Tracing its roots back to the 1920s, research on the cognitive, affective, and behavioral consequences of media consumption originally fell under the broad category of mass communication. Emerging alongside new mass media outlets like film and radio, mass communication was characterized by its ability to reach large, homogenous audiences and exert substantial influence on them (McQuail, 2010). However, as the modern media landscape has evolved, these traditional notions have become less applicable (Valkenburg et al., 2016).
Over the past two decades, media consumption has transformed dramatically, becoming more individualized and increasingly dynamic due to the advent of social media. As a result, communication and media effects theories have undergone significant revisions, with the concept of “mass” becoming increasingly irrelevant (Valkenburg & Oliver, 2019). This article aims to explore the theories that underpin the study of social media’s impact on adolescents.
To establish a clear understanding of social media, we adopt the definition provided by Bayer et al. (2020, p. 472): “Social media are computer-mediated communication channels that allow users to engage in social interaction with broad and narrow audiences in real time or asynchronously.” Social media use, therefore, encompasses both active (e.g., posting) and passive (e.g., browsing) engagement, as well as private (one-to-one) and public (one-to-many) interactions across various platforms like Instagram, Facebook, Snapchat, TikTok, WeChat, and WhatsApp, occurring either synchronously or asynchronously.
Conditionality paradigm
The conditionality paradigm is a theory about how social media and other media affect people differently based on their individual characteristics and situations. It means that not everyone will experience the same effects from using social media. The effects can vary depending on a person’s traits, age, and social environment.
- Dispositional Susceptibility: Some people have personality traits that make them more likely to be affected by what they see on social media. For example, someone with a fear of missing out (FOMO) might feel more anxious when they see their friends having fun without them.
- Developmental Susceptibility: People of different ages might react differently to the same content on social media. For example, young kids might be more scared by violent content, while teenagers might be more drawn to risky behavior.
- Social-Context Susceptibility: The environment we live in and the people around us can also influence how we react to social media. For example, if a person’s friends or family have certain values, they might be more affected by content that aligns with those values.
Some researchers also believe that social media is not just a tool we use but a social context in its own right. This means that the rules and norms that apply on social media platforms can also shape how we interact with others and how it affects us. One example is the positivity bias, where people tend to share more positive experiences on social media. This can make some people feel envious, while others might feel inspired by seeing others’ happiness.
So, in a nutshell, the conditionality paradigm suggests that our individual traits, age, and social environment can make us more or less susceptible to the effects of social media.
Transactionality Paradigm & Selectivity Paradigm
- Transactionality Paradigm: This paradigm focuses on the idea that individuals actively engage with media and social media based on their needs, preferences, and interests. In other words, people seek out and interact with content that satisfies their personal goals or desires. This means that the way people use social media and the effects it has on them can differ based on what they’re trying to achieve, like seeking entertainment, social connection, or information.
- Selectivity Paradigm: The selectivity paradigm emphasizes that people choose the media content they consume, often selecting content that aligns with their existing beliefs, attitudes, and preferences. In the context of social media, this means people tend to follow, like, or share content that matches their interests and opinions. This can create a “filter bubble” or “echo chamber” effect, where individuals are exposed mostly to content that supports their existing viewpoints, which can strengthen their beliefs and limit their exposure to diverse perspectives.
Both transactionality and selectivity paradigms are related to the conditionality paradigm because they highlight that individuals have a role in choosing the media content they interact with, and this choice can influence how the media affects them. These paradigms emphasize that media effects are not the same for everyone, as they depend on factors like personal interests, preferences, and the context in which the media is consumed.
Conclusion
In conclusion, the study of social media’s impact on adolescents requires a nuanced understanding of the various theories that account for the diverse and dynamic nature of media consumption in the digital age.
The conditionality paradigm, transactionality paradigm, and selectivity paradigm each offer valuable insights into how individual traits, preferences, and social contexts can influence the effects of social media on young people.
By recognizing the complexities of media consumption and the interplay between users and content, researchers and practitioners can better tailor interventions, policies, and educational efforts to promote healthy and responsible social media use among adolescents.
As social media continues to evolve and shape the way we communicate, it is crucial to stay informed and adaptable to ensure that we foster positive experiences and mitigate potential risks for the younger generation.
