social media effect

Phones are no longer just for making calls.

TV sets no longer pull in content just from antennas,

satellites or cables. ［1］

The media world has changed.

One of the most

essential part of

media is

social media.

Current examples of social media platforms include social networking

sites like Facebook, photo sharing sites like instagram, snapchat，

video sharing sites like YouTube, business networking sites like

LinkedIn, micro blogging sites like Twitter, and numerous others.

Social media sites are inexpensive and, more often than not,

completely free to use. ［2］

The current study identifies ten uses and gratifications

for using social media. ［3］

social media

useful&joyful

according to the research

-social interaction（88%）

-information seeking（80%）

-pass time（76%）

-entertainment（64%）

-relaxation（60%）

-communicatory utility（56%)

-convenience utility(52%)

—expression of opinions(56%)

—information sharing(40%)

—surveillance and watching of others(20%)

[3]

Uses and gratifications theory is relevant to social media because of its

origins in the communications literature. ［4］

Social media is a communication mechanism that allows users to

communicate with thousands, and perhaps billions, of individuals all

over the world . ［4］

The basic premise of uses and gratifications theory is that individuals will seek out media among competitors that fulfills their needs and leads to ultimate gratifications. [5]

Social media includes a multitude of sources of online information that are created, circulated and used by consumers to educate one another about products, services, and brands available in the marketplace. [6]

Social media is also used as

Amarketingmethod

Recent research has shown that 88 percent of marketers are using social media and that they are spending over $60billion annually on social media advertising. [7]

Obviously，

social media

brings convenience

HOWEVER

Social media do somehow effects people in a

negative aspect.

People are spending a lot more time consuming

media – 21 per cent more, according to the

researchers. [8]

PHUBBING

What’s more,study found that teens who are on social media for more than two hours a day, afull

one-quarter of students in the study, report poorself-ratedmentalhealth, psychological distress, suicidal ideation or unmet need for mental health support. [9]

Various health bodies recommend children and

adolescents limit their screen time to two hours a day,

something that is increasingly difficult especially with

cellphone-carrying teens for whom social media is a

fully integrated part of their lives. [9]

Social networking is not

necessarily bad for teens, he

said, "but it depends on how we

use it and kids need to know

how to use it safely." [9]

To conclude, social media will bring more benefits then problems as long as we use it in

an appropriate way.

Thanks for watching!

REFERENCE1.Four ways Canadians are consuming media differently

SUSAN KRASHINSKY - MARKETING REPORTER

The Globe and Mail

2.Anita Whiting, David Williams, "Why people use social media: a uses and gratifications approach", Qualitative Market

Research: An International Journal, Vol. 16 Iss: 4, pp.362 - 369

3.Anita Whiting, David Williams, "Why people use social media: a uses and gratifications approach", Qualitative Market

Research: An International Journal, Vol. 16 Iss: 4, pp.362 - 369

4.Williams, D.L., Crittenden, V.L., Keo, T. and McCarty, P. (2012), “The use of social media: an exploratory study of uses

among digital natives”, Journal of Public Affairs, Vol. 12 No. 2, pp. 127-136.

5.Lariscy, R.W., Tinkham, S.F. and Sweetser, K.D. (2011), “Kids these days: examining differences in political uses and

gratifications, internet political participation, political information efficacy, and cynicism on the basis of age”, American

Behavioral Scientist, Vol. 55 No. 6, pp. 749-764.

6.Murugesan, S. (2007), “Understanding Web 2.0”, IT Professional, Vol. 9 No. 4, pp. 34-41.

7.Gil-Or, O. (2010), “Building consumer demand by using viral marketing tactics within an online social network”,

Advances in Management, Vol. 3 No. 7, pp. 7-14.

8.Teen Researchers Defend Media Multitasking; Doing Homework With Music, Texts, Tweets Works Better for Some

Reddy, Sumathi. Wall Street Journal (Online) [New York, N.Y] 13 Oct 2014: n/a.

9.Teens’ poor mental health linked to social media use

Payne, Elizabeth. The Ottawa Citizen [Ottawa, Ont] 08 Aug 2015: A.1.