The New Forms of Communication and Social Networking - Case Study Example

Introduction The changes with connecting to others and communication are continuing to influence the mass media and the associations with affecting others. Examining the technology which is used with both mass media and communication is one of the questions which are now being raised, specifically because of the strong influences which it carries over many who are searching for information. This research paper will examine social networks as a technological feature that is altering the way communication is used. Specifically, it will ask if social networks are becoming the new media for communication. The examination will include an understanding of whether the social networks are more persuasive than traditional forms of communication, specifically in the influence of attitudes of individuals with key debates that are created. By examining this, there is the ability to draw conclusions about mass media and how it can use communication effectively with social media for stronger influences. Literature Review The social networks that have emerged in the last two decades are continuing to influence the behaviors and trends of those interested in the networking. This literature review will examine the main ideologies of social networks and how they are emerging into new forms of connecting with others. Specifically, there will be an understanding of how social networks have changed, what has developed and how this is influencing mass media and communication. There will be an examination of what the current trends are with social networks and what is expected in the future, specifically with a focus on what this means for new media. By examining these components, there is the ability to create a deeper understanding of the structure of networks and how these are influencing the current conditions of individuals online. Background of Social Networks The concept of social networks began to emerge in the 1990s and since this time has moved into a rapid spread of growth. The concept is one which emerged with the development of Web 2.0, which was inclusive of the second generation of the Internet. The objectives with Web 2.0 were based on developing interactive platforms for information and networking among individuals and groups. The social networks are inclusive of five eras that have developed with platforms that demand different forms of interaction. The first is social relationships, which includes information, discussions and media available on the Internet. This is followed by social functionality, which includes platforms for friending and communication that is developed. The third is social colonization, which began in 2009. This concept is based on individuals that are able to receive social connections that override the traditional websites and forms of communication. The era of social context and social commerce has followed, which is allowing the social applications to alter according to likes and experiences as well as with corporations driving the main components. Each of these eras can be seen in Figure 1. Figure 1: Eras of Social Networking (Owyang, 2009: p 2). Values of Social Networking The eras that have been developed through social networks are furthered with trends and expectations that are a part of the emergence of this new form of working with others. The main focus with social networks is to create a definition of social capital. This means that the networks are defined specifically by the value of networking with others socially and how this leads to relationships with others. For businesses, media and other institutions, the social capital is becoming a way of adding value and recognition to various needs. Specialist audiences, target groups and other forms of social media are continuing to emerge into new forms of behaviors and expectations with connecting on the Internet, while new value is being maintained in terms of communication, dialogue and interactions with others that are using online portals to connect to others socially (Woolcock, 2008: p. 469). The social capital that has been created is one which moves beyond the platform of basic communication with others and connections with friends. More important, is an emergence of value that is based on exchanges of information, ideas, design and development. Those who are using social networks to connect to others are moving beyond the general scope of finding friends to connect with others. Instead, there is the ability to use the social networking alternatives to connect with others so ideas can be fostered and new information can be found. The application of technologies and social networking is one which is being created with social objects as key terms that are able to connect to others. The social objects are defined first by the information given, followed by the framework for being social with others who are able to connect with these objects. The technology systems are being used to enhance this by creating new applications and formats to assist with the social networking alternatives and architectures that are able to connect like - minded individuals and ideas through the platform (Conole, Culver, 2010: p. 679). The social capital is not only being based on new frameworks and applications to connect to others. There is also a relationship which is based on the environments that are being created and maintained. These environments are being formed with the understanding that social networking for information, ideas and practices for commerce are the most essential components. While friending and connecting with others remains at the basis of social networking, there is also an expansion through the environments that allow other connections to be formed. It has been found that the social capital is one which does not remain on one platform, but is instead expansive with finding ideas and data through several sources and platforms. The social capital is one which starts at a central point, then links to other international forms of development, specifically with the need to find relevant information and to connect to others that are able to hold answers with the social capital. Global networks and virtual environments then become important because of the environment that is based on networking and connecting with others through several areas that hold data and information (Rosen, Barnett, Kim, 2011: p. 27). Communication on Social Networks The connections and information which is held with social networks is furthered with the communication that is used, specifically because information, data and connections to others remain as the most important elements of connecting with others. The communication patterns that are created are based first on the behaviors of those that are on different portals. The behaviors are created through likes and interests first, as well as how these link to basic communication areas. For instance, if there is a social network, such as Facebook, which many are on, then a distribution of information is expected to become associated with these main areas. Connection strategies are then created by the information that is available, data which is received by individuals and connections which are made through this. Information seeking behaviors become the basis of this and are created with data mining and distribution through a portal. For an area like Facebook, the information may be retrieved with links through keywords, ads, applications and activities that are available through the same portal. The perceptions which an individual holds are then able to link them to relevant information that is available through the Internet with social networking as the foundation of this (Ellison, Steinfield, Lampe, 2011: p. 17). The interaction for information that is defined is one which is beginning to enhance and change the connections which are made to others through the online portals. The growth of trends that are now a part of the social networking alternatives are building into different options for mass media and communication. The behaviors of connecting with others and trying to find information are what are leveraging the new media and the communication interactions. This behavior is one which has grown in the past five years and has almost doubled. Social networking is expected to continue to grow through various channels with investments of over $10.6 billion by 2012. These numbers will be driven by mass media and businesses that are expected to use social networking and interaction as the basis for information and connecting to other relevant forms of the media. It is also expected that the behaviors will continue to grow and emerge with new technologies, effectiveness and consumer behaviors. The new media and the communication which is used will continue to emerge with the investments needed for connecting to others and dispersing information about various ideologies. The most important component then becomes based on the development of communication according to the growing interactions and behaviors of those looking at the media (Boskirk, 2007: p. 2). Theoretical Perspectives The communication and new media which is developing through the social networks is first based on the changing interactions which are occurring among those who are using portals to exchange information and find data. The social exchange theory is one of the driving components of the Internet. This is based on the understanding that if an individual finds information which is newsworthy or interesting, then it will be communicated to others within that same region. Knowledge creation and knowledge sharing are becoming the driving forces of social networking and media, specifically because individuals are interested in sharing pertinent information with others. The development of the social exchange theory combines with behaviors, interactions, transactive memory and distributed cognition. In turn, the communication which is offered is used for power over given information and empowerment. As can be seen in figure 2, the concept of social exchange develops from basic information to a form of power among those who communicate the message. Figure 2: Social Exchange Theory Social exchange becomes the central component that many look to and depend upon for influence, specifically with information as the basis for this particular application (Cross, Parker, Prusak, 2000: p. 3). The dispersal of information through social exchange is one which expands with the information and data available. The information which is communicated and dispersed becomes even more important because of the dependence on social exchanges and networks for the communication. Individuals and groups which are interested in the communication and information of media will go through social exchanges first as a main part of the dynamics. However, the Internet has created new forms of finding information and leads to different approaches to finding and communicating with others. This is occurring through random (exponential) and scale – free networks, as seen in figure 3. Figure 3: Random and Scale – Free Networks In the exponential, or random network, information is dispersed through various nodes and continues to expand outward. In scale –free networks, the same dispersal occurs; however, it is done with the closest area for sending and retrieving data. The communication which is used does not stay on one social network, but instead is influenced through a series of information portals and social network platforms. The transfer of information as a main influence then combines both information with the social networking to disperse the needed information to others (Mislove et al, 2007: p. 132). Both social exchanges and random network theories become the most important components for new media and communication. The ability to send and retrieve information among various online platforms is one which is continuing to expand with those looking at finding data and connecting with like interests. Research Methods The research methods which will be used for this study will be inclusive of examining the social networks and the communication which is used, as well as how this is creating a new form of media. The aims that are based on this research will be inclusive of defining the communication of social networks, as opposed to traditional forms of communication with mass media, as well as how this is influencing individuals with the given needs for finding information. The scientific approach of this will be the first consideration (Wimmer, Dominick, 2010: p. 4), which defines the problem of understanding social networks and how this is altering communication. Many are continuing to use older forms of communication without recognizing the power of social exchange and how this is altering mass media. The definition of this problem is then combined with the objectives of finding the main problems, changes in behaviors and solutions. The media research will be combined as a main component of finding the problems and needed solutions with social media. Media research is one which is best conducted through the use of qualitative and quantitative methods as a mixed method of research. This is based on the scientific method first, which will create a set of steps to discover the main trends with social media. The scientific method will be combined with qualitative methods of tenacity, intuition and authority, specifically because this identifies the behaviors and relationships to the main study (Wimmer, Dominick, 2010: p. 10). While these research methods will be efficient in determining the main problem, there are also associations with the mass media that further identifies the approaches needed. The main concept with mass media is based on content and communication. The information which is provided then needs to be based on the form of communication and content that is used as well as how influential this is in the forms of social networks. The concept is one which needs to combine quantities of information with various theories that are from the behaviors of individuals, including psychological, aesthetic and literary. These forms and theories of observation and qualitative research then need to be combined with the understanding of content and how different forms of communication may influence others in the study of mass media (Berger, 2000: p. 14). Methodology The method that will be used will be based on a mixed method of qualitative and quantitative design. The qualitative approach will consist of two surveys. The first will be sent to those who use social networks on a continuous basis. The information asked will be based on what information is exchanged, how many portals are used and what the expected results are. There will also be questions based on intent for communication. An average of 100-150 random individuals will be used, all which are known for using social networking on a continuous basis. The second survey will consist of contacting an average of 20 areas that provide mass media. The survey will include information based on how often they use social networks and traditional methods as well as how this alters the information given to those who are online. A second part to the qualitative design will be formed with a content analysis, specifically because this creates a deeper understanding to the psychological relationships with social networking and how this affects communication and exchange. There will be an analysis of five traditional forms of content from mass media and five forms of communication on social networks. The comparison will include an exchange in words used, type of content, voice and tone and how this is affected by social media. This part of the design will be defined by key words that are included in both, specifically which will create an understanding of how social exchange and relationships change the associations with social media. The second component that will be used is a quantitative design to look at the growing trends and changes that are a part of social networking. The quantitative design will be based first on examining the statistics of those who are using social networking to find information. The quantitative research will use statistics from reliable online sources and by connecting to research groups that show activities of social networking with individuals and with mass media. This will be combined with emerging trends and further statistics that are available through online sources and which may be developed by connecting with other research areas that are continuously monitoring the online aspects. A comparison of trends will be made based on the research recently conducted. All statistics will be compared and analyzed to see what the changes in communication are as well as what the emerging trends are with social networking. Key Themes The main themes which will be given with the mixed methodology are dependent on the various theories of social exchange, random networks and changes in communication for mass media. The survey of random individuals will define the changes in behaviors and communication that are occurring, specifically which links to the psychological components of social exchange. The survey that is given to the mass media will further define this to show how this is changing communication. The content analysis will further the understanding that communication is taking a new form within the emerging trends. The quantitative research that will be furthered with statistical trends will help to define the activities, information exchange, social exchange and the growth of new communications through online trends. Combining these specific theories and applications will then create a deeper understanding of how the mass media communications are altering according to social networks. Dissertation Outline The dissertation outline is as follows: 1. Introduction 2. Background 3. Aims and Objectives of the Study 4. Literature Review (extension of proposal) 5. Methodology 6. Results – collection of 2 surveys, comparison of content, collection and comparison of statistics with final results 7. Discussion 8. Limitations and Future Studies 9. Conclusion The milestones to reach the methodology will take an average of 8 – 12 weeks and is as follows: Task 1 2 3 4 5 6 7 8 Research Prepare Surveys and find participants Distribute Surveys Collect Statistics Analyze Results Writing of Dissertation Review Conclusion The new forms of communication and social networking are often used with the mass media. However, this is a different form of communication and is currently not being examined or looked into. The new theories and approaches to the Internet are furthering the concepts of social media and the association with communication. Identifying and understanding the way in which social networking may be changing communication with mass media and in forms of connecting to others can further assist those who are involved with this form of connecting with others. While there are several theories and associations with social networking and communication, there is little research provided on whether this is a new form of communication as well as what this means. This research study will examine and further the understanding of the communication of the mass media as well as how this is connected to social networking. This will be furthered with an examination of the importance of this in relation to current and changing trends with the media. References Berger, Arthur. 2000. Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches. UK: Sage Publications. 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