Communication Theories in Social Networking 

short essay 

In today’s technology and mass media driven world, almost everyone in some ways engages in an online social networking. One of the most popular networking sites, Facebook.com, has more than 150 million members. According to Mark Zuckenberg (2009), the founder of Facebook, almost half of these people visit their profiles on every day bases. After closely observing behavior of individuals who participate and contribute to social networking sites such as Myspace and Facebook, number of Mass Communication Theories could be identified. This post will discuss how some of these theories apply to people’s behavior after the involvement in social networking.

First theory to be discussed is Uses and Gratifications Theory. According to this theory, the audience uses kinds of media that will gratify its personal needs the most. Using media to participate in social networking definitely proves society’s need for communication and information. What kind of information are usually Facebook members looking for? Most interesting are always News Feeds and Status Updates, sections where other users publish their interests, favorite music, books, celebrities, but also what they currently do and think. Many people want to be part of Facebook world just to stay in touch with their community and different interests groups, but also not to miss out on any events and parties. Daily visit to Facebook gratifies their needs for being involved and up-to-date with currents events.

Socialization Theory explains the importance of media for national and cultural socialization. Active exposure to media educates people about the world and their role in it. According to Psychology & Psychiatry Journal (2008), many students and young people join social networks to interact with existing peers or to find new ones. Such online interactions help them to explore their own identity and their position in society (p. 22). Overall, social networks teach people how to live and interact in virtual societies.

Social Cognitive Theory or Modeling Theory applies in social networking world most often. Modelled behavior can be seen in many different situations. For example, by following Facebook’s News Feeds, individuals get a chance to see what groups their peers recently join. Subsequently many people react to this information by joining the same group. Just to be part of the community and possibly get an approval from other members of the community and/or group. Anything that is cool, fun and unique should not be missed therefore members model their peers' behavior. 

It is important to note, that all of the above theories are based on a generalized view of society’s involvement in social networking. There are many people that are members of online communities but hardly ever visit their profiles. Other members just log in to send a message to a friend and do not post photos or use any extra features. For them, these sites serve purely for purpose of quick communication. But overall, majority of people have been drawn into virtual world of social networking. Active participation then affects individuals’ behavior and that is where communication theories apply.

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References:
Zuckerberg, M. (2009, January 7). A Great Start to 2009. Message posted to http://blog.facebook.com/blog.php?post=46881667130

Anonymous. (2008, December 6). University of California - Los Angeles; Crafting your image for your 1,000 friends on Facebook or MySpace. Psychology & Psychiatry Journal. Retrieved January 4, 2009, from ProQuest Database.

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