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    The paradox of social media

    In an era of social media, “You know how you’re always told ‘you are not what you read’. Today, you read what you are,” said Alan Soon, Managing Editor and Head of Audience at Yahoo! Southeast Asia.

    Addressing the paradox of social media, he claimed that despite the fact that social media exposes everyone to the mass of information out there, readers tend to narrow only selected news feeds depending on individual’s interests.

    “So this is one of the interesting things about social media is that you’ll always find an audience of basically like yourself; you’ll find people of the same opinion, if you look for it, and you’ll spend time reading people’s opinions if they’re more and mighty voice," said Soon.

    Soon and Henry Mason, Head of Research & Analysis at Trendwatching.com, were speaking at the launch of Social Media week this morning at Singapore Management University’s (SMU) School of Accountancy.

    Highlighting a worrying trend, he said, “You open the paper and you know what, you’re more likely to read stuff that you’re not likely to click online. But because it’s on a paper, it’s on a broad sheet, it only takes two minutes to scan it to read the headline and the lead paragraph so you have an idea of what it is right? You were more exposed to information and knowledge much more than you are now.”

    “So one of the problems that we face in online journalism now is that the serendipity factor is always missing. We only got the sites that we like. We get most of our news form Facebook or Twitter or any one of these social media from people that you like. It becomes unfortunately a very closed way of looking at the world.”

    He warned that this will pose one of the news industry’s biggest challenges ahead. “We’re all slaves to discovering news we like,” said Soon. “We have to try to show as many opinions as possible and as quickly, accessible and discoverable.”

    Mason, on the other hand, weighed in on the business aspect. “Social media isn’t a marketing media; it’s a genuine communication media.” That said, he clarified that social media “is about the people, not brands”.

    But he claimed that firms do not need a social marketing strategy as word of mouth marketing remains the most powerful and effective tool.

    Mason cautioned businesses that base their audience solely on social media followers as the business “lives and dies with social media”. Citing Apple as one of the world’s biggest firms, he said that because their product is “relevant” to people, despite the fact that they do not have a Twitter account, the company’s sales remains booming.

    Throwing a curveball question, a member in the audience asked both speakers: What can firms that do not have an “amazing product” do in terms of marketing using social media?

    “That is it,” he candidly replied, before adding, “That is creative destruction; it’s like someone surviving on steroids because it’s no longer possible to hide behind curtains these days.”

    But social media has not only affected the way firms create their marketing strategy, and consumers’ behaviour. It has also changed the role of how the news media operates, said Soon.

    News is no longer a “product” with a one-size-fits-all mentality, but a “process” where it is collaboration with readers.

    Doing an impromptu experiment with the audience, Soon asked how many found out of pop icon Whitney Houston’s death via Twitter. A substantial number of the audience raised their hands.

    “That’s how powerful it is,” said Soon.

    In fact, so powerful that governments worldwide are finding a way to intervene and censor information online, even Singapore’s. 

    “This is the year of government intervention,” he revealed, but warned that “social media has become so powerful that any government that tries to dabble in it will find it difficult.”

    Ironically, due to the array of information available now, he believes people will be looking to hear voices of authority more than ever especially since the old media model as a curator is gone.

    Mason believes that filters are becoming increasingly important in filtering information that is eventually fed to consumers. He cites an example of Yahoo!’’s newly introduced social bar. 

    But to address the elephant in the room, with this wealth of information in this age, it begs the most important question: Will consumers still pay for content?

    To this, Soon remains confident consumers will still pay for three things: (1) Financial information that businesses or individuals can make use of to make money, (2) sports and (3) porn.

    How do you feel about this article?

     

    27 comments

    • Double Confirm  •  3 months ago
      The revolution all started with Social Media, which is the root of Human Media. This might look like a reverse process, a paradox, as it is generally assumed that social communication should come out of human interactions. Maybe this has been the mistake: using technology and social media as a means of communication to select , categorize and label communities, that is to say, people. We often forget that this connection should be made based on human values.

      Allow me to point out that when you listen, understand, respond, build relationships and connect emotionally, you are being human, not social. The social media challenge is to get back to human nature.

      It seems that Social Media is about technology, APPs, platforms and Tools. Let’s be clear, all of this is brilliant when it humanizes processes and creates connectivity in the real world; when it supports the backwards transfer from 2.0 to 1.0 and vice versa. What I mean is that Social Media, as it is, won’t change the history of humanity, but it’s very probable that what’s happening with the help of Social Media, could actually bring about change through human interactions.

      What say you?
      • ermmm...... 3 months ago
        The PAP argues that elected leaders must be empowered to make decisions in the national interest – including those that may be unpopular in the short term; they must not be hindered by media that have no mandate to represent the people.
        Singaporean will prove to PAP in GE 2016....get ready we will re-write history.
      • REGAL 3 months ago
        Singapore’s political system has been described as a semi-democracy, a limited democracy, an illiberal democracy, a hegemonic electoral authoritarian regime and a dictatorship. The PAP itself has referred to its system as a kind of democratic trusteeship.
      • Xavier 3 months ago
        Singapore’s political system and its media have been debated for decades, resulting in sharply polarised views. At one end of the political spectrum, most PAP politicians are unshakeable in their conviction that their press system needs no reform.

        Although priding itself in being open and pragmatic, the PAP has grown increasingly certain that key governance principles – including the subordination of news media – are critical to Singapore’s survival and success. It has a reflexive response to critical questioning of the press system.

        It automatically assumes that any criticism is aimed at mindlessly mimicking the West and that this betrays ignorance of Singapore’s special circumstances.
        Such views are dismissed as “stooging for the Western media and their Human Rights groups”, as old man has put it.
    • 团结就是力量  •  3 months ago
      Not only there is control of information media in Singapore.

      Singapore is also controlling the entertainment media in the country.
      Where they monopolized the entertainment for their exclusive profit. thru Starhub TV & Mio TV by Singnet.

      That's why they do not allow satellite in Singapore.
      Those who have worked or lived in other countries before will know that many countries that allow satellite to be used, the citizen can enjoy hundreds & thousands of TV channels FREE depend on the country, the satellite & the decoder that you have bought.

      In Singapore we only get a pathetic 6 channel with full censorship
      • True Blue S'porean 3 months ago
        Oh Really?
      • Neo 3 months ago
        Yes. Go china.. and you will see. But these countries are bigger with more channels for selection. Singapore is just a small dot....
      • 团结就是力量 3 months ago
        I not talking about wired connected TV, but those that are thru the satellite dishes.
        China is not a good example.
        Thailand got about 400 over channels, Saudi you can get more than 2000 channels.
        Of course some channel maybe repeated channel as they are from the different satellites.
    • Sme  •  3 months ago
      If I believed everything that I've read...
      I would say foreigners are more valuable than Singaporeans
      • marko 3 months ago
        good than kick you out.,.ft take over,,
      • Jose Maurinho 3 months ago
        stop reading comics then.

        Lol!
    • TIM  •  3 months ago
      its all about $$$$...nothing less nothing more....just see facebook
    • Jose Maurinho  •  Singapore, Central Singapore  •  3 months ago
      In all systems of Goverment, be it democratic, socialists or communists, the rich owns or control the medias. Nothing much you can do about it.

      Even after a revolution. Go read your History.

      Lol!
    • Commoner  •  3 months ago
      Soical media should help to level the playing field for all political parties in terms of news coverage as traditional media is directly or indiretly controlled by the ruling party.
    • Criticise  •  Singapore, Central Singapore  •  3 months ago
      Social media should have been an important and influential instrument that serves as a check and balance in the sociopolitical sphere. It helps electorates analyse and judge better the process of governance, and from there, shape their political choices.

      Social media itself has its pitfalls because it is open to abuse. However, I beg to differ that social media is paradoxical in any general sense. Instead, in Singapore's sociopolitical environment, social media is made to look paradoxical.

      The social media is the platform for long suppressed dissenting voices in Singapore. With the increased use of social media, people like us should have been able to express our opinion and hopefully help shape political discourse. However, this is not the outcome here in Singapore.

      With PAP still in prevalent control over the media, including increased forays into trying to 'regulate' the cyberspace, social media and its usefulness in helping suppressed dissenters to find a voice has come under threat. On an almost regular basis, online forums such as even this Yahoo! forum is infested with cyber trolls who seek to discredit those who spoke up against the PAP establishment, attempt to whitewash our sociopolitical history by glorifying the PAP at the expense of the opposition, and attempting to spread propaganda espousing the 'virtues' of the PAP.

      Recently for example, the 'new' Temasek Review (now TRE) sociopolitical blog, which is since defunct after its founding members were said to be hauled in for investigation, suddenly transformed overnight into an altogether different platform. Perhaps due to a 'secret deal' reached between its current moderators and the PAP, or perhaps due to a sudden change of political orientation, this platform has since attempted to be 'moderate' but a lamely-disguised attempt at that. It has since become a new platform for PAP to slam the opposition, and lost its original purpose as a platform where displeased Singaporeans can candidly voice opinion without PAP interference.

      The original hope is that social media can be an alternative avenue for suppressed voices in Singapore to express displeasure against the PAP, since the mainstream media is already monopolised by the PAP. However, with the silent but steady penetration of PAP into the social media, it seems that social media is in fact a paradox in the Singapore sociopolitical landscape, unless concerned netizens can collectively band together to secure the sociopolitical space that is rightfully ours.

      Or perhaps, the paradox of social media here in Singapore is nothing to feel strange about. Remember LHL's earlier calls to tackle 'online cowboy towns' and his promise to 'engage' the cyberspace? Read between the lines, you'll find that his and PAP's idea on countering online dissent is pretty much clear.

      And therefore, PAP's promise to change its style of governance? It's all just an empty talk.
    • Popinjay  •  3 months ago
      Don't subscribe to SPH news unless it's press freedom ranking is within the top forty. right now is ranked 135.
      It's a shame!
    • Rp  •  Singapore, Central Singapore  •  3 months ago
      What ever media that is free & not controlled is very just .The citizens of our country share their veiws & comments so that their feeling are better understood & necessary chages should be done to improve their lives .Singapore is for Singaporeans & citizens should come before any GDP . Isn't GDP meant for Sporean & its goverment its civil servant ?
    • Jeff  •  3 months ago
      “So one of the problems that we face in online journalism now is that the serendipity factor is always missing. We only got the sites that we like.... It becomes unfortunately a very closed way of looking at the world.”

      I stumbled into this article, isn't this serendipity enough....The only local English paper is the ST, so much for printed media offering more choice of "sites" and not limiting our way of looking at the world.
    • mutucurry  •  Singapore, Central Singapore  •  3 months ago
      The term "social" itself implied that any interaction will be superficial and fleeting - so what is the concern when like minded engaged themselves thus - to scratch each others back. Instead of doing it at the office pantry or copy machine bay or at the local coffee tiam such activities are now up graded and dignified with a new term via the terminal and screen. From a business perspective, Social Medial is well big business - millionaires churner and dream maker for millionaire hopeful like for example people like Alan Soon and Henry Menon our two friends who is do what they are supposed to do on Social media expressing views and opinion which they are likely aware will be taken with a pinch of salt. Opinion gurus on social media are a dime a dozen - thank goodness it is not a backer's dozen.
    • Tommyz  •  3 months ago
      Theres a distinction we must acknowledge , there's PAP media and there's people media, guess which one will prevail in the end ?
    • Maria  •  3 months ago
      The Singapore media system is sustained through hegemonic processes. Social theorists
      understand hegemony to be a kind of political domination in which coercion is masked by consent that has been manufactured through ideological work.

      PAP ideology, which has justified state control of media as an integral part of Singapore’s success formula and a necessary response to the country’s exceptional vulnerability. After forty years of repetition and reinforcement, elements of this ideology appear to have reached supremely powerful status in the Singaporean mind – that of unquestioned common sense – despite demonstrable flaws in reasoning.

      But hegemonic domination requires more than a compelling ideology: states also need occasional recourse to coercion. Authoritarian regimes often overdo their use of force, provoking a political backlash that ultimately weakens them.Singapore government’s strategic moderation in the use of force – what I call “calibrated coercion” – is one key reason why its media controls have not unleashed significant moral outrage.

      PAP hegemony has not been totalising enough to wipe out all resistance. In recent decades, the most obvious challenge has come mainly from liberal values promoted by Western media. What is largely forgotten in contemporary discourse is the radical history of the Asian-language press. Singapore’s press history contradicts the official narrative, which portrays media controls as being in line with the “Asian values” of harmony and consensus.

      Contemporary politics provide evidence that the PAP’s hegemonic project remains incomplete. Although the press is strikingly bereft of any reform movement, other practitioners in Singapore’s creative industries have pushed publicly for more space.
      • RETARDED 3 months ago
        @Maria,,,,,,,,,,,, sorry too "CHIM" to understand what you are trying to say.
      • Ritchie Gan 3 months ago
        Complete rubbish. The media must remain under our government control to prevent anyone trying to destabilize our government. This is where the ISD comes in helpful - to detain those who dare stir up trouble for our government. So please, we don't need any media reform or another media company.
    • lucile  •  3 months ago
      OMG.. I am SO NOT FACEBOOK......... Just refuse to expose my life to every person i know or not know. i have no need to let the world know what i think, what i do, what i not do, what i know, what i not know, who i know. who i not know.

      Friends that i know who are in Facebook are friends that i seldom meet for coffee, lunches, dinners or drinks. They already FEEL CONNECTED if they get a comment or e-message from me from WhatsApp, email or sms etc... always too busy to have a face2face (but spend hours on Facebook). Guess who is more anti-social?

      Thanks for the technology but no thanks!
    • See Toh Hiap Seng  •  Singapore, Central Singapore  •  3 months ago
      THE WORD "crapped" in the last sentence of my earlier posting should be "scrapped".
    • See Toh Hiap Seng  •  Singapore, Central Singapore  •  3 months ago
      TESTING ... TESTING ... MY FURTHER POSTINGS WERE REPETITIVELY BLOCKED.
    • marko  •  Singapore, Central Singapore  •  3 months ago
      NOSENSE!..singapore is still a gay-conservative society island..it full of sickos and pukes. like those in stomp website..SG puikes still want to be paradox social gay
      • rangerboi 3 months ago
        Well, try giving us the concept on why DADT won't work in SG. I dun remember our education system telling us what has been going on beyond our comfort zone to be fair. That's why not much of us know abt the DADT, Prop 8 and stuff like that. But then again there's no point in posting this idiocy b/c it's just like telling Osama Bin Laden to suck his own cock where in fact it won't really matter in any way or form barring satisfying the childish mentality. -.-'
      • Sme 3 months ago
        Marko, can you suck your own cock, but dont worry if you dont have one, I know gays would love to give you theirs
    • rangerboi  •  Singapore, Central Singapore  •  3 months ago
      The article is all abt the potential pitfalls, but then again no media is 100% honest due to the sugar daddies above the head. At the end of the day, it all boils down to whether we're willing to use our brain to think. God gave us one each for a very good reason. And it's not for random fantasizing over banging ur fave chick. -.-'
    • Jack  •  3 months ago
      not much news/info here in sg papers...
    • Janet Lim  •  3 months ago
      The current social media is a lauch pad, if you will, for anyone with view, with or without basis to engage, to attract attention to their comment; it is a heard or seen statement. Coming from my older generation, it is diificult to comprehend the comments from contributors that had no sense of history, culture and relationship. Of course, taking it at face encounter with all parties, it is certainly poles apart to delve into the huge amount of comments for worthy consideration. The message seems to be change, changes and more changes and charge current incumbents as morons and retards and even more severe lanaguage. There is a sense of superiority engaging from anonymousity. Nonetheless, it is a democracy practice as long as one does no harm personally to next person.
      Bear in mind, we still have to live our lives as normal and comfortably as we can manage. Be responsible for your own action.

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