Acknowledging the Why Factor

photo credit: Flickr.com - Plymouth Devon

Five fundamentals taught in every freshman journalism class are who, what, where, when and how. Questions that form the basis for every news article in print or broadcast media. These same questions are also relevant when it comes to social media; whether it be online news sites, blogs and, even, social media marketing.

Lurking in the shadows is that rogue sixth question of "why". The “why” factor is speculative and, at times, dangerous; especially when the story is still fresh and the facts haven't been fully fleshed out. The writer staying true to their craft and omitting any reference to the "why" factor question avoids the risk of appearing biased. The reader or viewer will automatically be left to insert their own perspective into the process. It is this use or non-use of the "why" factor that creates a bias in the ever evolving world of social media.

No media outlet (whether it be in print, broadcast or online) is exempt from utilizing some sort of bias in its reporting. Bias is simply another word for opinion. It has been present in both an overt or covert form since the inception of mass media. There are several gospels of the bible which never made it to the final edit based on the church’s bias. Town criers did not report all the news in the village square unless it served the whims of the village elders.

This bias is not restricted solely to the news media. Question five people who have read the same book, or have seen the same play, movie, music video or television episode. At least three, if not five, different interpretations will be received in response. Society has been inserting its own bias since the beginning of time. Case in point would be to compare what the impression two separate groups have upon viewing the Mona Lisa or the ceiling at the Sistine Chapel for the first time. People bring their own life experiences into the mix when processing information.

The explosion of social media sites on the Internet has heightened this bias. How people process what they come across on the Internet is more reflective of their own preconceived opinions on the topic. Once this innate bias is acknowledged, online information can be processed in a more informed manner.

The Internet has afforded society the opportunity to familiarize itself with a larger spectrum of opinions and ideas than our forefathers. Once people realize that a modern day town crier’s view on an issue, product or brand is never going to be free of a certain amount of bias, our social media experience will be less stressful and frustrating. 

Going into the process already acknowledging an existence of the "why" factor on social media channels; we are given reason to pause before going off on an all capitalized rant or, worse yet, unfriending our childhood sweethearts because we couldn’t agree on why we broke up back in high school. There it is again, that dreaded “why” factor.