DHS Social Media (Lecture Notes)

H1 General Paper (Y6) Technology I: Social Media Lecture [T2W5] Introduction Key Definitions ● Social Media refers to computer-based modern technology that facilitates the sharing of ideas, thoughts and information through virtual networks and communities. ● Social Media is a type of digital technology . Platforms are built using computer programming (software) that runs on devices (hardware) and connects people through the internet (a technological system). Types of technologies being utilised: ○ Software engineering to build platforms e.g. Instagram/TikTok, ○ Servers and networks to store data and share content across the world, and ○ Algorithms to recommend content and provide personalised feeds. Lecture Structure Social media has many benefits [value & importance], but its power also comes with great risk [power & influence], making the regulation of social media platforms necessary and essential [control & responsibility]. 1. Value & Importance of Social Media 2. Power & Influence of Social Media ○ Social Media as a Political and Social Tool ○ Social Media as a Shaper of Identity, Perspectives and Behaviour ○ Social Media as a Public Court 3. Issues of Control & Responsibility ○ Who is being controlled by Social Media? ○ Who is responsible for the control that Social Media has over our lives? Recent ‘A’ Level Questions 1. To what extent has social media devalued true friendship in your society? (2021) 2. Is modern technology a benefit or a threat to democracy? (2020) 3. Consider the view that social media has more influence than politicians. (2019) 4. Does violence in the visual media portray reality or encourage the unacceptable? (2019) 5. In an age of rapid technological advancement , is a single career for life realistic? (2018) 6. ‘The quality of written language is being destroyed by social media .’ What is your view? (2017) 7. ‘Books serve little purpose in education as technological developments become more sophisticated’. How far do you agree? (2015) 1

Part 1 : Value & Importance of Social Media Value & Importance of Social Media Has value? ◡ ̈ Lacks value? ˙ ◠ ˙ Examples Hedonistic Practical Economic Aesthetic Social/ Cultural Health/ Safety Political 2

Part 2 : Power & Influence of social media What gives social media power & influence over others? ● It shapes identity ● It shapes public opinion and behaviour patterns through algorithmic control ● It drives trends through virality ● It amplifies voices, sparks movements to bring about social change ● It impacts political outcomes Structure of Section: 3 ways in which social media has power and influence 1. Social media as a political and social tool 2. Social media as a shaper of identity, perspectives and behaviour 3. Social media as a public court ____________________________________________________________________________ 1. Social media as a political and social tool Social media enables activism, political mobilisation, and social change. It allows individuals and political groups to organise movements, influence elections, and push for policy changes. Unlike traditional media, which is controlled by governments and corporations, social media provides an open, decentralised platform for activism, advocacy, and resistance. Social media allows individuals to organise protests, demand policy changes, and challenge authority without needing mainstream media approval. However, while social media can drive positive change, it can also be used for manipulation, including misinformation campaigns and digital propaganda. → Example 1: Facebook-Cambridge Analytica Data Scandal (2016) An example of how ____________________________________________________________ ● In 2016, Facebook became embroiled in a major data privacy scandal involving the British political consulting firm Cambridge Analytica. ● Facebook allowed a third-party app to collect data from millions of users (and their Facebook friends) without their consent, which was then used to micro-target voters with personalised political ads. ● The harvested data was then shared with Cambridge Analytica, in violation of Facebook's platform policies, which used the data to build detailed psychographic profiles of American voters. These insights were used to craft highly personalised political ads and messages, often focused on emotional and divisive issues, and distributed through platforms like Facebook itself. The goal was to manipulate public opinion and influence voting behavior, particularly in favour of Donald Trump’s 2016 3

presidential campaign, which was one of Cambridge Analytica’s clients. → Example 2: Political humour & digital commentary An example of how ____________________________________________________________ ● This is a video mash-up of Trump’s al-Baghdadi Speech & Obama’s Bin Laden Speech (Jimmy Kimmel Live show) ● The way political leaders present themselves and how those presentations are circulated and mocked on social media shapes public perception, reinforces biases, and even influences how history is remembered. ● Obamawas portrayed as serious and collaborative, whilst Trump was presented as theatrical and self-promotional. Social media intensifies these narrative battles, reinforcing ideological divisions. ● By placing the speeches side by side in the Jimmy Kimmel video, the video emphasises Trump’s more sensational and self-congratulatory tone, contrasting it with Obama’s calm and authoritative style. This stark difference made Trump appear less composed, reinforcing a common media narrative that he is less presidential than his predecessor, Obama. ____________________________________________________________________________ 2. Social media as a Shaper of Identity, Perspectives and Behaviours Social media plays a powerful role in shaping how people think, behave, and see themselves. Especially among young people, it has transformed the way identity is constructed and perceived. Platforms like Instagram, TikTok, and X allow individuals to curate and project idealised versions of themselves, choosing what to share, how to appear, and even which parts of their personalities to highlight. This act of self-curation creates a sense of control over one’s image, offering a space for experimentation, self-expression, and validation. Moreover, the concept of digital permanence can be quite harmful in the long run – unlike fleeting offline interactions, content shared online can resurface years later, making it difficult for people to outgrow or move on from their past selves. This can create a kind of digital shadow that shapes how others view