Summary

      Social networking sites are used for people around the world to connect in various settings over the Internet.  Individuals are grouped into different subdivisions through this process and connect through shared interests [1].  Social networking can be used for various things from file sharing to instant messaging.  The socializing aspect varies across a range of levels from viewing profiles to initializing conversations [1].  In the broadest sense, a social network is a group of people that share a common interest who choose to socialize together on a particular website.  

Below is a video that explains social networking in its simplicity.

[6] 

 Background Information

      Individuals are able to orally and visually express their social networks.  Users do not necessarily become members with the main objective of meeting new people, rather, to primarily communicate with people who are in their extended social circle.  Social network sites are constructed through vivid profiles that portray a list of friends from a given system.  It is stated that profiles are distinctive because one can “type oneself into being” (Sundén, 2003, p.3).  After joining a system, participants answer a series of questions to create the root of their profiles.  The questions typically include descriptors such as, “age, location, interests, and an ‘about me’ section (pg. 2, paragraph 5).”  Most sites encourage users to upload a profile picture to enhance their pages.  Some sites allow members to add multimedia content to improve a profile’s appearance.   

     After joining a site, users are encouraged to identify the relationships they have with other members.  Depending on the site, a member can only be considered a “friend” through confirmation.  “The term ‘Friends’ can be misleading, because the connection does not necessarily mean friendship in the everyday vernacular sense, and the reasons people connect are varied (body, 2006a.).”   A key component of social networking sites is the displayed connections.  “The Friends list contains links to each Friend’s profile, enabling viewers to traverse the network graph by clicking through the Friends lists (pg. 3, paragraph 3).” 

     Social network sites also allow users to leave messages or “comments” on their Friends’ profiles.  These comments can be sent as private messages or openly accessed statements.  There are many different features that are offered through various sites. Photos and video-sharing, blogging, and built-in instant messaging are some of the various capabilities offered. 

     It is important to realize that, “While SNS's are often designed to be widely accessible, many attract homogeneous populations initially, so it is not uncommon to find groups using sites to segregate themselves by nationality, age, educational level, or other factors that typically segment society (Hargittai), even if that was not the intention of the designers (pg. 4, paragraph 2).”

     There are many different social network sites available through the Internet and it can be difficult to distinguish them.  “Structural variations around visibility and access are one of the primary ways that SNS's differentiate themselves from each other (pg. 3, paragraph 1).” [2]

     Although social networking is possible in person, especially in the workplace, universities, and high schools, it is most popular online. This is because unlike most high schools, colleges, or workplaces, the internet is filled with millions of individuals who are looking to meet other people, to gather and share first-hand information and experiences about cooking, golfing, gardening, developing friendships or professional alliances, finding employment, business-to-business marketing. 3

History

      The first identifiable social network site was developed in 1997.  Different features were evident before the accumulative contribution of the social network site.  AIM and ICQ supported the connection of Friends, but the lists were not available to others.  Classmates.com allowed people to connect with their school and search for other affiliations, but there were no profiles or Friend lists.  “SixDegrees.com, allowed users to create profiles, list their Friends, and beginning in 1998, surf the Friends lists (pg. 4, paragraph 3).”

     SixDegrees attracted many people because it endorsed the opportunity of connecting people with others.  The service closed in 2000 because it did not become a substantial business.  The founders believed the program was ahead of its time, because people did not have extended online networks during this period.  Adopters complained that there was nothing to do after accepting Friend requests.  People during this time were not interested in meeting strangers online. 

     Social network sites increased in popularity from 1997 to 2001 because of combined features.  People could create personal profiles and articulate Friends.  Social networking on the Internet is a relatively new concept, even though social networking has been around for as long as people have been able to divide themselves. The first recognizable social networking site was invented in 1997 and was called SixDegrees.com. This site promoted itself as being able to help people connect and send messages to one another. SixDegrees attracted millions of users but was advanced for the time and eventually closed in 2000.

     Until 2001, social networking sites had little to do on them besides accept friend requests. People soon became bored with this and different applications such as diaries/journals were added to the sites. In 2001, businesses began using social networking sites, such as Ryze. This gained user attention right away.

     In 2002, Friendster was created to complement Ryze and to compete with Match.com, an online dating site. Friendster was a very popular site until technical difficulties began to overrun it. Friendster ended up failing because of a combination of technical difficulties and trust issues between the site and its users.

     Beginning in 2003, social networking sites began forming to compete with one another. The most used was MySpace, a site which allowed users to design their own pages and even allowed the users to play their own music. In 2005, Facebook was established and it eventually became the main competitor with MySpace in the United States.[2]

The following image represents an online social networking timeline:

[2]

Who Uses Social Networking Sites

      Different sites have different requirements for establishing a profile. Some require you to pay a fee for the use of the site while others are free and open to the public. It used to be that sites like Facebook and MySpace were strictly for the younger generation, but now everyone seems to be using it. People of all generations are now using them, ranging from junior high school students to college professors. [5] Many individuals feel that it is easier to connect online than in the real world. 

     A search for the style of social networking site you would like to join could yield a large variety of sites. "Depending on the website in question, many of these online community members share common interests in hobbies, religion, or politics." 3a

Uses

      Social networking sites are used for various things including, instant messaging, file sharing, chatting, posting videos, blogging, etc. They help people stay connected with their peers and informed on important current events.

     As Dr. Wesch points out social networking is useful because it helps people define and create themselves in the online world.  Identities are created, molded, and shared with others through the Internet.  After confirming friend requests, users' social circles are expanded and branched into new groups that connect them to different areas.  Information is exchanged and people are able to stay in contact. 

     Facebook is known for it's influential topic groups.  Invitations can be sent throughout the network asking people to support the group with a confirmation acceptance.  The groups promote a sense of belonging and interests can be shared through posts on the group's home page.  A Web page called "Ana Boot Camp" promoted unhealthy weight loss by educating readers on how to extremely restrict caloric intake throughout the day.  A group was created on Facebook supporting and sharing the extreme diet tips from the Web site.  Pictures were posted of anorexic girls with slogans promoting the idea of "thinspiration."  Psychologists fear that these groups will encourage eating disorders, while the members of the group argue that it is a way to express and cope with their disease.  Patients are proclaiming their disorders to the online world in an attempt to deal with their issues, yet it seems like a recruitment tactic.  There is an openness to Facebook that allows users to be personable, but it is not always appealing [10].  

Advantages

      Social networking sites provide a way to keep in contact with long lost friends, and a way to make new ones. People that one has not seen in years may become reacquainted when they find each other in the online world. It has proven to be a very convenient way to stay in touch.  You can post comments in various ways and can give feedback to your friends within seconds of logging on to the site. Online social networking sites are used as an alternative option for instant messenger or e-mail, because it combines the systems into one exploratory adventure.  These sites make it easy for others to find out what you’ve been doing and what you’re planning on doing. It’s just a fun and easy way to keep in contact with old buddies. 

Disadvantages

      The major drawback to social networking sites seems to be the issue of privacy, or the lack of privacy, in many cases. Social networking sites have gotten into trouble with the amount of personal information that they put on the Web, and the fact that they may broadcast it to others on the Internet whenever they choose. These sites can be extremely intrusive and should not be overlooked [4].

     Even the slightest changes made on one’s profile will be news worthy and broadcast to every one of your friends on the net. Another major disadvantage to some sites, is the fact that they do not easily allow for the deletion of an account. It may take several days for some sites to delete your account. The site hopes that if it’s too much of a hassle, the person will just keep their profile online, therefore returning to the site to keep their numbers up. Facebook has had several cases in which account deletion has been an issue. [8]

     There is a deactivation option on most of the sites, but some servers keep copies of the information.  The records are not entirely deleted from the network even after the deactivation.  Disabled accounts can be reactivated any time and all of the information will be available again.  “This means that disenchanted users cannot disappear from the site without leaving footprints.”  Once something has been posted on the site even if you delete it later on it may still be out in the memory systems of other users.  The companies may retain archived copies.  Harvesting private data can be used to attract advertising companies.[8] 

     There are factors that combine to establish what constitutes a friend both in the real world and online.  Face-to-face contact helps people develop bonds.  The Web eliminates the need for physical immediacy and the basis of friendship is developed through different connections.  People must be aware that social networks stimulate face-to-face communication, “But there’s also this fundamental distance. That distance makes it safe for people to connect through weak ties where they can have the appearance of a connection because it’s safe.”  The Web has an equilibrium effect that puts everyone on the same level.  Status and background are not viewed as highly important, because identities are molded through the tangled networks of the Internet [7]. 

     People need to step back and ask the question, “As more of us shepherd our social relationships online, will this leveling effect begin to shape the way we relate to each other in the off-line world as well?”  We need to view the Web critically and be ready to ask questions before we accept the system.  Dr. Wesch is worried about a possible paradoxical outcome: “It may be gobbling up what’s left of our real oral culture.”  The more time we spend online, the less time we spend interacting with people directly.  The definition of “friend” is being stretched to include people we have never actually met and it may begin to weaken our real-world friendships. [7] 

     Other "dangers associated with social networking including data theft and viruses, which are on the rise. The most prevalent danger though often involves online predators or individuals who claim to be someone that they are not." 3b

 Tips for Staying Safe in Social Networking Sites

      Online predators are a big problem for the online world. It is important to stay safe when using social networking sites or other sites on the Internet.

The Internet is it's own world, filled with accessible information that needs to be viewed with caution. One must keep in mind that even people one may not have intended to view their profile may gain access. 

Here are some important safety tips to consider while making your profile:

• Do not necessarily trust “friends of friends.” 
• Be wary of making arrangements offline.  Do not assume that everything posted on profile is true.  Keep in mind that people do lie.     
• Keep your information to yourself. Don’t post your full name, social security number, address or phone number, and don’t post other people’s information, either. Be careful about posting information that could be used to identify you or locate you offline. This could include the name of your school, sports team, clubs, and where you work or hang out.
• Post only information that you are comfortable with others knowing about you.
• Remember that once you post information online, you cannot take it back. Even if you delete the information from a site, older versions exist on other people’s computers.
• Consider not posting a photo of yourself.
• Consider restricting access to your page to a select group of people.
• Trust your gut. If you feel threatened by someone or uncomfortable because of something online, report it to the police and the social networking site. You could end up preventing someone else from becoming a victim. [3]

Implications for Media Ecology Today

      Social networking has had a huge impact on people today. People no longer have to go out or call their friends on the phone, all they have to do to stay in touch, is leave a message on their wall and sure enough, the friends will know you still care. Social networking sites have changed the social structure of society. People are able to communicate when it is convenient for them.

     “In the collective patter of profile-surfing, messaging and ‘friending,’ they see the resurgence of ancient patterns of oral communication.”  Lance Strate, a Professor of Communications and Media Studies at Fordham University says, “Orality is the base of all human experience.”  He believes social networking systems are linked to the patterns of human communication.  “We evolved with speech,” he says.  “We didn’t evolve with writing.”

     The growth of social networks is supported through the outpour of expressions.  Oral cultures are made up of more than just verbal interactions.  Irwin Chen says, “If you examine the Web through the lens of orality, you can’t help but see it everywhere.” A key statement summarizing the connection is “Orality is participatory, interactive, communal, and focused on the present.  The Web is all of these things.”The term “secondary orality” was coined to expose the ripple effects of oral culture creating.  It describes the inclination of electronic media.

     Walter Ong states, “Oral communication unites people in groups.”  Online social networks unite connect people.  Identities are projected and people are defined through the constraints of the system.  Sites such as Facebook show patterns, “People projecting their identities by demonstrating their relationships to each other.  You define yourself in terms of who your friends are.”  Social networks encourage a relaxed, comfortable environment that would be absurd in traditional oral cultures. 

     Dr Strate says social networks “fulfill our need to be recognized as human beings, and as members of a community.  We all want to be told: you exist.”  People want to be recognized and social networking sites help us fulfill our desire to be accepted [7].  

     C.L Lindsay teaches colleges students how to deal with situations involving the law.  His goal is to help students avoid run-ins with authorities in the first place.   He discusses computing on campus with specific detail on the use of Facebook. College students seemed to get caught up in an immunity phase during this stage of life.  They don't feel vulnerable in the twisted fates of the world and this is where the problem occurs.  The Internet fills the screens of campus computers and brings opens the door to endless online opportunities.  There are many potential legal issues that are incorporated with this online availability.   "The advent of social networking sites like myspace and facebook have put both universities and their students in a precarious and, laregely undefined space [9]."  

 References 

[1] What is Social Networking? 14 April, 2008. <http://www.whatissocialnetworking.com/∞>

[2] Social Network Sites: Definition, History, and Scholarship 09 April, 2008 <http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html∞>

[3] Social Networking Sites: Safety Tips for Tweens and Teens 09 April, 2008 <http://www.ftc.gov/bcp/edu/pubs/consumer/tech/tec14.shtm∞>

[4] Delete My Bleeping Account, Facebook! 04 April, 2008. 25 Dec. 2007. < http://www.nytimes.com/2008/02/11/technology/11facebook.html>

[5] The Professor as Open Book. 20 March, 2008. The New York Times. 08 April, 2008. <http://www.nytimes.com/2008/03/20/fashion/20professor.html?_r=1&ei=5070&en=393c209220d08f20&ex=1206763200&emc=eta1&pagewanted=all&oref=slogin∞>

[6] http://www.youtube.com/watch?v=6a_KF7TYKVc∞

[7] Friending, Ancient, and Otherwise 06 April 2008. < http://www.nytimes.com/2008/02/11/technology/11facebook.html>

[8]How Sticky is Membership on Facebook? Just Try Breaking Free 10 April 2008. < http://www.nytimes.com/2008/02/11/technology/11facebook.html>

[9] You can Understand the Law. 10 December, 2008. <http://www.co-star.org/seimars.html>

[10] Out of the Shadows. 12 December 2008. <http://www.newsweek.com/id/170528/output/print>

Original Author:  Sarah Anderson

Additional Writing and Editting: Kate M. Fisher

Additional Writing and Editting:  Katie Leidl 

“Social networking sites have thrust many of us into a new world where we make ‘friends’ with people we barely know, scrawl messages on each other’s walls and project our identities using totem-like visual symbols [7].”