The Media’s Agenda Still Applicable in the Online Realm

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The Media’s Agenda Still Applicable in the Online Realm

 Introduction:

            The expansion of the Internet has brought about many changes in our society. For example, one can find love on an online dating site, get a degree from a university of higher learning, or watch live news while simultaneously running a business. “Clearly the Internet has radically reshaped our social lives over the span of a virtual metaworld where traditional interactions—living, loving, belonging, and separating, as well as finding customers and keeping them—require new protocols” (Brown, 2011). Because of these changes in our society the landscape of cyberspace is constantly evolving and many traditional media outlets are shifting toward the growing number of people using online communities.

            News programming is now combining fantasy dimensions of traditional text-based forums and intriguing its users to utilize a more Internet based communication (Thurlow, 2007, p.187). Therefore, as individuals spend more of their social lives online, the definition of relationships, families and business begin to shift (Brown, 2011). This paradigm shift is causing many popular news programs to utilize the online realm in order to maintain the media’s agenda. However, many question whether the expansion of the Internet has negated the effectiveness of the media’s agenda when crossing over to the online realm.

Traditional Agenda Setting moves to the online community

            McCombs and Shaw are the individuals who first established the agenda setting theory. Within their theory they state that the media establishes salient issues or images in the minds of the public to influence opinions (Littlejohn, Foss, 2011, p.341). McCombs and Shaw do not propose that the media is deliberately attempting to influence the listener’s opinion, but rather the public look toward the news professionals for indications on where to focus their concentration. In other words, how the public judges the importance is based off what the media feels is significant (Griffin, 2012, p.378).

          

  Historically, the traditional agenda used by the media has been to set the stage for countless political debates. However, “[w]ith the emergence of online media… the relevance of Agenda-Setting is being challenged” (Berger & Freeman, p.3). Because the media is utilizing more avenues to reach the public their agenda is getting diluted and this is creating a fragmented division among the media. The availability of online sources for one to research creates options not previously available and provides for new social awareness. Individual awareness of the media’s agenda and swaying its effectiveness is becoming more and more important in today’s news environment. Individuals are gaining awareness by researching different sources of information to obtain accurate news.

            Studies have shown that online blogging is affecting the traditional news media and the effectiveness of their agenda. In this past election, one could not help but notice the power of blogs and their ability to influence the traditional news media outlets (Messner & Garrison, 2011, p.1). Shifting political conversations on television to be based off of the political buzz from the Internet. Allowing for individuals to easily recognize what blogs catered to the specific opinions.“ [T]raditional news media is generally only [focusing] on ‘A-list bloggers, those whose thoughts are heard and quoted far beyond the blogosphere and in mainstream media’” (p.1). Many traditional news media outlets have also started to adopt the blog format to direct traffic to their own websites to regain some control over the opinions. This allows the media to still control the flow of information and continue its agenda even in the online realm; all in an attempt to have the cycle continue.

Reference:

Brown, A. (2011). Relationships, Community, and Identity in the New Virtual Society. Futurist, 45(2), 29-34.

Littlejohn, S. W., & Foss, K. A. (2011). Theories of human communication. (10th ed.). Long Grove, IL: Waveland Pr Inc.x

Thurlow, C., Lengel , L., & Tomic, A. (2007). Computer mediated communication social interaction and the internet . London, England: Sage Publication

Griffin, E. (2012). A first look at communication theory (8th ed.) Boston: McGraw Hill.

Berger, L., & Freeman, M. (n.d.). Relevance of agenda-setting theory to the online community. Informally published manuscript, Chapman University Department of Communication

Messner, M., & Garrison, B. (2011). Study Shows Some Blogs Affect Traditional News Media Agendas. Newspaper Research Journal, 32(3), 112-126.

What Online Image Do You Portray When Using Impression Management?

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What Online Image Do You Portray When Using Impression Management?

             

 Abstract:

A picture is worth a thousand words and first impressions are often made today in cyberspace. Technology has helped society form a new dynamic perspective of today’s culture. The use of impression management has allowed online users to mold a particular identity. Social networking sites have evolved into a popularity contest and have allowed users to craft an improved e-version of their online identity that appeals to multiple audiences. With advancing technology it becomes more important to continue and improve impression management.

                                                                        

 Introduction:

            Impression management is a conscious or unconscious goal directed procedure, which allows individuals to mold an enhanced public perception of themselves through the use of online media forums. Because “first impressions are often made in cyberspace, not face-to-face, people are not only strategizing about how to virtually convey who they are, but also grappling with how to craft an e-version of themselves that appeals to multiple audiences — co-workers, fraternity brothers, Mom and Dad” (Rosenbloom, 2008). Therefore, impression management shapes our online behavior, culture, and tweaks our personal online appearances.

            In this day and age, where technology is the most used form of communication, a profile picture on a social networking site can be the most valuable tool for this generation when building new relationships. The objective of this analysis is to analyze Facebook and to explore how the site allows users to develop an aggrandized perception of one’s life. Facebook, a popular social networking site, has influenced online user’s to create a particular view of oneself to gain friendships, popularity, and power. Unconsciously, Facebook users are using online impression management tactics to gain approval from peers.  

Using impression management to form a better online identity

            One of the characterizations of electronic media is the ability to remove or create social boundaries between one’s public and private lives. Electronic media affects how individuals in society portray online images by using situational geography of online social life. Online communications transfigures into calculated encounters in which one attempts to sell a particular self-image (Ong’onda, Matu & Oketch, 2010, p.2). Because one’s identity is an important aspect when describing one’s personality, people tend to utilize different self-perceptions depending on whom they are trying to attract. Erving Goffman “argue[s] that each individual is an actor on the stage performing for the world” but “when one is ‘front stage’ he or she must play the desired part in front of an unfamiliar audience” (Gosnell, Britt & McKibben, 2011, p.2).  

            Social networking sites provide individuals the opportunity to form an enhanced version of oneself and thus an aggrandized perception of one’s desired public image. This illusion can be created from a profile picture, the amount of friends one has accumulated, and editing the online user’s social attractiveness (Zwier, Araujo, Boukes & Willemsen, 2011, p. 572). There is a certain degree of anonymity that allows these tactics to be exploited in social networking. Because one’s social profile can be highly controlled environments, it empowers the user to reframe their public perception providing complete power over how one portrays their online identity (Mehdizadeh, 2010, p.358). 

            Facebook, is the fourth most trafficked website in the United States. The average user has 130 friends and the photo sharing application is ranked #1 among its users (Humphreys).  Researchers have found that, “[a] Facebook profile displaying an excessively high friend count will strengthen perceptions that a profiler has a hoped-for self that is socially connected when compared to a Facebook profile displaying an average-range or lower friend count” (Zwier, Araujo, Boukes & Willemsen, 2011, p. 572). The profile picture is the main picture that friends and the public see when using the site, it allows one to shift and influence the way the public views that person’s image or status. “In essence, this image ‘stands in’ for the user’s body in this virtual environment” (Strano, 2008, p. 2). Therefore, it’s important when using impression management to convey the right online persona. Through personifying a glorified perception, the individual can artificially create social approval, friendships, and power.

             Using impression management on Facebook allows an individual to create whatever social perception they wish to publicly portray to the online world.  Facebook was developed as a way to connect college students together. However, today it has transformed into a worldwide social media forum that allows users to judge social status, appearance, and popularity. Facebook provides a gateway of communication creating a new world where we can be whoever we want and hide our offline identities bypassing humiliation.

Conclusion:

            Advancing technology makes it more important to analyze the public image one puts forth online. Impression management allows one to filter one’s online social perception and how it is publicly displayed. New online applications further allows one to regulate one’s online identify and create a warped societal understanding of one’s true self. Impression management is a conscious or unconscious decision that we make in order to look aggrandized in front of others. However, in reality we are creating an illusion to have approval from our peers.

Reference:

Rosenbloom, S. (2008, January 03). Putting your best cyberface forward. New York Times. Retrieved from http://www.nytimes.com/2008/01/03/fashion/03impression.html?_r=1&adxnnl=1&pagewanted=print&adxnnlx=1352124157-duap3fPxNdcnmhRmjBysCQ

Ong'onda, N., Matu, P., & Oketch, O. (2010). Kenyan electronic communication: Implication of text messaging on social interaction. US-China Foreign Language, 8(9), 1-13.

Gosnell, C. L., Britt, T. W., & Mckibben, E. S. (2011). Self-presentation in Everyday Life: Effort, Closeness, and Satisfaction. Self & Identity, 10(1), 18-31. doi:10.1080/1529886090342956

Zwier, S., Araujo, T., Boukes, M., & Willemsen, L. (2011). Boundaries to the Articulation of Possible Selves Through Social Networking Sites: The Case of Facebook Profilers' Social Connectedness. Cyberpsychology, Behavior & Social Networking, 14(10), 571-576. doi:10.1089/cyber.2010.0612

Mehdizadeh, S. (2010). Self-Presentation 2.0: Narcissism and Self-Esteem on Facebook. Cyberpsychology, Behavior & Social Networking, 13(4), 357-364. doi:10.1089/cyber.2009.0257

Humphreys, L. Social Media [Power point slides]. Retrieved from http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&ved=0CDoQFjAD&url=http%3A%2F%2Fwww.alumni.cornell.edu%2Fvolunteer%2Fdocuments%2FSocialMedia.LeeHumphreys.pdf&ei=AqSWUKbdGpS88wTptYCYCA&usg=AFQjCNFGiqRDI6Jvu598Yiiv3o2f3O0FXA

Strano, M. M. (2008). User Descriptions and Interpretations of Self-Presentation through Facebook Profile Images. Cyberpsychology, 2(2), 1-11.

CMC vs. FtF Communication?

I feel that FtF communication is a richer form of communication rather than using CMC. In unit 6, Thurlow describes, "that online communication cannot really be social and certainly not a social as 'proper' or 'normal' communication-which usually means FtF communication" (p.70). With some degree I agree with this statement. I believe that FtF communication is a more proper way to conduct business, but I understand the CMC is useful when dealing with businesses across seas. Although I probably use CMC more than FtF communication due to the amount technology that makes my job easier; however I do prefer FtF contact.

When dealing with CMC its easy to feel less inhibited by social conventions and some individuals feel the need to let their hair down and type what they want in emails, chat rooms or Facebook. It's this feeling of anonymity that can cause problems when conducting business and when building relationships. But some individuals feel their online relationships are better then their offline relationships probably because they can monitor their impression management and only post things that make themselves look better to others. I too would like my online relationships if I looked good 99% of the time but we all know that no one is perfect. Therefore, I prefer conducting business and talking with my friends using FtF contact.

Reference:
Thurlow, C., Lengel , L., & Tomic, A. (2007). Computer mediated communication social interaction and the internet . London, England: Sage Publication