Experts point out that issues often not visible in mainstream news media become impossible to ignore once they are brought up on social media platforms, stating that social media platforms can create new methods and opportunities to overcome various obstacles.
Evaluating the impact of social media in raising awareness during social events, Dr. Lecturer Ceren Saran said, “Looking at the issue broadly, we can say that social media sometimes acts as a lever.”
Üsküdar Üniversitesi Faculty of Communication Vice Dean Dr. Lecturer Ceren Saran evaluated the impact of social media in raising awareness during social events.
Advantages of social media in raising awareness…
Pointing out the advantages of social media in raising awareness, Dr. Lecturer Ceren Saran said, “We can say that the most important advantages for social media are to ensure that issues for which awareness is being raised are brought onto the agenda of mainstream news media and political institutions. Issues often not visible in mainstream news media become impossible to ignore once they are brought up on social media platforms. It is predictable that individual users, independent and isolated on social media, cannot create an impact on society. However, looking at the issue broadly, we can say that social media sometimes acts as a lever. Furthermore, although digital communication technologies cannot be considered independent 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 in raising awareness?
Noting that each social media platform has its own algorithms, different user bases, and usage practices shaped accordingly, Dr. Lecturer Ceren Saran said, “In line with these, platforms effectively distribute content and retain existing audiences. When it comes to news and current events, Twitter (X) comes to mind first. Generally, there is an engaged audience following national and international agendas, along with professional and amateur content creators producing content for this active audience. Therefore, Twitter is primarily considered for the effective dissemination of messages. However, Instagram and TikTok also have considerably large and active user bases. These audiences are further removed from current events and news topics compared to Twitter, with mostly lifestyle content circulating there.”
Platforms like Instagram create impact with video and photos
Dr. Ceren Saran stated that academic and sectoral research conducted in recent years shows that audiences on relevant platforms also engage in different types of activities than the basic dynamics of the medium. “For example, Instagram is used for news tracking and raising awareness about social issues. We can also see that the proportion of users who follow and disseminate relevant content from here is increasing. In other words, audiences here are also interested in social issues; however, these actions, of course, occur in different ways than on Twitter due to the structural characteristics of the medium. Platforms like Instagram, with their video and photo-based content, visual aesthetics, and multimedia features, have the potential to increase the post's impact, draw users in more, and create a greater effect,” she said.
Each social media platform has its unique audience
Pointing out that just as each social media platform has its unique audience, culture, language, and usage practices, the effects it creates also differ, Dr. Saran said, “In summary, what users should consider in order to raise awareness on social issues can be expressed as: being present on all social media platforms, preparing content that is compatible with the usage practices and algorithms of those platforms, and being where audiences who are far from news and current events look.”
How important is it in terms of raising awareness?
Explaining that the algorithms of all platforms operate with different dynamics, but that relevance and correlation are among the most important factors today, Dr. Lecturer Ceren Saran continued:
“In other words, all outputs obtained from the analysis of data collected through our digital media usage, especially the interactions individuals have with other users, determine the fate of the content circulating on these platforms. Users' potential to be interested in that content is shaped according to these factors: the relationship with the person sharing the interacted content, content type, sharing time, device used, location, frequency of interaction and likes, etc. In addition to all these, real-life social relationships also influence these platforms. The source of the post and who shared it can make users pay attention to that content. A user may show more interest in posts shared on social media platforms by people they actually know, trust, and already have a relationship with. Instead of scrolling past or not watching random content they would normally encounter through algorithmic selection, the user might dedicate time to these posts based on their source and notice them. This is precisely why the influencer system operates so effectively.”
What are the ethical issues to be considered?
Dr. Saran stated that one of the primary issues to consider is the verification of the accuracy of the information used. She added, “The concepts of disinformation and misinformation (wrong information), which have occupied the agenda of communication studies for over thirty years, have become even more critical issues with the widespread use of digital platforms and the increasingly powerful potential of algorithms to disseminate content. Firstly, the accuracy of the information source and the social and humanitarian consequences it will create must be considered. Furthermore, another important issue is to pay attention to the discourse and tone of the prepared content. Posts should not use exclusionary, discriminatory, provocative language, and hate speech should never be included.”
It is important not to use agitation language
Dr. Lecturer Ceren Saran also stated that it is important to avoid ethical violations in visual usage and to be careful with the music used. She said, “When trying to raise awareness about an issue, it is important not to use agitation language and to ensure that the victim is not victimized again. Especially in content related to social events with high human and emotional impact, the use of children's photos is problematic. In such posts, the already painful reality is deformed with the photos and music used, making it sensational and agitative. This style is adopted in video content that attracts a lot of attention and is promoted by algorithms to increase engagement and followers.”
“Earthquake Journalism Guide for Social Media Users and Journalists”
Meanwhile, Dr. Lecturer Ceren Saran pointed out that after the February 6, 2023 earthquake, Üsküdar Üniversitesi Faculty of Communication prepared an “Earthquake Journalism Guide for Social Media Users and Journalists,” outlining 30 points to be considered. She added that guides prepared by competent individuals and institutions on such academic and professional topics could be useful in terms of the ethical principles that should be adopted.
For the link to “Earthquake Journalism Guide for Social Media Users and Journalists”: