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…
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 ...
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