Overview of Media

OVERVIEW OF MEDIA TO SOCIAL MEDIA

- Media has become integral to our daily lives, shaping how we communicate, gather information,
and engage with the world. It encompasses various platforms and technologies that transmit
information and entertainment to large audiences. The media landscape has evolved
significantly from traditional forms such as newspapers, television, and radio to the digital age
with its explosion of online platforms.
- Media, in its broadest sense, refers to the communication channels through which information,
ideas, and entertainment are conveyed to a wide audience. Over time, media has undergone a
remarkable transformation, evolving from traditional forms such as newspapers, radio, and
television to the digital landscape we know today. This evolution has reshaped how we interact
with and consume information.

DEFINITION OF SOCIAL MEDIA

- refers to online platforms and technologies that facilitate creating, sharing, and exchanging user-
generated content and information.
- encourage interaction, collaboration, and engagement among users. Users can post text, images,
videos, links, and other multimedia content.
- Social media platforms are diverse and cater to different types of content, communication styles,
and purposes.
- Social media platforms have transformed the way individuals and organizations; they have
facilitated the rapid spread of information, mobilized social and political movements, and
provided a platform for self-expression and personal branding.

Evolution and Current State.

CURRENT STATE OF SOCIAL MEDIA

• DIVERSE PLATFORMS - A wide range of social media platforms cater to various interests and
content types. From Facebook and Instagram to Twitter, TikTok, LinkedIn, and more, users have
options to choose from
• MOBILE DOMINANCE - Most social media interaction happens on mobile devices. Apps are
designed to be user-friendly and offer seamless experiences on smartphones and tablets.
• VISUAL CONTENT - Visual content, including images, videos, and even short stories, is at the
forefront of social media. Platforms like Instagram, Snapchat, and TikTok prioritize visual
engagement.
• INFLUENCE ON CULTURE AND NEWS - Social media has become a powerful tool for shaping
culture, spreading news, and raising awareness about social issues. It's also a platform for public
figures, brands, and influencers to engage with their audiences.
• PRIVACY AND DATA CONCERNS - Social media platforms' collection and use of user data have
raised concerns about privacy and security. Users are becoming more conscious of their online
presence and the information they share.
• ALGORITHMIC FEEDS - Many platforms use algorithms to curate users' feeds based on their
preferences and behaviors. This has positive and negative implications, affecting content
discovery and filter bubbles.
• EPHEMERAL CONTENT - Stories that disappear after a particular time have gained popularity on
platforms like Snapchat, Instagram, and Facebook. It encourages more spontaneous sharing.
 UNDERSTANDING SOCIAL MEDIA

SOCIAL MEDIA LANDSCAPE

- The social media landscape refers to the vast and dynamic ecosystem of online platforms and
websites designed for social interaction, content sharing, and communication.
- It encompasses various platforms, including social networking sites, microblogging services,
video-sharing media, and more.

KEY CHARACTERISTICS

1. DIVERSITY
2. CONSTANT EVOLUTION
3. GLOBAL REACH
4. USER-GENERATED CONTENT

SOCIAL MEDIA OWNERSHIP

- Social media platforms are owned and operated by companies or organizations.

- Users typically create accounts and profiles on these platforms but do not own them.
- Platform owners have the authority to set rules, policies, and terms of services.

FACTORS TO CONSIDER WHEN CHOOSING PLATFORMS

1. AUDIENCE
2. CONTENT TYPE
3. GOALS
4. RESOURCES

Making Sense of Social Media through Theories

MEDIA DEPENDENCY THEORY

Definition of background - explains our reliance on media for information and the effects of this
dependency on our behavior.

ELABORATION LIKELIHOOD MODEL

Definition of background - focuses on persuasion and attitude change. Richard E. Petty and John T.
Cacioppo in the 1980s.

Central Route Processing

- when individuals engage in deep, systematic, and thorough thinking about a persuasive
message.
Characteristics

- High elaboration: People carefully analyze the message's content, arguments, and evidence.
- Cognitive effort: This route demands cognitive effort as individuals critically evaluate the
message.
- Reliance on information quality: People base their attitude change or decision on the strength
and quality of the arguments presented

Conditions for Central Route Processing

- Relevance: The topic must be personally relevant to the individual.

- Motivation: The person must be motivated and can think deeply about the message.
- Outcome: When central route processing is employed successfully, individuals are more likely to
form attitudes and
- make decisions that are enduring and resistant to change.

Peripheral Route Processing

- Processing occurs when individuals rely on superficial cues and heuristics to evaluate a
persuasive message.

Characteristics:

- Low elaboration: People refrain from engaging in extensive thinking or analysis; instead, they
make quick judgments.
- Reliance on peripheral cues: Cues such as source credibility, attractiveness, emotional appeals,
or slogans are used to form attitudes or make decisions.

Conditions for Peripheral Route Processing

- Lack of motivation or ability

- Message context
- Outcome Peripheral Route Processing:

MAKING SENSE OF SOCIAL MEDIA THROUGH THEORIES

Social Network Theory - Social Network Theory examines how individuals and entities (such as people,
organizations, or websites) are connected and interact within a network. earl Genre Trivia
KEY CONCEPTS OF SOCIAL NETWORK THEORY

1. Nodes: represent individual actors or entities within the network, such as users on social media
platforms.

2. Ties are the connections or relationships between nodes. These can be friendships, followings, or
interactions.

3. Network Structure: The arrangement of nodes and ties within the network, including patterns of
connections and clusters.

4. Strength of Ties: Some ties are strong (close connections), while others are weak (casual connections).

5. Network Effects: Changes or actions by one node can impact others in the network.

APPLICATION IN SOCIAL MEDIA

- These platforms are essentially digital representations of social networks where users create
connections (ties) with others and interact within the network. the genre
- Network analysis tools and methods are used to study social media data, allowing researchers to
identify central nodes, communities, and patterns of interaction.

AGENDA- SETTING & FRAMING THEORY

- Agenda-setting theory focuses on the media's power to influence the public agenda.
- Framing Theory examines how media frames or presents information.

KEY CONCEPTS OF SOCIAL NETWORK THEORY

1. **Agenda-Setting: ** Media organizations can influence the public by emphasizing specific issues,
making them more prominent on the public agenda.

2. **Framing: ** Media tells us what to think about and how to think about it. It shapes our perception
of issues by framing them in particular ways.

3. **Media Gatekeepers: ** Those who control or influence the content and distribution of media play a
significant role in agenda-setting and framing.

APPLICATION IN SOCIAL MEDIA

- Agenda-setting theory helps us understand how social media can amplify specific issues or discussions.

- Framing Theory helps analyze how users, influencers, and algorithms frame content to shape public
opinion.