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Understanding Social Media

Extensions of Their Users


Robert K. Logan and Mira Rawady

The purpose of this book is to understand the nature of social media and the impact they are having on almost all aspects of modern-day existence from family life and social interactions to education and commerce. Just as fish are unaware of the water they swim in and we humans are unaware of the air that we breathe so it is that the users of social media are unaware of the effects of these media and take their existence as a natural part of their environment. The authors make use of Marshall McLuhan’s media ecology approach to understanding media in order to reveal the effects of social media on their users, how they are changing the nature of our social interactions and how we through our interaction with social media have become actual extensions of our social media, the reverse of McLuhan’s notion that media are extensions of mankind.

The authors analyze the major social media apps including Facebook, Instagram, Snapchat, Reddit, Tinder, YouTube, TikTok, Twitter and blogs as well as examining the Splinternet and the social media scene in Russia, China, North Korea, Vietnam and the Islamic world. Understanding Social Media studies the impacts of social media monopolies, the nature of advertising and branding in social media apps and the social media front in cyberwarfare and concludes with an analysis of the social media counter revolution waged by players who actually helped to create social media.

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Chapter Twelve: Blogs, the Blogosphere and Blogging Platforms


Enhance: the dissemination of news, personal opinions and the sharing of personal experiences;

Obsolesce: the diary, the monopoly of mainstream media and news organizations;

Retrieve: subjectivity;

Reverses or flips into: polemics.

“As for the ‘fad’ called blogging, the MSM (mainstream media) certainly desires it to be a fad, but the recent successes of bloggers in the political realm suggests otherwise.”—Alex Kuskis, the blogger of The McLuhan Galaxy (, accessed January 25, 2021).

A weblog, Web log, or simply a blog, is a web application, which contains periodic posts on a common webpage that disseminates news and information often of a personal nature. Such a website would typically be accessible via the Internet. The roots of blogging can be traced back to the days of bulletin board systems and then ←101 | 102→to Usenet which performed a similar function to blogs with its Unix to Unix connectivity which was used to create newsgroups.

A blog is a personal online journal. Just a way of having a conversation according to some. The number of subscribers to a blog can vary from a few dozen to several millions and everything in between. Examples of blogs that attract millions of visitors include Huffpost, TMZ, Business Insider, Mashable, Gizmodo, LifeHacker, The Verge, The Daily Beast and Tech Crunch (, accessed March 2, 2020).

But one thing for sure is that the medium of the blog, despite the opinions...

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