The Age of Social Media

Buholcs, Jānis. The Age of Social Media. Rīga: University of Latvia Press, 2026. pp. 328.

https://doi.org/10.22364/bjsml.26

ISBN 978-9934-36-614-7
ISBN 978-9934-36-615-4 (PDF)

The scientific monograph was prepared and published with the support of the State Culture Capital Foundation, the University of Latvia, and Vidzeme University of Applied Sciences.

The monograph was approved for publication at the meeting of the Scientific Council of the Scientific Institute of Vidzeme University of Applied Sciences on December 9, 2025 (No. 2025/08).

Reviewers:
Dr. sc. comm. Mārtiņš Kaprāns
Mg. art. Liene Ločmele

Social media have become an integral part of everyday life, but how well do we truly understand their influence on society? This book invites readers to look beyond familiar platforms and explore social media as a complex phenomenon shaped by technological innovation, economic interests, political power, and human behaviour. Rather than focusing solely on individual platforms, the author examines the ideas, values, and structures that have defined the social media era, tracing its evolution from early blogs to today's global digital ecosystems. The book critically explores how initial promises of openness, participation, and democratization have evolved into new forms of power, regulation, and algorithmic influence. It discusses the foundations of social media, network theory, political communication, online social architecture, digital identity and self-presentation, interpersonal relationships, influencer culture, journalism in the platform age, content recommendation systems, and the governance of online platforms. Drawing on more than fifteen years of research, international academic experience, and contemporary communication scholarship, the author offers an accessible yet thought-provoking analysis of the opportunities and challenges created by social media. Combining theoretical insight with practical examples, the book encourages readers to think critically about the digital environments they use every day and provides valuable perspectives for students, researchers, communication professionals, and anyone seeking a deeper understanding of the forces shaping contemporary digital society.