In this blog post, we examine the evolution of social media to reflect on whether human relationships have truly grown closer in the digital age, or if they have become more lonely instead.
Humans are social animals. Here, ‘social’ means thinking from others’ perspectives, showing interest in others, and finding meaning in one’s actions within a community. This social nature stems from relationships between people and is a core element that makes humans human. Such relationship-building is also actively occurring in online spaces, with SNS (Social Networking Service) being a prime example.
SNS is a digital platform that connects people online to form networks, exchange information, and share opinions. While human relationships were historically built around offline networks like hometown friends or alumni associations, the proliferation of the internet and smartphones now allows new connections to be formed anytime, anywhere through SNS. SNS has evolved beyond a simple communication tool to become a digital space exerting significant influence across society, politics, and the economy.
One of the core technologies enabling SNS development is the Web 2.0 environment. Web 2.0 is a structure that allows users to move beyond merely consuming information unilaterally, enabling them to directly produce and share content. Wikipedia, Flickr, blogs, and YouTube are prime examples. These platforms contributed to shifting from a vertical, closed information delivery structure to a horizontal, open participatory structure. Particularly with the widespread adoption of smartphones, tools for video editing and image creation became easily accessible to ordinary users, creating an environment where anyone could create and disseminate content.
SNS can be divided into first, second, and third generations based on its developmental process. First-generation SNS focused on extending existing offline social networks online. Representative examples include ‘iLoveSchool’ and ‘Cyworld’, which offered features like adding friends or finding classmates. However, their offline-based closed nature began to reveal limitations.
Second-generation SNS evolved to be content-centric. Twitter, Facebook, and YouTube are prime examples. Users upload their own content, forming new connections through it. While the speed of content production and distribution accelerated, fostering more active user interactions, it also brought side effects like information overload and increased fatigue.
To overcome this, third-generation SNS emerged. Its core concept is ‘digital curation’. Digital curation involves selecting, classifying, and adding value to the overwhelming amount of information, enabling users to selectively consume only the information they desire. Today, algorithm-based recommendation systems and AI curation technologies further enhance the SNS user experience. For example, Instagram Reels, YouTube Shorts, and TikTok feeds automatically curate and display content tailored to user interests.
Thus, SNS has rapidly evolved around three pillars: user information openness, user participation, and information sharing. Individuals can use SNS to shape public opinion and as a tool for social participation, while businesses utilize it as a channel for marketing and customer communication. Recently, SNS-based business strategies like ‘brand influencers’ and ‘social selling’ are also experiencing rapid growth. Furthermore, governments and public institutions actively utilize SNS for purposes such as gathering public opinion, running public campaigns, and disaster response.
However, alongside the spread of SNS, various problems have also emerged. First is personal information leakage. In 2023, incidents of user data leaks occurred on several global platforms. Facebook, TikTok, and Telegram, in particular, have been cited for cases where users’ real names, location information, and contact details were misused.
Second is the issue of copyright infringement. Because anyone can easily copy or share content, cases of infringing on the rights of original creators are frequent. On platforms like YouTube and Instagram, unauthorized use of music, images, and videos has become a major issue, leading to the introduction of automated copyright filtering systems.
Third is the spread of fake news and rumors. SNS, with its rapid information transmission speed, allows distorted information to spread instantly without fact-checking. This can cause social chaos and lead to serious harm, including damage to personal reputation. Particularly since the 2020s, cases of malicious information manipulation combined with political issues have increased, sparking active discussions about platform responsibility and the need for regulation.
Nevertheless, SNS remains an indispensable communication tool in modern society and will continue to evolve. Recently, ‘metaverse-based SNS’ and ‘decentralized SNS (e.g., Mastodon, BlueSky)’ are gaining attention. These platforms break away from the centralized structure of traditional SNS, emphasizing user sovereignty and presenting a new paradigm.
Ultimately, SNS is the result of implementing human sociality in digital space. We must consider how we utilize this technology and what responsibilities and ethics we should uphold in handling it. It is time for a balanced SNS usage culture that allows us to enjoy the benefits of technology while maintaining human-like relationships.
