Social media has revolutionized the way we exchange information. Today, communication often happens through platforms like Twitter, blogs, podcasts, and other social media applications. Information is shared conversationally—through comments, tweets, and posts—broadcasting opinions into the world. Grassroots efforts like iReport are frequently criticized for reshaping journalism negatively by introducing amateur content into a traditionally professional space. However, I challenge this assumption. How does social media affect the aesthetics of communication? Does it degrade our culture, or does it diversify mass media communication?
On one hand, when too many people are talking at once, the message can lose its power. Mixing noise with meaningful conversation is problematic if the goal is to communicate effectively with a target audience. Professionally edited content, like news programs or written pieces with journalistic integrity, offers clarity and understanding through a one-to-many communication style. Social media, however, disrupts this model, embracing a many-to-many communication approach.
On the other hand, there is the question of “dirty” information versus clean reporting. How credible is the source? How honest is the reporting? The ethics and aesthetics of mass media broadcasting become critical here. We must differentiate between sensationalist “yellow press” and fact-checked journalism. Social media introduces an additional layer of complexity by blending amateur content into the media landscape. For example, during the Chinese earthquake, Twitter broke through censorship barriers to reveal truths through the lens of amateur users.
This raises the question: is it really a battle between professionals and amateurs? Or could it be a societal learning curve brought on by technological advancements? Professionalism may need to unchain the energy of grassroots efforts, shifting the role of editors and journalists in this new democratic media landscape.
In a world of social media democracy, amidst the overwhelming noise of information, we must learn to recognize patterns of truth. This requires tuning our perceptions to discern meaningful dialogue in a many-to-many communication model. Here, the skills of editors and the craftsmanship of journalists become invaluable, especially when viewed from a postmodernist perspective.
Postmodern aesthetics represent a new form of communication. By definition, postmodernism rejects rigid theories and ideologies, focusing instead on principles. As Marshall McLuhan famously said, “The medium is the message,” or as others reinterpret it, “The medium is the massage.” This idea encourages us to deconstruct and reshape our understanding of media.
Communication parallels the evolution of art. Art, originally integral to daily life, became exclusive to the elite with the emergence of “fine art.” Similarly, traditional media communication evolved into a specialized craft, controlled by elites. Local corporate news channels, for instance, often reflect a top-down perspective that prioritizes ratings over diverse, grassroots narratives. Social media, like the democratization of art in the late 19th century, has made communication accessible to the masses. The aesthetics of social media are still evolving, but they represent a bottom-up approach to sharing information.
In the 20th century, mass culture lacked immediate audience feedback, and media followed a top-down flow of information. Social media flips this script, enabling grassroots efforts, instant coverage, and immediate audience responses. Whether amateur or professional, this model reflects humanity’s collective struggle to interpret and translate news streams. The 21st-century Web 2.0 and social media networks allow artists and communicators to directly connect with audiences, fostering a reverse flow of communication and shaping mass culture.
If we commit to understanding and distinguishing facts from misinformation, one could argue that social media aesthetics not only shape our culture but also drive societal change. The true art of communication lies in the postmodern pursuit of new identities, re-mediation, remixing, and delivering news alongside opinions and reactions. This immersion in the aesthetics of the 21st century’s social media movement exemplifies the medium as the message.
Suggested Sources:
- McLuhan, M. (1964). Understanding media: The extensions of man. McGraw-Hill.
- Shirky, C. (2008). Here comes everybody: The power of organizing without organizations. Penguin Press.
- Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU Press.
- Weinberger, D. (2007). Everything is miscellaneous: The power of the new digital disorder. Times Books.
- Sunstein, C. R. (2006). Infotopia: How many minds produce knowledge. Oxford University Press.
- Surowiecki, J. (2004). The wisdom of crowds. Doubleday.
- Benkler, Y. (2006). The wealth of networks: How social production transforms markets and freedom. Yale University Press.
Mikhail Oparin 