New Media and

Communication
Technology
Lecturer: Dr. Philip Kwaku Kankam
 GROUP ONE (1)
SOCIAL MEDIA AND THE COMMUNICATION
PROCESS
 NAMES AND INDEX NUMBERS

 THOMAS OTU AYORNU AUMC09232025

 RUBY NAA-DEI GHANSAH AUMC09232029

 HELLEN NYARKO AUMC09232013

 BENEDICTA OFOSU GYENFA AUMC09232038

 NABILA ALHASSAN BASIRU AUMC09232002

 EUNICE EMEFA YAWO KUFOALOR AUMC09232001
PRESENTATION OUTLINE

 Introduction
 Social media defined
 Brief history of social media
 The communication process
 Components of the communication process
 How social media enhances the communication process
 Advantages and disadvantages of social media
 Conclusion
SOCIAL MEDIA AND THE COMMUNICATION
PROCESS

 Introduction

 Social media is a powerful tool that plays a crucial role in the

communication process by providing a platform for individuals and
organizations to connect, share information, and engage with one another.

 Social media is example of new media because it involves two-way

communication, allow consumers to become producers, and involve
digitalization of communication (Logan, 2010)
SOCIAL MEDIA DEFINED
 Kern (2010) defined social media as a platform of modern and
electronic communication and means through which users open
online communities to share ideas, information, personal messages,
and other related content message. This indicates that social media
are online technology platforms that help to connect people that are
both far and near.

 Adaja and Ayodele (2013) describe social media as a web-based and

mobile tools which are used to turn communication into interactive
dialogue between individuals, communities, and organizations.
TYPES OF SOCIAL MEDIA PLATFORMS
 Social media platforms include Facebook, Twitter (now X),
LinkedIn, Instagram, Snap Chat, YouTube, WhatsApp and
others.
 These platforms enable users to connect with others, build
networks, and engage in various forms of communication.

 Social media platforms are often divided into six categories:

social networking, social bookmarking, social news, media
sharing, microblogging, and online forums
BRIEF HISTORY OF SOCIAL MEDIA
 It all began in the early 2000s when platforms such as Friendster and
Myspace emerged and revolutionized the way people connected and
interacted online. Friendster launched in 2002 introduced the concept of
creating profiles connecting with friends and sharing content such as posts
and blogs.
 Myspace launched in 2003 which truly populated social media and
became cultural phenomenon.
 In 2004, 2005, 2006, 2010, and 2011, new platforms such as Facebook,
YouTube, X (formerly Twitter), Instagram, Snap Chat, and others were
launched.
 The rise of smart phones and mobile internet access in the late 2000s
further accelerated the growth of social media.
THE COMMUNICATION PROCESS

 The communication process is the steps we take in order to

successfully communicate. The components of the
communication process include a sender, encoding of a
message, selecting of a channel of communication, receipt of
the message by the receiver, decoding of the message and
feedback.
DIAGRAM OF THE COMMUNICATION PROCESS
(Source: https://www.istockphoto.com/photo/c
communication-process)
COMPONENTS OF THE COMMUNICATION PROCESS
(CONT’D)
1. Sender: In the traditional communication model the sender is the person
who initiate the message. In the context of social media, the sender can be
anyone who creates and shares content through platforms such as Facebook,
X, Instagram and LinkedIn. This content can take the form of text, photos,
videos or even live streams.

2. Message: The message is the content that the sender intends to

communicate. On social media the message can be in the form a status
update, a tweet, a blog post, a comment or any other type of content. The
message can be conveyed through a combination of text, visuals, and
multimedia elements.
COMPONENETS OF THE COMMUNICATION PROCESS
(CONT’D)
3. Channel: Social media platforms serve as the channels through which
the message is transmitted. Each platform has its own unique characteristics
and features which influenced the way the message is presented and
distributed. For example, Twitter (now known as X), allows for short and
concise message limited to a certain number of characters while YouTube
enables the sharing of longer videos and encourages visual storytelling.

4. Receiver: The receiver is the person or group for whom the message is
intended. In the social media context, the receiver can be an individual user
or a specific target audience. Users on social media have the power to
follow, subscribe or engage with content that interest them allowing them to
actively choose the messages they receive.
COMPONENTS OF THE COMMUNICATION
PROCESS (C0NT’D)
5. Feedback: One of the key advantages of social media is the instant feedback it allows.
Users can like, comment, share or retweet content providing immediate responses to the
sender’s messages.

6. Noise: Just like in any communication process noise refers to any interference or barrier
that may affect the message transmission and reception. In the case of social media, noise
can take various forms such as distraction in the online environment, conflicting messages
from other sources, trolls or negative comments or technical glitches.

7. Context: Context plays a crucial role in the communication process on social media.
Messages on social media are often influenced by the wider social cultural and political
contexts in which they are shared. It is important for the sender to understand the context
and adapt their messages accordingly taking into account factors such as the target
audience demographics, interest and preferences. By considering the context, the sender
can ensure that their message is relevant, relatable, and resonate with the audience.
HOW SOCIAL MEDIA ENHANCE THE
COMMUNICATION PROCESS
 Social media has made available tools used for information sharing and
interactions among different people (Kern, 2010).
 When social media platforms allow the users to have access to
information and interact with each other, it means that the
communication is really involved.
 It allows us the opportunity to share opinions with a far wider audience.
In the past, mostly, unless you speak to people directly, you had no way
to get your message across regardless of your freedom of speech.
 It is important to note that social media is also a tool for Journalism,
Public Relations, Advertising, and Marketing.
ADVANTAGES OF SOCIAL MEDIA
 Global Connectivity: Social media platforms allows individuals to connect with people
globally, fostering communication and collaboration regardless of geographical
boundaries.
 Instant Communication: Messages can be shared in real-time, facilitating quick and
immediate communication. This is particularly valuable for emergencies, news
dissemination, and time-sensitive information.
 Information and Awareness: social media serves as a powerful tool for spreading
information, news, and raising awareness about various issues, events, and causes.
 Networking and Collaboration: Individuals and businesses can build networks,
collaborate on projects, and establish professional connections on social media platforms.
 Personal Expression: social media provides a platform for individuals to express
themselves, share their thoughts, experiences, and creativity.
 Community Building: social media enables the formation of online communities with
shared interests, allowing people to connect with like-minded individuals.


DISADVANTAGES OF SOCIAL MEDIA
 Misinformation and Fake News: The rapid spread of information on social
media can contribute to the dissemination of misinformation and fake news,
leading to public confusion and harm.
 Privacy Concerns: Users often share personal information on social media,
raising concerns about privacy and the potential misuse of personal data.
 Cyberbullying: Social media platforms can be a breeding ground for
cyberbullying, harassment, and online abuse, impacting the mental health of
individuals.
 Addiction and Distraction: Excessive use of social media can lead to
addiction and contribute to distractions, affecting productivity, mental well-
being, and real-life relationships.
 Digital Divide: Not everyone has equal access to social media, contributing to
a digital divide where certain groups may be excluded from online
conversations and opportunities.
CONCLUSION

 Social media communication is dynamic, interactive, and often occurs in

real-time. Users can engage with content, respond to messages, and
participate in ongoing conversations.

 The open nature of social media platforms fosters connectivity,

collaboration, and the sharing of diverse perspectives, but it also presents
challenges such as misinformation, privacy concerns, and the potential
for online negativity.

 Understanding and navigating these aspects are essential for effective and
responsible engagement on social media platforms.
REFERENCES
 Adaja, T. A., & Ayodele, F. A. (2013). Nigeria youth and social media
harnessing the potential for academic excellence. Kuwait chapter of
Arabian Journal of Business and management review., 21(5), 65-75.
 Kern, R. (2010). Social media tools for college students. Retrieved from
http://ww.usnews.com/education/article/2010/05/12/5-social-media
 Logan. (2010). Understanding new media. Retrieved from
https://www.semanticscholar.org/paper/Understanding-New-Media
 https://www.taylorfrancis.com/books/mono/10.432419780429202834/social-
media-communication
 https://www.istockphoto.com/photos/communication-process
THANK YOU