Maria Murumaa-Mengel, a professor at the University of Tartu, told ERR in an interview that journalists have an important task of understanding social media and explaining it to others.
The professor said that young people need to think about what they share on social media. Their posts remain there and can affect their lives in the future. Murumaa-Mengel said that real life and virtual life are not different worlds, but one and the same.
The interview also touched on social media campaigns for local elections. This year, many AI tools and creative ideas were used. For example, the campaigns featured superheroes and other special characters.
Murumaa-Mengel believes that social media is becoming increasingly harsh. She said that social media rewards negative emotions such as anger and fear. This leads to more conflicts and contradictions.
According to a survey, US social media serves as an example for many countries. US culture and media influence globally, including Estonia. For example, similar symbols and ways of presenting politicians are used.
The interview also discussed young politicians who have successfully used social media. For instance, some young candidates received more votes than experienced politicians. Their messages were simple and attention-grabbing.
Murumaa-Mengel noted that conservative ideas spread faster on social media. Also, simple and sharp messages are more effective. She said that social media is changing politics and journalism. Journalists need to be cautious and verify the information they disseminate.
Finally, she talked about how social media gives people the opportunity to participate in politics and societal issues. However, it is important to think about what information to trust and how to use social media.