Social media acts as a lever!
Pointing out that issues that are often not visible in the mainstream news media have become impossible to ignore after they come to the fore on social media platforms, experts say that social media platforms can create new methods and opportunities to overcome various blocks.
Evaluating the effect of social media on raising awareness in social events, Asst. Prof. Ceren Saran stated that "When we look at the issue in general, we can say that social media sometimes acts as a lever."
Üsküdar University Faculty of Communication Vice Dean Asst. Prof. Ceren Saran evaluated the effect of social media on raising awareness in social events.
The advantages of social media in raising awareness...
Pointing out the advantages of social media in raising awareness, Asst. Prof. Ceren Saran stated that "It can be said that the most important advantages of social media are to ensure that the issues that are tried to raise awareness on are put on the agenda of the mainstream news media and political institutions. Issues that are often not visible in the mainstream news media are now impossible to ignore after they are raised on social media platforms. It can be predicted that individual users who are independent and isolated from each other on social media will not be able to have an impact on society. However, when we look at the issue in general, we can say that social media acts as a lever from time to time. Moreover, although digital communication technologies cannot be handled independently of existing power centers, we know from past experiences that they can create new methods and opportunities to overcome various obstacles."
Which social media platforms are more effective at raising awareness?
Noting that each social media platform has its own algorithms, different user groups and usage practices shaped accordingly, Asst. Prof. Ceren Saran stated that "In line with these, the platforms distribute the content effectively and retain the existing audiences. When it comes to news and trending, Twitter (X) comes to mind first. In general, there is an engaged audience that follows the agenda of the country and the world, and professional and amateur content producers who produce content for this active audience. That is why Twitter is considered primarily for the effective dissemination of the message. However, Instagram and TikTok also have sizable and active user bases. These audiences are more distant from the agenda and news topics compared to Twitter, mostly lifestyle content is circulating there."
These platforms, such as Instagram, make an impact with video and photography
Stating that academic and sectoral research conducted in recent years and revealed that the audiences on the relevant platforms show that they are engaged in different types of activities than the basic dynamics of the medium, Dr. Ceren Saran said that "For example, Instagram is used to follow news and raise awareness about social issues. From here, we can also see that the proportion of users who follow and disseminate relevant content is increasing. In other words, the masses here are also interested in social issues; however, of course, these actions take place in different ways than Twitter due to the structural features of the medium. Since the content of these platforms such as Instagram is based on video and photography, visual aesthetics and multimedia features have the potential to attract the user more and create a greater impact by increasing the impressiveness of the post."
Every social media platform has its own audience
Pointing out that each social media platform has its own audience, culture, language, usage practices, as well as the effects it creates, Dr. Saran stated that "In summary, what users should consider to raise awareness on social issues can be expressed as taking part in all social media platforms, preparing content that will be compatible with the usage practices and algorithms of those platforms, and being where they look to reach the audiences who are away from the news and agenda."
How important is it in terms of raising awareness?
Explaining that the algorithms of all platforms operate with different dynamics, but the most important factors today are relevance and correlation, Asst. Prof. Ceren Saran continued her remarks as follows:
"In other words, all the outputs obtained by analyzing the data collected through our use of digital media, especially the interaction of individuals with other users, determine the fate of the content circulating in these channels. The potential for users to be interested in that content is shaped by these: the relationship with the person who shared the interacted content, the type of content, the time of sharing, the device used, the location, the frequency of interaction and likes. In addition to all these, real-life social relations are also effective on these platforms. The source of the post and by whom it was shared can make users pay attention to that content. A user may be more interested in posts shared on social media platforms by people they actually know, find reliable and are already in a relationship with. Instead of going through without reading or watching random content that they would normally encounter with algorithmic selection, the user can take their time and notice these posts based on their source. That is why the influencer system works very effectively."
What are the ethical issues to be aware of?
Stating that confirming the accuracy of the information used is one of the issues to be considered, Dr. Saran said that "The concepts of disinformation and misinformation, which have occupied the agenda of communication studies for more than thirty years, have become even more important issues with the widespread use of digital platforms and the increasing potential of algorithms to disseminate content. First of all, it is necessary to consider the accuracy of the information source and the social and human consequences it will create. However, another important issue is to pay attention to the discourse and tone of the prepared content. Marginalizing, discriminatory, provocative language should not be used in the posts, and hate speech should never be included."
It is important not to use the language of agitation
Asst. Prof. Ceren Saran also stated that attention should be paid to the music used and not to fall into ethical violations in the use of visuals and continued her remarks as follows: "It is important not to use the language of agitation while trying to raise awareness on an issue, and not to victimize the victimized again. The use of children's photos in content related to social events, especially those with a high human and emotional impact, is problematic. In such posts, the reality, which is already painful enough, is distorted by the photos and music used, making it sensational and agitative. In order to increase interaction and followers, this style is adopted in video content that attracts a lot of attention and is highlighted by algorithms."
"Earthquake Reporting Guide for Social Media Users and Journalists"
In the meantime, after the February 6, 2023 earthquake, Üsküdar University Faculty of Communication prepared the "Earthquake Reporting Guide for Social Media Users and Journalists" and determined 30 items to be considered, Asst. Prof. Ceren Saran added that the guides prepared by competent people and institutions in such academic and professional subjects can be useful in terms of ethical principles to be adopted.
Üsküdar News Agency (ÜNA)