Social Media and Communication

News Consumption and Production

Changing news consumption patterns

• No more replying on legacy media; real time updates
• Example: farmer protests, traffic advisories on x, Instagram.

Visual Storytelling
• People have started using infographics, charts, etc -> Interactive eye-catching story
• Example: Washington post feature on healthy relationship

Personalised News Feed

• Algorithm based, curated content
• Creates filter bubble

User Generated Content/ Citizen Journalism

• Citizen journalism grown due to social media accessibility
• Users have become a part of news production cycle

User Engagements/ user interaction/interactivity

• Decentralised- bottom to top approach
• Running Analytics on social media, keeping a track of which story works and which does not
• Faster feedback interactivity, Comments mean a lot now, Feel connected/enhanced engagement
• Live streaming/polls/ question answer rounds
• Example - Dm any journalist... They almost instantly reply (team)

Revenue Streams Changed

• Media houses has started using Pay walls/limited access now
• Have Premium content - more in depth; subscription models
• Different plans and benefits offered

Echo Chamber
• Like-minded people groups, less/no diversity.. opinion of one => the opinion of others
• Positive: community build up, opinions sharing; Negative: Diversity, misinformation
 Social Media and Networking Sites

Logistics of Interaction
• Example - WhatsApp: provide basic information- name, picture, etc
• Instagram: post your picture, write about yourself, post bios...
• These platforms give facility to maintain your profile, change and modify details as when you feel.

Establishing Social Connections

• connecting with others (as users, you can send, reject friend requests)

Social networking sites

• Communication tools: messaging feature, comment, like and share
• Enables private conversation with users.

Privacy Settings
• Before Facebook, orkut was famous - any post was public
• Manage who you want to show or share things

Content Sharing
• Hashtags, Notification, Algorithm, Trending, Reporting and Moderation, Insights for Reach

Example: Instagram
• User can create profile, update it, create posts/reels to build connection and following
• These accounts require approval for following to see posts on their feed => public/private accounts
• Communication tools - dms, comment, likes, share
• Privacy settings - Control who is commenting, tags etc
• Content sharing - Photos videos, reels, ephemeral, long videos – videos are appealing and interactive
• Hashtags - To make their content visible and discoverable to a broader audience...
• Notification - Go live, mentions, follows/follow requests, likes and comments, analytical tools
• Content creators get insights – engagement, user response.. helps refine content strategy
• Tools to report and block users
• Users get personalised feed and content using algorithm, targeted advertising
 Concepts in Social Media
Three layers/level in classified communication

Impersonal Communication - Example: WhatsApp broadcast list

• More one sided, done with a large number of audience, no depth in conversation
• lacks personalisation, sharing generic messages only

Inter-personal Communication – Example: posting comments, direct messaging, group discussions

• Involve active interaction between individuals or small groups, more direct

Hyper Personal – Example: This level has implications on social media.

• Occurs when web users use social media for selective presentation, leading to exaggerated intimacy
• may engage in personal/deep conversation with someone they don't know in real life
• misinterpretation and idealisation of individual and organisation

Virtual Identity

• On social media, it refers to your online representation; activities, interactions in digital realm
• Information that people choose to showcase, the relationships they cultivate in virtual space

How to establish: Key Points

1.PROFILE INFORMATION: Name, profile photo, bio

• Create personal profile to serve as the introduction of one to other, establish initial perception

2. SHARE TEXT POST: Share different links that are your interest areas

• online persona is established by what ones sharing the content

3. INTERACTION AND RELATIONSHIP: not only personal, professional also (LinkedIn)

Virtual identity is shaped by interactions with others (like, comment, share, message)

4.SOCIAL MEDIA HAS ONLINE COMMUNITIES: Contributes in creating your virtual identity

• Participate in forums or groups that align with the user’s interest areas

5.PRIVACY SETTINGS: control the extent to which one wants to share information

• Important for controlling the visibility of your virtual identity,, what you want to share with whom

6. GREY AREA: understanding your virtual identity is important to understand the digital landscape

7. TRUST AND CREDIBILITY: could be built if you maintain an authentic identity

• This leads to meaningful interactions on social media

8. CURATE AND SELECTIVELY SHARE THEIR LIVES: Narrative is shared

**Self-expression/Privacy/Building genuine connections in the community/Consistency

 Social Media Theories
• Uses and Gratifications Theory (UGT)/Social Capital Theory/The Network Effects Theory/Spiral of
Silence/ Social Identity Theory (SIT)
• People categorise themselves and others into different social groups based in certain parameters
common characteristics, similar interests, demographics, affiliation.

Application in the context of social media -

• Reinforces social identities; contributes to the sense of belonging

• Example - Teachers write papers, attend conferences, present papers, join different groups, follow
different pages, engage with different content that aligns with their interest areas (UGC, DUTA, IRCT)

Attention Economy Theory

• Users’ attention is a valuable resource; attention span is around few seconds

• Social Media platforms - companies are looking for ways to keep users engaged with the content
• Users are very selective to what they pay attention to; people competing for their attention

Strength of Weak Ties

• Through social media, one can access information and opportunities on a broader level => weak ties/
connections (with acquaintance) are very valuable on social media
• Example – WhatsApp has several fraternity groups with 100s of members in different locations,
enabling weak ties to facilitate connections with several people leading to diverse information flow.
• Example - Editing books, call for chapters, dissemination of information => weak ties

Filter Bubble and Echo Chamber

• Exposure to limited information that reinforces existing beliefs/perceptions; lack of plurality

• Example: algorithms of OTT, social media platforms personalise content based on user preference
• potentially creating a filter bubble => one is exposed to content which aligns with the existing views

Two Step Flow of Communication - by Lazers Felt

• Attitude/behaviour of people is affected/influenced by their peers or opinion leaders

• Challenges the One step flow of Communication
• Media first reaches the opinion leaders who discusses it and then it passes it to normal individuals
• Organisations target influencers (opinion leaders) and through them, get to their followers

Social Networks act as Knowledge Markets

• They are not just for communicating but also to get feedbacks through polls, surveys
• Many campaigns are run online only, ideas can be tested on social media

Social Media Comparisons Theory

• Make comparison between ourselves and others; one might make comparisons with their own life
• It also suggests that if people are uncertain about something, they engage with content and people
online to learn about it

Cultivation Theory

• Prolonged exposure and consumption of media shapes your perception of reality

• Peoples’ attitudes and behaviour over time is shaped and influenced