Exploding Social Media in Information Society
Tsuruaki YUKAWA (Visiting Research Fellow, GLOCOM, IUJ, and Senior
Staff Writer, Jiji Press)
People's Desire For Self-Expression
What is "social media"? Social media may be loosely defined as
"participatory media," through which anyone can express his or her
feelings, dreams, opinions, etc. and communicate with each other for
mutual understandings, stimulation, enjoyment, etc. It is well known
by now that the so-called "Web 2.0" argument has emphasized the
emergence of such social media as blogs and SNS. After closely
examining further developments of such social media including mobile
media and virtual reality, I maintain that there seems to be an
explosion of social media taking place now and its social impacts
can no longer be ignored by any established organization such as
businesses and mass media in Japan or elsewhere.
However, there is always an argument that Japanese could not (or
would not be willing to) express themselves, at least as explicitly
as Americans or Europeans, so that the development of social media
might be limited in Japan. I do not agree with this argument.
Although my overseas living experience is not particularly extensive
(only 20 years or so in the U.S.), I strongly feel that human beings
are much alike with various types of individuals found in any
country, and Japanese are not so unique as often presumed. As of
now, there may be differences among different countries in terms of
the level of desire to express oneself or to explore one's creativit
y, but it is a matter of time to see those differences narrow and
disappear, so long as people's desire for self-expression is
concerned.
Almighty Google Vs. People's Social Media
In the context of "Web 2.0," it is often pointed out that Google,
the leader of search engines, is bound to play a dominant role in
the Internet world, because such functions as search,
classification, database, etc. are quite important in the digitized
world with information explosion, and Google's technologies and
strategies seem invincible, compared to any one of their potential
competitors in the market. In this sense, Google is sometime
referred to as the "almighty God" in the information society. As a
result, there is increasing fear that Google could become too
powerful and too dominant, as their technology becomes a kind of
global standard, and their database becomes a kind of social
infrastructure all over the world. Such fear is amply expressed in a
short movie entitled "EPIC 2014" (http://robinsloan.com/epic/).
Although this kind of reaction to the "monopolistic power" of Google
is understandable and may be partly justified, it turns out that
search engines as a whole can actually control only about 5 percent
of the total data traffic on the net, according to Bill Gossman,
President and CEO of Revenue Science (http://www.revenuescience.com/). In the past, the Internet has been
somewhat like a "library," where search engines are the most
important tool for "library users." But as we are entering the era
of social media, there are an increasing number of "community
centers," where various activities are taking place, and people are
learning from each other. As SNS and other social media are
increasing in importance, the scope of search engines is becoming
smaller over time. Even in the area of search engines, Google's
power is not particularly strong regarding mobile search engines.
For example, in Japan some mobile search engines seem to be doing
well and competitively viable by utilizing user information
effectively for their personalized services (e.g., Mobagatown:
http://www.mbga.jp/).
In the 20th century with dominant mass media in the society, a
monopolistic media company such as Google could have had
overwhelming power to control much of the information that we need
in our daily life. Now that we have entered a new world of social
media, where people's desire for self-expression and creativity is
being emancipated, no single company, however clever and powerful it
might be, could control the exploding amount of information coming
out of creative individuals all over the world. In this new world,
whether in Japan or elsewhere, the most important thing is not
fears, but hopes and dreams for us to pursue by following our own
desire to express ourselves through ever-expanding social media to
be advanced by our own creativity.
Reference:
Tsukuaki YUKAWA, "Exploding Social Media" (in Japanese), Softbank
Shinsho, 2007
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