Lindsey Komson

Featured Image: Tracy Le Blanc

I first heard this phrase in my Principles of Public Relations class during my freshman year of college. We mostly focused on PR for a business in that class, so I originally interpreted the phrase to mean that a company used different platforms to convey an intended message to different audiences.

After reading chapter 4 of Johann Hari’s book, Stolen Focus, the phrase took on a whole new meaning. Hari discusses the impact of all types of media by making an important point – “Every time a new medium comes along—whether it’s the invention of the printed book, or TV, or Twitter—and you start to use it, it’s like you are putting on a new kind of goggles, with their own special colors and lenses. Each set of goggles you put on makes you see things differently”

What the big platforms convey, and why we should take it with a grain of salt

Twitter’s message:

• Anything can and should be understood in a 280-character statement
• Successful = immediate positive attention, Unsuccessful = immediate negative attention or none at all

My commentary:

• Informed opinions come from synthesizing multiple sources and being out in the world
• High engagement rate  success

Instagram’s message:

• Your appearance is what matters most
• You look good if people “like” what you’re posting

My commentary:

• Searching for approval on one’s appearance is no way to enjoy life

Facebook’s message:

• A person’s purpose is to show off their lives to others
• “Friendship” is when you positively react to other people’s posts, and they do the same to yours

My commentary:

• Friendship is such an important part of life, and to believe it’s what the internet says is only a recipe for unhappiness

Using this as a media professional

Reading this book made me view social media in a whole new way—a way that’s relevant to my career and future as a media professional. Each platform is a medium, and the way its users operate dictates the message.

Social media has such a huge impact on people’s lives from a personal standpoint, but it’s important to recognize how it can/should influence the way media professionals use social for a business.

Let’s use Twitter as an example. The message the platform conveys is that anything can and should be understood in a 280-character statement. But what if a business has something important to share with its customers? Something as simple as adding a link to a tweet allows for the consumer to be more informed on the business’ message/standpoint/etc.

Every decision made on social media, whether large or small, is intentional. As someone who may want to have a career in social, all of this information is so important to my future career, and I look forward to implementing my knowledge as I continue in this program and beyond!

Hari, Johann. Stolen Focus: Why You Can’t Pay Attention–and How to Think Deeply Again. Crown, 2023.