Is Social Media ‘the New Black’? Thoughts on Digital Scholarship as Fashion and Fad

In recent years, social media has transitioned from the margins of academic engagement to the very heart of scholarly communication within UK higher education — a shift that suggests social media might indeed be 'the new black.' But what are the broader implications of this transition? Is the rising prominence of social media a hallmark of progressive digitization or merely a passing fad subject to the whims of fashion in the academic world?

From Fringe to Fashion: The Ascendancy of Academic Social Media

The landscape of higher education has dramatically transformed with the 'coming social media revolution,' a term first coined by Jessie Daniels and Joe R. Feagin in 2011. What was once dismissed or even maligned is now becoming an integral component of a researcher's toolkit, prompting a reconsideration of resistance to digital engagement in academia.

Benefits Touted by Digital Advocates

• Build meaningful connections within your field
• Enhance public profile and open doors to collaborations outside academia
• Improve the likelihood of your research being read and cited
• Develop communication skills with non-specialist audiences

The Double-Edged Sword of Digital Engagement

While these potential benefits are significant, they can also shift from being positive outcomes to becoming primary objectives, altering the nature and purpose of academic engagement. This instrumentalization can inadvertently lead to increased competition, information overload, and a perpetual escalation of promotional expectations.

Digital Disparities and the Escalation of Outreach

The pressure to succeed in a congested digital domain can create inequalities among academics and an arms race for attention, which impacts the sincerity and quality of scholarly discourse. This escalation can lead to a cycle wherein continuous effort is needed simply to remain visible in an ever-expanding digital academia.

Navigating the Expectation to Engage

Within the competitive landscape of higher education, there is a burgeoning sense that social media usage is no longer optional, but expected. This notion is propagated through various mediums including training programs, collective blogging efforts, and success stories that seem to showcase the necessity of an online presence for career advancement.

Finding Authenticity in the Noise

Yet, amidst the rising tide of compulsory digital engagement, there remains a potential for genuine connectivity and the joy of sharing research developments through platforms like blogging. The challenge lies in preserving the intrinsic value of social media as part of a healthy academic life cycle without succumbing to the pressures of institutional and market-driven motives.

The Potential Harmony of Social Media and Scholarship

Evidence suggests that when approached thoughtfully, social media can facilitate a harmonious blend of public engagement, impact development, and community building. It can be particularly useful for providing support through quick interactions that alleviate the time-intensive demands of traditional academic communication.

Traveling Through the Academic Digital Landscape

The intersection of social media and scholarship is not unlike exploring a new country. One must navigate an unfamiliar and often overwhelming digital territory while seeking authentic experiences and connections. For the academic traveler, the goal should be to enrich their research journey rather than simply collect ‘likes’ and ‘shares’ as souvenirs. Therein lies the true art of integrating the digital world into one's scholarly vocation without losing sight of its essence.