Social Media Is Only Concerned with the Circulation of Effect, Rather Than Content - Essay Example

Social Media Is Only Concerned with the Circulation of Affect, Rather Than Content Student’s Name Institution Course Name & Number Date of Submission Social Media Is Only Concerned with the Circulation of Affect, Rather Than Content Introduction The concept of communication has changed over time as many people prefer to use social media rather than the traditional approach of socializing. Boler (2008, p. 6) argues that has been an increase in the number of social sites in the world as developers seek innovative ways to engage the users. Nonetheless, financial gains are the center stage in introduction of the websites to the world while some are dedicated to increasing relay of information from one system to another. As Jodi Dean (2013, p. 5) explains, it is critical to analyze the significance of the increase in the platforms as they have both positive and negative effects to the society. Through the analysis, it is noted that the perspectives have changed from the intended purpose of social media. In the beginning, social media platforms were to ease communication since they offer an easy medium that is cheap (Willnat & Aw, 2014, p. 19). Ideally, many people do not have to travel from one area to another to get an audience as the populaces on the websites are ideal listeners, argues Miller (2011, p. 12). In this light, there has been considerable transformation as the intentions of individuals have changed in accordance to their needs. For instance, there is limited exposure to the topics of importance as individuals seek to express their inner needs while neglecting the content in the conversations. In fact, it is admissible that there is a need to focus on the driving force of authors to know the real intentions. Similarly, the approach of focusing on the objectives that push people to communicate on social media can help explain the feelings of humans and their dimensions (Vergeer 2012, p. 8). Notwithstanding, there is a need to understand the affects that lure people to develop specific means of communication. This paper provides an overview of the blog and Psychoanalytic theory in explaining social media’s reliance on affects rather than focusing on content through an analysis of communication capitalism, symbolic efficiency, hired blogging and affective media. Blog theory by Jodi Dean Blog theory offers a critical reflection on the means of communication on various social media. Dean states that most of the articles use various aspects that may not be easy to understand by the reader especially when they do not have a clear verdict of the plot. For instance, the audience may find it hard to decipher if the author is using irony or sarcasm. Additionally, some of the writers are not understood if they are serious or making a mockery of the system. Thus, some of the writers may feel insulted by the information albeit this is not the intention of the author (Van Dijk 2010). Evidently, the communication is specifically meant for a certain audience but this has transformed over time such that individuals take initiative to speak to systems. In doing so, they develop the aspect of bandwagon effect such that their speech does not display the origin of the information. Evidently, there is an obligation to communicate consistently to the readers even when there is no content. This has formed a culture of proving enjoyment and a market for communication such that individuals that are involved in the field may write articles without focus on the content. In this context, there priority is keeping a specified audience without any worthy cause rather than proving substantial and viable information that can have an impact to the lives of the readers. Symbolic efficiency The essence of communication is to create significance to the recipient. According to Dean, there is an intense transformation in social media and communication In that there is a dilution of symbolic efficiency. According to Zizek, individuals ought to write articles with a priority audience that ought to understand the premise (Dean, 2013, p. 23). Additionally, they may have the audacity to offer a reply that is significant and is in context of the communication. However, there have been various changes in communication especially through social media. According to the explanations by the author, many of the authors do not understand the significance of communicating to different systems. In lieu of this, they prefer to focus on relaying information from one person to another, which reduces the impact of symbolic efficiency. In fact, they should focus on improving the ability to impact the readers through the transmission as this creates significance (Dean 2013, p. 11). More so, it is noted that there is a lapse in having an overall regulator or controller of the information that is spread through social media. Evidently, the author indicates that there is no overall authority over the internet and writers have exploited this fact to generate articles that offer no relevance to the readers. Due to the absence of a controller, it is easier for people to use the media of communication to achieve their interests while neglecting the priority reasons of relaying information from one person to another. This explains the reason for focus on the impact of the articles while abandoning the content that should be viable to the audience. Communicative capitalism There has been an increase in exploitation of communication process as authors seek to mobilize audiences across the globe. Evidently, democracy has materialized in the networking and communication through the emergence of sophisticated technologies. For instance, individuals have helped to develop ideals in communication, create unending discussions and lure participation from various parties (Williams & Gulati 2012, 60). In fact, such changes are instrumental in changing the face of knowledge class such that most people have access to information that relates to different subjects and topics. In addition to this, there has been a significant influence in the society such that mobilization of people to participate in an event is easier. For example, the protests and movement are run by authors through articles as they inform the readers on the essence of participation (Shariff 2013, p. 155). On the contrary, it is noted that most of the audiences do not have a glimpse of the viability of the occasion yet they still engage in the activities. Evidently, there is the exploration of various avenues that can bring a significant impact to the society yet there is limited relay of content. In fact, some of the people engaged in the activities are involved in the group since they have been influenced. For instance, the conformity experiment explains that people can be influenced to do a specific activity since most of their peers are involved in the same (Richardson 2016, p. 16). Innately, the changes in social media can be explained through the conformity of some people especially when they are involved in the same caucus. Communicative capitalism has impacted change in the society such that the most influential people are in the media. In essence, most of the individuals may not have content but they can use various platforms to provide information that can lead to a specified occasion. For instance, strikes that involve teachers and civil servants are orchestrated by the media. Imperatively, it is explained that the protests may not be connected to the struggles of a multitude, democracy or local context but they are a result of communicative capitalism all over the globe (Calvo 2013, 153). For instance, the striking workers in a specific country may influence other countries to participate in the same yet there is a distinction between the working conditions, essence of the protest and political context. For this reason, it is important to consider the content especially in relation to the context rather than passing information to create an impact. In relation to this, it is important to note the platforms such as Facebook and Twitter as they have created revolutions. Although they are significant in influencing exchange in the society, they may be used for the wrong reasons (Dean 2012, p. 16). For instance, various audiences perceive that protests may occur in different parts of a country due to the coordination that occurs on social media. On this note, Dean expresses the concern of communicative capitalism as it may create a negative influence to the society since most of the populaces in the world have influenced notions on the importance of such media of relaying information. Hired blogging The changes in social media have significant influence to the world in that people find different ways to use the platforms to communicate to the audience while neglecting the viability of the information. In fact, this has enhanced creativity to intensified levels that many people can create miscommunication to achieve their results. In this context, they focus on the affects rather than the content. For instance, an increase in social media marketing has influenced a new trend where companies have to hire individuals to register their social media presence. In fact, a paradigm shift is experienced globally as institutions do not use traditional marketing but rely on platforms such as facebook and twitter (Brown 2015, p. 15). Evidently, there is the hiring of bloggers that constantly communicate to the audience that they hold on a certain issue. Ideally, they have a sole reason of bringing attention of the audience to a certain product, service or event so that there is an increase in the demand. However, dean explains that this has had a significant effect on the essence of social media as it no longer communicates content. For example, the advertisements are rated by the number of people that offer reactions yet there is no content provided to guide the users (Hillis et al. 2015, p. 251). In such forum, it is easy to mislead the people especially when they are irrationally involved in the communication. Due to the changes on the trends, more people are willing to be involved in the communication to attract a large audience and they may use all means possible to achieve their mission although this dilutes the essence of communication since no information is relayed effectively to the audience. Affective Networks Relay of information on social media is a result of consistent communication between people and groups. For relevance, the authors have to keep providing articles for the readers and engaging in continuous conversations to reach a specified verdict that is intended by the writer. According to Dean, the affective networks are circuits of networks between people as they highlight their concerns about a specific issue that affects them either socially, politically or economically (Schuster 2016, p. 9). Thus, the extensive contribution from the populaces offers a specific trend although it is a concentration of personal opinions and responses. Over time, there is an increase in the number of verdicts and reflections on the issue as each person continues to increase the thread. In essence, some of the people involved in the communication do not have the time to read the responses since they may have limited time (Vergeeret al. 2009, p.130). On such an occasion, they may only respond to the particular part that is of interest and touches on their beliefs. More so, it becomes complex when part of the audience only want to read the part that is of greater impact to their life. Thus, they may neglect the most vital parts of the discussion since they may have limited interest in some of the topics and responses. In this aspect, the people may disadvantage since they have lots of information to read but they cannot find the content that they need. Relay of information on social media is an easy and effective way to pass messages to people although this has its disadvantages. Accordingly, the power law in statistics, there is a functional relationship that involves two quantities such that a transformation in one leads to a change in the other (Boler 2008, p. 17). On this note, Dean expresses that an increase in a new member means that the overall number of people has increased; thus, there is a larger audience that can contribute to the same topic especially when it elicits emotional connection. However, this is a disadvantage to the communication pattern since the new members have to scroll through loads of information to grasp the essence of the communication. Since the comments and responses are in large numbers, they may not have the ostensible subject or topic, which limits the essence of communication. In the same context, it is noted that there is no reflection on the context but rather affluence and affects (Žižek 2017, p. 11). For instance, the people without charismatic communication and communication skills may not b heard since there is discrimination of the pieces of information that the audience can read. In essence, there is provision of multitudes of communication yet there is limited audience to read thoroughly, understand and respond. With such a form of discrimination, there is reliance on the impact of the article rather than relay of the content. The blog theory dictates that most of the writers on social media are ostensibly focused on the desired outcome by views rather than communication. It is noted that the most profound people on social media are rated by the number of followers. On this note, some of the renowned characters on twitter are rated by the number of people that can view their pictures or events yet there is limited communication. In this aspect, there is relapse in the relaying of information since the audience does not gain any written messages from the people but rather focus on the photographs (Dean 2009, p. 13). Evidently, this creates division in the audience as each person creates a perception and conclusion depending on the prior information that they have on an individual. This context shows blatant refusal to communicate to an audience that is readily available but using their creativity and anxiety as a form of conversation. In the same context, there is the reliance on the number of people that can be influenced by a specific event with limited communication. In particular, some of the celebrities that may have millions of followers do not consider written information as a valid way of relaying messages. For this reasons, there is a need to create a buzz in the social media rather than provide content that is of significance to the audience. Politics and elections on social media Studies on Political campaigns all over the globe indicate that there is an increase in the use of social media as a tool to reach out to masses. Recent events in the United States indicate the impact of social media on the society and if used to its capacity, there are positive outcomes. Accordingly, politicians use the platform to express their interests in specific areas and relay the message to specific audiences (Dean 2010b, p.15). Since they have different platforms, it is easy to communicate the different individuals at the same time and receive the responses within a short period. However, there is limited significance in this type of communication due to a number of logistical issues that arise. For instance, the people involved may have to answer to a variety of questions at the same time from a large audience (Lovink 2011, p 10). Resultantly, they may not exhaustively answer the concerns of the audience, which creates discord in the communication. On this note, it is a one sided communication that offers limited importance to the reader since they are gagged from offering their opinions. In politics, provision of personal opinions and expressions ought to be included in the communication as part of a communal process that should influence progress. Conversely, there is limited transformation since most of the politicians are involved in social media as a show of presence rather than commitment to relay information to the people. In addition to this, it is noted that a number of individuals are employed to run the accounts of politicians due to their busy schedules (Times Higher Education, 2010). On this note, the reader is duped to believe that they are communicating to a politician yet it is a different person. Evidently, the questions, concerns, and opinions that arise are directing to a different individual that masquerades as a representative of the people. In this context, they may answer questions as a show of presence rather than relying on honesty and truthfulness when communicating to the audience. Consequently, it is about creating an audience to believe that they have a speaker yet it is a syndicate that does not provide ideal communication to address the grievances of the communicators (Rettberg 2014, p. 6). Essentially, this changes the essence of communication, which is to create an understanding between two people and exchange ideologies. Thus, social media has transformed to a tool that people can use to create a one sided affair that may not be accomplished since they do not have the commitment to read and listen to the messages due to their busy schedules and increase in the number of respondents. Psychoanalytic theory Developed by Sigmund Freud, the Psychoanalytic theory describes developments of personality and an individual as an organization. Evidently, it can be related to the communication aspect in that it can describe the various ways an individual can use to communicate interpersonally. In fact, the theory can be used to explain the interactions between the bloggers and the people that read the articles (Galloway 2013, p. 8). Through this process, the audience creates a specific perception and personality of the author and may influence the information that they may pass to the readers. For example, some of the bloggers may e described as rowdy or violent and this can affect their future engagements. In this context, some of the readers do not focus on the content that is passed since they already have a picture of the character of the writer and they may not believe when they write a contrasting belief. On the other hand, some bloggers especially in micro-politics are blatantly controversial and they create a form of mistrust in the audience such that the readers do not agree or believe in the information. As such, there is a disconnect in the relay of information to the population, which declines the essence of communication. In some instances, the readers make it a form of enjoyment where they only derive pleasure rather than focusing on the messages that are in the passages (Wilson & Swyngedouw 2014, p. 3). Additionally, the writer has to create an imagination of the audiences that read the messages yet this could mislead the communication process. For instance, the thought of writing to youngsters creates a youth friendly article but the senior citizens may read the information and have distinct interpretations that may not be ideal. Disruptive messages Social media has distinct types of people with different motives especially when they are linked to a specific author. In some instance, the author communicates to avid readers, loyal audience or people with enthusiasm in the subject (Miller 2011, p. 17). However, the writer can be subjected to an audience that does not have any interests in the topic but their presence is affirmed. In fact, they form a greater part of the audience since they may want to use the platform of the writer to attract audience to their distinct topic or agenda. For example, Dean states that in her experience as a blogger, she encountered a group that focuses on creating disruption on the internet as a way of publicizing their community (Chen 2013, p.157). Accordingly, the author states that the Gay Nigger Association of America was extensive in their messaging such that most of the comments were from the members of the association. After an analysis into the encounter, Dean States that the GNAA claim to concentrate on disruptive acts such as flooding the articles with responses on large capacity. Although they insist that they do not pioneer racial and homophobic types of discrimination, their acts are a proof that social media has lost its priority on content but focuses on the impact to the readers. In the case of GNAA, it is noted that the readers have minimal knowledge of the context of the articles or information on social media (O'Connor 2012, p.14). However, they concentrate on their ulterior motif, which is to create a perception that they are an extensive group of people with a specific agenda. In accordance to their name, the reader already has a perception of their stance such that the audience may perceive that they are in large numbers (Dean 2010a, p. 8). Evidently, the presence of such groups disrupts the essence of communication on social media especially if they are active groups that indiscriminately execute their acts. On this note, there is focus on Web visibility is the effect rather than communication. Global politics and culture Accessibility to the internet has increased significantly all over the world and many people can read articles and interact on social media. However, the trends are a cause of worry especially with the rapid flow of information from one part of the world to another (Vergeer 2012, p. 15). Evidently, there is the evidence of a population that is disconnected from reality. For instance, some of the people obsessed with the politics may have distinctive way of communication such that they form propaganda, rumors and unconfirmed reports. In particular, they have the ostensible reason of creating an impact in the society by using ethos, logos and pathos to create influence in the world. On this note, the readers may have limited sources of information to confirm the reports and they may believe the articles in the first instance; thus, they create a lasting perception in the audience and it may take time to change such a belief (Ess 2013, 149). For instance, reporting on social media about the events in other countries by people that have limited exposure to the real situation may create a buzz among the readers since they are concerned. In most of the occasions, they focus on events that elicit emotions such as humanitarian crisis, political sabotage and economic crimes. With limited information, the audience is duped to believe that this is the factual stance and they may create their own networks to relay the information. Within a short time, a significant part of the world’s population has the information and they may create their own responses (Willnat & Aw 2014, p. 21). However, the essence of communication is diminished in such an instance since the inventors of the information have ostensible reason. For example, terrorists can use social media to create fear among the population, which is their main aim. Personality and brain disorders in future The main purpose of social media is to enhance socialization by creating an easier means of passing information from one person to another. However, Dean indicates that there are arguments that indicate the negative implications of this development (Elmer 2012, 31). For instance, many children start using social media such as facebook at a young age although the inventors restrict the age limit of users. In particular, this originates the problem that could affect a significant number of youths in the world. Since they are use the internet to communicate to most of their peers and extended family members, they may have hardship copying in a real life socializing platform (Harvey 2014, p. 19). In this context, they may find it uneasy to make face-to-face conversations and they may also have limited attention span when communicating without the internet. Studies indicate that there is a link between overuse of social media and Attention-Deficit Hyperactivity disorder (ADHD); thus, the essence of social media is undermined by the negativity it could cause to the future generation. In addition to this, the social media propagates self-centered personalities since people are obligated to express their opinion irrespective of repercussions such as hurting other users. Conclusion The essence of social media was to ensure there is exchange of information from one person to another especially when they are a distance apart. In many instances, the platforms have helped people to reunite, reconcile and make friends but the trends express change in the forum. For instance, social media is used to propagate unconfirmed information that may have negative effect to the readers. Additionally, the presence of many users makes it hard to read all opinions to understand the premise of the communication, which disrupts relay of information. 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