In the PhD program, there are some academic readings and foundations that all scholars have to read and know regarding theory, research, and philosophy. One of the must-reads for understanding the philosophy of science is The Structure of Scientific Revolutions by Thomas Kuhn. Kuhn introduced the term a paradigm, which can be conceptualized as being “the research efforts of scientific communities, and it is this criterion that most clearly identifies a field as a science,” (“Thomas Kuhn,” n.d.). In essence, what a paradigm does is define what a discipline is at a given point in time, and when a new paradigm or perspective is supported by the scientific community within the field, then there is a paradigm shift. Psychology, public relations, marketing, and many other disciplines have evolved and changed throughout history.
The same goes for social media and new emerging technology – we are witnessing many paradigm shifts in social media on a daily basis. So, when I was reading on Mashable a post that discusses some of the new paradigms that are shifting how individuals are communicating, sharing, and commenting on information. Not only is it changing how people communicate online, but it is also shifting how businesses conduct themselves through their corporate practices towards their external audiences, but also within their company to create an engaging corporate culture. The five paradigm shifts in social media that was discussed were culture, mindset, group wisdom, environment, and vision. I believe that these are important elements for public relations professionals and researchers need to consider. Social media has shifted the internal and external culture to become more engaging and collaborative – everyone has the opportunity to share and voice their opinions and thoughts to really contribute to the overall goal for the business. In addition, creativity and listening are key as well – in order to separate yourself from other businesses and be aware of whether or not you are on the right track for your communications and business practices – these are two elements that are integrated into the foundation of social media.
So, the question is – what will be the next paradigm shift for social media and new emerging technologies? That is the question researchers all want to know. There are some good points on the new paradigm shifts – but there are others to consider as well. Social media is personalized and tailored – we listen to information that is relevant to us and from sources we deem to be important. We express our thoughts and insights creatively and are individualistic when it comes to presenting ourselves in the virtual online community. Engagement leads to conversations which then transform and become relationships – and if these are consistently maintained proactively, it can transform into influence for those in your community (both at the local and global level). Social media has broken down time, information, and language barriers – we are more connected with our world than ever before. Quality of message and number of followers / friends is key for proactive social media practices for professionals and businesses – loyalty, awareness, and credibility are built over time.
As scholars and researchers, we are indeed living in a very dynamic and exciting time. Social media is evolving and changing every day – we have to continue to study how it is effecting various aspects in society, and look at how it has changed the way certain disciplines see social media in both research and practice. We will continue to see new paradigm shifts in the field that will evolve and change how the scientific community views social media.
Hope you all are having a wonderful day!
Best Wishes,
Karen
Reference
“Thomas Kuhn.” (n.d.) Retrieved from http://www.des.emory.edu/mfp/Kuhnsnap.html.
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