Media Communication Social Relation

Question: Discuss about theMedia Communicationfor Social Relation. Answer: Introduction With the advent of internet, the pattern of social relation and communication has faced a huge alteration. With the introduction of social networking sites like, MySpace and Facebook, it has gone to a further level. As opined by Seidman (2013), the Silicon Valley consultants call these social networking sites Web 2.0, as if it were new version of some old software. But it's really a revolution. With the emergence of the social media sites, communication to social integration, creating opinion and advertisement has changed all its previous models. However, this new networking pattern has left a great impact over the social and cultural fabric of human relation. With the celebration of capitalism and consumerism, the emergence of this new media has also helped the modern people to grow economically, socially and last but not the least, politically. With the great popularity among the mass and especially among the younger generation, the social media networks are continuously being a powerful player in the international socio-political ground. Hence, the objective of this essay is to explore the impact or influence of the social networking sites over the modern socio- cultural pattern of modern life. By putting an extra focus on Facebook, this essay will provide a critical discussion over the history and impact of social networking sites on the society. Discussion Histories As opined by Rosen et al. (2013), Mark Zuckerberg and fellow other students of Harvard University created Facebook in 2004. It emerged as a networking site similar to the popular site Hot or Not. Hacking the information from the University website, Zuckerberg created Facebook with an ambition of making it a popular networking sit. However, in course of time, this particular social networking site gained its popularity outside the university campus and now it is being used in all over the world, except the blocking countries. In the initial days, the university blocked the site with the accusation of breaching the data privacy of the university. However, Facebook experienced success almost from its initiation. People started to us the sit according to their own need, which is still prevailing. The start ups used the website as a point of disseminating brand awareness, the students used it for maintaining networks and many more. Thus, as opined by Seidman (2013), by providing a multifaceted utility Facebook became increasingly popular among the users. Discourses and Ideologies People are predominantly social. Connecting to the loved and dear ones were always a concern for the civil society. The main idea that worked as the root of emergence of social networking sites was to connect people. However, with the aim of having fun by collecting public opinion, Facebook started its journey, but in the course of time, this particular media took the general form of social connectivity. As opined by Murdock (2016), by using this particular media, the users try to maintain a social life. it gives them an opportunity to connect to the known and unknown people. With the rapid changes in civic lives and the decreasing amount of time for personal and familial life, people are continuously being drifted away by these platforms where they can make friends, get supporters of his opinions, acceptance of his second self and many more. As mentioned by Burke Kraut (2014), with continuous disintegration of the familial lives modern people are finding shelters for the shattered souls in the social networking sits. With the slogan of Facebook is a social utility that connects you with the people around you, this particular website is presenting itself as a tool of maintaining connections with others. In the popular culture, these social networking sites often are being used as a tool of entertainment by connecting to new people. With the changes in modern socio cultural pattern, the idea of media is continuously changing. As mentioned by Sanders (2009), the traditional media had a one way approach, however, with the emergence of social networking sits, media got a two way approach. As described by Baker (2007), the social networking sits like Facebook and Tweeter provide a more liberal approach to the mass for expressing their views, which was typically contracted in the traditional media. These social networking sits has made the foundation of media as a pillar of democracy stronger than ever. Now, being the fifth estate these networking sits are strengthening the power of media in the socio-political scenario. Existing Media Facebook or other social networking sites have typically fit into the role and task of media in this modern world. Moreover, as mentioned earlier, the social networking sits are now strengthening the power of media and they are increasingly penetrating the social, cultural, economic and last but most importantly the personal lives of masses. In Facebook, one can collect information, join similar interested groups, crate public opinion over a matter and create pressure on the socio-political scenario. With the huge success of Facebook and MySpace, a number of social media or the social networking sits have com into existence. With a verity of service objectives, they are offering a number of communication and interaction facilities. Here, the name of Tweeter, Whatsapp Snapchat, Tinder, Tumblr and many more can be cited. These can b identified as the better versions of Facebook. Providing interfaces of blogging and micro blogging, personalized and encrypted chatting etc. the modern social networking sits are providing better security, improved speed of information disseminating and scope for connecting to the people these new age social networking sites are eliminating the issues faced by the Facebook users and directing the industry to a smother future. The success of Facebook as a social networking site, has promised a bright future for the new age companies. Moreover, as mentioned by Errington (2007), the economy of production of the companies for creating such interfaces are grater number of users, huge income from advertisements and many more. Moreover, companies are using the same distribution channel like Facebook, i.e. the internet. The major stakeholders of these companies like Facebook are the big marketers. As mentioned by Tosun (2012), the social networking sites has altered the business pattern for ever. Now the users are the advertisers as well as the consumers. With the options like recommendation, share and like, the consumers become the messenger of the marketers, on the other hand, by being influenced with the sharings or recommendations the potential customers are buying the products. Cultural and Social If a close look on the tagline of Facebook can be, it can b noticed that the authorities have a clear idea of connecting people: Facebook helps you connect and share with people in your life Junco (2013). Hence, it cannot be said that the company has misled the users for using the service. Rater people rarely use it for some productive purpose. However, it can also not be ignored that the founders utilized the common culture of consumerism for as the keystone of the business. Facebook is providing the people a platform for being popular and accepted. People are being typically influenced by the culture that is being promoted or popularized in this virtual world. As described by Burke Kraut (2014), in a number of cases, it has bens n that people often buy products those are popular in the virtual culture. Thus, the social networking sits are inducing consumerism within the users. In addition to this, one of the major issues, that are typically associated with the use of Facebook or other social networking sites, is the creation of fake identity. As described by Skues, Williams Wise (2012), these networking sites are indulging people in exercising their inferiority complex. With the interfaces requests of listing the favorite books or movies, people try to create an identity that is culturally accepted, as described by Zollers (2016), four distinct taste statements: prestige, differentiation, authenticity, and theatrical persona, with prestige and differentiation being the most frequent type of taste statements. The users maintain these taste statements with conscious effort according to the peer accepted norms. Moreover, as mentioned by Sanders (2009).), a close look on the profile names and the profile pictures suggests that these networking sites help people to deny the reality and provide a state where they can be cool or angel or star. This particular issue again directs this discussion on the topic of promotion of consumerism. The photo editing apps, availability of choices of creating friends and a simulated identity makes people believe that they have to make some corrections within their personality. Here, the advertisements appear into the scenario. As Facebook is hugely popular among the new age people, it is one of the major platforms for the marketers for promoting their products. in Facebook the newsfeed is full of advertisements which do not have any meaningful utility for the majority of its users i.e. the teenagers. It is encouraging consumption of the advertised goods for creating a better virtual identity. As mentioned by Tosun (2012), these social networking sites are intended to incentivize those who engage in consumption procedure because the intention of these culture industry is to persuade and facilitate ever expanding consumption. the other hand, it cannot be ignored that by promoting social networks, these social networking sites are actually making the users socially isolated. As mentioned by Murdock (2016), the social networking sites like Facebook often makes it difficult for the users to differentiate between a meaningful relationships and a casual relationship. As discussed earlier, by denying the reality, the websites like Facebook compel the users to live a virtual life. Here, a man can live his dreamt identity, which naturally leads to addition. As mentioned by Seidman (2013), the tanagers spend also 18 hours a day in such social networking sits (Rosen et al. 2013). On the other hand, one of the major ethical issues that are closely connected is the question of privacy and data security. Facebook provides an intface, which asks for the location of the user. Now the consumerist and extrovert attitude often leads people divulge their location and many other personal information. It brings upon a threat of security over the users. Moreover, Facebook encourages people to be public by sharing their feelings, memorable days and many other information or experiences. As mentioned by Tosun (2012), all these often becomes a cause of social isolation, depression and identity theft. If a review on the ethical concern on the operation of these social networking sits can be done, it can be noted that, with default disrespect for privacy and data divulging issue, the SNSs like Facebook are deviating some ethical issues. Moreover, as mentioned by Burke Kraut (2014), Facebook has a data filtering process, which is responsible for providing positive news feed to the users who shares positive news and opposite for the other. Moreover, as discussed by Skues, Williams Wise (2012), in many empirical cases, it has been noticed that cyber bulling is one of the major ethical concerns for Facebook. As the digital identity is continuously being important for the modern generation, stress in this virtual life is influencing their real world devastatingly. Thus, the social networking sites like Facebook is altering the pattern of living and encourage consumerism within the users. By promoting globalization and increased connectivity, the SNSs are helping the economies to grow, but the societies are continuously being negatively affected by its usage. Conclusion Thus, it can be concluded that, with the advent of social networking sits like MySpace and Facebook, the pattern of human relation has faced a huge change. Moreover, these websites are altering the cultural and philosophical values of the users. By encouraging the craving for meeting new people and maintaining connection to the near and dear ones, thus social networking sits are playing a huge role in information dissemination and crating opinion in the modern world. The social networking sites have a different identity from other social software. By providing interface for creating a digital identity these social networking sites a using peoples inferiority complex and inducing a sheer sense of consumerism within them. In the recent socio-political scenario, the social networking sits a being helpful in creating an instant and un-researched opinion among the users, which are actually harming the process of democracy. However, with increased number of consumers, the social networking sits are contributing to the economy in a large scale, which is directing towards a prosperous future. 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