Abstract

The pervasive and ubiquitous nature of social media in our lives has compelled us to rethink the way in which we communicate. This research paper uses the concepts of Kaplan et al to define what social media exactly means and how it can be classified into segments where applications can be grouped together. One of the major benefits of social media communication is social media activism. Schejter, Amit & Tirosh, Noam. (2015) select the framework of social justice, the concept of utilitarianism and its influence on media policy while comparing the theories of John Rawls and Amartya Sen for a new framework for social media. Most businesses have also come to realize and harness the power of social media. Many small businesses have newly sprung up keeping these advantages in the picture as they are aware of its capability in boosting their product advertisements and media presence in influencing millions of users. Another field that has located its footing in leveraging the power of social media is social media activism. The mass appeal of such a platform reaching the most remote corners of the world promptly wins over traditional activism. The information dispersed to the general public can be catapulted to the top of the trending list by applying suitable hashtags or tagging multiple people, including distinguished personalities or making location check-ins. The more people adopt such methods, the more traction the cause gains. Certain hashtags like #MeToo and #BlackLivesMatter have assumed the centre stage in determining the role of social media in voicing opinions of people who find the cause worth fighting for.

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