The role of social media in shaping public perception.

Social media has transformed the landscape of communication, significantly influencing public perception across various societal issues. This research explores the pivotal role of social media platforms in shaping how individuals and communities perceive events, brands, and social movements. Despite an abundance of studies on social media's impact on society, gaps remain in understanding the nuanced mechanisms through which specific social media features such as algorithms, user generated content, and engagement metrics affect public perception. Additionally, there is limited literature addressing the differential effects of various platforms on diverse demographic groups, creating a need for a more comprehensive analysis. This study aims to fill these gaps by employing a qualitative methodology, focusing on in-depth interviews and content analysis. By engaging with a diverse range of participants, including social media users, digital marketers, and communication experts, the research seeks to uncover the intricate dynamics that govern perception shifts. The study will examine how narratives are constructed and disseminated on platforms such as Twitter, Facebook, and Instagram, and how these narratives influence individual beliefs and collective attitudes. Furthermore, the research will investigate the role of echo chambers and misinformation in shaping public perception, providing insights into the implications for democracy and social cohesion. Ultimately, this study aspires to contribute to a deeper understanding of social media's dual role as both a tool for information dissemination and a potential source of polarization, informing stakeholders involved in media literacy and public communication strategies.