Social Media and Its Effects on Individuals and Social Systems

Natascha Zeitel-Bank and Ute Tat
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Natascha Zeitel-Bank: Management Center Innsbruck, Austria
Ute Tat: Management Center Innsbruck, Austria

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Abstract: In this paper we analyse the possible effects of social media on both, individuals and the society as a whole. First we illustrate the current situation of social media in terms of facts and figures before we deepen selected aspects of new forms of virtual interaction. With a specific focus on recent neuroscience research findings the following main research question is to be answered: How does our brain deal with these new forms of information technologies and what are the possible consequences for our social behaviour? There is a broad range of diverse interpretations related to the usefulness of social media as a powerful source of communication and learning. Through examining several advantages and disadvantages we will highlight the circumstances for responsible handling of social media. The examination takes place on two levels: (1) The global form of information and expressing opinions via social media and its impact on social systems. (2) The individual form of participating and the specific influence of social media on the own social behaviour. Subsequently the effects of social media on the two levels above will be integrated into an overall picture. As main results of this study we can state that social media does have an impact on human brain and in consequence on the quality of our life, emotions play a crucial role in human communication, beside the generally known benefits there are serious threats for individuals and society and thus a need for a sensible social media interaction.

Keywords: social media; communication; human brain; learning; quality of life (search for similar items in EconPapers)
Date: 2014
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