Video: Evolution of social media
Evolution of media has travelled from Shannon and Weaver’s model of communication branching out into several credible theories such as Magic Bullet Theory.
Magic Bullet Theory has an influential early perspective on media effects; held that media caused direct and measurable effects on individuals in the mass audience. And also the mass media influences a large group directly and uniformly without any intervening variable.
In my blog post 1, I pointed out that social media networking sites and Internet has travelled from an Internet destination to an individual need. I would like to relate this to Social Media Hierarchy of Needs model by John Antonios. In his model, he related Maslow’s Hierarchy of Needs and tied it to social media branching out into several plausible subsystems such as:
1. Presence– By creating a profile on a social networking site; it enables to fulfill the sense of identity.
2. Structure– By allowing you to choose from various platforms to communicate and express your opinions.
3. Community building– By connecting with the society, joining in communities or organisations and having a freedom of expression.
4. Personal branding– By building a solid image of yourself, engaging in conversations and voicing your expertise.
5. Optimisation and monetisation– By reaching the goal of social optimisation and personal fulfillment.
Now taking a closer look at his model, an overwhelming curiosity makes me ask myself where do I stand and what am I doing to reach the goal of social optimisation?
In relation to blog posts 1, 2, 3 and 4, I pointed out that is media solely to be blamed in relation to cyber bullying. I would like to conform it to the Cultivation Theory, mainly because it explains that media especially television that has foster beliefs that it aids to cultivate, promote a view of social reality in stabilising and homogenising views within the society.
According to the Dystopian View, the new media inspires anxieties about its possible negative effects. However, ‘mainstreaming’ argues that heavy television viewing diminishes differences in perceptions of reality caused by demographic social factors. Moreover, the Cultivation Theory points out the fact that a view of social reality might be inaccurate. But according to Selective Influence Theory, those viewers nonetheless assume that it reflects real life.
In my blog post 5, I talked about the anti-bullying campaigns. According to the Utopian view, new media inspires hope about its positive role in society exceptionally by creating awareness to society.
In conclusion, I believe it is rather irrational to come to conclusion, making false assumptions that media is the only sole cause for cyber bullying. Every coin has two sides, but it is better to look at the coin as a whole than to look at either side. Having that said, I truly believe that other ‘variables’ such as psychological social anxieties play a vital role in triggering unacceptable behaviours like cyber bullying and violence.
References:
http://johnantonios.com/2010/02/06/the-social-media-hierarchy-of-needs/
Buddies Not Bullies 