In “The Social Media Ecology,” Zhao et. al show that social media content sharing decisions made by individuals depend on both needs regarding audience and content itself, which can conflict with one another. Basically, what factors affect content sharing decision-making? A study looked into how people choose to draw certain boundaries, meaning to what extent they share on social media platforms, depending on factors such as audience, norm, and content. Two patterns found were Separation-Permeation and Stability-Change, in the push-pull dynamic that comes with decision-making about how comfortable individuals feel to communicate widely to larger audiences or if they want to communicate with only a small trusted group. An understanding of social media ecology also helps us to realize how we are working to lessen the socio-technical gap, meaning the difference in what technology can support and our human social needs (Zhao et. al).
“The Social Media Ecology” reading is highly interesting because it reveals how social media’s evolution impacts how people cognitively decide to engage with other people and meet their desired communication goals. This reflects the idea that the medium is the message, as McLuhan states previously: the medium chosen to communicate with another person may be tied to the closeness of the relationship because anyone can choose the distance/proximity they want with the person they are reaching. For example, you may call your loved ones on the phone to communicate as quickly as you can to ensure closeness, but with a colleague or peer you do not know as well, you may be content to be in email exchanges or social media messaging that does not require an immediate response, due to lack of closeness yet. Media allows us to extend ourselves (McLuhan) and our presence via communication channels to those with whom we seek closeness. From my personal experience, more than one outlet for social media sharing allows for different communication needs to be equally satisfied. For example, if someone wants one channel of communication for public sharing and one for private sharing to be directed towards close friends only (“practical obscurity”), they can restrict follower access and draw those necessary boundaries in a way that “compartmentalizes” their use of apps and websites.
The findings in the article are valid, yet the work could use some follow-up research for clarification purposes. Researchers must take into account a platform’s unique features and abilities and how different social media outlets differ in what content they can share, depending on targeted audiences, purposes of the “medium” and its subsequent messaging, personal motives for using one app over another, and the norms and social networks tied to each individual social media platform. More clarity is needed regarding the psychology behind why people may choose to allow social media content to permeate and cross boundaries, unless they want to express themselves as freely as possible in a given moment. Is it more common for social media users to maintain privacy and only connect with close loved ones or a few peers, unless a person seeks influencer status? Also, do celebrities feel less choice in this sharing and decision-making about social media use? The reading shows that cross-sharing content on social media is a convenience factor, but also means there cannot be any separation of contacts reached. As McLuhan said, media is solely “extensions of our human senses,” and reflect our “fixed charges on our personal energies.” This again relates to the idea of the socio-technical gap, meaning that our ability to communicate can only work to the extent that technology and media allow humans to.
Hi Abby, I thought you gave a well rounded critique, and I appreciated that you pointed out the gaps and weaknesses of this particular piece. I agree that the issue needs more follow up research, as the topic is extremely complex and comes down to user’s individual choices. I enjoyed the particular example you used to explain McLuhan’s finding in your own life, like calling your loved one’s to check on them versus sending a more formal email to a colleague to collaborate. I reflected on my own experience with this, especially when it comes to communicating with adults through text versus phone calls. Because that generation is accustomed to phone calls as a medium to communicate, they are not entirely familiarized with the ‘norms’ of using a medium like text. When my Mom sends me a ‘period’ on text, I automatically think that she may be mad at me, because the norm of texting is to not use periods. However, when you consider the generational gaps in medium use, it is clear that she is simply utilizing the medium in the way that she has used mediums in the past, whether its email or phone call. It is fascinating to see how these mediums change, and I wonder what new medium our generation will face one day where we’re the ones struggling to adapt to new languages and norms.
I agree that one way our discourse is controlled by various mediums themselves is based on the features and abilities that they offer. I love McLuhan’s idea that technology serves as an extension of ourself, and in that sense, our boundaries or realm of ability is limited based on the what the medium offers. I agree that this is something researchers need to take into account.
Hi Anna,
I really liked your analysis of this reading. I thought it was interesting how you pointed out the work could use some follow up research for more clarification. Even though the article was only written in 2016, this is a type of research that I think needs to be updated annually, but you could even argue for even less time because of how often apps and their features are changing. This is definitely an interesting topic that I agree is only beginning to touch of the surface of what it might reveal.
I think the point you make about taking into account the differences between sharing platforms and their abilities is a really interesting one to make. For example, some platforms like Facebook, in my opinion, have less privacy due to the way its tagging system works, and the way you can access one’s friends and photos very easily. Due to this, I do not use facebook as I don’t feel comfortable with it and I feel like I would be sharing with way more people than who actually “follow” me. Hence, the idea of privacy you bring up and “the audience” we are sharing with is an extremely important aspect of “mediums” and is a factor that would definitely have a major impact on one’s comfort. We pick to “extend” ourselves based on our comfort level and desire to do so, and realizing how the choice of medium can affect this is equally important.
Technology is beginning to evolve on its own and shaping our society, behaviors and perceptions. I really enjoyed the idea that we are working to “lessen the socio-technical gap” in regards to how technology can support us and our human social needs. However, I fear that this gap is what keeps us social animals and prevents us from going towards technology for comfort rather than people and tangible relationships.