Social networking creates an environment of connectedness previously
unseen in many cultures. Prior to the explosion of social networking,
individuals relied upon other forms of communication to stay in touch
with friends and relatives, including telephone calls and electronic
mail. Social networking sites such as Facebook and Twitter allow people
to stay connected to family and friends, as well as a multitude of other
individuals, both locally and globally. This access is a new cultural
frontier.
Workplace
One significant impact of social networking is found in the
workplace. This impact operates in two ways. First, people posting
information and comments about coworkers and supervisors can land in
trouble over statements made within their social circle. On the other
hand, employers use social networking to cast a wider net in the
potential employee pool. Culturally, labor and management sometimes find
themselves sharing thoughts and insights through social networks.
Relationships
In addition to workplace changes, social networking causes
relationship changes. Before social networking existed, relationships
mostly came from physically knowing an individual. As Facebook and
Twitter became prevalent, connections grew outside the immediate circle
of friends and family. This has allowed a person in New York City, for
example, to create a relationship with someone in Los Angeles without a
physical encounter. The destructive side to social networking and
relationships comes when spouses discover unfaithful behavior through
online social sites.
Bonds
Despite sometimes causing problems within relationships, social
networking sites create bonds for people struggling with problems. For
example, if a person goes to a foreign country, initial feelings of
being cut off and lost are lessened via social networking sites. A
person using Twitter can closely monitor what friends and family are
doing back home by following their tweets. At the same time, those left
back home are given access to a loved one in a distant land.
Other Cultures
Social networking profoundly affects other cultures. Evidence of this
is seen in the 2011 unrest in Arab nations, leading to protests and
even the overthrow of governments. Social networking allowed people
involved in the protests to share pictures and videos with the outside
world, even as the governments in power attempted to keep information
from leaking outside the country's borders.
Maliciousness
Social networking allows unscrupulous people greater access to
potential victims. Malicious software creators build websites, relying
upon current popular search data, planting viruses and spyware on web
pages visited from links on social networking sites.
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