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Lesson 4: The Rise of New Media and Technology Aids in Communication

Learning Outcomes

At the end of the lesson, you are expected to achieve the following:

1. Identify the proper strategies in communication using social media and other advancements in
technology.
2. Evaluate language in new media and adopt an awareness of proper use of language in these media
platforms.
3. Develop an appreciation on the importance of proper communication planning.

SOCIAL MEDIA USE

Social media has undoubtedly altered the world operates. The rapid and vast adoption of new
media platforms have changed the way people relate and communicate with each other in the social,
economic, and political arenas.

Though there are minor social media platforms available since the 90s, the social media that we
know today – the one with millions of active and interactive users - started with MySpace in 2004, when
it reached a million active users. Since then, other sites started mushrooming, and people began getting
hooked to these new media.

Some media platforms have been so popular that the number of users rise at such an exponential
rate. TikTok, for example, became such a craze in 2020 during the COVID-19 pandemic, when people
were mostly at home and thus have “nothing to do” because of the worldwide call to “Stay Home”. It was
launched in 2016, and had half a billion users by 2018. This number even got higher in mid-2020, with
over 800 million active users within that time span.

However, not all social media platforms last. For example, in 2008, Hi5, MySpace, and Friendster
were close competitors to the social media giant, Facebook. In 2012, all three had virtually disappeared as
shown by very poor performance of market shares. Interestingly, the social media platforms that survived
did so because of their continuous evolution and response to the needs and interests of its users.

For example, Twitter used to disallow the uploading of videos or images, but because of the high
demand and the stiff competition, this feature was allowed in 2011. Today, more than half of the content
that can be seen in Twitter includes photos and videos.

The exponential rise in the use of social media can be partly attributed to the emergence of
technologies that enable modern communication (that is, FAST, CONVENIENT, INTERACTIVE
communication). These include computers, laptops, and smart phones, among others. In addition, the rise

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of social media is a unique manifestation of how quickly and drastically patterns of social behaviors
change.

Some Interesting Statistics on Social Media Use

Here are a few interesting statistics on social media use. All data are extracted from statista.com
as of July 2020.

Global digital population

Active internet users – 4.57 billion
Unique mobile internet users – 4.17 billion
Active social media users – 3.96 billion
Active mobile social media users – 3.91 billion

Most popular social networks worldwide, ranked by number of active users

1. Facebook (2.6 billion)
2. Youtube (2.0 billion)
3. WhatsApp (2.0 billion)
4. Facebook Messenger (1.3 billion)
5. Weixin/ Wechat (1.2 billion)
6. Instagram (1.1 billion)
7. TikTok (800 million)
Most popular social networks worldwide, ranked by reach/ active usage penetration
1. Facebook (63%)
2. Youtube (61%)
3. WhatsApp (48%)
4. Facebook Messenger (38%)
5. Instagram (36%)
6. Twitter (23%)
7. Snapchat (13%)
Countries with most number of Facebook users
1. India (290 million)
2. United States (190 million)
3. Indonesia (140 million)
4. Brazil (130 million)
5. Mexico (89 million)
6. Philippines (76 million)
7. Vietnam (64 million)
8. Thailand (50 million)
9. Egypt (42 million)
10. Bangladesh (38 million)
In a 2017 report by the Global Web Index, around 42% of people use social media platforms to stay
in touch with what their friends are doing, while 39% said they want to stay up-to-date with news and
current events.

The other top reasons for using social media are filling up spare time, general networking with
other people, looking for entertaining content, sharing photos or videos, sharing one’s opinion, meeting
new people, and researching or finding out products to buy.

Responsible Use of Social Media

Social media has grown in popularity over the years, with hundreds of options for sharing your
thoughts, photos, and videos and for interacting with friends and family. The more it grows, the more we
discover about the do's and don'ts of social media. The same rules apply to all social media playgrounds,
regardless of which site is your favorite. There are some practices for engaging in responsible social media
use and best practices for social site etiquette.

We all have a social responsibility.

We all have friendships and professional relationships that can either be helped or hindered by our
social media presence. Imagine you post inappropriate selfies of your weekend activities on Instagram.
Have you considered what your boss will think? What if you say something spiteful after a fight with a
friend and then realize they saw it before you could delete it? You may have just lost a friendship over

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social media silliness. You are 100 percent responsible for everything that appears on your social media
accounts, from your status updates and comments to pictures, videos, and links you share.

1. You may not agree with everything or everyone you encounter on social media networks, but treat each
person with dignity and respect. The Golden Rule of treating others how you want to be treated is a good
practice.

2. Do not turn to social media as a way to harass, demean, or bully someone else. Sitting in front of a
computer screen does not give you license to embarrass, intimidate, or spread hurtful rumors about
others.

3. Regardless of your privacy settings, keep in mind that anything can possibly be seen by anyone at any
time, even by that person that you did not want to see it. Pause before you post, think before you click.

4. Whether you're concerned with maintaining good friendships or future job prospects, be responsible in
what you post and how it could affect your reputation. Many employers now check up on job candidates'
social media accounts for evidence of bad behavior.

Something to Ponder on
Social media have become a very powerful communication tool and platform in the new era of
technology and globalization. In the early beginnings of social media, the usual reaction would be, “I have
ideas or feelings and I can share these to the world through social media as a platform.” Today, however,
most millennials would claim, “I have access to social media, so I have to have an idea. I have to have a
feeling or emotion that I can share with the world.”

This attitude has led to the proliferation of fabricated or exaggerated emotions, with the hope of
getting many ‘likes’ or receiving many ‘comments’, which have become the norm for social acceptance.
What can you say about this? Consider this article in reacting to this phenomenon:
While is it true that we have real friends whom we can rely on in the
real world, there is that ubiquitous itch that we have to post something, with
the hope of ‘friends’ liking it, sharing it, or commenting on it. A hundred
likes and a few comments would suffice; couple these with shares and
threads and it would be ecstatic, even if those who supposedly liked or
commented on it remain detached to how we actually feel.
Social media give us friends who will tell us who we are based on how
we project ourselves in that virtual environment. The technology that is
supposed to help us connect and communicate with people by showing the
‘real us’ is the very technology that prompts us to give others a false
impression of who we really are.
Is this the purpose of social media? Are we using this powerful
platform appropriately?
(an excerpt from the article “Refusing to be Alone Together” by Tejada, K. 2017)

Modern Communication? Think about it.

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ENGLISH LANGUAGE AND THE NEW MEDIA
Question: Does the language we use dictate the language of new media, or do new media shape the
language that we use?

Let me rephrase that: Are we using new media, or are new media using us?

What is new media?

New media refer to highly interactive digital technology. These are very easily processed, stored,
transformed, retrieved, hyper-linked, searched for, and accessed.

Generally, these can be classified as:

 Blogs
 Social media
 Online newspaper
 Virtual reality
 Computer games

Language in new media is sometimes referred to as Computer-mediated communication (CMC),

though it may also be called any of the following:
 Netspeak
 Computer-mediated discourse
 Digital discourse
 Electronic discourse
 e-communication
 Digitally mediated communication
 Keyboard-to-screen communication

The Internet is the largest area of language development we have seen in our lifetimes. Crystal
(2011) said that only two things are certain: it is not going to go away, and it is going to get larger. Hence,
we must be prepared for its inevitable expansion.
Digital discourse illuminates social and cultural processes, which is under the domain of
sociocultural linguistics.

The primary concern is not with abstract, grammatical linguistics, but rather the everyday
functions and uses of language.

This type of discourse or computer-mediated communication can be described as:

 Vernacular
 Interpersonal
 Spontaneous
 Dialogical

CMC is Vernacular, which means it uses language that is common to people regardless of age,
social class, gender, or race
Examples
 Acronyms (Lol, yolo, fomo, bae)
 Initialisms (atm, rotfl, brb, btw, hbd, idk, jk, af, nvm, tmi, tldr, ftw, g!)
 Emoticons/ Emojis
 Expressive Punctuations
o Hello? VS Hello?!?
o No. VS No? VS No!!!

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 o <3 ; </3
o :-) ;)

Misspellings / Respellings
Respelling is a resource whose use is subject to a variety of factors, including users’ ‘technoliteracy’,
their considerations of audience and purpose, and physical constraints of message production (foreconomy
and text entry reduction).
( cu, 2nyt, tom/2mrw, abt, y? )
These increase insecurities in spelling, but also tolerance towards typographical “errors”, which
are reinterpreted as outcomes of speedy text production rather than indices of lacking competence.

CMC is Interpersonal. It is relationship-focused rather than subject-oriented. This can be

explained by the number of Group Chats (GCs) a person has, and the number of individuals and GCs a
person engages simultaneously.

The interpersonal nature of CMC is characterized by the following:

 Turn-taking
 Topic development
 Back-channels
 Repairs

CMC is Spontaneous. It is usually unplanned, unstructured, and sometimes impulsive. This

spontaneity also gave rise to Net Neologisms through Lexical Creativity, such as the use of “b4n” and “f2f”,
or such terms as trolls, meme, hashtag, and meh. These can be described as mediatized stylization and
popular representation.

CMC is Dialogical. It carries expectation of continuous exchange. This is why most media
platforms have a “Reply” or “Comment” option, while some have a “Leave a comment” button, to ensure
continuous interaction.

The English language in the New Media is

 Brief
 Multimodal
 Ideological

Brevity. Do you notice how much people put premium on length and on the time it would take for them to
read an article in the net?

Take a look at this example, on the number of words in Wattpad, which is relatively popular
reading platform for the youth:

This means that most readers of Wattpad (the youth, generally) can accommodate less than 1,000
words per chapter. That’s around four (4) pages or less of bond paper. Anything beyond that is considered
very long already by most young readers.

Let’s take a look at these examples:

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 Do you notice a similarity? Yes, both web articles found in social media have a time element: “2
MIN READ”, spelled in capital letters for easier access. This means that they want readers to read the
article because “It’s just two minutes; it won’t take much time.” That is a psychological conditioning,
suggesting that most readers want brief materials, thus making brevity a characteristic of language in
the new media.

Multimodality. This refers to the layering of different digital media. We all know that words are only ever
part of the picture. All texts, all communicative events, are always achieved by means of multiple semiotic
resources, even text-based new media like instant- and text-messaging

These screenshots are examples of multimodality in language use. Texts alone might not catch
that much attention, so a combination of purposively-designed text, photo, and/or video are a staple in
new media to make it interactive.

Ideologically-motivated. New media is inherently ideological, especially in terms of their political-

economies of access and control.

They are used to control people, and they are used to resist control. This is quite apparent, most
especially through the symbolic power of the news and broadcast media.

Language use is not simply a way of communicating, but a powerful resource for representing (or
manipulating) its users, especially the young people – so-called “digital natives”. None of this is especially
new; every generation likes to “complain” about the next generation’s communication practices.

This is an important context in which language can be seen taking place in and around new media,
and how it continues to evolve with every new technological revolution taking place.

COMMUNICATION PLANNING
The communication planning process involves defining the types of information you will
deliver,who are the intended recipients of that information, the format for communicating it, and the
timing of its release and distribution.

The key goal is to make sure everybody gets the right message at the right time. It serves various
purposes:
1. To inform
2. To persuade
3. To prevent misunderstanding
4. To present a point of view or reduce barriers

Steps in Communication Planning

1. Research and analyze current situation.

2. Establish goals and objectives (short and long term).
3. Identify the target audience (what they know, what influences them, communication
impediments, etc.).
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4. Conceptualize on key messages.
5. Strategize on communication styles and platform(s).
6. Evaluate and anticipate.
PERFORMANCE TASK: Communication Flows, Communication Flaws
Follow the step-by-step process of communication planning. The date, time, and platform or submission of
the output will be agreed upon by you and your professor.

1. Think of one of the “situations” in your college that needs to be addressed. (Research and analyze
current situation.)

2. Identify what you want to happen in this situation (seek to inform? call to action? seek to change
behavior?) (Establish goals and objectives)

3.Determine person(s) who need(s) to know what should be done. (Identify the target audience (what they
know, what influences them, communication impediments, etc.).

4. Develop the message you want the audience to know/ believe in. (Conceptualize on key messages.)

5. Decide on your communication vehicle (essay? FB post? video? letter? memo? audio? music video?).
(Strategize on communication styles and platform.)

6. Decide on how the message will be reached by the target audience, and what to do if the audience does
not receive/ respond. (Evaluate and anticipate.)

Communication Strategies in Tech-based Communication

Modern technology did not only usher in new forms of language used in new media, but also paved
the way on how communication takes place and how messages are presented. Part of communication
planning is deciding on the platform in which the message will be presented. In some cases, the use of
technology will do wonders for your presentation.

Multimedia presentations often always require the use of technology, and these, when used
properly, can do wonders for your presentation. They are visually-oriented and allow multimodality (as
discussed in Lesson 3) and the use of such features as text, graphics, photos, audio, anmations, and video.

There are a wide array of presentation software and tools to choose from, some of which are free
and very user-friendly, that is, you do not need training to be able to utilize the software and maximize its
features. Regardless of the software or technological tool that you use, there are a few factors that you
need to bear in mind in using technology as an aid to communication:

1. Keep it simple. Avoiding including too much information in a graphic or in one slide. The message
should be immediate and clear. By keeping the visual material simple, you also maintain maximum
personal contact with your audience

2. Emphasize only on key ideas. When you call attention to ideas with a graphic presentation, make sure
the graphic clearly illustrates your essential points and the important supporting data.

3. Show what you can’t say. The best use of visual media is to reveal material you can’t easily describe
orally or with written text. Graphics, photos, charts, and illustrations can accomplish this objective.

4. Keep the number of images you present manageable. Too many images will tire your audience (so will
too much text). Eight to ten images should be the maximum number for most presentations.
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5. Combine variety with coherence. If you use several images, vary the design to make them interesting,
but keep them aesthetically consistent.

6. Use large lettering. Use large text font sizes with minimal use of serifs so the audience can read the
text easily. In addition, do not flood your presentation with text.

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