It’s no secret that the digital revolution has changed the world in a number of profound ways. The rise in popularity of digital communications and the constant connectivity afforded us by digital devices has allowed content marketers to devise new ways of promoting their clients, but the changes run deeper than even these. Who could have predicted a little over a decade ago that social media would provide an entirely new way for people to communicate with one another and disseminate information? Social media has changed the way that many of us live, and there is an argument to say that it represents the ultimate expression of democracy. Is this really the case, and if so, could we see a lot more from social media in years to come? Crowdbait investigates.
Individual rights
One of the basic tenets of democracy is that every citizen should have equal rights, start out on the same footing and exert equal influence on the decisions made by parliament. While one could argue that few, if any, democratic societies have successfully put this notion into practice as of yet, social media provides the perfect platform for equality. Anyone can establish a social media profile, and everyone starts off at the same level – it’s up to the user what he or she does with the rights afforded to them by Facebook, Twitter or Google+. For the most part, businesses and other corporate concerns start out on the same footing as individuals, although they sometimes have the option to pay for premium services geared more towards their needs. Are social networks democratic utopia where every individual is granted the same rights, or have you noticed any hypocrisies? One could argue that the older generation are at a disadvantage with social media, and that some of the more extreme left or right wing beliefs are not given the platform democracy would supposedly afford them.
Freedom of speech
Freedom of speech is another of democracy’s essential tenets. Aside from the topics covered by the harm principle, freedom of speech allows individuals to impart knowledge and ideas to others without fear of being silenced or experiencing reprisals. Freedom of speech is afforded comparatively readily here in the UK, and individuals are given the liberty to share their thoughts and ideas with others – no matter how seditious those thoughts and ideas may be. It’s up to the public and the media how they respond to the country’s more controversial figures. You could argue that social media is the ultimate platform from which to speak freely, with governments and censors unable to exert their influence on sites such as Twitter. Some national governments have attempted to censor or even ban Twitter in the past, with limited degrees of success. Many social networks have their own codes of conduct, however, with Facebook particularly strict about the kind of content users can publicly share with others. There have also been several occasions when opinions shared via social media have led to jail terms for certain users. Is social media necessarily a more democratic platform than any other?
Opinion and voter apathy
Recently, the major UK political parties have begun to recognise the importance of social media to voters. It’s been a rocky road, and as social media is an open platform for discussion there’s always the chance that posts will be met with abuse and opprobrium rather than any meaningful discourse. However, it’s possible to see social media as a potential answer to voter apathy. As perhaps best expressed by comedian Russell Brand’s recent comments when interviewed by Jeremy Paxman, many people have lost faith with the political system in the UK and struggle to distinguish between the choices afforded by the three major parties. There are worries that voter apathy could lead to a niche or even extremist party being voted into office, and politicians are struggling to find a way to address the issue. Perhaps social media could provide the answer? Is it too far beyond the realms of possibility that one day soon we’ll be able to vote in general elections via Twitter or Facebook? Certainly, voter turnout would be significantly greater and the eventual electoral results would give a more demonstrative representation of the nation’s opinions. There are countless practical and political obstacles to overcome before such a move could be countenanced, but with the reach of social media extending by the day, we wouldn’t discount it.
Whether social media can be classed as the ultimate expression of democracy or not, it is an extremely powerful platform. As a business, it’s important that you take advantage of social media marketing in order to reach an audience that is fast migrating away from traditional marketing outlets. Contact us today to find out how our content marketing services can help.