Directions (Q.1 - 8):Read the passage carefully and answer the questions given below it. Certain words /phrases are given in bold to help you locate them while answering some of the questions.
Internet has become one of the most important technologies to organize people socially. Present research contends that internet and web 2.0 have given rise to a new form of sovereignty to social actors who reject any organisation or state that fails to give its prospective clients exactly what they want. Social media has empowered the consumer as a social actor to voice complaints with reduced physical and psychological costs combined with greater visibility and organisation facilitated through the social nature of these technologies. Also, the rate of adoption of internet has exceeded most mass communications technologies,making it almost indispensable for the modern consumer. The growing popularity of social media has coincided with the decline of the use of traditional media, which has resulted in a shift from the concept of traditional one-way communication to a mode where people interact with each other. These trends have empowered citizens to be aware of the latest happenings and also helped them effectively communicate their opinion. On the other side, it has also enabled leaders of political organisations to get in touch and share information about themselves without any mediators.
Social media's role for leaders is important from the perspective of instant information and feedback about the people and also from the viewpoint of building relationships. The power of listening on social media can help leaders effectively understand the needs of people. This understanding can lead to better relational development. Relational development is facilitated by reciprocated deeper disclosures that increase trust,build credibility and intimacy. These relationships can help citizens understand their leader and can facilitate emotional connections. Unfortunately, at present in India, there has been an over-reliance and focus on Twitter, which by very nature is a low-depth medium. A greater reliance on text or video blogs can be far more beneficial for deeper disclosures, which can then be discussed through a more instant medium like Twitter.
From the perspective of leader trying to win a vote, it is important to understand influence on social media. Aristotle, one of the pioneers on the idea of persuasion, has talked about logos (logic), pathos(emotion) and ethos (credibility) as three modes of persuasion. Persuasion through emotion is one area where social media empowers leaders as opposed to the traditional curated discourse. Instant replies (reciprocity) to personal queries and thoughts of people make social media a relevant and a powerful tool for any leader.