Rolon, Laura Final Term Paper

The World Unplugged: Facebook

By: Laura A. Rolon

Introduction:

Living in the 21^st century brings many advantages. We have immediate access to just about everything including 24 hour pharmacies or corner stores. Let’s not forget the world’s entire database of knowledge is available at our very own fingertips via personal computer or Smartphone. There’s no surprise that your average American spends about 10 hours plugged into their various media platforms. Think about it! The moment you lose your cell phone you realize how important social media is to you. Once you’re away from your phone you feel unplugged from society and the world around you. What new media is today isn't what it was back then. Media relied primarily on print and broadcast such as TV and radio. The last twenty years the rapid transformation of information and media occurred through the advancement of technologies such as the internet. Now new media refers to on-demand access to content any anytime anywhere. The rise of new media has definitely increased communication between people across the world and internet. It provides people the opportunity to express themselves and exchange ideas through blogs, photos, sites, and other user-generated media. According to the web definition, new media is “the use of most recent technologies in the fine arts such as multimedia art web sites” (Ball-Rokeach). A prime example of a website that is used to interact with other users is Facebook. As a society the people grew so dependent on the new media outlet of Facebook and ultimately became so disconnected with the outside world. Is Facebook the new icon in media? If so, how will it impact our society? According to Nielsen Media Research student released in 2011, Facebook is actually the second most accessed website in the U.S.

Facebook:

The social networking service launched back in 2004. The site was founded by Mark Zuckerburg along with his college roommates and Harvard University students (Wikipedia). The website initially started as an invite only and accessible to Harvard students only but it expanded to other colleges in the Boston area. It gradually opened up to various universities and even high school students and eventually to anyone over 13 years old. According to a survey conducted in 2009 Facebook is the most used social networking service worldwide with monthly active users (Wikipedia). The way Facebook is set-up is that users can create profiles with photos, list of personal interests and contact information. Users communicate with their friends and families and others through private or public messages. Users have the option to create interest groups and “like pages”, some of which are maintained by organizations as a means of advertising. As for the news feed which is a flow of information. The home page feature highlights information that includes profile changes, upcoming events, and protest in Egypt to breaking news in the surrounding area. The news feed is like a live news stream of updates and top stories. Facebook is an easy way to blog, build and participate in your community. Facebook has successfully changed the way people relate to each other. It changed the lives of millions of people that it finally became public as recently. Facebook isn’t considered to be a passing fad which is why it was predicted to do so well in the market. But something as popular and interesting it was evident the software was by far the greatest invention in communication. It not only changed how people relate but also the visibility people have into each other’s lives. I can simply view my friends profile and be up to speed with their life by viewing their check-ins, tagged photos, and “likes”. It’s to the point that people would much rather write on their friends wall instead of the old fashion phone call. As for those friends who don’t have Facebook, too bad for them, because they will never hear from you. I remember when I deactivated my Facebook account during midterms it was only then that I heard from my friends via text message or phone. I had an old friend of mine texted me asking, “Did you delete me on Facebook? I was checking to see how you were doing and your page didn’t come up”. Then it hit me wow, people really rely on Facebook to connect with others and the old fashioned phone call to say hello is becoming obsolete!  

Negative Consequences:      

            Facebook and other prominent social media channels are redefining how and what we communicate with potentially equally negative consequences. Facebook became the new sensation since it launched in 2004. According to a Nielsen study, the average American spends more time on Facebook than any other US website. Just like your favorite fast food chain, Facebook grown into a craving for people. It’s obvious that Facebook is just convenient for people to use to communicate rather than writing a letter or picking up a phone. It definitely played a fundamental role in shifting how we communicate. There’s numerous of examples of how communication changed due to social media. For instance, when sentences are written it’s not in full text or complete thoughts, it’s written with acronym’s and array of fragments. It’s even to a point that emoticons replace words to express feelings and emotions.

            When it comes to the application Facebook, people are now sharing different types of information that are more personal. People freely like or dislike anything and everything, provide details and upload images from our private lives, and over share the amount of information that is flowing through the internet. The type of information that is being freely shared was once unthinkable for the public eye. According to the new updates on Facebook, it’s said that we can share our organ donor information on our profiles. That’s to show how personal Facebook is! Content today is very personal to appeal to the new generation. Our communications are short to capture the short attention span of consumers nowadays. People value quick accessible information that is frequent which is why Facebook is so successful.

Social Impact:           

Social media outlets are being held responsible for altering the way the youth communicate with their friends and family. Facebook has an effect on children’s social and emotional development according to a study on children’s issues. It is said that social media networks has an impact on children and their braid development. Children of this generation much rather have a conversation via Facebook instead of simply talking to someone. This boils down to the child’s capability to hold an intelligent conversation. Social networks as such are becoming addicting because the users don’t have any filters as to what they say or see. Sometimes it may become a deeper issue in regards to privacy. Kids may post things on Facebook before evaluating their thought process. According to a poll that Stanford conducted, about 70% students post something they wish they thought before sharing. There is some hype that Facebook is made for just that because there isn’t a clear erase button option. Those tools are easily accessible and aren’t simple to use. The tools should be made more accessible especially now that the age range to become a Facebook user has been lowered. It’s estimated that about 16 million users are under the age of 13. These children are more vulnerable and prone to fall under the influence of social media.

But there is so much information about where friends and family plan to meet and sometimes even school/work projects are posted on Facebook. If the young people aren’t on Facebook they will feel unplugged from society. So much information is exchanged and posted online they will be left out if not connected. People are capable to easily form a chain which can connect up to 50 people in one private message. Users also have the option to create groups in which they post their next gathering location and time on. This sometimes replaces text messages and even conversations. All in all, this generation is spending a lot of their time on Facebook because it provides them with the immediacy that they seek.

Social Dependence on New Media:

            “There’s a Dependency Theory that proposes an integral relationship among audience, media and the larger social system. This theory predicts that you depend on media information to meet certain needs and achieve certain goals." This theory proves that once you become reliant on media you meet a couple of your needs. During social change and conflict your reliance on the media information will increase. People fulfill social stability through accessing information from the media. This theory is relevant to our society today because it simply supports the studies that people are highly dependent and reliant on social media.

As a society we are so deeply engaged in social media that we are failing to realize our level of dependency we now have. A great analogy would be a drug addict. Just like an addict we built a tolerance that requires more and more of the use of media outlets to keep us satisfied. We can’t function properly without being plugged into the media. Communication between one another has decreased due to technological innovations. Social media was only supposed to make it easier for us to communicate not replace the way we communicate. We rely on the computer or phone screen in order to feel comfortable to talk to someone. The sense of feeling comfortable to speaking to someone in person has been affected by the dependency on social media platforms.

            As a nation for the need of speed, a fast pace environment is preferred for an everyday lifestyle. We have fast food, fast cars, and why not fast communication? As Facebook’s motto, “Facebook helps you connect and share with the people in your life” instantly that is! Due to the high level of reliance on social media, it decreases the relationships formed between students, professors, and friends. They feel more comfortable sending a message rather than speaking directly to someone.

            But you may ask yourself, what would it be like to go without media? You possibly can’t even begin to imagine a life without such necessities! Could it be possible to give up your phone, iPod, and computer? According to a study conducted by the International Center for Media & Public Agenda (ICMPA), most college students can’t go without their media links to the world. If a student were asked to abstain from plugging into their media sources they would feel isolated and lonely. They would have the urge to check their e-mail and text messages. It’s like a tick goes off and you then feel anxiety to know what’s going on. I personally know when I’m in class I fidget at times when I feel my phone vibrate. I feel secluded from the world.

            There can be a thin line between depending on social media and staying connected. With apps such as Facebook, people are able to have constant contact with friends nearby and across seas. Although it is unhealthy to be dependent on social media some people may argue that they are simply “staying connected” with their friends that are at a long distance. Social media breaks through geographical barriers and different time zones. It’s easy to get hooked to the flow of information and people ultimately have the decision to let technology rule their everyday lives. There are those people who simply use apps like Facebook to stay connected because they may have a large network of acquaintances. A social media network may make it easier for them to organize their contacts and to be in contact with in regards to upcoming work and social events/functions. But how do we know when too much is too much? Being immersed in technology for so long might just past that fine line from being “connected” to being dependent. New media “Gives us the opportunity to enhance our everyday live, but also to disrupt our conventional lives”, said a brain researcher at the University of California-Los Angeles.

So is Facebook a Revolution?:

            How do we use technology to create communities? How do we connect with others without e-mails or calls? We can do the following by interactivity of Facebook! It definitely has climbed the social scale over time. The networking site continues to grow as a platform for building business through a share of online advertising, fundraising and other helpful tools. Facebook helps organizations drive awareness and action around society’s pressing problems aside from connecting people from all over the world or helping long lost friends reconnect. Facebook has about 1 billion users, so with a community as big as that any movement created will be a global one.

            Causes have always been social. People share and connect with the things that will ultimately inspire others. Nonprofit organizations with Facebook accounts connect with more than 30 million people across the world.

There are a few examples that show how Facebook is making a difference:

• Justgiving:UK-based fundraising platform where individuals can share their charitable giving actions on Facebook.
• WeTopia: Social game that allows players to make an impact by building a virtual village and earning points that turn into charitable donations.
• FunRazr:Social fundraising app that helps people collect funds for cause-related campaigns.
• Learnist: Social learning product that provides online lessons prepared by teachers and experts includes test preparation material.
• Causes: Provides online tools for organizing, advocacy, and fundraising campaigns

It’s a valuable realization that Facebook is a top platform of media, on top of which it organizes communities, and helps develops fundraising for causes and charities. Apps on Facebook track the progress of donations and activity.

 

Social Media Domination via News:

            At the moment Facebook alongside with Twitter dominate the section of not only media but news as well. According to a Nielsen study, the top new sites obtain a portion of their traffic from Facebook users. The social network furthered the new element with its development like the social reader. It allows users to read and share news without logging off. The following chart shows you Facebook news driven user percentage:

In the above analysis, it proves that consumers rely on Facebook for their daily news information rather than using or directly visiting a news website or application. It’s easier to follow the company or news organization on Facebook to then read and share the article/story. According to the State of the Media Organization about 70% attested to receiving news stories from family and friends on Facebook. Overall, Facebook is a pathway to news (Mitchell, Amy).

Using Facebook for Political Campaigning:

It’s also a pathway to politician’s campaigns. They use Facebook to reach constituents in innovative ways not only to advertise their policy views. The new media provides constituents an insight as to what the politician is doing on a policy issue. There was a republican, Justin Amash who posted on Facebook how he voted on each bill that was represented to Congress (One Staff News). Of course there were some modifications because of the House rules but it was the effort he made. Facebook helped the politician develop a personal connection with his/her followers. The application basically became a virtual town hall for Politian’s in which they ask their followers to “like” them on Facebook and support their stances.  During the politician’s campaign, Facebook provides that connection with the community.

            During the Presidential Campaign in 2012, our President Barack Obama used Facebook to engage voters. Facebook is a tool that can leverage the power of your posts to influence voters. Obama used this tool to his advantage. He posted on Facebook to spread his messages much faster than any traditional marketing medium. Many argue that this strategy is partly what won the election. Below you will find a photo of Obama’s Facebook profile:

 

 

 

 

            As mentioned before, Facebook drives traffic to links. Obama’s network of friends and etc. were driven to his posted links that may have connected to his donation pages and campaign page. This medium increased his support. Obama simply navigated web 2.0 and turned it into a major force within his campaign. He used Facebook as a central platform for his campaign. The first rule of social media is to market yourself. Obama did exactly that! He had about 1.5 million friends on Facebook. His personal activity on his social network allowed him to quickly get the word out across multiple platforms. The web serving as a perfect medium for genuine political movements is definitely transforming the power of politics.  It was reported that more than 500 American politicians had their own Facebook page. More politicians will have it in the near future, not only in the US but also in Brittan, France, Germany, Canada, and other democracies. Obama took full advantage of a strong internet campaign. Facebook was a perfect platform for voter engagement, as people can easily comment and add conversation about the candidate and the issues and plans for the future. Facebook has become such a cultural phenomenon that it’s a part of a candidate’s campaign strategy.

There was even a app created, check it out:

How Companies use Facebook:

            Social media is also high in American companies. According to a survey conducted by NY Based InSites Consulting USA, 80% of the American companies attested to using Facebook. The above number proves that American companies are becoming further involved in social media (Robinson, Andrew). There is no doubt that Facebook is on a fast track of taking over the World Wide Web. Organizations can simply utilize that network for marketing purposes by following the step by step guide to setting up the organizations “Facebook Page”. The option gives organizations the opportunity to promote themselves.

The following are ways why Facebook pages work for organizations: (Robinson, Andrew)

• It's Free: Unlike MySpace, Facebook pages are free to create

• Customizable: Upload logo and arrange context boxes to work with the layout of page

• Stream Content: Facebook links to other feeds such as Youtube and other sites

• "Fans": The people who want the content can opt-in it, they also help spread the word

The effectiveness of the Facebook solely depends on the organization and strong brand image. Organizations already understand Facebook’s potential as a business tool.  They utilize their group or fan page for their products. Information in regards to links to the company site, newsletter subscription and newsletter archives would usually be posted. Companies may post upcoming events including webinars, conferences and other programs. Facebook isn’t only for keeping tabs on friends and family but also is an effective business tool for organizations and companies.

Massive Egyptian Protests powered by Facebook:

            The internet can power anything from political campaigns, companies and even to protests in Egypt. Egyptian pro-democracy protesters embraced Facebook and other media outlets. Back in 2011, opposition leaders declared a “Day of Rage” against the President’s 30 year rule. The internet was flooded with photographs and videos showing the impressive presence in the cities. One of the leading social networks, Twitter was even blocked in Egypt. Their government appeared to engage in censorship methods that included blocking one of the prominent media platforms. There was even a Facebook page created that included stunning photos and videos in regards to the protest. People who were interested in how the events unfolded followed the Facebook page to receive minute by minute posts and updates (Ungerleider, Neal). 

Universities using Facebook as marketing tool:

Social media use by universities is popular too! According to researchers from the University of Massachusetts at Dartmouth, 100% universities said they use some social media. Facebook is used the most in higher education. Universities use Facebook pages to connect new students with current students and alumni. There are several ways schools are leveraging Facebook: virtual tours, school pride, alumni groups, department content, new student outreach, and advertising. Virtual tours give the user the opportunity to virtually navigate through the campus community without the travel expenses. School pride allows the university to drum up school spirit among its students, faculty and family (Kessler,). Home games would be posted and posts regarding the status of the games. Alumni groups connect those who graduated in the past years. Posts will include alumni events and updates if an alumnus is doing great. Alumni may be from all over the world so an application as Facebook allows them to stay connected and up to date with what other alumni or what the university is currently doing.  Some universities may prefer to have pages per department. Sometimes the school may have many goals that you can’t really do it through one channel. The department page will provide students, faculty and staff with relevant information and content as well as sharing components that may be important for the campus community to know. University Facebook pages also cater to potential new students. It gives the prospective students easy access to the university’s information. The students will feel free to communicate with one another and interact before meeting at an upcoming freshman orientation or something of the sort. The advantage is that students are allowed and encouraged to interact in the group without befriending the person. Last but not least, advertising is important. For instance, if a college student checks-in their location on campus with Facebook their friends will see it. It’s a marketing strategy in which other people will see it in their news feed. All in all, Facebook is a very engaging platform especially for universities who use to the tool to their full advantage.

Conclusion:

The Facebook effect has truly changed the media world. We are so plugged into the social network sites that we sometimes get caught up. Although it’s easy to depend on new media such as Facebook or Twitter for immediate and convenient information it does come in handy. Facebook is considered as a new platform that does beyond connecting friends because it’ also drives news, a business tool for organizations and universities, effective campaign strategy, and powers protests around the world. The impact of Facebook can definitely be measured by the success of the network. Organizations and universities understood the influence of social media and its potential. Social media removed the filters between companies and the public. In this new world of communications channels opening placed a challenge for companies and others but they learned how to control it.

Today new media is more than what we expected it to be. New media provides the tools and tactics to empower the society. New media has grown importance in companies, government, and universities. It has re-identified how the community communicates and relates to one another. Looking at new media, it’s obvious that it’s a powerful force that drives change across cultural, social, and even political. Educators are even pressured to prepare their students for the newly emerging world. New media will ultimately transform how we interact with one another. There will be a great shift and debate in the joy of speed that comes with the internet. It’s hard to ignore the chance to engage with the future of new media and once you’re plugged in that’s it. We constantly want to be involved with the media world. The rise of new media will continue to shape how we communicate.

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