Incivility in online discourse | Digital Letterpress: Part 4
Imagine, for a moment, a world without Facebook. I know it may be difficult to remember what social interactions were like pre-2006 (the year Facebook released to the public) when we were basically still sending messages by pigeons and smoke columns. The social networking site has so fully infiltrated our lives that it seems impossible to just not have it. To further my point, Facebook is only one of the major networks connecting us around the globe. In only ten years, our society has tied itself in so many knots that we may never be able to go back to the way things were before the rise of online social networking. This may seem like a stretch, but I believe we’ve crossed the Rubicon of connectivity. Social networks are a part of our lives, businesses, and basic human interactions, and we can either choose to treat them as these “online spaces” or we can begin to utilize their capabilities.
I will be the first to tell you that social media is not perfect, but ignoring it will not make it go away and simply complaining about its faults will not make it better. Instead, we should look at how to use it moving forward so that we get the best interactions and the most efficient communication with those around us.
Social media itself has many applications. We use it for personal means, as a way to connect with peers, and industries use it as a connectivity tool to reach consumers. It ultimately ties social groups together in ways not achievable before the advent of Web and Mobile platforms. Because this connection is instant, interactions and conversations and debates can now easily take place in a faceless, digital space. We can have all the nuances of personal connection with people without ever having to look them in the eye. Some believe this to be a dark direction for society, as we will never be able to “truly” communicate with one another. Others, however, see this as a simple evolution of human interaction.
Regardless of which is true, I believe that anonymity breeds incivility.
I know that is a dangerous statement to make, but I believe the thought is worth exploring. If individuals never have to show their face or “own up to” statements they make online, where is the consequence for saying whatever they want? It is easy to hide behind the screen. If you disagree with me, please go read the comments to a dozen Youtube videos, and you might begin to see my perspective. The Journal of Computer-Mediated Communication uses the term “norms” to describe behavior that face-to-face society deems “acceptable.” As such, it isn’t a stretch to say that being faceless online gives individuals the platform to do or say things they would not “normally” do or say in a traditional interaction.
The above-mentioned Journal examines the climate of news site comment sections. Social media does give us instant connectivity which, paired with anonymity, allows posters to respond or react to something in the heat of the moment. That combination can be dreadful (once again, refer to the YouTube comment section). The Journal posits that a journalist or representative from the news site posting in the comment thread would decrease the likelihood of “trash” posts. The very fact that someone outside the posting peer group is watching “can encourage normative behaviors.”
Pairing this idea with a statement made by Danah Boyd in “Can Social Network Sites Enable Political Action?”, uncovers something interesting. Boyd explains:
“If we accept that technologies mirror and magnify everyday culture, what do social network sites say about society? While we may wish that they shine a positive light on us, the most insidious practices on [Social Networking Sites] highlight how status-obsessed and narcissistic we are as a society. We may wish to blame the technology for creating self-absorbed people, but more likely, egoists love social network sites because of their desire to exhibit themselves for the purposes of mass validation. By demonizing the technology, we fail to fully grasp the not-so-subtle message that society values beauty, exhibitionism, and self-aggrandizement.”
If social media isn’t the inherent cause of the incivility seen online, then it truly does come down to the human at the keyboard. The technology isn’t forcing YouTube posters to act that way; it’s just giving them a consequence-free microphone. That being the case, I believe ignoring the emergence of social media is the most dangerous of paths. To just chalk it up as a platform for “abnormal” social interaction is risky.
I believe in the importance of training people how to “act” on these platforms. Society spoon-feeds the idea of manners and etiquette. I often hear the older generation constantly gripe about the younger generation’s lack of social manners. Despite that, we take great measures in trying to train younger people in the ways of acting professionally and how to present themselves. Yet, I believe we fall short when it comes to online interaction. We leave that up for them to figure out by themselves, and then we wonder why Facebook arguments clutter our news feeds.
By no means am I suggesting that online interaction replace face-to-face contact. I am a huge proponent of being able to handle oneself in social settings and communicate to another human’s face instead of a generic avatar. I do believe, however, we should treat social network interactions as an extension of “real-life” in that we learn how to communicate with one another in that space. True communication does not rely on hiding behind the other side of the screen knowing that one can get away with typing anything consequence-free.
Aside from personal use, social media now drives industry communication to consumers. News outlets Tweet and post Facebook updates. Celebrities connect with followers through Instagram. Companies use targeted advertising methods to reach individuals with specific products and messages. Businesses who deny the power of social networking get trumped by those who go all in. The instant and constant contact with customers is too powerful to ignore.
Amy Mitchell of PewResearchCenter reports that, in a week-long analysis, millennials obtained 61% of their news concerning politics and government from Facebook as opposed to the 37% who saw it on local TV. While only a slice of information, it shows the power of social networks as legitimate social avenues. Being afraid of and avoiding online use will not lead to success (as either a business or news industry), but instead, success will come from embracing new communication modes and harnessing their utilities.
When used correctly, social media gives the platform for clear messaging and communication. It gives us the ability to connect with ease. Too often, we take that connectivity for granted instead of taking advantage of it. Companies and individuals alike have the opportunity to use social media to reach audiences with their unique voices, but they need to know how to present themselves in a fashion that will encourage those audiences to listen. As IdeaWatch puts it, success is “rarely found in a free-for-all.” With so many voices connected together through online networks, communicators have to find ways to stand out and be heard.
The way forward is not by ignoring social networking outlets but instead by embracing them. It isn’t by complaining about their shortcomings but by looking for ways to improve them. It isn’t by giving up on people’s ability to communicate but instead by showing those people how to do so. It isn’t by looking down on those media outlets but by holding them up as revolutionary modes of connection.
My personal desire is to find ways to communicate effectively no matter the mode or the proximity.