This document discusses the impact of social media on culture and society. It begins by describing how social media can cultivate new connections across cultures through mutually beneficial relationships. However, it also notes that social media can lead to negative cultures like cyberbullying, harassment, and cybercrimes. The document examines different social media platforms like Twitter, Facebook, and Instagram and how they support different behaviors related to communication, expression, and indoctrination. While social media offers benefits like connectivity and a voice, it also enables addiction and withdrawal from real social groups. Overall, social media cultivates both positive and negative cultures, and how it impacts society depends on how it is used.

1. Cultivating new horizons through a
culture of mutually beneficial
relationships-Unleashing the power
of Social media.
By-ERAM QAZI
Issue/Track-Cultures of Social media

2. Describing Communication

3. Youth and Social media

4. Social media-a new age friend,
philosopher and guide!

5. Purpose of Social media
• Communication
• Socialization
• Change

6. “THE PROCESS OF INTERACTION THROUGH WHICH
THE GROWING INDIVIDUAL LEARNS THE
HABITS,ATTITUDES,VALUES AND BELIEFS OF THE
SOCIAL GROUP INTO WHICH HE HAS BEEN BORN.”
SOCIALISATION

7. LEVELS OF SOCIALISATION
PRIMARY PHASE
SECONDARY PHASE
ADULT SOCIALISATION
SOCIAL MEDIA
INDULGENCE PHASE

8. SOCIAL MEDIA OPTIONS

9. THE CULTURE OF BRAGGING….the
culture of social media.
The difference between perceptions and
reality.

10. TAKING AN EXAMPLE-I AM HUNGRY. THEN HOW
WILL I MAKE THIS STATEMENT WITH THE HELP OF
SOCIAL MEDIA ………………
DIFFERENTIATING BETWEEN TYPES OF SOCIAL
MEDIA AND THEIR FUNCTIONS.

11. I NEED TO EAT
I ATE FOOD
THIS IS WHERE I EAT
WHY AM I EATING
LOOK AT THIS FOOD
I AM GOOD AT EATING
LETS ALL EAT TOGETHER

12. CULTURE OF ATTENTION
SEEKING…..culture of social media

13. CEI-
OBSERVATION
COMMUN
ICATION
INDOCT
RINATIO
N
SOCIAL
MEDIA
EXPRESS
ION

14. CATEGORISATION OF SOCIAL MEDIA
AS PER OBSERVATION
COMMUNICATION E.g-TWITTER
EXPRESSION E.g-FACEBOOK
INDOCTRINATION
E.g INSTAGRAM

15. SOCIAL MEDIA PLATFORMS-EACH ONE SUPPORTING A
DIFFERENT BEHAVIOUR - CASE STUDIES

16. 1.ONLINE NEWS AND SOCIAL NETWORKING SERVICE.
2.POST AND READ MESSAGES RESTRICTED TO 140 CHARACTERS.
3.MORE OF AN INFORMATION NETWORK THAN IT IS A SOCIAL
NETWORK.
4.REVOLVES AROUND THE PRINCIPLES OF FOLLOWERS
5.EXTREMELY POWERFUL INFLUENCE IN PROTESTS AND
REVOLUTIONS E.G TUNISIAN PROTESTS 2009,EGYPTIAN
REVOLUTION 2010-2011 ETC.
6.GOT BLOCKED IN MANY COUNTRIES BY GOVERNMENTS.
7.MANY BOLLYWOOD, HOLLYWOOD
CELEBRITIES,SPORTSPERSONS,POLITICIANS AND T.V CELEBRITIES
USE THIS PLATFORM ONLY.
8.SOME POPULAR ACCOUNTS ARE OF-KATY PERRY, JUSTIN
BIEBER, BARACK OBAMA, TAYLOR SWIFT, LADY GAGA AND THE
LIKES.
CASE 1-TWITTER

17. 1. USERS CAN ADD OTHER USERS AS "FRIENDS", EXCHANGE MESSAGES,
POST STATUS UPDATES AND DIGITAL PHOTOS, SHARE DIGITAL VIDEOS
AND LINKS, USE VARIOUS SOFTWARE APPLICATIONS ("APPS").
2. IT INTRODUCED CLICKABLE HASHTAGS TO HELP USERS FOLLOW
TRENDING DISCUSSIONS.
3. A BIG PART OF FACEBOOK'S PITCH IS THAT IT HAS SO MUCH
INFORMATION ABOUT ITS USERS THAT IT CAN MORE EFFECTIVELY
TARGET ADS TO THOSE WHO WILL BE RESPONSIVE TO THE CONTENT.
4.THE USP-THE LIKE BUTTON IS A SOCIAL NETWORKING FEATURE,
ALLOWING USERS TO EXPRESS THEIR APPRECIATION OF CONTENT SUCH
AS STATUS UPDATES, COMMENTS, PHOTOS, AND ADVERTISEMENTS.
5.MORE EXPRESSIVE SOCIAL MEDIA PLATFORM AS COMPARED TO
OTHER ONES.
CASE –II FACEBOOK

18. 1. INSTAGRAM IS AN ONLINE MOBILE PHOTO-SHARING SITE THAT ENABLES ITS
USERS TO TAKE PICTURES AND SHARE THEM EITHER PUBLICLY OR PRIVATELY ON
THE APP, AS WELL AS THROUGH A VARIETY OF OTHER SOCIAL NETWORKING
PLATFORMS.
2. INSTAGRAM ENCOURAGES USERS TO MAKE TAGS BOTH SPECIFIC AND
RELEVANT, RATHER THAN TAGGING GENERIC WORDS LIKE "PHOTO", TO MAKE
PHOTOGRAPHS STAND OUT AND TO ATTRACT LIKE-MINDED INSTAGRAM USERS.
3. THE PLATFORM ATTRACTS THE SELFIE CRAZY, ALWAYS IN VOGUE THE YOUNG
URBAN POPULATION. ALSO THE CELEBRITIES USE IT FOR DEVELOP GLAMOROUS
IMAGES.
4. INSTAGRAM HAS BEEN PROVEN TO ATTRACT THE YOUNGER GENERATION
WITH 90% OF THE 150 MILLION USERS UNDER THE AGE OF 35.
5. THIS SOCIAL MEDIA PLATFORM CAN WELL INDOCTRINATE THE YOUTH THAT
LOOKING GLAMOUROUS AND POSING AND POUTING IN FRONT OF A CAMERA
IS ALL WHAT MATTERS IN A SOCIETY.
CASE –III

19. SOCIAL MEDIA cultivates both negative
and positive cultures.

20. MEDIUM IS THE MESSAGE
PROS-
• Encourages social media connectivity across cultures.
• Effect individuals differently and gives them a voice.
• Communicate in a creatively unique manner
• Creates thousands of jobs around the world.
• Social acceptance of individuals by use of social
media thereby gives reassurance.
CONS-
• May lead to social media addiction.
• Leads to withdrawal of individuals from social
groups.
• May be a tool of exploitation and cybercrime.

21. Is Technology without side effects ?

22. CULTIVATING NEGATIVE CULTURE-side
effect of social media
• CYBERSTALKING
• CYBERBULLYING
• HARASSMENT
• BANK THEFTS

24. CYBERBULLYING IS THE USE OF SOCIAL MEDIA
TO HARASS, THREATEN, EMBARRASS, OR
TARGET ANOTHER PERSON. BY DEFINITION, IT
OCCURS AMONG YOUNG PEOPLE. WHEN AN
ADULT IS INVOLVED, IT MAY MEET THE
DEFINITION OF CYBER-
HARASSMENT OR CYBERSTALKING, A CRIME
THAT CAN HAVE LEGAL CONSEQUENCES AND
INVOLVE JAIL.
CYBER BULLYING

25. CHANGE THE THINKING PATTERNS AND
BEHAVIOURS,CONSTRUCT A
DEMOCRATIC NATION AND HELP
DEVELOP IT AS WELL.
IT CAN INFORM,MAKE US
AWARE,EDUCATE AND STRENGTHEN A
CULTURALLY AND GFOGRAPHICALLY
DIVERSE NATION LIKE OURS.
SOCIAL MEDIA IF USED PROPERLY CAN-

27. THANK YOU
ERAM QAZI
ASISSTANT PROFESSOR
AMITY SCHOOL OF COMMUNICATION
AMITY UNIVERSITY LUCKNOW
EMAIL-eqazi@lko.amity.edu

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