India women are 26 per cent less likely to access mobile Internet due to misogyny, harassment and revenge porn
Social media — the use of online platforms, as substitutes for old style, high-touch, physical contact formats like newspapers and one-on-one meetings — is now near ubiquitous, boosted greatly by the pandemic.
The ebb and flow of advertising revenues best illustrates the media preferences of customers. Digital marketing accounted for more than half the $530 billion global advertising spend in 2020, up from just under two per cent in 2000, growing faster than television ever did (Financial Times).
One driver for the dramatic switch in audience preferences could be that mainstream media — newspapers, radio and TV — tend to patronise the recipient, being top-down and unidirectional. Social media, however, empowers the user by making them essential participants in media creation, in a manner, unmatched by the tamer mainstream options of writing letters to the editor or being in the audience of TV shows.
It is not very empowering to be a couch-potato, a passive recipient of TV or radio news and entertainment, with no room for “self-expression”, except to change channels, much like dissatisfied voters do quinquennially.
Social media, in contrast, encourages you to create content and share it publicly, to be listened to, read, seen and appreciated. You can do your stuff on Facebook, LinkedIn, YouTube, Instagram and Twitter or Koo — comedy,…