Apa yang dimaksud media sosial?

Media sosial refers to digital platforms enabling user-generated content distribution and interpersonal exchange through network-based systems. The term emerged circa 2004-2005 coinciding with Web 2.0 paradigm shifts, though precursor technologies existed since USENET (1979) and early bulletin board systems.

Technical Classification

Platforms operate on client-server architectures with distributed content delivery networks. Primary categories: social networking sites (Facebook, LinkedIn), microblogging services (Twitter/X, Mastodon), media-sharing platforms (Instagram, TikTok, YouTube), messaging applications (WhatsApp, Telegram), and forum-based systems (Reddit, Discord). Classification depends on core functionality rather than peripheral features. Instagram began as photo-sharing but incorporated messaging, stories, reels. Functional overlap complicates taxonomy.

Core technical requirements include user authentication systems, database management for content storage, APIs for third-party integration, and content moderation infrastructure. Most platforms use NoSQL databases (MongoDB, Cassandra) for scalability. Facebook’s infrastructure processes 4 petabytes daily. TikTok’s recommendation algorithm samples approximately 1000+ data points per user session.

Regulatory Framework

Section 230 of Communications Decency Act (1996) provides liability protection for user-generated content in US jurisdiction. EU Digital Services Act (2022) imposes transparency requirements on platforms exceeding 45 million monthly active users. GDPR Article 17 grants deletion rights. China’s Cyberspace Administration requires real-name registration since 2017. Different jurisdictions impose conflicting requirements.

Platform demographics vary significantly. LinkedIn skews professional (61% users aged 25-34). TikTok younger (60% users Gen Z). Facebook aging (2.9 billion MAU but declining youth adoption). Reddit predominantly male (63.8%). Pinterest female-dominant (76.7%). Twitter/X user base contracted post-acquisition, losing approximately 13% active users Q4 2023.

Economic Models

Advertisement comprises 97.5% of Meta’s Q2 2024 revenue ($31.7B). Cost-per-click rates fluctuate: Facebook average $1.72, LinkedIn $5.26 (B2B premium). TikTok’s CPM ranges $1-$4 depending on targeting parameters. Subscription models emerging: Twitter Blue ($8-11/month), YouTube Premium ($11.99/month), Snapchat+ ($3.99/month). Creator economy valued $104B globally (2023 estimate).

Algorithmic curation determines content visibility. EdgeRank (Facebook) weighs affinity, weight, time decay. TikTok’s recommendation system uses collaborative filtering and natural language processing. YouTube prioritizes watch time and click-through rate. Algorithms optimize for engagement metrics, creating feedback loops. MIT study (2018) found false information spreads 6x faster than verified content on Twitter.

Mental health impacts documented in multiple studies. Heavy usage (3+ hours daily) correlates with increased anxiety and depression in adolescents (JAMA Psychiatry, 2019). Instagram implemented time limit features 2018. However, causation remains disputed. Platforms fund research through independent bodies but conflicts of interest persist.

Content Moderation

Platforms employ combinations of automated systems and human reviewers. Facebook’s AI detected 96.8% of hate speech removals (Q1 2024). False positive rates undisclosed. Human moderators in Philippines, India, Ireland review flagged content. Turnover exceeds 50% annually due to psychological toll. Response times vary: terrorist content typically removed within 1 hour, other violations 24-48 hours average.

Shadowbanning practices lack transparency. Platforms deny systematic implementation but user reports persist. Algorithmic suppression differs from explicit bans. Twitter’s source code leak (2023) revealed “importance” scoring affecting visibility. No standardized disclosure requirements exist.

Data breaches occur with regularity. Facebook/Cambridge Analytica affected 87 million users (2018). LinkedIn breach exposed 700 million records (2021). Twitter breach compromised 5.4 million accounts (2022). Penalties vary by jurisdiction: GDPR fines reach 4% global revenue; US lacks comprehensive federal data privacy law.

Platform Architecture Differences

Federated systems (Mastodon, Bluesky) distribute data across independent servers. Users maintain portability. Centralized platforms (Meta products, TikTok) control infrastructure entirely. Blockchain-based alternatives (Steemit, Minds) incorporate cryptocurrency incentives but face scalability limitations. ActivityPub protocol enables cross-platform communication for federated networks.

API access policies changed dramatically. Twitter restricted free tier 2023, pricing now $100-$42,000 monthly depending on call volumes. Reddit implemented charges June 2023, affecting third-party applications. Such restrictions impact academic research and independent developers. Meta maintains Graph API but with rate limiting and approval processes.

The definition of media sosial continues evolving as platforms converge functionally while simultaneously specializing for demographic niches. Technical infrastructure, regulatory environments, and business models remain in flux. No consensus exists on optimal governance structures or content moderation frameworks. Standards bodies (W3C, IETF) develop protocols but platforms implement proprietary extensions.