A Note on Shaping Opinions Online

How has the Online Landscape Transformed the Dynamics of Public Opinion Formation and Communication Strategies? 

The online landscape dominated by social media provides a unique place for persuasion. Ads and content can be fed to target individuals based on demographics, data collected, or past behaviors, reinforcing ideas and limiting their engagement with diverse perspectives. Unlike traditional media, targeted content can powerfully shape opinions and persuade individuals. Pearson (2021) says that "Most persuasive presentations have one of two immediate purposes: persuading the audience to do something new or persuading the audience to stop doing something they presently do." On social media, this type of persuasion can happen in closed loops, reinforcing bias. 

Additionally, information travels fast on social media, and viral content, whether true or not, frequently shapes public opinions before any facts are checked. Crusius (2016) says, "Most people merely react to arguments...they just agree or disagree, usually with anger and closed minds rather than any serious consideration of other views." Unsubstantiated claims and fake news can circulate widely, shaping and persuading opinions because very few stop to verify them, and interestingly, research shows that the majority of fake news spreaders (around 78%) are still humans, not bots (only about 22%). 

Everyone can participate in social media, which can amplify marginalized voices, but just as easily amplify persuasive storytellers who may not be credible. Social media influencers also play a massive role in influencing opinions and persuading audiences with perceived credibility and emotional appeal. However, social media in the same ways can influence public opinion and persuade positively. Overall, it has transformed persuasion and the ability to shape public opinion by operating at a speed, scale, and level of personalization unmatched by traditional media. 

How do the Narrative Paradigm and Gatekeeping Theories Apply to These Platforms? 

Walter Fisher's narrative paradigm says we are persuaded more by compelling narrative stories than by logic of facts, because it resonates with our natural way of understanding the world. This idea influences communication on social media because personal stories shared on TikTok, YouTube, Instagram, etc., can be very powerful and compelling. Personal narratives shared about societal issues can powerfully shape public opinions as we are drawn to and compelled by this type of storytelling. 

Gatekeeping is the process by which information is filtered before reaching the public. Traditional media acts as gatekeepers, deciding what is newsworthy, but now social media platforms, with the use of algorithms, can act like gatekeepers, controlling what content users interact with. Platforms themselves can control visibility; what content gets widely shared and what doesn't, which can vastly impact public opinion. Together, these two theories help explain why social media is such a powerful and sometimes unpredictable force in shaping communication and public opinion. 

References 

Crusius, T., & Channell, C. (2016). The aims of argument: A text and reader (8th ed.). McGraw-Hill Education.

Pearson, J. C., Nelson, P. E., Titsworth, S., & Hosek, A. M. (Eds.). (2021). Human communication (7th ed.). McGraw-Hill Education.