THE
IMPACT OF SOCIAL MEDIA ON SOCIETY
Gayatri
Sunkad
Department
of Political Science, Karnataka, India
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KEYWORDS |
ABSTRACT |
|
Social,
media, impact, society, etc. |
Social
media is impacting both positively and negatively on Indian society. Social media is the fruit
of advanced science and technology with the outcoming result of globalization
and liberalization. In this methodology, we can adopt a systematic methodology,
which can give an accurate assessment of the use of social media by the young
generation. Young people are knowingly and unknowingly addicted to social
media, positively and negatively impacting their lives. The research results
indicate that social media platforms such as WhatsApp,
Facebook, Twitter, and Instagram have become
integral parts of modern life, each offering a range of advantages and unique
opportunities for users. The implications of this research are the importance
of understanding the roles played by social media platforms such as WhatsApp, Facebook, Twitter, and Instagram
in modern life. In the context of India, these platforms have significant
impacts on social relationships, career development, and various aspects of
daily life. |
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DOI: 10.58860/ijsh.v2i10.121 |
|
Corresponding
author: Gayatri Sunkad
Email: gayatri.sunkad@gmail.com
INTRPODUCTION
Social
media is impacting both positively and negatively on Indian society. Social media is the fruit of
advanced science and technology with the outcoming result of globalization and
liberalization. It has many outcomes like WhatsApp, Twitter, Facebook,
Instagram, etc (Ozukum, 2021).
Social
media occupies a place in our lives and has advantages and disadvantages.
The research is urgent because the impact of social media has become an
increasingly intense debate in society (Sarkar et al., 2015). We often
see controversies around issues such as privacy, the spread of false
information, cyberbullying, and social media
dependence. To address these issues and maximize the benefits of social media,
it is important that we have a deep understanding of its impact. In addition,
the urgency of this research is also related to the rapid development of social
media and changes in user behaviour (Ferguson et al., 2015).
Researchers published the results of their
research that internet and social media users in Indonesia are quite high.
There is about 15 percent internet penetration or
more than 38 million internet users, the total population of about 62 million
people who are registered and have accounts on Facebook social media (Appel et al., 2020). The
researchers define social media as a group of Internet-based applications that
build on a foundation of Web 2.0 ideologies and technologies, and that enable
the creation and exchange of user-generated content (Kaplan & Haenlein, 2010).
The aim of this study was to investigate the
impact of social media on society in a variety of contexts. This includes analyzing its effect on communication, social
relationships, individual psychology, career development, as well as its effect
on news and information disseminated. With a better understanding of the impact
of social media, we can develop wiser strategies in its use and create a
healthier online environment (Dilawar et al., 2022).
METHOD
In this methodology, we
can adopt a systematic methodology, which can give an accurate assessment of
the use of social media by the young generation. Young people are knowingly and
unknowingly addicted to social media, positively and negatively impacting their
lives.
Suppose social media is
used to get opportunities like getting a job,
promotion in their career, career
growth, etc. In that case, it is suitable for their career development.
However, suppose they
were attached to using social media just to kill time, making videos viral, pampering unusual
things, etc. In that case, it can significantly hinder their personality
development.
RESULTS AND DISCUSSION
By this methodology,
social media has positive and adverse impacts on society. We are so addicted to
social media that we can tolerate hunger. However, we can only live with social
media.
When we see any accident
on the road, one is not ready to help the preppie. However, people are engaging
in making viral accident video recordings. It shows how we are addicted to
social media. However, it also saved many people's lives, and it is easy to
identify the location and help the needy. It connects people from different
continents and is undoubtedly the contribution of globalization.
Figure
1 Social Media Apps
Several social media
platforms help us to increase our social contacts. Let us see one by one.
Whatsapp
WhatsApp has emerged as a
powerful tool in the realm of social media, revolutionizing the way we connect
and communicate with others. It has become a vital platform for expanding our
social circles and fostering connections (van de Koot-Dees & Young Sliedrecht, 2023). This versatile app allows users to create social
groups tailored to their needs, offering a myriad of opportunities to interact
and exchange information.
Among the most
significant features of WhatsApp are its group creation capabilities. People
have harnessed this functionality to establish various communities, such as
student groups and job seekers' forums. These groups serve as hubs for
individuals with common interests or goals, providing a space for discussions,
networking, and support.
WhatsApp also facilitates
the sharing of multimedia content. Users can send resumes, videos, and other
documents, making it easier to assist those in need (Menon, 2022). This capability has proven invaluable for job
seekers who can send their resumes directly to potential employers, making
their applications more personal and engaging. Additionally, it allows friends
and family to share precious moments through photos and videos, further
strengthening bonds.
Furthermore, WhatsApp has
played a crucial role in connecting people across borders. Its voice and video
calling features enable individuals to have face-to-face conversations with
loved ones or business associates, even when separated by vast distances. This
fosters a sense of togetherness, especially in a world where mobility and
international connections are commonplace.
Face book
Facebook, a social media
giant, holds immense significance in India, boasting a vast user base and
diverse applications in the lives of its people (Schou Andreassen & Pallesen, 2014). With more than 12 crores (120 million) users, it has
cemented its place as a prominent platform for forging connections and engaging
with content (Menon, 2022).
One of the primary ways
in which Facebook is used in India is as a means of escape from the rigors of
daily life. A significant number of users turn to this platform to momentarily
forget their job-related stress and seek solace in its virtual world. Scrolling
through the news feed, liking, sharing, and commenting on posts, and exploring
the stories of friends and acquaintances provide a welcome distraction from the
hustle and bustle of work life.
Friend requests, another
integral feature of Facebook, enable users to expand their social circles.
People from different walks of life send and accept friend requests, fostering
connections that might not have otherwise been possible. These connections
range from old schoolmates and colleagues to distant relatives, creating a
diverse network of friends and acquaintances.
Matrimonial services have
also found a niche on Facebook. Many individuals and families turn to this
platform to search for potential life partners. It serves as a dynamic and
user-friendly space where individuals can create profiles, share their
interests, and connect with like-minded people. The ability to browse through
the profiles of potential partners and engage in conversations facilitates the
process of finding a compatible match.
In addition to personal
connections, Facebook has also become an essential tool for businesses and
entrepreneurs in India. With its vast user base, it serves as a valuable
marketing platform. Companies use Facebook to create brand awareness, target
specific demographics, and engage with customers. The platform offers a range
of advertising and promotion options, making it a cost-effective and efficient
way to reach a wide audience.
Twitter
Twitter, a popular social media platform, has become a significant tool
for individuals and celebrities alike to express their opinions and share a
variety of content. Its versatility in accommodating various forms of media,
including videos and text, makes it a preferred choice for users with diverse
interests and communication needs.
One remarkable example of Twitter's impact is its use by prominent
figures and celebrities. It provides a direct and accessible channel for them
to connect with their followers and the broader public. These influential
individuals use Twitter as a means to share their thoughts, engage in
discussions, and offer insights on various topics, creating an interactive and
dynamic space for discourse.
Beyond celebrity usage, Twitter has also played a crucial role in
addressing diplomatic and humanitarian concerns. A notable instance is the late
Indian foreign minister, Sushma Swaraj,
who harnessed the platform effectively. She used her Twitter account as a
powerful tool to protect and assist Indians residing in foreign countries.
Through timely responses to their pleas, she provided much-needed aid and
support to those facing challenges overseas, demonstrating the platform's
potential for diplomatic and humanitarian efforts.
Sushma Swaraj's use of Twitter highlights the platform's role in
fostering international relations and offering assistance on a global scale. It
has enabled diplomatic missions to engage with the public, respond to
emergencies, and provide real-time updates. The platform's widespread
accessibility and reach have proven invaluable in times of crisis and in
building bridges between nations.
Instagram
Instagram, a widely used
social media platform, has gained immense popularity among both ordinary
individuals and celebrities, serving as a space for sharing personal
experiences and connecting with a diverse audience. This versatile platform has
emerged as a focal point for individuals to engage with content creators and
famous personalities, often including cricket players, models, Bollywood
actors, and many more. The interactions on Instagram go beyond mere social
connections, encompassing the lucrative world of influencer marketing.
Instagram's user base
primarily consists of ordinary individuals, making it a platform that resonates
with the masses. Regular people use Instagram to share their daily lives,
experiences, and interests through photos, videos, and stories. They connect
with friends, family, and acquaintances, fostering social bonds and maintaining
a digital record of their lives.
However, celebrities have
also embraced Instagram as a means to share glimpses of their glamorous lives
with the world. They post captivating photos and engaging videos, giving their
fans an inside look into their daily routines, travels, and projects. This has
resulted in a massive following, with fans and enthusiasts eagerly following
their favorite celebrities, whether they are sports stars, models, or renowned
actors from the Bollywood film industry.
A unique aspect of
Instagram is its potential for income generation. Celebrities and influencers
who have amassed a substantial following often monetize their accounts. They
receive opportunities from businesses and brands to promote products and
services to their engaged audiences. With each post, they stand to earn
significant sums of money, effectively turning their Instagram profiles into
lucrative marketing platforms.
Advantages of the social media
Social media platforms
offer a plethora of advantages, contributing to both personal and professional
development. These platforms, such as WhatsApp, provide a diverse range of
social benefits that are pivotal in today's interconnected world.
One of the foremost
advantages of social media is the way it facilitates the creation of
specialized groups. WhatsApp, for instance, empowers users to establish groups
comprising individuals sharing common interests or professional pursuits. This
functionality plays a pivotal role in fostering a sense of belonging, as it
enables like-minded individuals to come together, share insights, and engage in
meaningful discussions.
In the professional
sphere, social media platforms like WhatsApp play a crucial role in networking
and career development. They serve as dynamic hubs for connecting with
professionals, organizations, and groups within one's chosen field. By
expanding one's professional network, these platforms open doors to a multitude
of opportunities, including job openings, collaborations, and avenues for
career advancement (Kapoor
et al., 2018). This interconnectedness is
particularly valuable in today's competitive job market.
Furthermore, social media
platforms provide a convenient and efficient means of information exchange.
WhatsApp, for example, supports the sharing of various types of content, from
resumes and documents to articles and multimedia files. This feature
streamlines communication, benefiting both job seekers and employers. Job
applicants can share their resumes directly with potential employers,
simplifying the application process. Additionally, students and professionals
can exchange study materials, research findings, and valuable insights, thereby
enriching their learning and work experiences.
Social media, including
WhatsApp, have expanded their utility to include matrimonial services. They
have become a popular and accessible platform for individuals and families
seeking compatible life partners. Users can create comprehensive profiles, share
their interests, and initiate conversations, making it easier to navigate the
often complex and culturally significant process of matchmaking.
Facebook
Facebook reigns supreme
in India as the most widely used and popular social media platform. It boasts
the highest number of followers in the country, offering a multitude of
features that enhance both personal and professional connections.
A defining characteristic
of Facebook is the friend request feature. This function facilitates the
expansion of our social network by connecting us with individuals who share
similar interests and tastes. By sending or accepting friend requests, we can
build a diverse circle of acquaintances, enabling us to engage in
conversations, share experiences, and stay updated with their lives.
Beyond social
interactions, Facebook plays a significant role in facilitating career growth
and job opportunities (Bauer et al., 2023). Entrepreneurs and businesses frequently utilize the
platform to post job openings and career-related content. This resourceful
feature acts as a bridge between job seekers and potential employers, helping
individuals shine in their professional journeys. It provides a space for job
seekers to explore and apply for positions while allowing companies to tap into
a vast talent pool.
Another vital dimension
of Facebook is its contribution to addressing matrimonial matters. The platform
serves as an essential channel for matrimonial posts and connections.
Individuals and families often turn to Facebook to seek potential life
partners, leveraging the platform to create detailed profiles, share
information about their preferences, and initiate conversations. This approach
simplifies the process of matchmaking and aids in resolving marriage-related
issues.
In essence, Facebook's
widespread popularity in India is marked by its impressive number of followers
and its ability to enhance social, professional, and personal aspects of life.
The friend request feature encourages social networking, job portals and career
opportunities contribute to career advancement, and matrimonial posts offer a
valuable avenue for settling marriage concerns (Shiu et al., 2023). As Facebook continues to evolve, its impact on
diverse aspects of Indian society is expected to grow, fostering deeper
connections and offering numerous opportunities for personal and professional
growth.
Disadvantages
Social media platforms,
such as Facebook, offer numerous advantages but also come with their fair share
of disadvantages and pitfalls (Saracoglu, 2022). It's essential to be aware of these drawbacks to
navigate the digital landscape safely and effectively.
One significant drawback
of social media is the prevalence of false information and misinformation.
Individuals, either intentionally or unintentionally, post inaccurate or
deceptive content. This misinformation can spread rapidly, leading to confusion
and misconceptions among users. It's essential to exercise critical thinking
and fact-checking to discern the veracity of information encountered on these
platforms.
Privacy and security
concerns are another disadvantage of social media (Chen et al., 2021). Posting personal information, such as phone numbers,
can expose individuals to potential threats. Fraudsters and malicious actors
often exploit this information for identity theft, phishing scams, and other
fraudulent activities. Users must be cautious about the information they share
online and set strict privacy settings to protect themselves from such risks.
Social media platforms
can also be breeding grounds for identity deception. Some individuals create
fake profiles using photos of attractive people, misleading others about their
true identity (Tucker et al., 2018). This can lead to deceitful interactions and
unfortunate consequences for users who fall victim to these deceptive
practices.
The presence of fake
accounts and fraudulent activities is a persistent issue on social media
platforms (Gambo & Özad, 2020). Some users with ill intentions create fake profiles
to impersonate others, engage in scams, or spread malicious content. It's
crucial to remain vigilant and report suspicious accounts and activities to
platform administrators to maintain a safe online environment.
Additionally, irregular
and unreliable traffic can be problematic on social platforms. Some users
employ bots or automated systems to generate fake likes, shares, or comments,
artificially inflating their online presence. This can distort the authenticity
of interactions and make it challenging to gauge the actual impact of content.
Moreover, fake websites
and scams often proliferate on social media platforms (Wang et al., 2018). Users should exercise caution when clicking on links
and be mindful of the websites they engage with to avoid falling prey to
phishing attempts or fraudulent schemes.
CONCLUSION
Based on the explanation
above, it can be concluded social media platforms like WhatsApp, Facebook, Twitter, and
Instagram have become integral parts of modern life, each offering a unique set
of advantages and opportunities for users. WhatsApp, with its group creation
and multimedia sharing capabilities, facilitates networking and information
exchange, benefiting both personal and professional connections. Facebook,
India's most popular platform, enhances social interactions through friend requests
and supports career development with job portals, while also serving as a
platform for matrimonial services. Twitter empowers individuals and celebrities
to express opinions, fostering discourse and diplomacy, exemplified by the late
Indian Foreign Minister Sushma Swaraj's effective use of the platform.
Instagram, embraced by celebrities and everyday individuals, provides a space
for visual storytelling, offering income generation opportunities through
influencer marketing.
However, it's crucial to
recognize that social media also presents certain disadvantages. False
information and misinformation can spread rapidly, leading to confusion.
Privacy and security risks can arise when personal information is shared,
potentially exposing users to threats like identity theft. Identity deception
through fake profiles and the presence of fraudulent activities and fake
accounts are ongoing concerns. Irregular traffic and unreliable interactions
can distort the authenticity of online engagement. Users should also exercise
caution regarding fake websites and scams, ensuring a safe online experience. In navigating the digital landscape,
individuals must balance the advantages of social media with awareness of its
drawbacks, adopting critical thinking, fact-checking, and privacy settings to
protect themselves while reaping the benefits of these dynamic platforms.
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2023 by the author. This work is submitted for possible open-access
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