Social media has redefined how we communicate, consume information, and form opinions. Platforms like Instagram, Facebook, and X(formally Twitter) have become modern-day town squares, where ideas spread rapidly and public perception evolves in real-time.
While these platforms connect us in ways that were unimaginable just a decade ago, they also wield enormous influence over how society views everything, including things that may not be as they are portrayed. For example, Facebook has over 3 billion monthly active users, a huge percentage of the global population. This makes it a powerful voice for shaping perceptions.
But with great power comes great responsibility. We need to think about the ethical and legal issues that come with social media’s power to shape public perception.
How are these platforms influencing public perception, and what does it mean for businesses, individuals, and society as a whole?
Let’s find out below.
The Mechanics of Influence
At the core of social media’s ability to shape perception is its use of algorithms. Content personalization systems amplify posts that match user interests and interactions, creating a more engaging user experience. However, this reinforcement can also lead to narrowed perspectives and confirmation bias.
As TruLaw notes, youth are easily influenced due to their impressionable minds, and the algorithms take advantage of this fact.
For example, during global events, trending hashtags and viral posts often set the tone for public conversations. It can be climate change, political noise, or celebrity scandals. Social media platforms dictate which narratives gain traction and which are left in the dust.
According to a Pew Research study, 52 percent of American TikTok users get their news from it too. It’s not hard to imagine that a significant percentage of that ‘news’ would lack any credibility.
The Impact on Individuals
People’s perceptions of themselves and their role in society are significantly influenced by social media, which goes beyond merely influencing opinions. Constant exposure to idealized and curated content frequently establishes unattainable standards for beauty, success, and happiness.
Influencers add to this perception. Social media users blindly believe and follow influencers, which are gaining so much popularity on social media that the influencer industry is set to grow $2.4 billion by the end of 2024. This has led to a rise in mental health challenges, particularly among younger users.
The ongoing Instagram lawsuits point towards the connection between social media algorithms and the mental health crisis. These lawsuits allege that platforms like Instagram knowingly design systems to maximize user engagement at the expense of mental well-being.
The Echo Chamber Effect
One of the most concerning aspects of social media is its tendency to create echo chambers. Algorithms prioritize content similar to what users have previously engaged with, leading to a cycle of reinforcement that can distort perceptions of reality.
A report by the World Economic Forum found that misinformation shared on social media is more likely to be reshared than factual news. Most people share among their peers and groups, and make their echo chamber stronger.
In echo chambers, misinformation spreads rapidly, and dissenting opinions are often drowned out. This dynamic has real-world consequences, from the polarization of political views to the spread of false information about public health issues.
Businesses and Public Perception
For businesses, social media is both an opportunity and a risk. On one hand, it allows brands to connect with their audience, build trust, and shape their image. On the other hand, negative reviews or viral criticisms can quickly damage a company’s reputation.
Companies must be mindful of the ethical aspects of their social media plans. Misleading claims and misusing user data can all backfire, leading to legal trouble and a damaged reputation.
Moving Toward Ethical Practices
Adopting ethical practices is no longer optional for platforms and businesses alike. Social media companies must prioritize user well-being by redesigning algorithms to minimize harm and promote accurate, diverse content.
Similarly, businesses must use these platforms responsibly, ensuring their messages align with ethical standards.
Education is another critical component. By empowering users to recognize biases, verify information, and engage critically with content, we can collectively reduce the negative impacts of social media.
Perception Is Not Reality
Social media has fundamentally changed how society communicates, learns, and forms opinions. The ability to shape what the public thinks is its greatest strength and its most significant challenge.
Being able to change the perception of billions is not something that needs to go unchecked.
A responsible digital community requires ethical behavior from all participants, including platforms, businesses, and users, to build a healthy and inclusive online environment.
