Assessing the Impact of Social Media

Assessing The Impact Of Social Media - On Political Communication And Civic Engagement In Uganda

For many years the media evolution from print to radio, to TV, and now online media has continued to influence mass opinions and perceptions. However, the emergence of social media sites such as Facebook, Twitter, and YouTube has taken this very concept a step further, with some arguing that social media now shape the opinions, perception, and actions of the majority whose opinions were previously shaped by information from traditional and mainstream media houses.

Today’s web and the new media underpin the ability to create instant communication sensations. From Facebook, YouTube, Twitter, and a collection of blogs, a news statement can advance from zero to 20 million viewers overnight. The viral nature of this highly social, user-driven environment enables complete strangers to connect over common beliefs, desires, or interests and together create winners and losers.

Download PDF