Impact Of Social Media In Modern World Communication System
Problem statement
Social media is very essential for maintaining the modern world communication system. This is an advanced mode of communication is playing an important role within business sectors. It has become easier to be connected with people from any location in the world and the communication is now not bound in time limitations. Business stakeholders are communicating through social media and maintaining strong business communication. However, Rath (2019) has mentioned that social media communication (SMC) has both positive and negative sides. This research is focusing on analyzing both drawbacks and benefits of social media on present world.
Purpose of the study
The purpose of this research is to critically evaluate all the aspects related to the effects of social media on the communication system of the modern world. The following aspects related to the topic are being critically evaluated,
Impacts of SMC on business sectors
Effects of social media on daily life of people
Potential issues related to social media communication system
Most appropriates solutions that can mitigate identified issues of social media communication
Theoretical perspective
The importance and contribution of SMC in this modern world can be easily understood by reviewing existing theoretical perspectives. For example, the social information processing theory postulates that it takes more time to develop a cloud-based communication system than traditional communication processes. On the other hand, the Media ecology theory mentions that social media plays a crucial role in organizing and shaping culture.
Research question
What are the impacts of social media on business sectors?
What are the impacts of social media on daily life?
What are the issues related to communication through social media platforms?
What are the effective solutions to mitigate issues of social media communication?
Delimitation
This research is specifically focusing on two perspectives to analyze the impact of social media communication system. Firstly, a critical analysis of the impact in context with the business is being done. Secondly, the role of social media on the daily life of people is being discussed. The researcher can be biased while analyzing the responses. It is possible for being gender bias in some times. This can limit the generation of a reliable result. Due to this reason, anonymity will be maintained to avoid all kinds of dishonesty or biases. Answers of respondents will be analyzed based on the validity and reliability. Lack of self-awareness can prevent the generation of authentic outcome. For mitigating this kind of issue, questions that can help in improving self-awareness, will be asked. The researcher needs to study about all the information about the topic to enrich knowledge before forming questions.
Limitation
This study is time-bound and it must be completed within the predetermined budget. These are the main limitations of this project. On the other hand, the researcher may face limitations if respondents show reluctant to provide ample information. Nature of the participants can be different and they can share different perspectives while giving the response. This aspect can limit this research. It can force to be inconclusive at the end of this project. On the other hand, respondents from different age group may share different thoughts regarding the impact of social media communication. For example, young generation may explain the benefits of social media in details. However, older respondents may tell about the negative impacts of this communication mode. It may be difficult for the researchers to rely n only one perspective. Besides, the mental health of participants may reflect on their answers and it can be considered as another limitation of this research.
Concept of social media
Social media can be defined as variety of applications that operates through internet and allows its users to interact with each other (Fuchs, 2017). Traditional modes of communication like letter and telephones took more time and space than digital communication modes. However, this method of communication is easy and both cost and time-effective. Communication can be done through user-generated content like text posts, images and other forms (Moreno, Navarro, Tench & Zerfass 2015). Different theories are there that can be aligned with this concept of communication. The social information processing theory is coined by Joseph Walter in 1992, which describes the process of communication through this media. This theory analyzes the development and management relationships through a computer operated environment (Tajudeen, Jaafar & Ainin, 2018). Websites can be used by businesses for marketing communication and attracting customers. On the other hand, different social media channels like Facebook, WhatsApp, and Skype can help to reconnect friends.
Relationship between social media and business communication
Communication in business has become easy by the inclusion of social media. As opined by Valos, Haji Habibi, Casidy, Driesener & Maplestone (2016), marketing campaigns are a mode of business communication, which can be done effectively through social media channels. Advertising campaigns and company mission and values can be communicated to target customers by involving less little time and effort. Moreover, Schivinski & Dabrowski (2015) argued that direct communication with customers can be established through social media channels and feedback can be collected effectively. This media helps to improve promotion, brand recognition and internal-external communication in a business.
Critical evaluation of social media’s influence on daily-life communication
Social media has helped to improve daily-life communication and increases the scope of making friends and relationships. Media ecology theory states that a media can shape and organize culture of society (Kapoor et al. 2018). Communication of human feelings, values has become easier through this media.
Issues and potential solutions to issues of social media communication
This media has issues as it is impacting human relationships and quality of interpersonal communication. As said by Diallo, Aoki, Aoyama & Watanabe (2017), social media channels are the main way of spreading invalid messages. Moreover, communication through this media diminishes understanding and feelings. Besides, interruption on internet can disrupt communication through social media, which is an essential issue. Moreover, Gibbs, MacDonald & MacKay (2015) stated that social media keep humans away from real-time interaction.
Research strategy
This research is focusing on qualitative research approach to get the answer of the research questions. As stated by Saunders et al. (2018), positivism research philosophy allows researchers to follow predetermined rules and theoretical framework. Due to this reason, positivism philosophy will be followed. As inductive approach is relevant for qualitative research, this approach is suitable for this project. Descriptive research design will be used because of its relevance to the nature of this research.
Role of the researcher
The researcher will perform the role of framing interview questions and collecting data from selected respondents. I am a regular user of social media and I have noticed the behavioral change of people surrounding me, who uses social media for long times. I have noticed one of my friends has started spending more time in the virtual world than the reality. He is acting different within a group setting. On the other hand, I have noticed that he is aware of the advantages of the social media as well. So, I thought that I can explore this matter through this research project. I am qualified for this research as I can feel the attitude of people towards social media as I am myself a user. In this research, I will not be biased at any point as I am determined to generate a reliable outcome. I am expecting that this research can help me to learn about both advantages and drawbacks of social media communication system.
Sampling
Interview of 3 managers from organizations that use social media as a communication platform will be done.
Secondary qualitative data regarding the research topic will be collected from authentic sources including journals, books, and databases.
Research design and data collection
The primary data will be gathered from interviews of managers, who have experience with social media communication system. Researcher will search on the internet for collecting secondary qualitative data. As mentioned by Mohajan (2018), qualitative research have different forms including narrative, phenomenological, case study model, grounded theory model and others. Phenomenological research is appropriate for this project as it is a qualitative research. During the interview, respondents will be asked to share their experiences of events related to social media, which can help them to explain the role of social media on modern day communication system. Respondents will be encouraged to share their experience with specific phenomena with the researcher. Narrative approach is also appropriate for this research as the respondents will get enough opportunity to tell real stories related to the research topic.
Process of data analysis
Interview data will be processed in the forms of transcript and the secondary data will be analyzed through thematic analysis process. As stated by Guest, Namey, Taylor, Eley & McKenna (2017), interview transcripts help to organize the raw data and eliminate inappropriate data. Moreover, the thematic analysis process helps to regroup the raw data under different categories. This enhances the level of understanding and desired objectives can be obtained. Four different approaches of data analysis are there including diagnostic, predictive, descriptive and prescriptive. In this case, descriptive can be considered during data analysis. This approach is supportive to summarizing information with the help of graphics. On the other hand, diagnostic approach can be considered as well. It can help to shed light on the events happened and it can help to investigate about the main reasons of happening of such events identified.
Effective strategies for ensuring trustworthiness
The interview of managers will be conducted after achieving signed consent forms. All the information about this research will be given to them before the interview process. Moreover, the materials from secondary sources will be collected after paying the subscription charges.
Significance of the research
This study can help to gain an in-depth understanding of modern communication and the role of social media in it. Different issues regarding social media communication and scope of improvement can be understood properly. The study will assess different impacts of social media on business communication. Moreover, this project will analyze the drawbacks and benefits of social media on daily life of humans.
Future direction and lesson learned
In the future, more in-depth study can be conducted about each social media channel and its impacts. Moreover, the impact of this communication channel on different age groups can be elaborated in future.
Timeline
|
Actions |
Duration |
|
Setting aims and objectives |
2 days |
|
Reviewing literature |
7 days |
|
Selecting methods |
2 days |
|
Collecting primary data (Interview) |
7 days |
|
Collecting secondary data (Qualitative) |
7 days |
|
Data analysis and findings |
14 days |
|
Drawing conclusion |
1 day |
|
Preparing the final report |
4 days |
|
Submission |
1 day |
References
Diallo, M. O., Aoki, S., Aoyama, T., & Watanabe, K. (2017). Evaluation of the effectiveness of modern communication channels during emergency situations. WIT Transactions on The Built Environment, 173, 131-142. Retrieved from: https://www.witpress.com/Secure/elibrary/papers/DMAN17/DMAN17013FU1.pdf
Fuchs, C. (2017). Social media: A critical introduction. US: Sage.
Gibbs, C., MacDonald, F., & MacKay, K. (2015). Social media usage in hotel human resources: recruitment, hiring and communication. International Journal of Contemporary Hospitality Management, 27(2), 170-184. Retrieved from:https://www.emeraldinsight.com/doi/abs/10.1108/IJCHM-05-2013-0194
Guest, G., Namey, E., Taylor, J., Eley, N. & McKenna, K., (2017). Comparing focus groups and individual interviews: findings from a randomized study. International Journal of Social Research Methodology, 20(6), 693-708. Retrieved from:https://www.verityresearch.org/wp-content/uploads/2018/04/2017_Guest_ComparingFocusGroups&IndividualInterviews.pdf
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: past, present and future. Information Systems Frontiers, 20(3), 531-558. Retrieved from:https://link.springer.com/article/10.1007/s10796-017-9810-y
Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), 23-48. Retrieved from: https://mpra.ub.uni-muenchen.de/85654/1/MPRA_paper_85654.pdf
Moreno, A., Navarro, C., Tench, R., & Zerfass, A. (2015). Does social media usage matter? An analysis of online practices and digital media perceptions of communication practitioners in Europe. Public Relations Review, 41(2), 242-253. Retrieved from:https://biopen.bi.no/bi-xmlui/bitstream/handle/11250/293919/Zerfass_PRR_2015.pdf?sequence=1&isAllowed=y
Rath, M. (2019). Application and Impact of Social Network in Modern Society. In Hidden Link Prediction in Stochastic Social Networks (pp. 30-49. Retrieved from:https://www.igi-global.com/chapter/application-and-impact-of-social-network-in-modern-society/227196
Saunders, B., Sim, J., Kingstone, T., Baker, S., Waterfield, J., Bartlam, B., Burroughs, H. & Jinks, C., (2018). Saturation in qualitative research: exploring its conceptualization and operationalization. Quality & Quantity, 52(4), 1893-1907. Retrieved from:https://link.springer.com/content/pdf/10.1007%2Fs11135-017-0574-8.pdf
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53. Retrieved from:https://irep.ntu.ac.uk/id/eprint/26433/1/3900_Schivinski.pdf
Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55(3), 308-321. Retrieved from:https://www.racomp.co.za/wp-content/uploads/2019/02/Paper-SocialMedia.pdf
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning, 34(1), 19-40. Retrieved from:https://dro.deakin.edu.au/eserv/DU:30081191/valos-exploringthe-post-2016.pdf
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