Influence Equation of Social Media

Social media serves as a powerful platform for connecting people and amplifying diverse voices across the globe. However, what was once a tool for global digital communication and connectivity has evolved into, among other things, a powerful instrument for manipulation and coercion. In just over two decades, social media has transformed our social interactions and communication methods, emerging as a potent tool for global-scale propaganda. Its influence is unparalleled, giving rise to new forms of propaganda, shaping public opinion, and playing a pivotal role in significant revolutions such as the Arab Spring, the Libyan Revolution, the Occupy Wall Street movement, and the Maidan Uprisings in Ukraine. Presently, over 4.95 billion individuals globally are active on social media, marking a 240% increase from the 2.07 billion users recorded in 2015.

While rumours, false information, and fabricated content have long existed, social media now presents new and alarming challenges to information integrity. Platforms like Instagram, TikTok, and X (formerly Twitter) are often more trusted and relied upon for news and information than mainstream media. X has become the go-to social media site for identifying new trends through trending hashtags. Today, the struggle is not to find information but to discern truth. A study by the Knight Foundation investigating the spread of misinformation and fake news before, during, and after the 2016 US Presidential elections found that more than 10 million tweets from 700,000 Twitter accounts were involved in more than 600 misinformation and conspiracy news sites.

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Social media empowers individuals to amplify their voices and challenge dominant narratives. However, it also provides fertile ground for spreading misinformation, disinformation, and propaganda. The design of social media platforms makes sensationalist content spread easily, often at the expense of factual accuracy. The algorithms prioritize...