Module 11: Social Networks
Introduction
In today’s interconnected world, social networks have become an integral part of how people communicate, interact, and share information. The evolution of technology and the internet has made it possible to bridge physical distances, allowing users to build virtual communities across the globe. Social networking sites (SNS) have reshaped how individuals socialize, learn, conduct business, and even participate in governance. This module will explore the nature, types, development, uses, and societal impacts of social networking services, with a focus on both global and Philippine contexts.
Objectives
At the end of this module, students should be able to:
- Define what a social networking site (SNS) is and explain its characteristics.
- Identify and describe common activities performed on SNS.
- Differentiate the various types of SNS and SNS-related services.
- Trace the historical development of social networking sites.
- Identify popular SNS platforms and describe their features and purposes.
- Analyze the positive and negative impacts of SNS on individuals and society.
- Describe the current social networking landscape in the Philippines.
Opening Activity
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Discussion
What is SNS?
A Social Networking Site (SNS) is an online platform that allows users to create personal profiles, connect with others, and share content such as messages, photos, and videos. SNS platforms facilitate building and maintaining relationships, either with existing acquaintances or with people who share common interests. These sites are typically user-driven and thrive on user-generated content. According to Boyd and Ellison (2007), SNSs enable individuals to “construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse their list of connections and those made by others within the system.” The core appeal of SNS lies in their ability to foster connection and community in virtual spaces.
Common SNS Activities
Users of social networking sites engage in a variety of activities ranging from simple communication to complex networking. Common activities include posting status updates, sharing multimedia content (images, videos, and links), liking and commenting on posts, messaging friends, joining groups or communities, attending virtual events, and live streaming. SNS is also a platform for entertainment, education, activism, and business marketing. Users often participate in these activities not just for social interaction but also for self-expression, identity building, and information consumption (Ellison & Boyd, 2013). The integration of SNS into mobile technology has amplified these activities, making social networking a 24/7 habit for many.
Types of SNS and Other SNS-Related Services
Social networking sites can be classified into several types based on their core function and target audience. General social networks like Facebook and Twitter cater to broad, diverse user bases, while professional networks like LinkedIn focus on career development and professional connections. There are also interest-based networks such as Goodreads (for book lovers) or DeviantArt (for artists). Additionally, multimedia sharing platforms like Instagram, TikTok, and YouTube are categorized as SNS due to their social features. Other SNS-related services include messaging apps (e.g., Messenger, WhatsApp), blogging platforms (e.g., Tumblr), and forums (e.g., Reddit), which facilitate community interaction and user engagement in varying formats (Kaplan & Haenlein, 2010).
History of the Development of SNS
The evolution of social networking sites began in the late 1990s with platforms like SixDegrees.com (launched in 1997), which allowed users to list friends and create profiles. This was followed by Friendster (2002), MySpace (2003), and LinkedIn (2003), each offering unique features that appealed to specific audiences. Facebook emerged in 2004 and quickly became the dominant SNS, thanks to its user-friendly interface and expanding features. Twitter (2006), Instagram (2010), and TikTok (2016) followed, further diversifying the social media landscape. Each new platform reflected changing user behaviors and technological advancements, from simple text-based posts to dynamic video content and algorithm-driven feeds (Kietzmann et al., 2011).
Popular SNS Sites and Their Nature
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Today, some of the most popular SNS platforms include Facebook, Twitter (now rebranded as X), Instagram, TikTok, Snapchat, LinkedIn, and YouTube. Each platform has a distinct nature and function. Facebook is known for connecting friends and family and supporting multimedia sharing and events. Instagram focuses on visual content, particularly photos and short videos. TikTok thrives on short-form, creative videos and appeals largely to younger users. LinkedIn serves professionals seeking networking and career opportunities. YouTube is a video-sharing giant that supports both casual content creators and professional channels. These platforms shape digital culture and influence trends in communication, marketing, and entertainment (Statista, 2024).
Impact of SNS on Society
Social networking sites have had profound effects on society, influencing how people interact, form relationships, and access information. Positively, SNS promotes connectivity, social support, awareness of social issues, and democratized information dissemination. It provides platforms for marginalized voices and has become a vital tool for education, business, and activism. However, there are negative aspects as well, including cyberbullying, misinformation, mental health concerns, and privacy issues. The curated nature of SNS content can lead to unrealistic comparisons and affect users’ self-esteem (Twenge & Campbell, 2018). Despite these issues, SNS continues to be a powerful tool that shapes modern human interaction.
The Social Networking Scene in the Philippines
The Philippines is considered one of the most active social media markets in the world. Filipinos spend an average of four hours daily on social media, with Facebook, TikTok, and YouTube being the most used platforms (We Are Social & Meltwater, 2024). SNS serves multiple roles in the Philippines—from maintaining overseas family connections to being a source of news and entertainment. It also plays a role in political discourse, business promotions, and community mobilization. The widespread use of SNS is reflective of the Filipino culture’s strong emphasis on relationships and communication. However, this active digital presence also highlights the country’s challenges with digital literacy, online misinformation, and cybercrimes.
Evaluation
Quiz (10 items):
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Share your thoughts:
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Abstraction
Social networking sites have revolutionized how people interact, learn, and share. From the early days of Friendster to the dynamic platforms of today like TikTok and Instagram, SNS has continually adapted to user needs and technological advancements. These platforms are not just tools for entertainment but have evolved into critical spaces for social change, business innovation, and cultural expression. However, their widespread use also brings challenges that require responsible use, critical thinking, and digital literacy. Understanding the landscape of SNS empowers users to navigate it effectively and ethically.
References
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
Ellison, N. B., & Boyd, D. (2013). Sociality through social network sites. In W. H. Dutton (Ed.), The Oxford Handbook of Internet Studies (pp. 151–172). Oxford University Press.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005
Statista. (2024). Most popular social networks worldwide as of January 2024, ranked by number of monthly active users. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Twenge, J. M., & Campbell, W. K. (2018). Associations between screen time and lower psychological well-being among children and adolescents: Evidence from a population-based study. Preventive Medicine Reports, 12, 271–283. https://doi.org/10.1016/j.pmedr.2018.10.003
We Are Social & Meltwater. (2024). Digital 2024: The Philippines. https://wearesocial.com
