Introduction
Concentric Circle Model refers to a sequence of concentric rings and the message source is at the center. Information is encoded at the centre and then it ripples sequentially to the outer rings till it reaches the audience. Components of this model include communicators, the codes, gatekeepers, the regulators, filters, the audience and effect. This model has found relevance in various sectors from media to industrial sector where players must understand how different factors are intertwined.
In the industrial sector, the model is very critical as it enables firms to understand how a simple action or error of omission can have a ripple effect on numerous other components of the firm. In the Media sector, the model has gained massive popularity because of the direct impact that the message released to the public has on various issues. The model emphasizes on the need to take care before acting in a given way. In this paper, I will focus on how this model can be used to regulate social media.
Application of the Model in Social (Internet) Media
Social media is one of the greatest discoveries that have been made in this century. Social media has revolutionized the field of communication. People can now exercise the right to communicate with their peers in a unique way using virtual technologies. With the emergence of Facebook, Tweeter, and YouTube, mass communication is no longer a preserve for large media corporations around the world. Messages can now spread to various parts of the world very fast when shared in these social media platforms (Joost, 2008).
It can also reach a wider population who speak in different language. A Chinese who gets a message from the social media can easily translate it to the local Chinese languages, making it accessible to millions of people who may otherwise be unable to understand the message in its original language. This is one of the greatest advantages of social media platform.
It is no doubt that the benefits of social media in promoting democracy are greater than the challenges it brings. However, this form of media needs very close monitoring to ensure that it remains an effective tool of communication other than being misused by irresponsible people whose interests may be wearied. The concepts presented in Concentric Circles Model may help in addressing the current problems of managing the social media. The figure below shows how this model can be used in managing mass media.
It is important to note that the model above was developed specifically for the mass media. However, the same concepts used in the mass media can be applied in social media, making some minor adjustments. This model emphasizes on the need for a content to go through several channels before it can be released to the targeted audience.
Communicators
In the context of mass media, communicators are the mass media stations responsible for passing a message to its audience in different countries. However, the communicators in the social media are individuals who are in the social media platforms. The platforms can be Facebook, Tweeter, or YouTube. Individuals have been empowered by the modern technologies to share their information with members in these platforms.
Codes
In this case, codes are the actual messages that the communicators intend to pass to the audience. Communication is very essential in our society, but it is also important to appreciate that the nature of messages we pass to the public may have serious consequences. Albarran (2013) gives a case scenario of what happened in Rwanda in 1994. The international society had ignored the power of media as a tool used in violence against humanity. As it turned out, media was used to incite and instruct one community to massacre another.
The outcome was genocide where close to one million people were killed. The same power that mass media had in Rwanda can be possessed by social media in any part of the world. A good example is the recent popular Arab uprising that has been witnessed in North Africa and parts of Middle East. The rioters would communicate using mass media. All their activities were organized in the online forum.
The outcome was a change of regime in Egypt, Libya, Tunisia, and instability in Syria. Codes that come from the communicators have serious bearing on the society. It can either make or break the fabric that holds our communities together. Another problem is that some codes may be meant only for a section of the society, especially adults. When adult content is accessed by minors, then there is fear that it may corrupt their minds.
Gatekeepers
In the context of mass media, the gatekeepers are the editors who have to review every piece of information before it is released to the public. Sometimes journalists may gather information which is too sensitive to be released to the public. It is the responsibility of the gatekeepers to ensure that the message is reviewed to determine its suitability. However, this is one of the most important aspects of Concentric Circles Model that is missing in the social media.
The reporter doubles up as the gatekeeper of the information released to the public. Responsible journalism is very critical for peaceful coexistence. In the context of social media, individuals must embrace the need to ensure that they take into consideration interests of other members of the society before they take any action. We have to be our own gatekeepers when using this important media platform.
Regulators
The regulators in the social media should be state and federal governments’ officials. According to Cabrera and Malanowski (2009), government should come up with policies meant to regulate information published on the social media.
Hate speech is prohibited by law. Governments all over the world should inform their citizens that they will be responsible for any piece of information they publish on social media. People who misuse these platforms to harm others’ image or to incite the public should be held fully accountable for their actions.
Filters
Having clear policies that define how social media users should behave while online is very important. However, it is important to appreciate that in every society, some people will still break the law even if they are aware of the possible consequences. That is why social media firms such as YouTube, Facebook, and Tweeter should have software that can detect contents that are abusive, provocative, or inappropriate for the public.
The software should then filter out such contents as soon as they are detected to avert the intended harm. Kerpen (2011) says that the biggest challenge in coming up with such filters is determination of contents that can be considered abusive or inappropriate. Some people may use very polite words to incite the public. If the software is designed to detect specific abusive words, then one can easily manipulate it by using simple words to pass very derogatory remarks.
Audience
The audiences are people who will have access to a piece of information published in the social media. When communicating, we always have an intended audience who should access the information in the manner it is presented. The audience must encode the message in the way expected by the sender. Sometimes messages shared in the social media may reach unintended audience. This problem is very common when it comes to regulating the contents that children can have access to once they go online.
It is important to ensure that parental guidance is given to the younger audiences to protect them from unwanted contents. It is important to note that once the message has reached the audience, then very little can be done to change the facts. In the modern society, sensitive messages spread very fast. Once an individual publishes a message, others who receive it will easily repackage and share it with other friends in the same or other related platforms.
Effect
The message will evoke a reaction which Concentric Circles Model refers to as the ripple effect. A positive message meant to inspire the audience will influence the actions of people in a positive way. Retrogressive messages meant to incite the public may result into serious societal problems such as those that are currently witnessed in parts of Middle East.
In fact, Mandiberg (2012) says that social media played a major role in promoting violent uprising in Eastern Ukraine. Urban centers in this part of the country are completely ruined, and many people now have to rely on relief. Many more have died or sustained life-changing injuries because of the uprising.
Conclusion
Concentric Circles Model is one of the concepts that should be applied in the regulation of messages shared in the social media platforms. Internet media is one of the best inventions in the modern society. It opens the world by interconnecting people who might be in different continents. However, the irresponsible practices witnessed by some of the users are a threat to the existence of humanity. Everyone has to be responsible when using social media and this model can be used to address this problem.
References
Albarran, A. B. (2013). Management of electronic and digital media. Boston: Cengage Learning. Web.
Cabrera, M., & Malanowski, N. (2009). Information and communication technologies for active ageing: Opportunities and challenges for the European Union. Amsterdam: IOS Press. Web.
Herrick, D. F. (2012). Media management in the age of giants: Business dynamics of journalism. Albuquerque: University of New Mexico Press. Web.
Joost, V. (2008). Media Technology: Critical Perspectives: Critical Perspectives. Berkshire: McGraw Hill. Web.
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on Facebook (& other social networks). New York: McGraw-Hill. Web.
Mandiberg, M. (2012). The social media reader. New York: New York University Press. Web.