Structure

• What is Social influence (20 to 30 words)
• What are the benefits and ill effects of social media (80 to 120 words)
• Conclusion (20 to 30 words)

Supporting points:

Social influence refers to the way in which individuals change their behaviour to meet the demands of a social environment. It takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing.

In 1958, Harvard psychologist Herbert Kelman identified three broad varieties of social influence.

1. Compliance is when people appear to agree with others but actually keep their dissenting opinions private.
2. Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity.
3. Internalization is when people accept a belief or behaviour and agree both publicly and privately.

A social network is a social structure made up of nodes (representing individuals or organizations) which are connected (through ties, also called edges, connections, or links) by one or more types of interdependency (such as friendship, common interests or beliefs, sexual relations, or kinship). Billions of people around the world and 460 million in India use Social media to get their news, debate policy, join political movements and connect with friends and family.

Social media benefits:

1. Aiding C-Governance: Social media has led to the emergence of citizen-led governance (C–governance) in India.
2. Democratization of Expression: It has also allowed for a diversity of viewpoints and public engagement on an unprecedented scale.
3. Instrument for Bringing Behavioural Change: Use of social media for policy crowdsourcing and publicity is evident in the success of pan-India campaigns such as Swacch Bharat Abhiyan.
4. Making political communication people-centric: Social media has been increasingly used by Indian political actors for routine political communication between elections to provide unmediated and direct communication to connect citizenry.

Ill-effects of Social Media:

1. Social media influencing societal discourse: It has made the language lazy and thus resulting in people uninterested in meeting others in person, which eliminates any chance of deep and meaningful conversation.
2. On Politics: Facebook’s algorithms have deepened political divisions and facilitated the spread of misinformation and propaganda. Both mainstream politicians and extremist groups use Facebook and Twitter to spread information.
3. On debate: Social media gives the right to free speech. But, recently there is reduced scope of constructive criticism and free expression because of never-ending online trolls and hate speeches.
4. On Privacy: The traditional social norm of Privacy is completely changed, people aren’t worrying to post confidential Information because of the LIKE-Hunger or Peer pressure or both.
5. Instant communication: There’s a new change in communication patterns like Preference of texting over face to face communication among the youth.

Conclusion:

Social media is influencing Public discourse like never before, it is an enabler to share information but should be used with caution. It is time that the pitfalls of social media and ways to protect oneself are taught in schools.