly and it tends to include digital technologies within communication routines. Resource poor firms tend to incorporate innovation within technology as it is a cost effective method to explore horizontal linkages. The cultural politics in networking regulate specific networks, their relation and development to another context within broader fields of social movement. Social media is often stated as a tool which facilitates political and social activism (Dahlen, 2009). Battle of Seattle is an example, portraying the use of technology based communication tools to broader geographic segment. On the other hand, dominance model is another framework that highlights the usage of media as a governmental propaganda. National security has transformed media into a framework for government propaganda. There are various problems being faced by modern world press. These problems are commercialization, more dependency on different advertising techniques, ownership concentration, direct links between political parties and newspapers, etc. Media has enhanced economic set-up and it acquires enormous power in societal condition (Juris, 2005). Political communication is facilitated through social media. It is a top-down procedure which is dominated by new makers, politicians and experts. Blogging technologies have gained significance since 2004. It appeared to be an innovative platform where individuals can contribute their innovative ideas or opinions. A third age associated with political communication has been initiated and this has made broadcasting media lose its importance. User-generated content is another mechanism which has been reflected upon with the emergence of internet based technologies (Trottier, 2012). In online journalism individuals are given liberty to post their comments and outline any specific element regarding a case. These individuals replace the role of professional journalists and are not paid for their valuable information. Traditional news media coverage is unable to encompass such information unlike user-generated content (Fill, Hughes and Francesco, 2013). Localized and personal media coverage can only be provided through this form of communication network. User generated content is transformative by nature and eventually provides a platform to share respective views. Hyper-local news is often not encouraged by traditional media due to less profitable margins. On the contrary, social media is a medium for spreading awareness amongst public regarding hyper-local news. In one-way traditional media it is not possible to establish strong communication network. User generated content enables robust and democratic discussion related to any current events occurring in global context. The concept has also increased the scope of citizen journalism (Russell, 2009). On basis of this approach, commentary and news can be effectively gathered from ordinary citizens. It provides a participatory culture along with technological convergence. This form of technology based approach is required for uploading and capturing news. Any kind of crisis situation or disasters initiates usage of citizen journalism. Activism is closely knitted with the approach of new media. Political communication is established in various regions through new media usage by governments, activists, political parties, citizens, campaigners, etc. Internet is usually regarded as an incomparable global, cultural, national and communal resource. New media plays an active role in mediating public opinion, government ideologies, national conversations, etc. Political media is tied with certain limitations. It is a global platform but comprises of a base of fragmented audience. Trust level is a major factor in any context. Political medium basically utilized various concepts such as libel laws, nature of regulations and legislation (Picton and Broderick, 2009). Misconceptions can be easily spread through social media if appropriate message is not framed. YouTube is an integral part of wide array of software products being developed. This platform provides an opportunity to access government reports, interviews, political news, etc. The activities of civil society since 1990s have become more dependent on various forms of information and communication technologies. These technologies are utilized for network formation, disseminating and organizing information, mobilization, etc. The growth of an independent media known as Indymedia has altered societal dimensions. There are many journalists using this form of media to provide non-corporate or grassroot coverage. Tactical media is not inclined towards developing alternative counterpublics, rather prefers to intervene between terrains of dominant media (Noor Al-Deen and Hendricks, 2012). Guerrilla communication is facilitated through tactical media. In this approach critiques are given more importance in comparison to highlighting political views. Logos or advertisements are provided through social media so as to formulate critical messages. Application of theory Social media as discussed is a new form of media that helps in revealing truth. It can be stated that social media is incorporated as a tool to communicate messages across wider base of public. There are different mechanisms of utilizing social media since citizens adapt the role of professional journalists. On basis of theoretical discussion it is clearly evident that new media have brought forth significant changes within traditional media. One-way communication is not beneficial in many circumstances and this in turn increases demand towards effective interaction (Adams, 2014). Two-way communication is a measure to analyze opinions or ideas and incorporate it as and when required. In case of Malaysia Airlines, social media provided potential dangers and opportunities. There were community sites which were being accessed without consent of passengers in order to communicate message of their grief stricken family. Fake facebook pages were designed for the victims of Malaysia Airlines. Hackers and scammers had adopted this strategy in order to communicate information to public and victim’s family members. There were posts from such facebook pages promising to deliver video footage of the flight being crashed nearby Ukraine (Vincent, 2014). Hacker’s site usually comprised of malware and users clicking on the posts will be directed to those malicious sites. Click fraud has gained significance in modern era. Fraud pages being created in Facebook was a major threat for global customers. This could be stated as one of the potential dangers offered by this new media. Scammers can gain high profit margins and donations through directing traffic to any particular website. Human misery in this case study has been highlighted as a source to earn money. The concept of new media is closely knitted with different aspects of cybersecurity. Some of the media releases even stated that 283 passengers were killed. Latest news on Malaysia Airlines was broadcasted through different channels of social media. An eye witness even contributed his experience while the plane crashed to ground. The sounds of aching passengers and their respective belongings were also reported by witness. In this context, social media had provided opportunities since real life information could be effectively obtained. On basis of theoretical discussion it can be stated that citizen journalism was greatly encouraged in this case. Witnesses and some local people provided information regarding incidents which took place during accident of Malaysia Airlines. More than professional journalists, citizens adopted the role of delivering information as and when required. Malaysia Airlines was a big tragedy and it was essential to gather information related to live events (Stewart, 2014). Rescue team’s operations were outlined and related information was provided by citizens. It can be stated that professional journalists did not play a significant role in this context but local people were the main audience. Cybersecurity was an alarming issue in terms of usage of social media in this particular case. On the contrary, this platform emerged as a medium to facilitate government propaganda. Political activism was enabled through utilizing social media to capture real life incidents and reflect upon it. Guerrilla communication is a common factor when it comes to analyzing contradicting aspects of information or any other news. Footage was taken from the accidental site to raise arguments against main reasons behind this accident. Russian government considered Ukraine to be responsible for long term impact of the accident. The various stills taken of the wreckage could be stated as a medium to raise arguments between both governments (Kumar, 2014). This form of stills or images is necessary to spread awareness amongst public. Contradictory arguments can be formulated only through viewing such images. Social media appeared as a platform whereby information is transmitted to required audience. There were different news channels covering this incident but social media initiated distribution of required information across wider geographical region. It was necessary to set up strong communication networks so that family members are aware about their loved ones and belongings. Images are responsible for portraying real life story with strong evidences. This factor played a critical role in this particular case study. The fault of Ukraine army in terms of providing delayed support to victims was outlined by professional journalists as well as local people. On the other hand, geographically dispersed views were gathered to influence political parties in context of undertaking active measures. There were contradictory arguments and criticism which helped to attract attention of large number of viewers. Information spread across the globe in least time possible. Social media provided an opportunity to incorporate political parties and focus on their decision making technique. Traditional media was not a productive measure in case of Malaysia Airlines (Fishwick, 2014). This is simply because one way communication is enabled through traditional media which forms it major disadvantage. There were many lives lost in this accident and so there was high need to implement appropriate strategies. Government propaganda could be developed only through usage of social media. In overall context, in one dimension fraudulent cases were encouraged with the support of this big-scale incident and other dimension indicates a medium to bring forth vital political parties. Hackers and spammers could grab opportunity since sensitive information was highlighted that could attract large base of individuals. These hackers basically use this kind of opportunity to design websites based on malicious software. Personal information was totally exploited in this case due to designing of false websites. Cyber criminals had taken support of social media to target viewers of this large-scale news. The accident of Malaysia Airlines forms the basis of spreading malware across wide array of social networking sites. It could even be regarded as a medium to collect funds. Advertisement campaigns often are not able to generate sufficient funds. On the other hand, this form of spam campaign is a medium to attract visitors and acquire funds. The different pages structured in social media encompassed significant views and causes behind the accident. This incident was spread across social media in a time frame of few minutes after the disaster had occurred. As stated in theoretical discussion, YouTube and Twitter are innovative platforms to communicate message across target group. Twitter has its two major assets such as information spreading ability and lack of censorship. Conclusion As per the study, there is a strong correlation between social media and any type of events. Social media is usually considered to be a platform for facilitating social and political activism. As a tool, social media is responsible for creating long term impact. National security agenda is safeguarded through incorporation of this communication media. News in current scenario is kind of an entertainment and it eventually enables political coverage reduction. Media is able to capture information and spread awareness across wider geographical base. Global reach cannot be encouraged through traditional media but it can be enhanced only through interactive media. Communication media needs to be interactive so that it can acquire required information. This particular study mainly reflects upon opportunities and potential dangers exhibited by social media. Malaysia Airlines crash was a big scale event that occurred in Ukraine. Many political parties were involved in this mysterious case. The major objective of this wide scale coverage was to enable better transmission of message to target group. Global outreach is possible only through two-way communication platform provided by social media. In this study, focus was on evaluating impacts of social media. This objective was accomplished with the support of Malaysia Airlines case study. Positive and negative aspects of social media have been appropriately outlined in the study. Potential dangers of social media witnessed were in the form of cyber threat, fraudulent websites, etc. The positive aspects were associated with spreading of information, indulging society or political activists, and identification of various causes behind the mysterious case. References Adams, S., 2014. Malaysia Airlines crash: passenger posts photo of tickets on instagram before embarking on Flight MH17. [Online] Available at: http://www.mirror.co.uk/news/uk-news/malaysia-airlines-crash-passenger-posts-3877162 [Accessed 23 March 2015]. 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