The use of social media does have a positive impact that is very easy for us to communicate and find out what is in this world. But, people who spend too long using social media can have a negative impact on themselves. The first negative impact of social media is to get someone addicted.
As Hermida Alfred indicates that more and more users valued social media because it exposed them to a wider range of news. Nowadays, People get information through traditional media just after gatekeepers’ selecting, but they can search for news according to other users that they followed is significant number of social media. In addition, social media is doing well on newsgathering, it helps traditional media gather more and better material, they can find a wider ranges of voices, ideas and eyewitnesses quickly. (Kevin Bakhust September 2011). Moreover, the social media can listen to and talk to their audiences by using social media.
Looking at the techniques used by the media one may understand how this statement is given substance. Wolfsfeld et al (2008:402) mentions that the news media employ a number of techniques that enable the organisation of the public during conflict. The first technique that can be identified is in the notion that news media leans towards to be culturally ethnocentric (Wolfsfeld et al 2008:402). Wolfsfeld et al (2008:402) explains that this means society views the world and other cultures through the perspective of “one’s own ethnic group” and goes further in insinuating that these cultures reject others who are culturally
More and more people use the internet as their source of entertainment, instead of watching TV programs and movies. Many of them now use social media, not just for sharing of information and a platform for communication, but they have found a great advantage from it for entertainment purposes. Social media websites are indeed competing to provide the most engaging conversation and quality entertainment to their users. And what’s exciting is that no one knows what would be the next thing in line. One thing is certain though, social media will continue to change in its every aspect as time
2.9 Media Effects Theory The nexus between media and audience has been a subject of argument for a long time stirring various theories that argue the media directly affects audience to those theories that take a more critical look at audience behavior. 2.9.1 Direct Effect This theory focuses on the role of the media as having strong and direct influence on the audience. In this theory, audiences are perceived as ‘passive’ in that they are not involved in making meaning of media contents (Ruddock, 2001). This theory also called Hypodermic syringe, suggests that the media transmit messages (ideas, information, belief so forth that are then picked up and acted upon by the audience, www.sociology.org.uk). Discussing the direct effect of media on audience behavior, some argued that persuasive approaches can convince the audience and intervene in decision making, depending on the results of content assessments.
The prime levels include objectification and subjectification of reality. Media ‘objectification’ refers to the transmission or delivery of information and facts as is news reports, and latest trends in fashion, entertainment and world events. Media subjectification, on the other hand, is the persuasive use of language and information to promote modes of thinking, feeling, and behaving. Several communication scholars attacked media that is synonymous to domination, manipulation, and indoctrination—the media being used to inject various philosophies, even the most alien ones, to people or receivers who are seen as passive and obeying. Such undemocratic manner in using communication leads us to calling it 'vertical communication'.
In addition to that should be mentioned that the people have the choice to simply do something else when they lose interest so the discussions stay lively. Regarding other platforms such as blogs or forums, similar positive aspects can be found. It only differs slightly in the aspect of time difference since communication through a forum is not technically “live”. Thus creating a difference to face to face communication. To be drawn from the aspects mentioned is that social media's success is mainly based on the fact that it provides ways for people to directly exchange their experiences and actively engage in discussions.
To reach a large number of customers in a more spontaneous way without paying large advertising fees. 2. Social Media sites have information like user profile data, which can be used to target a specific set of users for promoting the products and services. 3. Social Media Marketing simultaneously makes you easier and more approachable for new consumer, and makes them more familiar and recognizable for existing consumers.
Availability of these makes the communication easy and faster. When we look at the social impact of social networking sites, it has both positive and negative effects. Social media were really advantageous if they were being used wisely. Using these sites would be helpful if users do not spend time there unnecessarily. Wise members never provide personal information to strangers.
One of its main advantages is that the content can be easily distributed as social media always play a large part of any marketing distribution plan. Previously, marketers have problem in reaching to their audience with their content in the limited time. In this present day, social media can be using for business and to spread the information with just a click of a button and can be greatly beneficial for all types of businesses. (Carbone, 2015) There are tips for publisher in publishing their work. Firstly, it is important to identify the target audience.