Society is meant to be a group of well-meaning human beings whose ideal is to positively impact on one another’s progressive development. This statement is a powerful reminder that society is a self-made construct, shaped by the collective actions and intentions of its members.
SOCIETY IS A COMPLEX WEB OF RELATIONSHIPS
At its core, a progressive society is a complex web of relationships and interactions, with acts and institutions that can either uplift or undermine human flourishing. The choices that society makes and the actions that they take have a ripple effect, influencing recipients and those around them shaping the world’s character.
When we prioritise empathy, compassion and mutual support, society becomes a nurturing environment that fosters growth, creativity and progress. When society allows fear, mistrust and individualism to dominate, society becomes fragmented and dysfunctional, leading to social inequality and strife.
Each person may interpret this ideal in ways that suit their belief systems, but the essence of it all is that society possesses the fundamental tools to make or break itself.
One of those tools is communication. Society treats communication as an afterthought, when damage (which at times is irreparable) has been done. It tends to (most times) only be considered when problems arise, rather than as a proactive and integral part of positively building society. This reactive approach can lead to misunderstandings and hinder progress.
ABILITY TO INTERACTIVELY COMMUNICATE MAKES HUMANS KINGS AND QUEENS OF LIFE
Society can use communication to build itself. The learned say, ‘Communication is the creation of meaning between two or more people’. What’s key about this definition is that it emphasises that messages ought to have a meaning that is commonly understood between the sender and the receiver. Remember the process of interpreting a message is a personal one whose meaning may make or break society.
Taking a detour into the world represented by George Orwell’s Animal farm, one can’t help but wonder if the tools that humanity manages and consumes will not come back and consume the latter. “Man is the only creature that consumes without producing”, observed Squealer. The Utopic world of social media is slowly becoming amethod of communication that provides an unapologetic, entropic platform for human consumption without production. Humanity consumes, shares and, most often, produce nothing of value. Are we perpetuating a cycle of mindless consumption? Are we creating or just consuming?
The innumerable number of messages sent through this most popular model of communication, social media, is busy making and breaking society.
We intend to cover, through Jambo Africa online, a series of angles to explore the extent and impact of the various products of this new kid on the block (a few decades old) that affects all ages, all groups, all classes,etc.
A PRO-ACTIVE STRIKE ON SOCIAL MEDIA (THROUGH RESEARCH)
Way back in 2002, as part of my research with the University of Free State, I got to dive into the wild world of interactive media on cellphones. And let me tell you, it was like glimpsing into the future! People were starting to use their cellphones for way more than just making calls and sending normal texts.
It was crazy to see how quickly folks were adopting this new tech and how it was opening up fresh avenues for marketers to connect with them. It was like the start of something huge and I’m actually thrilled to see how far it’s come since then. Through this research (Communitas – ISSN I 023-0556), I observed the following:
A. By using cellphone based interactive media companies stood a better chance of creating awareness about their products because the cellular interactive media was on the rise. At that stage marketers spent more of their messaging efforts utilising advertisements on radio, television and newspapers with far less use of social media that was on the rise.
B. Creative interactive media seemed to be generating more interest from the respondents. The irony or perhaps the contradiction that existed at the time was that people were getting more interested in interactive media but the majority of decision makers in the marketing world had not yet woken up to realise the explosive power behind this communication tool.
C. Respondents were always willing to act on the acquisition of the products marketed through the interactive media tools.
The utilisation of interactive media on cellphones demonstrated considerable potential for marketers, offering a dependable and accountable database, as well as the capacity for direct, individualised and collective communication with the target audience. This presented a significant advantage for marketers, enabling them to maintain consistent contact with market trends and developments.
During the research, it was noted that the utilisation of interactive media on cellphones also presented potential risks, including the likelihood of unsolicited messaging and the accelerated pace of communication inherent to this medium.
The guarantee of message receipt given the personal nature of the device, was another significant aspect. This characteristic cultivated a sense of personal relevance through direct messaging, which could be leveraged by marketers.
An anticipated heightened level of attention was also observed, as the cellphone serves as a personal tool habitually carried by the individual. Considering the status quo, these observations have been substantiated and amplified with the evolution of modern social media, which has achieved even greater levels of interaction and engagement.
Furthermore, it was recommended that marketers acknowledge the utilisation of interactive communication modalities as a manifestation of humanity’s inherent predilection for text-based communication, as it is “a reincarnation of the human fascination with text rather than other message forms” and that human beings “are obsessed with image messages”.It was further recommended that this phenomenon should be duly recognised and leveraged in marketing strategies.
This research endeavour provided me with a unique opportunity to anticipate and observe the evolving landscape of interactive media. I must admit that, although I was aware of its potential, I did not foresee the extent to which it would progress. The current state of affairs is beyond imagination.
On the basis of my findings, I was able to posit that “Picture messages should be used more regularly as it can enhance the communication and provide more appeal to the message”. Furthermore, I emphasised the importance of acknowledging that “fundamental in today’s communication by marketers is to give what consumers need and to appreciate that the consumers are more informed and wiser. It is also important to recognise the importance of maintaining a two-way relationship with your customers”.
These observations represented the nascent stages of a profound societal shift towards widespread social media adoption, a phenomenon poised to exert a profound impact on the fabric of society and the efficacy of social media as a communication paradigm. The implications of this trend are far-reaching, with the potential to either fortify or undermine the foundations of social media as a viable means of communication and, by extension, influence the very structure of society itself.
CAN WE SEE THE PROMISED LAND?
Social media made its promises, which was a digital utopia where people could connect, share and belong. Fast forward to today and the landscape looks vastly different. An entropy is either on the horizon or we are living it.
The proliferation of social media is becoming an entropy that has yielded an unintended consequence – the very platforms that once fostered global connectivity and unity are now creating exacerbated divisions and social fragmentation.
This phenomenon is not unique to any one region, as Africa too grapples with the deleterious effects of social media. In many African countries, the digital landscape has become increasingly polarised, with online echo chambers reinforcing existing social, cultural and political fault lines. The unchecked dissemination of misinformation and disinformation has eroded trust in institutions, while cyberbullying has taken a disproportionate toll on vulnerable populations, including women and marginalised communities.
As social media continues to evolve, it is imperative that stakeholders – including governments, civil society and technology companies – collaborate to address these challenges and ensure that these platforms promote inclusive, equitable and constructive dialogue.
It’s as if the original dream of a global village has given way to a toxicity. Was the expectation that Social Media would culminate in global unity a quintessentially quixotic notion? Is it too late to turn the tide?
Ngugi wa Thiongo, in “Decolonising the mind”, says “The bullet was colonial. The pen can be anti-colonial”. How far has the pen provided by Social Media freed us from enslavement, especially shaping our minds? Are we not remote controlled from elsewhere into destruction or building holes that will yield in only what can be considered suicidal deaths? Are we setting the agenda?
As we explore this complex digital world, one thing is certain – the journey from utopia to the current state, where I think entropy is at play, has been a wild ride and we’re not sure where it’s headed next.
THE JOURNEY OF SOCIAL MEDIA
But let’s walk slowly. Where did this all begin?
The late 20th century marked the inception of a profound revolution in communication, one that would fundamentally alter the manner in which individuals connect, share and interact with one another. The genesis of social media was a gradual yet inexorable process, shaped by the cumulative contributions of numerous innovators and pioneers within the technology industry, who collectively laid the groundwork for the pervasive and transformative social media platforms that would eventually emerge.
The First Email
The narrative of social media is a complex and multifaceted one, with roots tracing back to the early experiments in computer mediated communication.
A pivotal milestone was reached in 1971, when Ray Tomlinson successfully transmitted the first email, concurrently introducing the ubiquitous “@” symbol that has since become an integral component of digital communication. This seminal event served as a catalyst for a burgeoning phenomenon, one that has continued to evolve and expand at an unprecedented pace, transforming the very fabric of modern communication.
The Bulletin Board System
The origins of social media can be traced to 1978, when Ward Christensen and Randy Suess pioneered the development of the first Bulletin Board System (BBS) in the United States of America (USA).
This innovative platform enabled users to dial in, share files and post messages, effectively creating a digital notice board where individuals could connect with like-minded others, thereby laying the groundwork for the modern social media landscape.
Usenet
The inception of Usenet occurred in 1980 in the USA, with the establishment of a distributed discussion system that facilitated user posting and response mechanisms. Usenet comprised a vast network of discussion groups, akin to an expansive online bulletin board, where individuals could initiate and participate in thematic conversations through threaded messaging. This pioneering platform served as a precursor to contemporary online forums and social media groups, and, despite its relatively niche usage, remains operational to this day, catering to specialised interest groups and discussions.
Internet
A significant milestone was achieved in 1983 with the advent of the internet, precipitated by the development of the Transmission Control Protocol/Internet Protocol (TCP/IP).
This groundbreaking innovation, again from the USA, enabled disparate networks to communicate with one another, thereby laying the foundational infrastructure for the ubiquitous global network that has become an integral aspect of modern life.
Listserv
The year 1986 witnessed the introduction of Listserv, an email list management software designed to facilitate the creation and administration of mailing lists. By subscribing to a list via a designated email address, users could engage in topical discussions, posing questions and sharing insights, while Listserv handled the dissemination of correspondence to relevant participants. This pioneering platform served as a precursor to modern social media groups, albeit with a more subdued, email-centric approach. Participation was straightforward – Users would respond to messages and Listserv would assume responsibility for distributing their contributions to the designated community, thereby streamlining online discourse.
Internet Relay Chat
1988 marked the inception of Internet Relay Chat (IRC), a real-time communication platform facilitating user interaction within topic-specific channels.
IRC served as a conduit for instantaneous dialogue, often attracting niche communities centred on subjects such as gaming and technical support. This decentralised, channel-based system enabled users to engage in textual conversations, share files, and participate in communal discussions, thereby embodying a sprawling, real-time chat environment. Although not as ubiquitous as contemporary social media platforms, IRC maintains a dedicated user base.
The latter decades of the 20th century witnessed the proliferation of online communities, including Usenet, Listserv, and IRC, which collectively fostered connections amongst individuals sharing common interests and facilitated the development of virtual communities organised around diverse topics, ranging from recreational pursuits to political and social discourse.
World Wide Web
The year 1991 marked a seminal milestone in the history of online communication, as Tim Berners-Lee conceived the World Wide Web (WWW), thereby revolutionising the manner in which individuals accessed and disseminated information online. This groundbreaking innovation catalysed a plethora of subsequent developments, exerting a profound influence on the evolution of social media and transforming the online landscape in a profound and lasting manner.
The Launch of Six Degrees of Separation (also known as Link Unavailable)
The inaugural social media platform, widely regarded as the first social networking site, was launched in 1997, facilitating user profile creation and social connection. This pioneering platform, launched by Andrew Weinreich in 1997, enabled individuals to establish profiles, forge connections with acquaintances, and exchange information.
Although the platform ultimately ceased operations in 2001, it played a seminal role in laying the groundwork for subsequent social media innovations, thereby leaving an indelible mark on the evolution of online social interaction.
Mxit (South Africa)
MXit, a pioneering instant messaging platform, was launched in South Africa in 2003, revolutionising mobile communication, particularly among the youth. The platform’s innovative features, such as instant messaging, social networking, and multimedia sharing, quickly gained popularity, making it a household name in South Africa.
MXit’s popularity peaked in the mid-2008, with over 25 million registered users. However, the platform’s failure to adapt to changing user preferences and the rise of smartphones led to its decline. In 2011, MXit was sold to a US investment firm, and in 2016, the platform was officially shut down, marking the end of an era in South African mobile communication history.
My Space
A significant surge in social media adoption was witnessed with the advent of MySpace in 2003, which emerged as one of the inaugural major social media platforms.
Mark Zuckerberg’s Facebook, initially conceived as a platform exclusive to Harvard University students in 2004, underwent rapid expansion to encompass other universities, ultimately evolving into the global phenomenon recognised today.
Facebook currently boasts an impressive 3 billion monthly active users, solidifying its position as the leading social media platform.
The platform’s advertising revenue has experienced substantial growth, with expenditures reaching $280 billion annually, accompanied by a growth rate of 11% per annum. Furthermore, social commerce expenditure is poised to approach $1 trillion, exhibiting a robust growth rate of 15% annually
YouTube
YouTube, based in the USA, started breathing bringing video-sharing to the party. Launched in 2005 by three former PayPal employees, Chad Hurley, Steve Chen, and Jawed Karim, YouTube began as a simple video-sharing platform. Over the years, it has transformed into a multifaceted social media platform, offering a wide range of content, including user-generated videos, live streaming, and original programming.
YouTube boasts over 2 billion monthly active users, offering a vast array of content, including music, gaming, education, and entertainment. Its influence extends beyond entertainment, with YouTube playing a significant role in shaping cultural trends, education, and global communication.
X (formerly called Twitter)
Twitter was conceived in 2006 as a project within Odeo (a podcasting company). The idea was born out of a brainstorming session led by Jack Dorsey, Biz Stone and Evan Williams, who sought to create a short messaging service, initially dubbed “twttr”. The first tweet was sent by Dorsey in March 2006, marking the inception of the platform. Twitter was officially launched in October 2006. The introduction of innovative features, such as hashtags in 2007, further propelled its popularity.
The evolution of X, formerly known as Twitter, has been a wild ride. Elon Musk’s acquisition of the platform in October 2022 for $44 billion marked the beginning of a significant transformation. Musk’s vision for X is to create an “everything app” that goes beyond social media, incorporating features like financial services, e-commerce, and multimedia.
The rebranding process started with the replacement of the iconic blue bird logo with a minimalist “X” emblem in July 2023. This change reflects Musk’s ambition to build a comprehensive app modeled after platforms like WeChat in China. The rebrand aims to modernize the platform and expand its relevance, but it has also sparked controversy and confusion among users.
Musk’s takeover has led to significant changes in X’s structure and policies, including massive layoffs, revised content moderation approaches, and the introduction of paid verification. The platform has also explored new revenue streams, such as subscription-based services and creator monetization options. While these changes have been met with mixed reactions, they are part of Musk’s broader strategy to transform X into a multifunctional digital ecosystem ¹ ² ³.
The rebranding has raised questions about X’s core identity and its relevance in the market. The platform’s user engagement and advertising revenue have fluctuated, and some users have explored alternative platforms. However, Musk remains committed to his vision for X, and the platform continues to evolve
Internet on Cellphones
One of the most telling serious points in the evolution of social media was the creative initially dropped by iPhone in 2007. They put the internet in everyone’s pocket and made social media a mobile obsession.
WhatsApp was founded in 2009 by Jan Koum and Brian Acton, former Yahoo! employees. It was initially designed as a simple messaging app, but it gained popularity due to its simplicity, ease of use and cross-platform compatibility. Facebook acquired WhatsApp in 2014 for $19 billion.
Currently, WhatsApp has 3.14 billion active monthly users – with users sending approximately 7 billion voicenotes and 150 billion messages daily. Average users use WhatsApp for approximately 32 minutes per day.
Instagram sprung up in 2010, focusing on photo-sharing, visual storytelling and taking the social media landscape to new heights. These milestones mark the early days of social media, which has since evolved into the complex, global phenomenon we are all part of today. It’s been a wild ride and it doesn’t look like it’s gonna halt anytime soon.
Instagram has 2 billion users.
SNAPCHAT
Snapchat was launched in 2013, allowing users to produce ephemeral content more like the 24 hour WhatsApp statuses.
WeChat’s evolution is a remarkable story. Launched in 2011 by Tencent, a Chinese company, it started as a simple messaging app called “Weixin” in China. By 2012, it had rebranded to WeChat for international markets and had already gained 100 million registered users. In 2013, WeChat introduced payment and commerce features, cementing WeChat’s position as a leader in the industry. WeChat continued to innovate and by 2018, it had surpassed 1 billion monthly active users, becoming the world’s largest standalone mobile app.
The app introduced Channels, a short-form video platform and live-streaming functionalities in 2020.
Today, WeChat boasts over 1.2 billion users, offering a wide range of services, including mobile payments, e-commerce, gaming, and social media. Its influence extends beyond China, with a growing global presence.
President Donald Trump has unsuccessfully attempted to ban WECHAT from the USA. Interesting times for global dominance.
TIK-TOK
TikTok’s evolution began with a lip-syncing app launched in 2014, which ByteDance acquired in 2017 for $1 billion, merging it with Douyin, its Chinese counterpart, to create TikTok.
The app gained traction globally, reaching 1 billion downloads in 2019 and 1 billion monthly active users in 2020, surpassing Facebook and Instagram’s growth rate.
TikTok introduced features like video editing, AR filters and e-commerce integrations, becoming a hub for viral trends, music and entertainment. With over 1.6 billion users, TikTok has become a dominant force in social media, shaping culture and influencing millions worldwide, despite facing controversies and attempts to ban the app in various countries. TikTok is currently sitting at 1.99 billion monthly active users.
President Donald Trump, in the current term, also attempted to ban TikTok from the United States of America (USA) but was prevented by that country’s courts. He has come up with a new proposal that TikTok should be, in fact, it is an executive order, to save TikTok from a ban in the USA where US investors will take more than 50% of that apps US operations with the Chinese ownership not going beyond 20%. This is meant to be a minority ownership for one in his or her company.
The TikTok dispute between the USA and China epitomises the tensions inherent in Social Media as a tool of globalisation, as national security concerns and data sovereignty imperatives increasingly trump the ideals of open markets and global technological integration.
This controversy underscores a burgeoning trend towards techno-nationalism, wherein governments prioritise domestic interests and assert control over digital infrastructure, potentially precipitating a fragmentation of global tech ecosystems. The outcome of this dispute may have far-reaching implications for the governance of cross-border data flows, intellectual property protection and the regulation of emerging technologies, ultimately challenging the existing paradigm of globalisation.
SOCIAL MEDIA IS PROVIDING SLEEPLESS NIGHTS TO POLITICIANS AND BUSINESS LEADERS
The advent of social media has precipitated a paradigm shift in the way politicians and business leaders engage with their constituents and customers with far-reaching consequences for their personal and professional lives.
The incessant scrutiny, ubiquitous criticism and relentless demands for transparency have rendered social media a potent source of stress and anxiety for many politicians, frequently disrupting their nocturnal repose. The expectation of instantaneous responses to online missives, coupled with the imperative to remain abreast of the digital discourse, has created an environment of perpetual vigilance, wherein Politicians and Business Leaders are compelled to remain ‘on’ at all times. This has led to a blurring of boundaries between their public and private lives, as the ubiquitous nature of social media makes it impossible to escape the gaze of the digital public.
Moreover, the ephemeral nature of social media, characterised by fleeting moments of outrage and outrageous statements, can be particularly vexing for politicians and business leaders, who are frequently required to navigate a minefield of issues and complex debates. A single ill-considered injudicious post can spark a maelstrom of controversy, necessitating an immediate response and potentially precipitating a full-blown crisis.
The actions of Donald Trump, who was notoriously active on social media, exemplify the complexities of this new reality. Trump’s prolific use of Twitter, characterised by provocative statements and unorthodox policy announcements, frequently caught his own administration off guard and sparked wide controversy. His propensity to block critics and engage in online feuds, for instance his scratch fight with a businessperson Elon Musk (Elon Musk) further underscored the blurred lines between both their public and private personas.
The psychological toll of this environment should not be underestimated. The relentless pressure to perform, the scrutiny of every utterance and the instantaneous nature of online criticism can lead to feelings of burnout, anxiety and isolation among politicians and business leaders. As such, it is hardly surprising that many are finding it increasingly challenging to maintain a healthy work-life balance, with social media frequently encroaching upon their personal time and space.
In light of these developments, it is essential for politicians and business leaders to develop strategies for managing their digital presence, establishing clear boundaries and prioritising their well-being in order to maintain their mental and physical health. By doing so, they can harness the potential of social media to engage with their constituents, promote their policies and foster a more inclusive and participatory democracy, while also safeguarding their own personal and professional well-being.
I always suggest to business leaders not to allow social media to expose their ugly sides (if they have ones). Arguing with customers over products that customers expect to be of better quality is like shooting yourself on the foot whilst still expecting the same foot to help you run a marathon. Advertisements, in their conventional sense, are challenged by individual input of billions across the globe on matters. So business leaders must always be careful on how they treat customers on social media because the audience is way wider than that one or two people that you are having an altercation with.
SOCIAL MEDIA IS HERE TO STAY
What is obvious is that Social Media is here to stay.
Today, social media is booming with over 5.42 billion users worldwide and an expected 6.05 billion by 2028. Each user spends an average of 2 hours and 21 minutes daily.
This is a platform where consumers are also creators and the lines between producers and consumers are now blurred. These platforms have helped people connect, share experiences and stay updated on news and trends. It changed how we interact, access information and even do business.
It’s like people are stuck in this vortex of curated feeds, influencers and sometimes misinformation. What’s indubitable is that it is affecting their relationships and their sense of reality, even though most are less likely to accept that characterisation.
Social media platforms, online forums and blogs have created spaces for people to find others with shared interests and passions, fostering global connections and communities.
As social media continues to evolve, it’s exciting to think about what the future holds.
Please read part II.
Ruo Ruo!!