This blog post takes a broad look at the development of SNS, including its functions, social impact, and privacy issues.
One of the most notable changes in the 21st century IT market is the explosive spread of smartphones and the rapid development of social network services (SNS). Things that were unimaginable in the past are now easily accomplished through SNS. Someone’s moving story can resonate with countless people, and stories of injustice can spread, gaining public support or even leading to petitions. In this way, social media has gone beyond being a channel for information distribution to become a key tool for social communication and opinion formation. In this article, we will examine the concept and history of social media, its main functions and dysfunctions, and its future direction.
According to the dictionary, social media refers to “an online platform that creates and strengthens social relationships through free communication and information sharing between users, as well as the formation of personal connections.” Although it is mostly Internet-based, its roots can be found in simple technologies such as email and messaging services. In fact, the concept of social media has been discussed theoretically since the late 1970s. For example, in 1978, S. Roxan and Murray Turoff presented the possibility that computers connected by electronic communication could mediate human social interaction in their book The Network Nation, which became the basis for today’s SNS. Subsequently, network-based systems such as Usenet, Apanet, BBS, and EIES emerged, and various experiments were conducted to establish social connections online.
In the 1980s and 1990s, early social networking services such as The WELL (1985), Geocities (1994), Classmates.com, and SixDegrees.com appeared. These platforms had features similar to today’s social networking services, such as chat between users, personal information sharing, and connecting with friends. In Korea, communities such as Cheonri-an and Now-oo-ri partially fulfilled this role, and later evolved into personalized, connection-oriented services such as Cyworld and I Love School. Then, from the late 2000s, Facebook, Twitter, Instagram, and other services led the global market, and SNS became established as a central platform for everyday life, rather than just a simple community.
In particular, the popularization of smartphones around 2010 was a decisive factor in the spread of SNS as a full-fledged “service in everyday life.” The core function of SNS is to form and maintain relationships between people, that is, to strengthen personal connections. Not only does it expand existing offline connections online, but it also connects people with common interests.
By allowing users to catch up with friends they haven’t seen in a long time and communicate with strangers who share the same hobbies, social media breaks down physical barriers and enables the “digitization of relationships.” In their 2007 paper, “Why Youth ♥ Social Network Sites,” Danah Boyd and Nicole Ellison analyzed that teenagers, in particular, create their own fences on social media and form their social identities within them.
This is significant in that, unlike offline social interactions, users can directly design and manage their own social networks. The early model of Facebook also started from this “fence-based social network.” It was designed to be accessible only to students with verified Harvard University email addresses, and later expanded to allow users to create their own friend lists and set the scope of their personal information disclosure.
This structure, which allows users to independently manage their own networks, was a key factor in Facebook’s rapid growth, and most social media platforms have since adopted a similar structure.
Today, social media has expanded beyond a simple communication tool to various fields such as business, commerce, marketing, public communication, and gaming. Companies are actively utilizing social media as a marketing tool and expanding their contact with consumers in various ways, such as building brand image, communicating with customers, promoting events, and content marketing.
Instagram’s “brand accounts,” Facebook pages, and TikTok challenges are examples of user-driven content with high viral potential. The spread of review-based consumer culture is another change brought about by social media. Social commerce is another field that has been revitalized by social media. Coupang, WeMakePrice, and Tmon have grown by utilizing social media for marketing strategies such as recruiting group buyers, sharing real-time reviews, and promoting events. Recently, content-based shopping platforms linked to influencers have become a new trend in the social media ecosystem, and real-time shopping, such as “live commerce,” is also rapidly spreading. In addition, government agencies, public organizations, and non-profit organizations are also utilizing social media to promote policies and gather public opinion. However, the negative aspects of social media cannot be ignored. The biggest problem is undoubtedly the leakage of personal information and invasion of privacy.
Users may unintentionally expose their location, lifestyle patterns, and personal relationships, and even minor posts may spread unintentionally due to incorrect privacy settings. More serious are large-scale information leaks through hacking and system security vulnerabilities. In fact, in Korea, there was an incident in which the personal information of tens of millions of users was leaked from Cyworld, which led to distrust of social media. Overseas, unauthorized data collection for spam mail and the use of user information without consent have also been pointed out as problems.
In addition, the negative effects of social media use on mental health are gradually gaining attention. According to a report by the American Psychological Association (APA), adolescents in particular are more likely to experience depression, low self-esteem, and anxiety when constantly comparing their lives to others on social media. The number of likes, followers, and appearance-oriented content on social media create a stimulating and competitive environment that can hinder the formation of a healthy self-image. As with the concept of “digital loneliness,” there is a phenomenon in which people are connected but have less real communication.
Nevertheless, social media has become an indispensable tool in modern life. Combined with the spread of smartphones, social media is no longer just a website, but a platform for everyday life, and its influence is growing. Recently, social media integration has been strengthened, allowing users to use Facebook Messenger, Instagram DM, WhatsApp, and other services within a single ecosystem. Conversely, messengers such as KakaoTalk and Telegram are expanding their scope by incorporating social media functions. Based on user experience, social media and other digital services are gradually converging.
Ultimately, social media can be seen as a constantly evolving social ecosystem. Like Darwin’s theory of natural selection, platforms that fail to adapt to change are eliminated, and only those that respond flexibly to social demands survive. While Cyworld has disappeared into the annals of history, Facebook, Instagram, Twitter (X), and TikTok, which have continuously improved their features and user-centered design, are still the choice of the masses.
In the future, social media will be combined with more diverse technologies. With the integration of new technologies such as AI, metaverses, augmented reality, real-time streaming, and voice-based platforms, social media will no longer be a simple “space for posting,” but will become a hub for immersive experiences and real-time interaction. Amidst these changes, what is important is not the technology itself, but how we utilize it.
SNS is a powerful tool, but it is also a platform that carries risks. Now more than ever, we need digital citizens who recognize this duality and know how to use it actively while managing it carefully. With the right awareness, institutional mechanisms, and technological improvements, SNS can continue to be a positive force that leads our society in a healthier and more connected direction.
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