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Introduction
Social media is a natural phenomenon of modern hi-tech life. The impact of virtual communication is significant as people are often willing to pay more attention to online interaction. Besides, due to the development of technology, social media plays the role of platforms not only for communication but also fir effective advertising and entertainment. Digital content that is published in various groups has a large target audience, which allows influencing people and providing demand for specific goods or services. However, the controversy of the benefits of social media lies in the potentially negative impacts they have. In addition to using specialized web resources for communication, many Internet users utilize them as tools for bullying, intimidation, humiliation, and even violence. An opportunity to remain anonymous opens up significant prospects for cybercriminals, which complicates the task for law enforcement agencies. As a counterargument, today, there are various means of account verification and support services that are ready to ensure the safety of communication on social media and provide users with protection from scammers or blackmailers. Nevertheless, people who are well versed in the digital field can bypass such locks easily. Among the real negative effects that social media have, one can note intrusive advertising, bullying and harassment, privacy threats, fake news, and violence. Social media are gradually losing the function of communication tools and gaining the status of platforms that allow posting any content, including illegal and immoral materials.
Intrusive Advertising
Advertising on social media has become so intrusive and widespread that it has ceased to have its promotional function and often causes users more negative emotions than interest. At the same time, it is hard to get rid of advertising completely since many creators of digital content sign contracts with advertisers, and profit depends directly on the activity of the public. However, in case of excess advertising, people feel annoyed and ignore certain offers deliberately. According to Shareef et al., irritation due to any advertisement can distract consumers from receiving the intended meaning of the statement, and thus can have a negative effect on the value of the advertising (p. 61). Such a statement is logical because, in their quest for profit, advertisers provoke a natural reaction from the target audience to condemn the excess of promoting content. Customer perception largely depends not only on the essence of specific offers but also on the way marketers deliver them. Therefore, in case of intrusiveness, advertising content on social media causes rejection and is often blocked by users. Shareef et al. confirm this and argue that the context of marketing materials may be more important as a driver to convince the public of the value of specific goods or services (p. 66). The objectivity of such an idea is due to the fact that initially, social media were not intended for advertising, and only the creativity of marketers can be an effective way to attract public attention. Finally, Shareef et al. mention viral marketing as one of the methods of intrusive advertising on social media and note that this form of promotion are relevant only among a narrow target audience. In other words, the more annoying the advertisement is, the lower is the chance to attract a wide range of new consumers. Nevertheless, intrusive advertising is significantly less dangerous than bullying or harassment, which are found in modern social media.
Bullying/Harassment
The anonymity factor that may persist when interacting on social media is one of the reasons for bullying that some Internet users are forced to experience. A sense of impunity for aggressive behavior and insults towards another person exacerbate the situation. Moreover, bullying is a trend that is common in childrens communication on social media, which poses a serious threat to the fragile psyche of young users. According to Canty et al., online bullying is a unique phenomenon that has expanded in the virtual space due to the emergence of means to preserve anonymity and, in particular, the ability to go unpunished (p. 52). These factors are most obvious reasons why children, who are often humiliated by their peers on social media, become self-absorbed and cannot figure out the wrongdoers. Harassment is a similar problem, which, however, is characteristic of the adult population and often has a sexual background. Chadha et al. state that modern digital technologies amplify attacks on gender-based and sexual minorities, thereby acting as negative consequences of progress (p. 241). This statement assumes that the context of harassment is not limited to one topic. In addition, as findings show, virtual space is a favorable environment for this phenomenon:
Online communities and social media platforms offer many benefits, but they also have become breeding grounds for an assortment of sexist and misogynist behaviors. Importantly, the harassment behaviors evident today differ from off-line and pre-social media-era harassment, given the affordances of these networked spaces, including but not limited to the visibility and persistence of content, the anonymity/pseudonymity of users, the spreadability of content, and the multimediality of smartphones (Chadha et al, p. 250).
As a result, the openness of online communication creates a favorable environment for harassment and affects user behavior. Chadha et al. mention requests for personal data and addresses as easy consequences of harassment and note that people who have faced with real threats see this phenomenon as an extremely dangerous and aggressive trend (p. 243). This conclusion is logical because, despite different environments, online and real-life harassment have a common background. In this regard, the issues of privacy and accompanying risks are negative consequences of social media.
Privacy Threats
Privacy threats are fraught not only with identity theft but also with other problems that may entail anonymous bullying or blackmail. Today, for users of social media, communication options are not limited solely to correspondence. Interlocutors can comment on each other, share links, and perform other actions that go beyond a particular platform. As a result, as Aghasian et al. note, the distribution of information in real world is almost local, the publically shared information in online social media can be retrieved on the internet anytime, anywhere and by anyone (p. 13118). The significance of this statement is that virtually no one can be fully protected, and precautions should be taken. Aghasian et al. argue that users should be able to protect their personal data not only from intruders but also from familiar people who can become intermediaries in the leak of information (p. 13118). Those people who face privacy threats may lose their money or valuable digital content through negligence by providing their data to third parties. Due to the widespread use of virtual interaction, various leakage channels are discussed:
For example, a user normally share his/her personal information in Facebook which may pose a privacy risk. This user may share his/her occupation history and background in another site such as LinkedIn. His/her job information has again its own privacy risk, but a combination of the information from two social media accounts can pose the user to higher risk as more information is revealed. Consequently, by considering the overall information from multiple source, a more accurate quantification of the privacy disclosure score can be obtained. (Aghasian et al, p. 13118)
In addition to individual data leakage channels, the forms of privacy risks themselves are numerous. Aghasian et al. mention the threat of government data theft, the disclosure of confidential information about trade transactions, and even religious secrets (13119). Such a variety of risks explains the need for comprehensive protection. Social media, in turn, are a favorable environment for such fraud since the predominant number of Internet users have accounts at least at one specialized site. Wherein, according to Aghasian et al., one of the challenges in addressing privacy concerns is how to measure the privacy of a user participating in multiple social networks (p. 13129). The increasing role of social media in peoples lives inevitably leads to threats to personal data, especially if they are stored on different platforms. However, not all negative aspects of virtual communication are aimed at interacting with a particular person, and the example of fake news distributed online is a confirmation.
Fake News
Social media are becoming the most common sources of news, including both entertaining content and serious political and economic reports, which, however, are not always reliable. One of the main reasons is the desire to attract a large target audience. The greater the news resonance is, the greater is the potential success of a particular media platform. For example, Shu et al. give the following statistics: 62 percent of U.S. adults get news on social media in 2016, while in 2012, only 49 percent reported seeing news on social media (p. 22). This ratio proves that even the adult population of the country began to use virtual platforms more often. In addition, this growth may be due to the wider use of social media by numerous agencies that have individual accounts. The authors emphasize that fake news as a negative consequence of digital communication is disseminated most actively through social media due to an opportunity to create a public outcry quickly (Shu et al, p. 23). News groups fight for the target audience in any way possible, which entails publications based on unverified or false facts. Spohr explains the reasons and argues that the producers and curators of fake news content are able to monetize their content through advertising platforms from Facebook and Google (p. 156). This conclusion is logical since material gain is the most objective explanation for such publications. In addition, the researcher notes that fake news creates a resonance that, regardless of whether it is positive or negative, serves as a means of popularization (Spohr, p. 150). Therefore, the ability to influence the masses opens up prospects for fraudulent actions, although fake news cannot do such harm as violence, which is another negative effect of social media.
Violence
Despite the fact that violence in its natural sense cannot be realized online, the manifestations of violent acts through social media are possible. This phenomenon is similar to cyberbullying, but it involves strict measures of intimidation or harassment, while bullying can be superficial. Today, particular attention is paid to youth virtual violence, as children and adolescents are vulnerable groups. As Tripathi notes, most children and adolescents (65-91%) report little or no involvement in violence over social media platforms (2). At the same time, the author argues that time spent online is one of the factors on which the risk of violence depends (Tripathi, p. 3). In other words, the longer and more actively a child interacts with other users, the higher is the threat of psychological violence. This statement is reasonable and carries an open message about the need to reduce the access of young users to free online communication. Also, gender-based online violence is another form of bullying, and its consequences can be extremely dangerous from a social perspective:
Gender-based violence online is rampant, ranging from harassment of women who are public figures on social media to stalking intimate partners using purpose-built apps. This is not an issue that can be addressed by individual states alone, nor can it be addressed satisfactorily through legal means. The normalization of misogyny and abuse online both reflects and reinforces systemic inequalities. (Suzor et al, p. 84)
Conclusion
This position on gender-based violence proves the effect that indifference to this problem may cause. According to Suzor et al., most modern social media promote themselves as platforms for expressing individuality and personal opinions, which can be dangerous in conditions of the freedom of speech and anonymity (p. 89). Not only women but also other vulnerable groups can experience the effects of virtual violence, and impunity is one of the most dangerous consequences. The authors are convinced that deeply entrenched structural features of existing social media platforms often exacerbate the effects of online harassment and abuse (Suzor et al, p. 94). Thus, social media carry many negative implications, and an opportunity to go unpunished for aggressive or annoying behavior is a severe social omission.
Works Cited
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Aghasian, Erfan, et al. Scoring Users Privacy Disclosure Across Multiple Online Social Networks. IEEE Access, vol. 5, 2017, pp. 13118-13130.
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Canty, Justin, et al. The Trouble with Bullying Deconstructing the Conventional Definition of Bullying for a ChildCentred Investigation into Childrens Use of Social Media. Children & Society, vol. 30, no. 1, 2016, pp. 48-58.
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Chadha, Kalyani, et al. Womens Responses to Online Harassment. International Journal of Communication, vol. 14, 2020, pp. 239-257.
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Shareef, Mahmud Akhter, et al. Social Media Marketing: Comparative Effect of Advertisement Sources. Journal of Retailing and Consumer Services, vol. 46, 2019, pp. 58-69.
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Shu, Kai, et al. Fake News Detection on Social Media: A Data Mining Perspective. ACM SIGKDD Explorations Newsletter, vol. 19, no. 1, 2017, pp. 22-36.
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Spohr, Dominic. Fake News and Ideological Polarization: Filter Bubbles and Selective Exposure on Social Media. Business Information Review, vol. 34, no. 3, 2017, pp. 150-160.
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Suzor, Nicolas, et al. Human Rights by Design: The Responsibilities of Social Media Platforms to Address GenderBased Violence Online. Policy & Internet, vol. 11, no. 1, 2019, pp. 84-103.
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Tripathi, Vivek. Youth Violence and Social Media. Journal of Social Sciences, vol. 52, no. 1-3, 2017, pp. 1-7.
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