Social media and television
In the 2010s, social media platforms and websites allowed for television shows to be accessed online on a range of desktop and mobile computer devices, smartphones and smart TVs that are still evolving today in the 2020s.
In the 2020s, many television producers and broadcasters encourage active social media participation by viewers by posting "hashtags" on the TV screen during shows.
In contrast to pre-Internet TV viewing, which typically took place in a family room of a private home, in the 2020s, digital and Internet technologies enable viewers to watch shows anytime, anywhere, regardless of the over-the-air television air times.
Social media marketing gives users a high degree of confidence about the information posted by their real life or online friends, and by trusted opinion leaders.
Having a large group of people invested in live television programs means that high levels of engagement directly benefit marketers.
For example, Fossen & Schweidel found that movie advertisements, and ads for latest phones and technologies produced the highest amount of online brand WOM during live television shows.
Furthermore, the huge increase in social media use has changed how show producers and broadcasters interact and connect with their audiences on a national or even a global scale.
Due to the phenomenon of enabling the "social practice of commenting on television shows with peers, friends, and unknown people", most audiences are all somewhat connected through the captivating world of digital media.
The arrival off social media platforms has switched 'the market-customer interface, empowering customers to engage directly with the organization in both personal and real-time exchanges'.
[1] Fox's crime drama Bones, under the Twitter handle @BONESonFOX, makes a major effort to interact with fans and followers and engage them via social media.
[18] Interactive television in a non-linear sense has the ability to empower the regular, sole viewer as they have the opportunity to share their opinion in an open forum that may be seen by huge numbers of users.
Selva (2016) describes this empowerment as identity-building for the purpose of creating social awareness, real-time fact checking, or perhaps dealing with conversational topics.
[21] Twitter's famous functionalities of re-tweets and hashtags make known that viewers have a desire to be part of a larger group even though the individuals themselves are not interacting directly with anyone specific.
[22] In other words, "Media is no longer solely a dictated thing by producers because consumers have been given platforms to express opinion and a sense of agency and influence.
Although virtual platforms operate without a traditional face-to-face contact, online communities are just as capable of producing a sense of belonging and togetherness as offline interactions.
Instead of being bonded through physical location, virtual communities on social media provide a focal point of shared interests that drive personal connections.
[23] With that being said, "the criteria for this sense includes a feeling of membership, ability to exert an amount of influence, integration, fulfillment of needs, and shared emotional connection".
[22] Web 2.0 platforms provide individuals with the possibility to "mediate' themselves, and reach out to communities on the same level as influencers, fashion models, movie stars, etc.
[28] The pages post updates that include air-times of new episodes, preview and behind the scenes clips, merchandise and coupon opportunities, and interviews with the show's actors and directors.
[34] Facebook is undeniable "the most all-encompassing social media platform, as once can communicate with others (via video and phone calls, instant messaging) as well as brainstorming ideas, sharing post, purchasing and selling products".
Journalists now have the task of converting their stories into the digital form that is suitable for social media as well as creating content for news programs on air.
[49] The rise in various devices currently available for viewers to access television content on has caused for the traditional Nielsen ratings system to become outdated and thus no longer capable of generating an accurate depiction of viewership.
On the other end of the spectrum, ratings hits such as CBS' NCIS: Los Angeles, and reality shows such as Fox's American Idol and ABC's Dancing with the Stars have fairly low online viewership while delivering large numbers during original broadcasts.
[54] Dramas like Gossip Girl and 90210 are targeted toward teens and young adults while American Idol and NCIS: Los Angeles have a much broader audiences including older viewers.
"[54] The back-channel is the virtual conversation or information shared on a social media website or application by users and fans while a program is airing in real time.
[50] Mobile phones, smartphones, computers, tablets and other devices that can connect to the Internet make it possible to access and contribute to the back-channel anytime, anywhere.
Considering that Twitter has been widely recognized as a medium that pushes for audience discussion, interaction, and fandom groups, the app has earned its spot as one of the most popular backchannels through which social activity is made visible.
The protests began with former quarterback of the San Francisco 49ers, Colin Kaepernick, who refused to stand during the playing of the national anthem before the start of the game.
Fans, players, and people all over the country had different reactions, using their social media accounts to voice their opinions and their personal reasons for protesting or for honoring the flag.
[62] Some of the most famous athletes that currently play in the NFL, like Tom Brady and Aaron Rodgers, shared Instagram posts supporting their teammates.
