Commentary · Opinion · social media

Post 4: The Role of the Professional – Engaging the Public through Popular Screen Media

The role of the professional in screen media has become varied throughout the years. With more access to social media it has become easy to use it for their own gain.

The line between amateur and professional has become blurred as the average person has increased access to social networking sites allowing them to engage with screen media.  Professional figures e.g politicians and new reporters engage with the public through social media. These sites such a Facebook, Instagram and Twitter are useful to the professional to converse with their target audience in order to convey a wider message.

We see how politicians use social media for their own gain regularly but it was especially present in the 2016 American elections. A video of Hilary Clinton went viral after she used a certain dance move on Ellen DeGeneres’ talk show. This certain event was highlighted as young people felt it was an attempt to relate to young voters thus allowing her to gain more votes. Hilary used this language of popular culture to her advantage.

The video I have included talks about how Trump and Clinton would use social media to get information out and how Trump in particular would compare his success to how many twitter followers he had.


Through studying Henry Jenkin’s “participatory culture”, professionals can make themselves aware of the correct ways to engage the public through popular social media. Trump and Clinton really utilized social media in their campaigns. Professionals know how to manipulate social media for their own gain and a lot of the time the ordinary users of these websites would be blissfully unaware.

In conclusion, professionals engage extremely well with the public through their use of screen media. The presidential campaign was always going to be a huge event on social media but nobody could predict just how much it would be used to sway the vote towards Trump and away from Clinton.



Works cited

  • Jenkins, Henry. Convergence Culture. 1st ed. New York: New York University Press, 2006. Print.

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