Social Media Influence on Public Opinion and Youth Behavior

Abstract

Abstract. Main objective. The article deals with the key factors of the virality of media content in social networks and technical university students' media literacy in social networks. Methodology. We analyzed the concept of virality and generalized the reasons that affect the popularity of the information posted in social networks. The three main groups of virality factors were singled out: content (its subject and form), the audience and the specific character of a social network. We have also analyzed the content of the three most popular Ukrainian media in Facebook: "Ukrayinska Pravda", "Hromadske TV" and "TSN" to define the virality factors in modern Ukrainian conditions. The study was conducted in National Technical University of Ukraine "Igor Sikorsky Kyiv Polytechnic Institute" (Kyiv, Ukraine). In addition quantitative analysis of 10 closed ended responses, qualitative analysis of 5 open ended responses and focus group discussion experts were done. The study population included students (n =1100) of the fourth course and 10 experts (professors in the fields of engineering (5 persons), pedagogics (2 persons) and social communications (3 persons)). Results and conclusions. Due to the study results there are few most popular content topics (politics, war in eastern Ukraine and basic needs) that cause the virality of information. Given the specificity of the algorithm for ranking posts in Facebook news line, we traced the reasons for the popularity of certain materials, which are caused by the situation in the country, emotions, induced by the publication, type of content and time of users' activity in the social network. The survey questionnaire captured the attitudes of students about the social networks and their role in everyday life and professional development, found out what 351Social media influence on public opinion and youth behavior percentage of students uses social networks for educational purposes, revealed whether the students trust to information from posts in social networks, as well as their reactions to messages. The qualitative analysis found out the reasons why students use or do not use social networks for their educational purposes, why are they joining or are not joining social networking groups that discuss political topics, why do they react or do not react on insults in social networks, why do they always (do not always) critically analyze information in social media, why do they think it is necessary (not necessary) to implement media literacy courses in the university. The focus group discussion revealed how social networks have influenced education, factors impacting social networks use for education, how the experts foresee the role of social networks in education and collected opinions about the media literacy as a part of engineering curriculum. Overall the observations found out weak spots in students' media literacy. Thus, it is necessary to implement media education in technical universities to teach students to become media "literate" in order to participate responsibl...

Leveraging Natural Language Processing to Analyse the Temporal Behavior of Extremists on Social Media

“…With the proliferation and widespread usage of social media, social media platforms are now used as channels and tools for the expression of public opinion. The influence of social media platforms on public opinion has been highlighted in several studies [8]- [10]. The authors in [8] addressed the virality of social media content and its impact on youth.…”

“…The influence of social media platforms on public opinion has been highlighted in several studies [8]- [10]. The authors in [8] addressed the virality of social media content and its impact on youth. The researchers in [9] found that social media is being used to further political interests, while the authors in [10] argue that social media is a powerful tool for persuasion and can be used to manipulate public opinion.…”