Conference Paper
Topic: Web 2.0 and Social Networks have altered the way in which people, particularly adolescents, communicate with each other, as well as the way in which they interact with brands as consumers.
The emergence of Web 2.0 and social networking has seen a change in the way humans, particularly adolescents, communicate (Riesmeyer, Hauswald, & Mergen, 2019). Whether it be with each other, to a mass audience, or to a commercial brand, adolescents are have become more media literate than ever before (Celebi, Selcuk & Peker, 2018) and the dependence on Web 2.0 and social networking that has evolved is changing adolescent relationships in a variety of ways. Throughout this paper, I will discuss the ways in which adolescents are maintaining their interpersonal relationships with the help of social networking, and whether or not this is having a positive or negative impact on their social life and skills. I will also discuss the rise of the social media “influencer” and how adolescent communication is affected by this. Finally, I will discuss the ways in which social networking has allowed young adults to communicate directly with large scale commercial brands in a way that has never been seen before, and how this is affecting the brand and the consumer.
Celebi et al., (2018) argue that social media and social networking is being used as a tool by adolescents to both strengthen existing relationships or establish new relationships. Celeb et al., (2018) discuss that social media can serve as an application to assist in strengthening real life interpersonal relationships, as well as establish new relationships by “transforming physical distance into virtual closeness” (Celebi et al., 20180). “Online” relationships are a phenomenon that has come to light with the introduction of Web 2.0 and Social Networks/Social Media. Celebi, et al., (2018) suggested that “wireless communication technology removes time and space limits, allowing people to communicate both voiced and visual whenever and wherever they wish”. Large portions of adolescents are turning to social media to interact with peers, with Nesi, Choukas-Bradley & Prinstein (2018) citing that over almost 90% of teens utilise Social Networking in at least one application, and more than 90% of young adults are spending time online, using Web 2.0 daily. With teens and young adults spending such large portions of their day utilising Social Networking applications – an average of 9 hours a day (Nesi et al, 2018) – it is becoming apparent that the ways in which they maintain and receive their personal relationships is being altered by the internet and social networking (Baym, Zhang, Kunkel, & Ledbetter, 2007).
Studies have shown that the elements of communication within an inter-personal relationship can affect the strength and closeness of said relationship (Baym et al., 2007). Cues such as asynchronicity, interpersonal cues (Nesi et al., 2018), as well as seeking favours or advice can create an index to calculate the intensity of a relationship which can be referred to as ‘relational strength’ (Baym et al., 2007). Various communication methods reflect different indications of relational strength depending on the form of the communication. For example, face-to-face communication and phone conversations reflected highly on the relational strength index (Baym et al., 2007), while SMS messaging and e-mails scored lower as they lack the interpersonal cues that are available to participants of a vocal conversation (Nesi et al., 2018). Nesi et al., (2018) suggest that some computer-mediated forms of social communication lack the substance required to nurture an interpersonal relationship, which may be referred to as the “cues filtered-out” theory. The “cues filtered-out” theory suggests that when the interpersonal cues that are seen in face-to-face communication are key in developing strong relationships are lost, it can impact relational tasks such as conflict management, decision making and intimacy.
As well as utilising social media applications to develop and maintain interpersonal relationships, adolescents are also utilising social networking to influence those around them, as well as be influenced by others (Freberg, Graham, McGaughey & Freberg, 2011). As social media applications have developed to allow users to communicate individually to each other via features such as instant and direct messaging, social networking has also developed in a way that allows individuals to communicate to the masses via their social networking outlets (Buck, 2012). One specific social networking application that sees many of its users conveying messages to large audiences is Instagram. Instagram is a “relatively new social media site and mobile photography applications that allows users to create and modify images that can be shared instantly through its own social network” (Rees, 2018). The way in which Instagram is designed, which see’s users sharing content with “followers” (other users of the social networking platform who choose to be notified when the particular user shares content) means that individual users can communicate to mass audiences instantly (Rees, 2018). This form of content sharing has evolved into a commercial communication which we now know as the “influencer” (Freberg et al., 2011). According to Freberg et al., (2011), a social media “influencer” is a “type of independent third-party endorser who shapes attitudes through…. the use of social media”. Users of social media platforms such as Instagram or YouTube who engage a large number of followers have become “influencers” who utilise their mass following to endorse products, promote particular lifestyles and generally market themselves in a way that can achieve an income (Freberg et al., 2011). An example may be a health and fitness “influencer” who utilises their platform to promote exercise equipment to their followers, and in return receives an income from the business supplying the exercise equipment.
Instagram and YouTube “influencers” not only engage a large following, but some influencers (particularly those who target an adolescent audience) can amass an extremely loyal fandom (and even be seen as a type of celebrity), as they create a personal connection with their followers by sharing details of their personal lives and documenting their daily activities to their followers (Handayani, Evelina, Sylvina & Lestari, 2019). This loyalty of followers sees adolescents communicating directly with “influencers” through likes, comments and direct messages (Handayani et al., 2019). This form of online communication is changing the face of adolescent relationships as they find themselves able to communicate with influencers/celebrities via their various social media platforms.
A third way in which social networking has changed the face of communication for individuals is in the newfound wat that consumers can now communicate directly with the companies that provide their goods and services, and vice versa (Syrdal, 2016). Studies among company executives have found that online engagement from consumers is a key marketing tool (Syrdal, 2016). The ability for a brand to build a following and create consumer engagement is instrumental in gaining financial profit (Jacobson, 2017). Consumers today are able to follow social media accounts of their favourite brands in order to see the latest offers, products and information such as store locations and opening hours as well as being able to like, comment and direct message in order to indicate to the brand their level of satisfaction in the goods/service that is being provided, or to communicate their wishes or direction that they would like to see the brand move toward (Frenzel, 2017). According to Riesmeyer, Hauswald & Mergen (2019), Instagram is used regularly by more than half of all young people, meaning that brands are able to utilise their social media platforms in order to target their younger audience.
Throughout this paper, I have discussed the ways in which adolescents are maintaining their interpersonal relationships with the help of social networking, as well as some of the implications that social networking is having on adolescents and their communication skills. I have also discussed the rise of the social media “influencer” and how adolescent communication is affected by this. To conclude this paper, I examined the ways in which social networking has allowed young adults to communicate directly with large scale commercial brands in a way that has never been seen before, and how this is affecting the brand and the consumer.
References:
Baym, N. K., Zhang, Y. B., Kunkel, A., Ledbetter, A., & Lin, M.-C. (2007). Relational quality and media use in interpersonal relationships. New Media & Society, 9(5), 735–752. https://doi.org/10.1177/1461444807080339
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications, 16(3), 184-191. doi:http://dx.doi.org.dbgw.lis.curtin.edu.au/10.1108/13563281111156853
Çelebi, N., Selçuk, G., & Peker, H. S. (2018). A study on the use of social networks by turkish and german university students in the globalization process. Journal of Education and Training Studies, 6, 88-97. Retrieved from https://search-proquest-com.dbgw.lis.curtin.edu.au/docview/2228697596?accountid=10382
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90. doi:http://dx.doi.org.dbgw.lis.curtin.edu.au/10.1016/j.pubrev.2010.11.001
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Nesi, J., Choukas-Bradley, S., & Prinstein, M. J. (2018). Transformation of adolescent peer relations in the social media context: Part 1—A theoretical framework and application to dyadic peer relationships. Clinical Child and Family Psychology Review, 21(3), 267-294. doi:http://dx.doi.org.dbgw.lis.curtin.edu.au/10.1007/s10567-018-0261-x
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6 replies on “Web 2.0 and Social Networks have altered the way in which people, particularly adolescents, communicate with each other.”
Hi Olivia,
Thanks for posting an interesting read. I particularly enjoyed the use of the Celebi et al. (2018) reference which describes the way that social media establishes new relationships by ‘transforming physical distance into virtual closeness’. It is such a nice, succinct description!
The figures that Nesi et al. (2018) cite are impressive, with 90% of teens using at least one SNS application, and more than 90% of young adults spending time online each day. That definitely demonstrates the importance of SNS in the lives of these adolescents. I’m interested to know if the figures quoted are specific to a particular country or if they apply on a more global scale?
I was also curious to know what the preferred SNS platform is for adolescents and why that might be. Did you come across that information when you were doing your research?
Thanks again,
Anna
Hi Olivia
I (like Anna) was blown away by the Nesi et al. (2018) figures and the fact that adolescents are using social networks for 9 hours a day – like Anna, I would be interested if those figures are on a global scale or are specific to a country or a group of countries. Nine hours a day is an awful lot when we consider they are also fitting in education and family life in their day.
The ‘cues filtered out’ theory you reference is an interesting one. It definately seems to apply in relation to SMS and email and also to comments made and debates engaged on social networking sites, without emotional cues, comments can be misinterpreted and misconstrued and without ‘feeling’ the emotion of others (tears, embarrassment, raised eyebrows – the list is endless) people can be clueless (or careless) in relation to how their words are really effecting others and/or portraying themselves.
‘Influencers’ are a really interesting development, particularly since the emergence of Instagram. Their posts are possibly less likely to convey confusing messages (cues filtered out) because these days many of them seem to be daily video posts which do convey physical emotion. I am sure that some of these people achieve their goal of helping others lead healthier lifestyles, though I wonder how many are qualified to preach what they preach and (just like the old days of Amway and network marketing) how many are simply in it to make a buck and climb higher up the network marketing ladder. It’s also becoming a very crowded space now, so much so that I think many people would block their posts because too many people ‘preaching’ at you becomes a bore. For that reason, I wonder how long the ‘influencer’ trend will continue, though the Celebi et al. (2018) reference provides a good argument that social media establishes new relationships by ‘transforming physical distance into virtual closeness.’ Are adolescents enjoying the relationships with ‘influencers’ because of their celebrity (like) status and is this a genuine closeness, or is it a perceived closeness and very much fashioned by the influencer’s desire to sell something? What do you think?
Leanne
Hi Olivia and Leanne,
Olivia, thank you for sharing your paper on the impact that social networking sites have had on communication in adolescents.
In considering the way in which the adolescent audience consumes social media, and as you say the ease in which young adults now have in being able to connect with another individual of influencer or celebrity status highlights to me how small the world really is! We are each just a few likes, follows or comments away from being able to communicate with a local fashion blogger, a high-end brand or even the President of the United States of America. We are connected in a way that is so instantaneous than ever before.
Leanne, I quite like your comparison to an influencer and the old Amway sales representative, marketing to their network. This is an interesting way to describe how we have adapted to Web 2.0 technology to promote and sell ourselves and the brands or companies that we associate with. To further expand on your comments about genuine or perceived connection with these types of influencers, I do feel there is a strange power or elitist that young adults associate with or give to influencers. Perhaps this is just the new kind of celebrity? As Olivia discusses, the fandom that influencers can experience being generated by a loyal audience following is so unique to social media. I can appreciate in this sense how influencers have the ability to really shape the attitudes, beliefs and behaviours of adolescents. In this sense, does being perceived as genuine or not even matter? If an individual has been placed on a pedestal by their loyal following, I think that fact is quite often overlooked. In my opinion, the influencers intent behind a post, whether it be selling a product or an idea, seems to be so easily accepted by their followers that their genuineness can simply be overlooked.
Kate
Hi Kate,
Great response!
Yes, I do think that perhaps the SM influencer is the new kind of celebrity. When we think of them like that, they are not a lot different to a celebrity being paid money to promote a commercial product (which in actual fact, they may never actually have used).
I don’t think though that influencers perhaps get away with a scenario like that as easily as a celebrity does, many of their followers would be interested to know their qualifications, background (particularly in regard to those promoting health and fitness) so I guess in many ways they are held to account somewhat more than the movie star celebrity is.
It will be interesting to see if they are still around in 5 years time or whether it was just a fad.
Hey Olivia!
I liked your topic choice about how the Internet has changed communication forever…
I really loved this quote:
Celeb et al., (2018) discuss that social media can serve as an application to assist in strengthening real life interpersonal relationships, as well as establish new relationships by “transforming physical distance into virtual closeness”
I argue a similar thing in my paper. It is a really great tool when it comes to strengthening bonds – but you can also say the same thing about destroying bonds. I know that people can feel excluded seeing pictures online, or seeing others tag others in memes. You can see a similar thing in Danah Boyd’s paper about Top 8 on MySpace: picking 8 of your friends to display on your profile. It says:
“MySpace Top 8 is psychological warfare,” … There are tremendous politics behind the Top 8, not unlike the drama over best and bestest friends in middle school”
If you want to read more about it, look here: https://firstmonday.org/article/view/1418/1336
Would you agree with this? Have you seen any examples of this in your research?
I would have enjoyed more case studies and examples of adolescent communication changing, but it was still a good paper.
Thanks for the read,
Anne-Marie
Hey Olivia,
Interesting read. I found the Instagram and YouTube Influencers part very intriguing. The way you talk about Influencers having fans and connecting with them, I haven’t seen much of it but it was great to read about it. I do agree that Influencers do play a big role on Social Media Platforms.
Do you think Influencers can stay continue to change how we communicate on social media?
Great read again,
Paige