TRANSFORMATION OF SOCIAL INTERACTIONS

Digital Media & Transformation of Social Interactions

Abstract

This research paper would analyse the impact of digital media on our society. Different elements of social media would be discussed with respect to the theories of “social networking” and “cybernetics”. A critical evaluation of the studies would be conducted to answer our research question. Finally, the impact of digital media on the modes of social interaction would be discussed with respect to work, community and leisure.

Contents

Abstractii

Introduction1

Discussion- Digital Media & Transformation of Social Interaction1

Social Network Theory2

Critical Evaluation of Social Network Theory2

Cybernetic Theory3

Major Challenges & Risks in Digital Media4

Critical Evaluation of Cybernetic Theory6

Market share7

Transformation of Human Interactions Due to Digital Media10

Human Interaction at Work10

Human Interaction in Community11

Human Interaction in Leisure Time11

Conclusion11

References14

Digital Media & Transformation of Social Interactions

Introduction

In today's fast paced world; digital media has become a vital part of our daily lives. Our lives revolve around digital media and are heavily influenced by it. Email was the first mode of communication introduced for the users of digital media. The websites serve people with an easy access to the geographical web. Nowadays, most people have internet access and can get connected to any social networking website.

Social networking has a number of benefits, but these benefits come hand in hand with a number of risks as well. It could prove to be detrimental not only for the people who are using it, but for people outside the society. Researchers are still struggling to provide the society with concrete facts and figures on the adverse effects of digital media. The use of internet and social media websites such as facebook and twitter has increased drastically- people of all ages seem to be influenced by them.

Discussion- Digital Media & Transformation of Social Interaction Internet helps entrepreneurs in managing their business activities across the world. Most of their activities are conducted on the internet. Digital media has come up with highly sophisticated services that intrigue and inspire people. Most of them are aimed at connecting people across the world (Gane, 2006, pp. 20). The internet or digital media was initially introduced mainly for acquiring information, but later it shifted to social networking and other fun features. Nowadays, every single individual of the society regardless of their age group is linked to the social networking website i.e. facebook, twitter, yahoo, msn etc.

Social Network Theory

The research tradition in network and social embeddedness stems from economic sociology and organization research. Scholars in this line of research argue against the validity of the assumption that economic activities and markets are not influenced by social structures. Instead, network and organizational theorists emphasize the impact of social relational ties on economic exchanges. According to this perspective, such exchanges are inevitably embedded in, and affected by, the structure and quality of the social network. Networks are viewed as pipes conveying resources. More recent applications of network and social embeddedness theories into strategic management studies echo the emergence of the network economy. Strategic network theorists maintain that networks and social relationships provide ...