June 30 marks World Social Media Day, a global observance recognizing the transformative power of social media in revolutionizing communication and shaping modern society.
From bridging global communities to driving social change, social media has become one of the most influential tools of the 21st century. It is no longer just a source of news or entertainment — it plays a crucial role in how individuals form opinions, build communities, and engage in public discourse.
What began with platforms like Friendster (2002) and MySpace (2003) has rapidly evolved. The launch of Facebook in 2004 signaled the start of a new digital era. Platforms such as Twitter (now X) redefined brevity in communication, while Instagram and Flickr gave rise to visual storytelling. YouTube and TikTok have since revolutionized video content, turning everyday users into global content creators.
Social media now influences nearly every aspect of life — from personal communication to international politics. While it holds the potential to unite people across borders, it can also contribute to polarization, making responsible usage and media literacy essential.
To commemorate the day, Ada Derana spoke with Wijayananda Rupasinghe, Senior Lecturer in Mass Communication at the University of Kelaniya. He emphasized the pivotal role of social media in today’s society:
“In any country, many people have negative opinions about social media. But I think those stem from misunderstandings. We must first understand that this is a new medium — one that emerged globally only about 20 to 25 years ago. Yet, it has revolutionized the media landscape. Without social media, today’s society cannot function.”
Rupasinghe revealed that 53% of Sri Lanka’s population — approximately 12 million people — are active social media users, highlighting the importance of this digital space in everyday life.
He also pointed out that TikTok, though currently smaller in user base, is the fastest-growing platform, with usage in Sri Lanka expected to increase by 30% by 2025.
Concluding his remarks, Rupasinghe stressed the urgent need for digital media literacy in Sri Lanka, as the influence of social media continues to expand.
