Sociology: Social media’s role in shaping public opinion

Sociology: Social media’s role in shaping public opinion

In a sociological study, researchers explored the influence of social media on public opinion regarding environmental issues. Content analysis and narrative analysis of discussions, posts, and comments across various platforms provided a semantic approach for thematic analysis, revealing how online narratives shaped perceptions and discourse. Meanwhile, the resulting themes support discussion for potential applications within social media and other forms of online discourse.

The ‘Information Dissemination’ theme illustrated the rapid spread of environmental information and misinformation, highlighting the dual role of social media as a tool for awareness and a source of confusion. ‘Influencer Impact’ emerged as a theme, underscoring the role of prominent figures and opinion leaders in shaping environmental discourse. The credibility and reach of these influencers significantly affected public engagement and perspective.

‘Community Engagement’ was also identified, showing how online communities mobilized around environmental causes, sharing experiences, organizing actions, and providing mutual support. This theme reflected the potential of social media to foster collective action and advocacy. Lastly, ‘Emotional Engagement’ captured the affective responses elicited by environmental content, including hope, anger, anxiety, and inspiration. These emotional reactions were key to driving awareness, concern, and action among the public.

Through these themes, the study illustrates the complex dynamics through which social media influences public opinion on critical issues, offering insights into the power of digital platforms in shaping societal discourse.