As per Buffer, “Social media encompasses all the platforms and apps that allow people, creators, and businesses to communicate with one another, create online communities, exchange ideas, and share content. The major social media platforms (at the moment) are Instagram, Facebook, WhatsApp, TikTok, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat, with Facebook being the largest social media platform at nearly 3 billion people using it monthly.” Social Media” is an intangible force that, in a way, governs the country.
Ruslan and Harahap, have mentioned in “Social Media and the Making of Religious Harmony in the Post-Truth Era.”, that “The use of social media in an irresponsible manner, if not anticipated, will potentially sharpen polarization in society which is characterized by increasingly viral tendentious news which can take the form of religious, racial, ethnic, and interest group sentiments and of course can become a challenges and obstacles in running the process of internal and interfaith relations. The authors’ stance evidently showcases how social media possess the power to create alliances or disrupt harmony.
Social media among print media possesses an enormous influence, capable of shaping public perceptions. Beyond government and international matters, social media is one of the most influential tools which can create and influence perceptions which will result in decision making However, who truly controls it? And is this control unrestricted? Is it merely machinery, or do individuals hold the power? These are a few key questions that arise when discussing social media and its influence. Ultimately, the paper will emphasise that individuals have the real power and underscore the importance of fact verification and checking.
What is social media capable of?
Among its many roles, one of the key capabilities of social media is agenda-setting. From a paid post promoting a political candidate to a celebrity endorsing a shampoo brand on TikTok, social media can sway public opinion due to its vast reach in the 21st century. To put it simply, social media often decides what to highlight and what to downplay. By shaping public perception, the media adds value to a fact and amplifies it, drawing the public’s attention to specific topics. For instance, during COVID-19,
Social Media’s Role in Narrative Framing
Social media plays a pivotal role in narrative framing through language, tone, and eye-catching phrases or images. According to Hellman (2024), “Narratives in their most simple form are storytelling. They focus on a sequence of events where an aspect of the status quo is breached as a result of an impetus, which could be a problem, and there is progress to a new point of status quo (in some cases a resolution) or a restoration of equilibrium”. Some reporters exaggerate, while others leave the story ambiguous, creating confusion that leads people to question what is real and what is not. Therefore, it is evident that this technique, known as narrative framing, is akin to drawing a picture or storytelling it builds a mental image by shaping perception. However, not all narratives are accurate. Narratives often contain elements of imagination, and when combined with fiction and repetition, the consequences can be disastrous. Hellman (2024) further states, “Narratives, particularly strategic narratives, contain features that might stir strong responses of either appeal or repulsion. Narratives call for less cognitive interpretation, prior insight, or knowledge than rational discourse”, as stated by Fisher, (1984). A convincing narrative might be built on personal experience and not on what is scientifically known, what experts claim, or what can be logically or rationally reasoned. Nor must narratives provide accounts of different and opposing arguments and viewpoints, or present various perspectives to have political significance.”
Narratives are not always negative, narratives can be a way for reconciliation. However, where to draw the line is risky. Institute for Integrated Transitions (2021) “In countries marked by deep divisions, narratives can encourage social engagement and political action to address grievances and manage intergroup conflict. [But on the other hand] They can also, however, increase polarisation by inflaming grievances and weakening social trust, to the point of motivating violence. Various stakeholders – particularly political and social elites and institutions – use narratives to pursue their own objectives, and often have incentives to spread divisive narratives that secure their influence. A divisive narrative highlights the validity of one group’s grievances and the moral superiority of its claims while placing blame for the conflict on ‘others’. It shrinks diverse and complex group narratives into a simple, self-reinforcing story that side-lines inconvenient facts and evidence.”
Examples of narrative framing are numerous. For instance, during the COVID-19 pandemic, misinformation and disinformation surged, including unverified home remedies, vaccine conspiracy theories, and questionable guidelines. Malik, Bashir, and Mahmood, in “Antecedents and Consequences of Misinformation Sharing Behaviour among Adults on Social Media during COVID-19.” It has been stated that “unprecedented growth of misinformation labelled ‘Infodemic” surged on social media. Though existed for centuries, misinformation emerged as a severe concern in the age of social mediaduring COVID-19 crisis. As the pandemic approached, a massive influx of mixed-quality data appeared on social media about its origin, symptoms, transmission pattern, medical interventions, and, more recently, about the Corona vaccine. This was evident in Sri Lanka as well. Another global example is the Myanmar military’s propaganda on Facebook. Similarly, some political figures have labelled legitimate journalism as rhetoric, demonstrating that narrative framing can have serious consequences on legality and public perception.
Who controls?
Even though we speak about the indispensable and highly influential role of media including social media, media itself is tackled as well as handled by humans including corporates. It is the humans who make decisions. Therefore, especially in cases of corporate ownership, there is profit motivation. On the other hand, when the government is present in cases of cross-sector ownership there can be conflicts. Explaining, that a mega project of infrastructure enhancement may be worthy and highly profitable but from people’s perspective when conducting an environmental assessment there can be media downplaying factors on divulging environmental issues due to profit-worthy projects losing their influence.
In cases of government, certain governmental decisions as well as directives directly shape narratives. For example, authoritative leaders prefer censorships and abide by hardcore national security whereas in a liberal democratic setting, freedom of speech is appreciated. Nonetheless, national security in any setting is paramount and freedom of expression is not an unrestricted right as well as it can be curtailed whilst abiding by human rights standards.
Evaluating Sources
Given these issues as well as examples, it is evident that it is crucial to evaluate sources. Just as we ask questions to clarify confusing situations in daily life, we should scrutinize media sources. This includes checking who created the information, who shared it, the usual engagement (such as views or shares) on similar posts, and sudden spikes in likes or shares. Additionally, using tools like fact-checkers and cross-referencing information are essential practices. For instance, if a major headline appears in one newspaper, reading it in another paper or checking it on social media helps to verify its accuracy. By pausing before sharing, engaging in critical media consumption, and consulting various sources, it becomes easier to distinguish fact from fake. In the end, since it is humans who act, they should act responsibly and with accountability.
Opinions expressed are her own and do not reflect any institute or ministry. FacebookTwitterEmailFlipboardMastodonLinkedInShare