The Death of Media as We Know It: Groups on Communication Platforms Have Overshadowed Social Networks

The title of a recently published article in Business Insider,’Great News – Social Media is Crumbling’, supports the notion that people are spending less and less time on social networks: they are less active, posting less, tweeting less, and their user profiles are neglected. The article even welcomes this idea.

Users are evidently tired of the sea of content and sponsored posts. They have realized that they do not have control over the content they consume (even though it may seem at first that they do), and there are so many social networks that they simply cannot keep up with all of them. It seems that our awareness of the harmfulness of instant gratification brought by social networks has at least partially helped us to step back from such activities – or at least we try to do so occasionally. However, not everything is as it seems.

Perception of Truth

The truth is, as they say, always somewhere in between. The actual situation regarding the use of social networks is significantly different from the perception that people are using them less and leaving them more frequently, says Professor at the Faculty of Political Science Domagoj Bebić.

– Social networks still play an important role in media consumption, but it should be noted that the way they are used has changed. In other words, social networks remain dominant in the media landscape, but we notice that media consumption has transformed. Previously, people watched television programs and news shows together, which encouraged discussions on the same topics.

Due to the individualization of media consumption, they now consume content according to their own interests, which includes topics such as fitness, nutrition, and cryptocurrencies. I am sure that we will not witness the complete disappearance of social networks, but rather that they will evolve. After all, as they have done so far. I expect them to change to meet the needs and desires of users and to cope with emerging challenges, explains Bebić.

A Brighter Future

That the number of social media users is not decreasing, but that the way they are used has changed, is confirmed by Nina Klarin, head of the Social Media Department at agency 404. Judging by the data, we cannot talk about saturation of social networks, she says.

– As a communication agency, we track the global Data Digital Report every year, which contains all relevant data on social media usage, including the number of users – total on social networks and on individual social networks – and the time users spend on them. Year after year, these numbers continuously grow. Even Facebook, which was once said to have become irrelevant, is growing in all demographic groups. Social networks evolve in accordance with the times in which they operate and adapt faster than any other media. We still use them daily, more than ever. We spend the most time on them, only that some new times have come, some new social networks, and the way of consumption has changed, says Klarin, who, on the contrary, believes that the future of social networks has never been brighter.

– The market has matured, brands know exactly what value social networks bring them, and investments in them have never been higher. It seems that we are facing an era of social networks that will be more interesting than ever, believes Klarin.

Groups Becoming More Dominant

More popular than social networks, with which we have lived for almost twenty years, are various groups and communities, often on social networks, such as those on Facebook and WhatsApp, as well as Viber, Signal, and Telegram. Klarin explains this by stating that the use and popularity of certain segments of social networks depend on ‘what a person wants to achieve with their action at that moment’.

– Every communication channel has its own peculiarities and laws. We cannot compare WhatsApp and TikTok, for example, because they serve completely different purposes. If we talk about connecting with friends and family, we will certainly give preference to WhatsApp and Facebook and the groups on it, which have become extremely popular in recent years. If, however, we are talking about everyday use of social networks for entertainment, education, and information searching, we will refer to Instagram, YouTube, TikTok, LinkedIn, and others, explains Klarin.

Bebić points out that the situation regarding the use of mobile devices and applications is much more complex because since 2018, the mobile phone has been the dominant medium, on which people spend a large part of their time, and each of them has their own preferences and habits in using mobile applications. Online groups today play an important role in people’s daily lives and are valuable for exchanging ideas and information.

– Mobile devices have become a central part of our daily lives, often replacing even traditional rituals such as drinking morning coffee. People often have different groups on their mobile devices that are important to them, whether they are private or business contacts. Mobile devices enable dynamic communication and information exchange, and social networks are no longer as dominant as they once were, says Bebić.

Strange Bubbles

As another challenge for social networks, Bebić considers the creation of so-called media bubbles (engl. bubbles), which we previously referred to as ‘echo chambers’. Namely, people today often consume content they agree with, which interests them, thus isolating themselves from different perspectives, which can hinder communication on socially important topics. For this reason, Bebić believes that we should encourage diversity of perspectives and constructive conversations.

Regarding the number of users, the ways of using social networks, and the arrival of innovative and creative networks, communication experts do not need to worry because social networks are here to stay. Experts agree that their future, as well as the future of the entire world, will largely depend on – technology. The future of communication will be increasingly specialized and mediated by technology, and this applies to media processes as well, believes Bebić, but when it comes to the dominance of social networks, he says it is difficult to predict the future leader.

– TikTok and platforms that combine shopping and gaming, such as Temu, are currently among the most popular, but new ones are expected to emerge that will grow rapidly, and applications will increasingly connect to provide individually tailored media experiences. This change means that you will find it harder to notice media phenomena unless they go viral, with tens of millions of views. Classic media forums are no longer as important because common spaces are now less geographically exclusive, explains Bebić.

Calling for Filtering

Klarin adds that the market is currently most talking about the use of AI tools in communication and marketing campaigns. On the other hand, with the development of technology come challenges. Klarin highlights the spread of fake news through various channels as one of the biggest challenges,’which has never been easier’.

– The entire communication and media industry needs to find a way to filter such news and take their share of responsibility. The pursuit of profit, which brings sensationalism and fake news, should not overshadow social responsibility. The social responsibility of communication and media companies has never been greater, and the time we are in requires us to implement concrete measures to protect those most vulnerable and exposed to such content, children and youth, concludes Klarin.

Key Changes

Perhaps the private sector will be able to adapt better to changes in communication and media, while the social sector, including the political scene, may face challenges in a global context and regulations, thinks Bebić, noting that the situation will remain complex and challenging.

– I do not necessarily see the end of social networks, but I predict several key changes and trends that could shape them. First, they will likely continue to adapt to changes in technology and society. I have noticed that some social networks have already begun to introduce new features in response to user concerns about privacy and security. I expect such changes to continue to preserve user trust. Second, the future of social networks may involve a greater focus on quality content and user experience.

People are becoming increasingly aware of the negative effects of excessive use of social networks on mental health, which could prompt platforms to promote content that educates, inspires, and helps users feel better. Likewise, the fight against misinformation and fake news will be a key challenge in the future of social media. Platforms will need to invest more effort to ensure the credibility of the information shared. Due to challenges with media bubbles and polarization, I hope that the future of social networks will bring solutions that encourage diversity of perspectives and constructive debate. This may include better tools for filtering and presenting different viewpoints, thinks Bebić.

Ultimately, the death of print, television, and even radio has been predicted, and today we witness that all three media are very much alive, coexisting with social networks.