The technological revolution has changed the face of communication in society, helped overthrow governments and shaped public opinion and political decisions. It has brought about unprecedented freedom of expression by giving voice to the previous voiceless masses.
Some governments have been caught off guard, having underestimated the influence these changes would have on people. The late Canadian writer Marshall McLuhan had in the 1960s argued that the way people think and act are determined by changes in communication, a form of “technological determinism.”
It is clear that people in countries here are among the world’s top users of social media networks. The companies that have created these platforms know that the region is one of their main markets.
The increasing use of social networking platforms have resulted in some calling them “alternative media” because they have replaced traditional forms of communication. This has created a situation where each and every person can become a communicator.
The shrewdest use of these new tools has arguably been made by terrorist groups, which have managed to lure young people with slick productions. Governments cannot ignore the danger this poses to their countries.
Some believe, especially in countries that do not have political parties and independent civil society institutions, that views posted on social media networks are indicative of public opinion. This is dangerous because there are many individuals and groups exploiting these platforms to spread false data. Some have become masters at this game.
Social media networks have become a battlefield where many compete for followers, sometimes for virtual ones just because they can boost their image in the minds of people. There are parties organizing media campaigns that are politically organized and share certain ideological convictions.
Social media is also being used to create sectarian tension. There are those out there involved in character assassination solely for personal gain. It is a situation that must make people wary of using this content to make decisions.
There is no doubt that social media networks have brought about significant and positive changes to the industry and the exchange of communication in the world. However, the effect is tempered by the maturity of each society, levels of education, and other tools of communication.
In our region, it is clear that these networks have not been used in a mature manner and should not be considered representative of public opinion, and ultimately a basis for making political decisions.
It must be kept in mind that while these platforms have allowed people to express their views on a level never seen before, they are also being manipulated on a grand scale, by individuals, groups and governments, sometimes for their own nefarious ends, including incitement to violence and pursuit of unfettered power.
It is therefore more important than ever to ensure that the media industry is allowed to develop into a true independent entity. In this way media workers can gain the trust of the public to accurately reflect their needs and aspirations. It is only on the basis of this credible information that accurate decision-making can take place.
