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This chapter discusses the related literatures and studies to further understand
The title of thesis Social Media: Its Roles and Usage among Grade 12
terms of frequency of social media engagement and different roles it portray to students.
Social Media
Nowadays, social media is becoming the popular means to interact with people
even from across borders of the country. As Daluba and Maxwell (2013) put it, “The
traditional way of meeting each other is long gone and now the world meets at social
media websites”. In addition, Techtarget (n.d.) mentioned that social media is the
interaction, content-sharing and collaboration. Moreover, the key thing for social media
is “interacting”- a site where the commenting and interaction was the key purpose and
design of the website would probably be more so (i.e. a blog). Social media phrase that
we throw around a lot these days, often to describe on what we post on sites or apps
such as Facebook, Twitter, Instagram, Snapchat and others (Nations, 2017). Social
media has greatly changed the way people act in the society because everything has
Information Provider
information. Social media brings information to people by what is seen in the videos or
news posted online by social media users. Through this, people gain information. In
University, information providers are often referred to as a form of short hand. It could
be through news or in a piece of information and etc. This means that social media has
Because of social media, news has been wide coverage because not only
reporters could provide news to everyone, but also people in the society participate in
what was witnessed or experienced. This embarks an opportunity for the news or an
participating users, or through television and radios, which are locally broadcasted.
risk. As what Sutton, Palen, and Shklovski (2008) suggest, social media helped in
disseminating information on the Haiti disaster in 2010. Social media was used to
spread information about the disaster, ask for assistance and provide awareness to its
neighboring countries.
Social media is not only used for gathering information but also, in disseminating
information. When social media users see posts online, they try to verify if the
information is certified true and reliable or just fake news (Spence P., Van der Heide B.,
Westerman, D., 2013). Social media as an information provider brought about credibility
and accuracy issues since there are so many websites that provide different comments,
reviews and opinions regarding different matter (Spence P., Van der Heide B.,
Westerman, D., 2013). Social media users distinguish fake news from real ones by
checking the accuracy of information and the credibility of the one who posted
information. Information dissemination follows after the data is checked and proven to
be true.
Social media is a social platform. It is created to connect the world into one big
platform through internet. Social media, particularly social networking sites serves as
communication tool. Social media is useful in meeting new people, collaboration and
bridging communication gap. Social media bridges the distance among different people.
It offers platforms for online users to find others who share the same interests and build
virtual communities based on those shared interests. With the availability of social
media technologies and services, content sharing and user interaction has become
relatively easy and efficient (Baruah T.D., 2012). Social networking sites render the
opportunity for people to reconnect with their old friends, colleagues and classmates
obtaining data, there is usage of varied sources from social media to spread societal,
environmental and political news. This means that people do not only use one source
as basis for spreading information, but also using different sources to check the
verifiability and credibility of such information. Social media includes, also, online
reviews and opinions regarding different problems present in our society whether locally
or internationally. Through this, it can create awareness and public information for every
individual in a society and critically think about the societal issues and concerns whether
reaches a wider audience than one could believe. She further explained that once
people are interested in hearing about a story, it is so easy to type in keywords in the
search bar with posts relating to that story. She emphasized the importance for people
to voice out their opinions on social media because their posts could reach people
whom they do not know. Moreover, she elaborated that with Facebook having a share
button and Twitter having a retweet button, posts could easily reach people of different
languages and backgrounds in the blink of an eye. She highlighted the importance and
role of social media because through voicing out opinions, there is a probability that one
may be able to sway a neutral reader’s opinion on the issue and give them insight on
why they believe that kind of idea. She emphasized the importance of having social
media as a platform to share one’s experiences, knowledge, and idea with other people.
Social Media in different contexts
Social media usage varies from one person to another. For individuals, social
media is used to keep in touch with friends and extended family, network for career
opportunities, find people from all over the globe who share a common interest, share
content and more (investopedia, 2017). The way people use social media has its pros
and cons.
The use of social media in education plays a variety of roles as highlighted by Al-
Khalifa and Garcia (2013), which include providing a media to share ideas as well as
allowing students to build their own communities to collaborate with each other,
facilitating the art of learning and reaching out to the students in order to understand
and teach them at the same time. However, it has also been reported that social media
as means for collaboration with peers loses its original purpose. Instead of collaborating
online about academic works, they end up using social media for unrelated matter such
as playing games, watching movies, and chatting about unrelated things to academic
their likes and dislikes. In addition, it also helps the business for promotional activities.
Social networking sites help to make new customers by providing useful facilities. It also
helps to increase awareness among brands and reach with little to no budget (Siddiqui,
e-commerce sites. Its ability to collect information helps focus marketing efforts and
market research. It helps in promoting products and services, as it enables the
distribution of focused, timely and exclusive sales and coupons to would-be customers.
Lastly, it can assist in relationship building, such as through loyalty programs linked to
However, Siddiqui, S.& Singh, T (2016) reported that there are downsides in
using social media as a business tool. He mentioned that the negative comment or
feedbacks about a specific product or service posted in social media can lead the
organization to failure. Moreover, many of the large organizations have fallen victim to
the hackers. In addition, the wrong online brand strategy can doom a company, and put
In a societal context, social media helps to meet people they may not have met
outside the social media forums. It also helps to share ideas beyond the geographical
boundaries. It provides open opportunity for all writers and bloggers to connect with
their clients. Moreover, social networking sites unite people on a huge platform for the
achievement of specific goals. This brings positive change in the society. Social media
which helps the society to be up to date with the current information (Siddiqui,
S.&Singh, T.,2016).
However, engaging in social media people addicted. People spend most of their
time in social networking sites that can divert the concentration and focus from the
particular task. Social media can easily influence the kids. It is because of social media
contents such as photos, videos on media that contain violence and other negativities
that affect the behavior and health of kids or teenagers. It also abuses the society by
invading on people’s privacy. Social ties like family ones also weaken as people spend
more time connecting to new people. Aside from this, it’s not clear that who the
“strangers” are especially in the field of social media, creating an identity exploitation
Social media, alone, has a wide coverage. It can be in the form of social
networking sites (SNS), bookmarking sites, micro-blogging sites, media sharing sites,
Saha (2012) defined social networking sites (SNS) as services in which users set
up a profile in order to establish a connection with friends or other users, who have
social networking site would allow a user to create profiles or personal homepages
online and build up a social network. The profile page created is like the user‘s
personalized webpage and contains profile information of the user like gender, religion,
orientation, interests, place of birth, current location, marital status, books liked etc. The
page can be customized as the user wants and include video clips, music files or photos
on their page. Also included on the page is a list of friends that form the user‘s network.
Typically, these friends are actual friends, acquaintances, and even strangers, who may
have sent a friend request and the user has included them in his or her list
Baruah,T.D.(2012). Social networking sites provide various ways for users to interact
with one another (Saha, 2012). Examples of social networking sites include Facebook
and LinkedIn.
micro-blogging sites, and media sharing sites, societal news sites, and blogs and
forums. Bookmarking sites are services which allow users to save search and organize
links to various internet resources and websites. Some services will allow the tagging of
links in order for them to be shared easily as well as being searched for. Examples of
On the other hand, micro blogging sites are services that can be associated with
social networking sites and blogging; however, the messages exchanged are limited in
terms of size. Users have to subscribe to the services. Examples of micro blogging sites
include Twitter.
In addition, Saha (2012) defined media sharing sites as services that allow users
to upload and share media such as videos and photos as well as allowing users to
comment and tag media. Examples of media sharing services include YouTube and
Flickr.
He further defined social news sites as services that allows other users to vote
on news articles and links to external articles, which are posted by users. The news
articles that get the most votes are displayed more prominently on the site. Examples of
Lastly, Saha (2012) introduced the last form of social media which are Blogs and
forums. He emphasized that blogs are like online diaries of thoughts, which give other
users the opportunity to post comments on the blog postings while forums allow
registered users to have conversations with other users by post messages. Examples of
Despite of all the presented forms of social media, the researchers have
identified websites, instead, rather than using categorical way of defining social media.
In this research, social media are referred to as the top 10 most widely used social
media sites emphasized by Karadkar (2015) which are as follows: Facebook, Twitter,
The aforementioned social media sites have great impact on its users. Different
social media sites serve different purpose, just like how students perceive the contents
differently in these social media sites. In this latter, social media sites mentioned could
either help spread and bring information useful serving its role as an information
provider, or for entertainment purposes making a huge impact on the lives of students.
Social media has different usages for people. It can help them gather
societal information, and the best way of communicating to people. There are different
studies conducted showing the impact of social media in their lives and how it affected
are the following: (a) social media is an effective communication application, thus it will
be useful to employ in higher education, (b) social media can set up group discussions
that will benefit students academically, (c) through social media, students can receive
the announcements from lecturers and faculty, (d) it can help students discuss
assignments and other school works through social media, and (e) social media
improves the interaction between classmates, lecturers and other subject experts.
As for news information, Mitchell (2015) revealed in her study entitled, Social
Media’s Influence on Public Discourse on Pacific Northwest, that the majority of 18-34
years old (55%) and nearly half of women (49%) agreed that social media is how they
get news. Education is also a dominant factor in whether they view social media as a
news resource; 50% of those polled with a high school diploma or less said social
networks are their primary news resource compared to 36% of those with a college
degree or more. This indicates that most of the people also use social media as source
for information and and serves as their best means to share news information to people.
As for political information, social media serves as the means to gather political
information and updates. Kahne, J. (2018) mentioned in his study that online activity is
that the Internet has become a dominant force when it comes to how campaign funds
are raised, information is accessed, perspectives are shared and discussed, and
individuals are mobilized to act politically. Moreover, Kahne (2018) discussed in his
study that, social media are now part of politics’ mainstream. They’ve changed the ways
that people access political ‘information’ (and the kind of ‘information’ that they access),
and done so in ways that weren’t initially expected (‘filter bubbles’). They’re changing
ways in which politicians seek support and votes. Social media has become an
societal concerns. According to Grazzini (2017), social issues are anything that is a
concern for society. It will depend on the culture, community and country. People gain
information about social issues through what is posted on social media. According to
Canonigo (2016), some of the societal problems existing in the Philippines are heavy
traffic, pollution, poor educational system, flooding, high crime rates, drugs and poverty.
In addition, Gaitho (2017) also mentioned that role of social media as a source of
although there are question whether this awareness is translating into real
change. Moreover, she explained that social sharing has encouraged people to
use computers and mobile phones to express their concerns on social is sues
without actually having to engage actively with campaigns in real life. Their
In the study conducted by Rithika, M. & amp; Sara Selvaraj (2013), it revealed
that most of the students use social media for entertainment and not for educational
purposes. It could be hypothesized based in this study that social media has been used
more by students for other purposes such as downloading and watching videos and
streaming music, which is contradicting the idea of its main purpose for educational use.
Moreover, Brown (2013), mentioned in his study that many of the people now use social
media not just for sharing of information and a platform for communication, but they
have found a great advantage from it for entertainment purposes, specifically for content
sharing and streaming of videos, and playing games as one of the most prevalent social
media activities by students. Moreover, Saha (2012) mentioned that the evolution of
technology has influenced the way people find entertainment, such as accessing media
through their mobile devices. In addition, he emphasized that digital distribution of the
content over the web and mobile is going to be the future trend, which is actually the
existing phenomenon nowadays. He further emphasized that today’s audience has the
freedom to choose from multiple ranges of contents and also the when and where they
Aside from educational aspect, social media also plays a major role in publishing
reviews and opinions. Mitchell (2015) mentioned in her study entitled, Social Media’s
Influence on Public Discourse on Pacific Northwest, of those users who have posted or
shared content on a political topic, 40% said other people’s posts had helped change
their own views. Only 24% of those who had not shared political content agreed that
others’ posts had influenced them personally. In fact, 67% of those non-sharers said
that social media has never changed their opinion on a political issue. She emphasized
that one may easily conclude that a user’s general attitude towards sharing content is a
key indicator of their willingness to read and consider other people’s perspectives. This
means that people’s comments and feedback may affect the perspective of a person
ang may change someone’s views over a particular idea or topic. Moreover, Mitchell
(2015) also mentioned that the amount of time users spend on social media has some
causal connection to a willingness to change their views based on what others share or
post.
Social media remains social as Mitchell (2015) emphasized. She suggested that
for many users, the truest value of social media remains a social one. There is a reason
it is called “social media.” Most of the public uses these tools for personal reasons. It’s a
way to stay in touch with friends. It’s a way to share personal news and milestones.
preferred social networking sites to communicate with friends instead of gaming, picture
uploading or other activities. They use social media as means to communicate with their
peers, not compromising the role of social media as communication tool. The root
purpose of all of this connectivity in this medium is a positive one. Tyson (2013) asserts
that social media is used it to deliver messages, convey people’s thoughts and feelings,
and gather information about each other. Furthermore, he emphasized that the
important aspect of social media is that it is used to communicate in a way that forms
such as the already established cell phones, instant messaging and e-mail.
In another study conducted by Moqbel (2013), it was found out that most of the
maintaining old ones. Moreover, he emphasized in his study that social media bridges
the distance among different people. It offers platforms for online users to find others
who share the same interests and build virtual communities based on those shared
interests.
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