From television to social media:
The new era of mass influence
Television (TV) used to be the primary way people consumed entertainment, news, and information. However, with the rise of social media platforms (like Facebook, Instagram, YouTube, and TikTok), people now have new ways to access and interact with content. As media consumption has shifted, organisations, whether brands, corporations, or even governments, have been able to use social media to shape public opinion, influence decisions, and encourage changes in behaviour. For example, they might run campaigns to promote healthy living, sustainability, or social justice. Organisations no longer just advertise or promote products through traditional channels like television commercials. Now, they produce and share their own content directly on social media, where they can directly engage with audiences and influence them. This gives organisations a significant role in shaping trends, cultural norms, and societal values.
In recent years, the rise of digital platforms like YouTube, Instagram, and TikTok has disrupted traditional TV’s dominance. Unlike television, which primarily offers one-way communication, social media platforms enable interactive, on-demand, and personalised content, fostering more intimate connections between audiences and content creators. With smartphones in nearly every hand, social media provides users with immediate, interactive access to a constant stream of content from around the world.
Social media has empowered organisations and individuals to reach audiences without relying on traditional broadcasting. For instance, a company no longer needs a costly TV spot; instead, it can use a well-crafted social media campaign to engage directly with consumers. This shift has lowered the barriers to mass communication and made it possible for organisations of all sizes to become influential voices. Today, many organisations are not just advertisers but full-fledged media producers, curating social media content to drive engagement and foster brand loyalty. This evolution is evident in branded content, influencer partnerships, and socially conscious campaigns. For example, companies can promote sustainable practices or public health measures through social media, influencing millions, prompting large-scale behavioural changes and raising awareness for critical issues.
Social media has democratised influence in a way that television never could. On TV, only well-known celebrities or large companies can afford to reach vast audiences, but social media gives anyone with an internet connection a voice. This shift has paved the way for micro-influencers and smaller organisations to impact public opinion and behaviour on a large scale. Local nonprofits or startups now launch campaigns that attract global attention, harnessing the power of shared values and targeted outreach to resonate with audiences.
With significant influence comes great responsibility. The rise of social media has also introduced challenges, such as spreading misinformation and ethical concerns around privacy. Organisations must navigate these responsibilities carefully to maintain trust and transparency. The risks of sensationalism, privacy breaches, and “cancel culture” highlight the need for ethical standards in the digital age.
Looking ahead, television and social media continue to coexist in a symbiotic relationship. TV networks have adapted by maintaining an active social media presence, creating an integrated viewer experience. Emerging technologies, like augmented reality (AR) and virtual reality (VR), hint at even more interactive and immersive forms of media in the future, blending traditional and digital media like never before.
