UNAIR NEWS 鈥 Social media has become deeply embedded in daily life across Indonesia, transforming not only how people communicate but also how they interpret and respond to public issues. In commemoration of National Social Media Day, Prof. Rachmah Ida, a media studies scholar at the Faculty of Social and Political Sciences (FISIP), 东京热 (UNAIR), highlighted the far-reaching social changes driven by digital communication platforms.
According to Prof. Ida, advances in communication technology have shifted human interaction away from traditional face-to-face exchanges toward mediated communication conducted through digital technologies. The widespread use of smartphones and internet connectivity has increasingly positioned online platforms as the primary means of maintaining social relationships.
鈥淒irect, face-to-face communication has become less common than communication conducted through media platforms. Social media was originally developed to create social networks, connect individuals, and expand personal relationships. Over time, however, its role has evolved in response to changing societal needs,鈥 she said.
From social networking platforms to political tools
Prof. Ida noted that many people often view social media and mass media as interchangeable, despite their fundamentally different functions. Mass media gathers, produces, and distributes information through established journalistic processes, while social media primarily serves as an interactive space where users communicate and engage with one another.
As its influence has expanded, social media has undergone a significant transformation within the public sphere. Platforms initially designed to facilitate networking and communication now play a much broader role in society. 鈥淪ocial media has become a tool for mobilizing communities, supporting social movements, and even shaping political developments in countries around the world,鈥 she said.
She pointed to the Arab Spring, a series of pro-democracy uprisings across the Middle East and North Africa, as a prominent example of social media鈥檚 ability to coordinate large-scale civic action. The movement, she said, demonstrated that social media is no longer merely a communication platform but a powerful force capable of influencing social and political outcomes.
鈥淪ocial media provides people with greater opportunities to express their views and aspirations. Within a democratic system, this creates valuable opportunities because citizens have broader access to channels through which their voices can be heard,鈥 she said.
Influence of public opinion in digital age
In Indonesia, Prof. Ida said the growing power of social media is evident in the emergence of the 鈥淣o Viral, No Justice鈥 phenomenon. The phrase reflects how posts that gain widespread attention online can elevate public awareness of an issue and prompt responses from institutions, authorities, and other stakeholders.
She explained that social media has become one of the most influential forces in shaping public opinion. While it offers people an avenue to highlight injustice and advocate for accountability, it also presents significant challenges, including the spread of misinformation, hate speech, and content driven by narrow interests.
鈥淪ocial media empowers people to speak out, but that power must be accompanied by responsibility. Without critical thinking and careful evaluation of information, social media can shape public opinion in ways that do not necessarily reflect the facts,鈥 she concluded.
Author: Maia Chaerunnisa
Editor: Yulia Rohmawati
