In March, we asked a few additional questions about social media to the readers of Kärkimedia magazines (1048 respondents). The views are very similar to those in the previously conducted Domestic Media study (6208 respondents).
The attitude towards social media is contradictory
The domestic media study (9/2024) found that social media channels are used quite actively among respondents (85% weekly), more than the average in the population. 31% use social media as a news source daily, and according to the latest survey, a third of respondents consider social media an important news source for themselves. However, only a small group of respondents (13%) feels they stay updated on important news by following only social media. An essential part of media literacy is understanding that social media algorithms often show a narrow slice of the news stream. The overall picture remains unclear.
Concern about fake news and the reliability of information
In a domestic media study, 86% of respondents are also concerned about the spread of fake news on social media. Two out of three respondents are troubled if all information on social media is not completely true, even though the content is primarily considered entertainment. Domestic media is trusted; it creates a sense of security and acts in favor of democracy. The press is perceived to have a significant impact on societal discussion. In the domestic media study, 59% of respondents feel that newspaper articles fairly represent a variety of people and perspectives. 37% felt that the content of newspapers strongly influences their worldview.
The Impact of Social Media is Thought-Provoking
In the latest survey, 83% of respondents find it concerning how much social media sources influence people’s thinking. There has been surprisingly little public discussion about this. Regarding the youth, there has been a wake-up call based on research findings about the many negative effects that excessive use of smart devices, and particularly the aggressive algorithms of social media, have on young people’s mental health and learning outcomes. Social media itself and its role have changed from what it used to be. Users have become more passive, and less original content is being produced. The content and structures of the platforms are increasingly addictive, and social media operators have massive amounts of information about their users, at a very detailed level.
Advertising euros are increasingly directed to international platforms
According to the latest survey, 74% of respondents find it concerning that power in social media is concentrated in a few large media companies. Through skillfully constructed platforms and algorithmic systems, these companies have more power over us than we might realize. The financial impact is also significant. For example, last year, 483 million euros were spent on social media and search engine advertising from Finnish advertising investments. In practice, this money, 37% of all media investments in Finland, goes to these few international giant companies.