Dear Editor,

I read Homer Sylvester’s letter in the Jamaica Observer titled ‘The threat of social media’, published on June 21, and I have to disagree with the sentiment expressed. The glass is always half full (not half empty), and we ought not to focus on the negativity, but use the advantages of social media to our benefit.

Of course, any form of addiction is unhealthy. It is up to us as individuals to strike balances in life for mental and physical health and well-being. You can’t blame social media for poor relationships. Neither can we blame social media for most road collisions. It is just not true, check the facts. Blame speeding, alcohol, and irresponsible drinking, negligence, inadequate driving skills, and lack of knowledge of the road code. A small percentage might be due to texting and talking on the phone, otherwise there would be a ban on social media already, with more effective campaigns, such as ‘Don’t text and drive!’

In 2008 Barrack Obama effectively used grass roots fund-raising and campaigning as well as the power of social media to boost his popularity and become the first African American to win the US presidential election. The ‘Yes, We Can’ message caught on very quickly, especially among undecided voters and suburbans who were desperate for hope and change and a connection with a suitable candidate. This is how powerful social media has become, it is perhaps more powerful now than mainstream media when it comes to advertising, and many companies now use social media actively to reach target audiences.

Social media has made many influencers, young and old, with almost zero skills besides communication and creativity, wealthy. Many make a living from social media and live very well, otherwise they would have been idle and extremely bored. Social media creates other opportunities for business, work, and pleasure and has become an integral part of politics and everyday life.

Reggae icon Bob Marley’s grandson, YG Marley, had a huge debut hit in 2023. The song had a catchy beat which spread like wildfire on
TikTok; all the young influencers were using it, which promoted the song to millions quickly. Before you knew it, YG Marley’s hit was certified platinum in Canada and gold in the USA, becoming the biggest reggae hit globally in many years, placing on the Billboard charts in many countries.

Other singers have used social media to promote their music. Willow Smith, for example, had a song, Wait a Minute!, which was released in 2015 with zero success. A few years later, in 2019, the song was used on
TikTok as a dance challenge and became a global hit as a result. Anyone promoting themselves, whether in politics, entertainment, and otherwise, has an active social media platform.

We’ve heard in the news that Prime Minister Andrew Holness has threatened to clamp down on misinformation on social media, but he is wise to tread carefully. Others have tried, failed, and received backlash. Setting rules and boundaries is one thing, but this is up to the platform. You cannot police freedom of speech. In most cases these platforms have their own rules, and information, good and bad, can be easily filtered and flagged. Politicians do not need to interject their authority.

The reality is that social media is here to stay, at least for a very long time. Let’s not view it as a threat but as a useful tool which can disseminate snippits of news easily and within seconds. It gives new meaning to mass information. Social media is used to promote, inform, educate, and entertain. It is definitely cheaper than mainstream media, and some brick and mortar advertising agencies have gone out of business because they have failed to adapt quickly enough to the changing times and needs.

The threat of social media is not due to social media per say. Those who choose to limit themselves and their social lives could definitely be at a disadvantage obsessing about social media. Media houses have also used social media to promote programming. It has been reported that cable TV viewership in general has been on the decline and this is partially due to the internet and social media.

The reality is technology and tastes are evolving and we should not see this as a threat or a negative thing but a powerful tool which can be used to enrich lives.

P Chin

chin_p@yahoo.com