The Role of Social Media in Driving Public Issues and Catalyzing Social Change

Abstract

This study aims to analyze the role of social media in driving public issues and social change. The findings reveal that social media has revolutionized the structure of communication and socio-political participation by functioning as a new public sphere that enables citizens to express opinions, form groups, and mobilize public issues on a broad scale. The key characteristics of social media in driving social change include viral dissemination, extensive network building, user engagement, and real-time documentation and distribution.

The mechanisms through which social media drives public issues consist of four main aspects: setting the public agenda, mobilizing resources and building networks, creating pressure on decision-makers, and shifting public attitudes. Through examining case studies at both global and Thai national levels, the research identifies success factors in driving public issues through social media: alignment with social values, effective communication strategies, connection between online movements and offline activities, support from thought influencers, and continuity in issue advocacy.

The study highlights important future directions including the impact of new technologies, adaptation to platform algorithm changes, privacy and data protection concerns, trends in state control and legislation, and the restoration of digital public spheres. The research presents policy and practical recommendations for all stakeholders to promote the use of social media in driving social change in a creative and sustainable manner.