For years, social media has played a massive role in transforming the entertainment industry from a traditional form to a more globalised and maximising reach to a broader range of consumers. This paper argues that social media has positively impacted the growth and transformation of the entertainment industry, making it one of the most emerging markets that connect many individuals. Using algorithms, the manifesto in “A Declaration of the Independence of Cyberspace” and the concept of “Mass Media and the Global Village” allows people to connect instantly and form virtual communities, finding the right resources that keep them entertained under social media integration.

Many entertainment companies use analysis tools and technology to reach their target audience and retain their engagement. Social media algorithms work similarly, setting rules that analyse user data and engagement to determine the relevant content that may keep users in and watching (Gupta, 2023). Each social media platform uses a different approach to analysing its user interest. For example, Instagram uses engagement metrics like likes, comments, or shares to identify user activities (Admed, 2024). Facebook uses similar ways of engaging its users but allows them to reflect on their past posts and memories, fostering engagement and meaningful interaction.

On the other hand, YouTube uses raking factors such as watch time, likes and comments to recommend similar content for their user. Entertainment companies create social media to promote content, increase engagement with their audience, and foster an online community. Compared to the traditional entertainment industry, where there was less interaction between artists and their audiences, social media has changed this industry rapidly by allowing direct communication from audiences to artists and vice versa. This interaction between the artists and their audiences creates a closer relationship that fosters a community where these audiences do not necessarily know each other but can relate to each other as they share common interests. An example is the Korean entertainment industry, which has transformed dramatically in recent years. From the typical way of promoting Korean artists in person, these companies utilise social media to maximise their reach and engagement with domestic and global audiences. They mainly use Facebook to promote upcoming projects. However, Instagram and YouTube are used for more interactive purposes, such as dance challenges and memes that could potentially entertain their audiences. These platforms will analyse user algorithms and recommend posts and content related to the user’s most-watched artist.

These entertainment companies also use social media to market their artists, as social media marketing can reach a larger audience and increase their visibility while remaining cost-effective. Research stated that the social media algorithm could come with hidden concerns, such as echo chambers where people’s knowledge and awareness are limited to what they are frequently exposed to, such as posts and videos tailored to them by the algorithm (Admed, 2024). The echo chambers are a considerable concern regarding areas like political and social justice as users are limited to one side of the story and at risk of “living in a bubble” (Admed, 2024, para 9). Users involved in this area of interest must know both stories of any political situation. Hence, having filtered content can limit their view, and they are at risk of getting new insight and perspective. However, it has been proven that social media algorithms do not harm the transformation of the entertainment industry and are the perfect complement to this industry (McClatchy Media, n.d). As more companies and artists create their social media, social media algorithms have positioned themselves as a mechanic that helps these artists reach their potential audience and enhance their marketing strategies. As for the audience, it allows them to have personalised recommendation content from their favourite artist. Moreover, by using these social media algorithms, users can bond with people with the same interests as them, potentially becoming a shared community. Therefore, social media algorithms have a positive impact not only on the community but also on the transformation of the entertainment industry.

Secondly, social media positively impacts the transformation of the entertainment industry due to its relation to the “A Declaration of the Independence of Cyberspace. “A Declaration of the Independence of Cyberspace” by John Perry Barlow is a manifesto that reinforces the freedom of the online world from government control and freedom of speech online, and their race and economic power is not judging people (Barlow, 2019 -2020). This manifesto relates to social media and its growth due to the belief in empowering individual opinions, breaking down traditional entertainment and reinforcing the freedom of creativity and expression (Barlow, 2019 -2020). By having the freedom of speech online, the communities, being audiences in the entertainment industry, can provide feedback on artists’ work and generate fan content that they come up with, such as dance challenges or fan art that can support their artists. This freedom of speech, creativity, and expression also allows artists and entertainment companies to be creative with their work without being overly controlled by the government. However, they need to obey the laws and regulations assigned to them.

In addition, this manifesto reinforces the idea of using social media to break down the traditional gatekeeping channels. To clarify, content used to go through conventional channels (digital TV experiences), where artists and companies had little control over their work (Ahuja, 2021, pg 3). Nowadays, artists and companies can use their social media platforms to upload their work and get credit for it. Moreover, this manifesto from Barlow also maximises the global reach of the entertainment industry by emphasising that cyberspace has no limits and that everyone can access it across the globe. Hence, people can access most entertainment content online and increase global reach. Korean music and drama are popular worldwide, and many people access them via social media platforms like Instagram, Facebook, and YouTube. As an increase in global reach for the entertainment industry, it allows fans to form an online community as they are located across the world but share the same interest in specific artists. People in this community do not necessarily know each other, but they bond over an artist like a fandom. This manifesto allows this community to have the freedom to access any content that their artists put out, such as posts, music videos, playlists and movies. Cyberspace positively impacts the fan community as the fans interact and communicate with their favourite artists who may live across the globe. Barlow emphasised that there is no judgment toward people’s race or economic power and allowed them to express their beliefs and opinions (Barlow, 2019 -2020). Therefore, people at all levels can express their thoughts regarding entertainment interests. The minor downfall of this freedom of expression is that people in the community can express themselves freely. Still, opinions are subjective and vary, which could be hurtful to some individuals within the community. However, these minor issues can be prevented or minimised by the artist’s company, which can take legal action or even take down any content or comment that can be seen as inappropriate.

Marshall McLuhan’s concept of “Mass Media and the Global Village” has evolved significantly with the growth and transformation of social media into the entertainment industry. The concept emphasises that mass media, such as the internet and social media, connect people worldwide as a “global village” and that people can share information online using social media (Ratti and Claudel, 2016). The concept complements and accelerates the transformation of social media association with the entertainment industry. This relationship has a positive correlation, meaning an increase in social media usage leads to a rise in global connectivity, which aligns with the core meaning of Marshall McLuhan’s concept. Major social media platforms, including Facebook, YouTube, and Instagram, allow users to communicate with their artists and the agency. This social media feature enhances the concept of a “global village” as it allows artists and the entertainment industry of one country to reach an audience globally. For example, the Korean group Blackpink and Seventeen uses social media to connect with its fans worldwide. They successfully hold concerts in some Oceana, Asian, and US states by creating connections for a close relationship between artists and their fans.

McLuhan’s global village concept also focuses on breaking down the old mass media, which companies once controlled and were limited access for all. In today’s world, people can easily create, access, and share their content with the world, breaking the old barriers of communication that McLuhan was foreseeing. Furthermore, social media enhances the ideas of global conversation from McLuhan’s concept and makes it more interactive for the audiences. Audiences listening to music or watching movies can connect with people with the same interest on social media platforms. It fosters a community where audiences from different nations can share their opinions about music, film and their favourite artists. Moreover, the content posted on social media can instantly spread across the globe. One audience can send and share their content with their friends and family in real-time, creating such a global experience for all. Compared to the traditional mass media, where TV only allows shows to be shown once and if people miss the broadcast, they will have to miss out. With social media today, people can access recordings from other sources online without turning up on real-time shows.

With the idea of a “global village,” McLuhan proposed that social media can connect diverse cultures, creating a more harmonious world (Ratti and Claudel, 2016). The Korean entertainment industry can be a good example of how social media aligns significantly with the “Mass Media and the Global Village” concept. Korean artists started by being famous across most Asian countries and became a global sensation that could take over the fame of Hollywood. Korean entertainment companies use social media to share their cultural content, such as music, drama, and trends, which attract global audiences. Fans of those Korean artists can also interact and communicate through social media platforms, which allows them to build a community with their fellow friends. Therefore, social media has fully emphasised McLuhan’s “Mass Media and the Global Village” concept and successfully accelerated its integration into the entertainment industry.

In conclusion, social media has profoundly transformed the entertainment industry and positively impacted the community that belongs to the industry. Social media algorithms allow platforms like YouTube, Instagram and Facebook to analyse user’s interests and increase engagement by recommending relevant content that keeps them watching. Algorithms are necessary as they ensure that users get the right content that fits their interests. Social media is also a cost-effective way to market artists to users to increase their brand awareness and visibility. In addition, the manifesto of “A Declaration of the Independence of Cyberspace” positively correlates with social media and the transformation of the entertainment industry. The manifesto allows online users to freely express themselves, interact with each other, and engage with the artist. Hence, it fosters freedom in cyberspace from the control of the government for its online community. Finally, Marshall McLuhan’s concept of “Mass Media and the Global Village” allows communication and content to be accessible and spread within an instant, making it a genuinely interconnected world for its online community. The idea of a “global village” allows people to bring in cultural diversity, creating a more harmonised world through content sharing by artists, companies or fans. As a result, the entertainment industry has become one of the most emerging industries with inclusivity and accessibility for its online community.

References:

Ahmed, S. (2024). Are You Really in Control of What You See Online or Are Algorithms Controlling It for You?.Medium. https://medium.com/@sahin.samia/are-you-really-in-control-of-what-you-see-online-or-are-algorithms-controlling-it-for-you-40fa5dcb4ade#:~:text=The%20Invisible%20Hand%20of%20Algorithms&text=Behind%20the%20scenes%2C%20algorithms%20are,is%20determined%20by%20an%20algorithm

Ahuja, V. (2021). Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World. IGI Global, 23(4), 17. https://www.igi-global.com/article/transforming-the-media-and-entertainment-industry/296255

Barlow, J. Perry. (2019-2020). Declaration of the Independence of Cyberspace. Duke Law & Technology Review, 18, 5-7. https://heinonline.org/HOL/Page?collection=journals&handle=hein.journals/dltr18&id=6&men_tab=srchresults

Gupta, S. (2023). Social Media Marketing: Understanding Social Media Algorithms Through Business Growth. Springer Nature Link, 3, 1117-1125. https://link.springer.com/chapter/10.1007/978-981-99-0428-0_91#citeas

McClatchy Media. n.d. Promote Entertainment Using Social Media & Content Marketing with Relevant Content. McClatchy Media. https://www.winwithmcclatchy.com/blog/entertainment-industry-social-media-and-content-marketing#:~:text=Social%20media%20and%20content%20marketing%20are%20perfect%20complements%20to%20entertainment,when%20compared%20to%20offline%20advertising.

Ratti, C & Claudel, M. (2016, November 17). Mass Media and the Global Village. Yale University Press. https://yalebooks.yale.edu/2016/11/17/mass-media-and-the-global-village/#:~:text=Marshall%20McLuhan%2C%20one%20of%20the%20fathers%20of,to%20speak%2C%20or%20shout%2C%20around%20the%20world.&text=McLuhan%20readily%20acknowledged%20that%20“the%20more%20you,you%20generate%20“discontinuity%20and%20division%20and%20diversity.