Dissertation

On

THE ROLL OF MEDIA IN TODAY

SOCIETY

Submitted in the partial fulfillment of the requirementof the Degree of

MA in Mass Communication (2010-12)

INSTITUTE OF MANAGEMENT STUDIESDEHRADUN

(HNB GARHWAL CENTRAL UNIVERSITY)

(2010 – 2012)

Submitted to: Submitted by:

Prof. Sushil Rai Anuj kumar Bhatt HOD MAMC- IV Sem Deptt. Of Mass Comm ID No. MJ1004 IMS, Dehradun IMS, Dehradun

DECLARATION

  

I   as   an   undersigned   student   of   Institute   of   Management   Studies,   Dehradun 

hereby declare that this project report is a bonafide work carried out in partial 

fulfillment   of   the   requirement   of   the  MASTER OF ARTS IN MASS

COMMUNICATION (2009-11).   This   is   my   original   work   and   has   not   been 

previously submitted as a part of any another degree or diploma of any other 

College or University. 

This report is based on my personal efforts and experience during the Period of 

my study and training. 

Anuj kumar Bhatt

MAMC- IV Sem

ID No. MJ1004

CERTIFICATE

  

This   is   to   certify   that   this  Dissertation  titled’THE ROLL OF MEDIA IN TODAY SOCIETY’ submitted in partial fulfillment of the requirements for the degree of Masters in Mass Communication, IMS Dehradun is a bonafide research work to the best of my knowledge, carried out by Mr. Anuj Kumar Bhatt, under my supervision and that no part of this practical assignment has been submitted for any other degree. 

   

Prof. Sushil Rai HOD-Mass Comm. IMS, Dehradun

 Prof. Dhiraj Shukla

ACKNOWLEDGEMENT

  

I   lack words to express my heartiest thanks to my supervisor   Prof. Sushil  Rai, 

HOD-Mass   Communication,   IMS   Dehradun   for   rendering   me   his   ungrudging 

support and invaluable guidance. Without his encouragement and help it would 

have been very difficult for me to complete this assignment. He was always there 

whenever I need his guidance.                     

I shall be failing in my duty, if I fail to acknowledge my gratitude to the teachers & 

staff   members   of   this   department   foe   their   everlasting   support   &   needful 

motivation.  

I am also grateful to my family & friends for the help & encouragement provided 

by them. 

Anuj kumar Bhatt

MAMC- IV Sem

ID No. MJ1004

  

  

INDEX

Chapter Page No.

1. Introduction

2. Objectives

3. Review of Literature

4. Research Methodology

5. Data Collection & Analysis

6. Results & Conclusion

7. Recommendations

Bibliography

     Annexure

  

1. INTRODUCTION

In today’s world, media has made a very special place for itself in our lives. If I say

that today, media has become as important as food and clothing, then I don t think

so that I am over exaggerating anything. There is no denial that media is playing a

very significant role in making the world smaller. Through various mediums of

media whether it is newspaper, radio, television, or internet, we are able to connect

with large number of people around us.

Media is like a mirror of the society which reflects each and everything about the

society to us. Media people from television and print takes the risk of their lives to

inform us about important news. To some extent I can compare these brave

journalists with our soldiers who do not bother about their lives and takes the

responsibility to aware the general masses about the truth. I think it is almost

impossible to imagine a life without media.

But one also can not overlook this fact that slowly commercialization is also

coming in media. Media has a huge responsibility of conveying the truth and

relevant information to the common man. But somewhere this seems to be taking a

back seat for media people as they are focusing more on commercialization. Now a

day, hot news which can help in increasing the TRP rates of the channel becomes

the priority for them. But there are still some ethical people in media who are

struggling to maintain the real purpose of it.

But media is not just confine to informing us about the world happenings and

serving a means to connect with people, in fact it also affects out thinking patterns

as well. The way we think and perceive various issues about the world is also

shaped up by media. Today everyone especially youth is growing so aware about

his responsibilities towards society is because of media. Campaign such as Teach

India and Jaago Grahak Jaago helps in spreading awareness about human rights

and duties.

When it comes to media, how can one forget to talk about the entertainment

industry? Entertainment is something that one can not live without. Be it movies,

radio, internet etc., media is just everywhere in our life. Today entertainment is so

easily available that every common person is able to afford it. Music and movies

are so easily available to us through the internet that one does not have to spend

loads of money on them.

If we just look around then we would find that there is no aspect of our life which

is not touched and affected by media. Be it our work, relationships, education or

entertainment, media is seen everywhere. And there is no denial that we can not

live without media.

Media

In general, "Media" refers to various means of communication. For example,

television, radio, and the newspaper are different types of media. The term can also

be used as a collective noun for the press or news reporting agencies. In the

computer world, "Media" is also used as a collective noun, but refers to different

types of data storage options.

Types of media

Mass media are media, which can be used to communicate and interact with a large

number of audiences. Be it the pictorial messages of the early ages, or the high-

technology media that are available today, one thing that we all agree upon, is that

mass media are an inseparable part of our lives. Entertainment and media always

go hand in hand, but in addition to the entertainment, mass media also remain to be

an effective medium for communication, dissemination of information, advertising,

marketing and in general for expressing and sharing views, opinions and ideas.

Mass media is a double-edged sword which means that there are positive effects of

the media as well as negative influences of media.

Print Media: The print media includes newspapers, magazines, brochures,

newsletters, books and even leaflets and pamphlets. Visual media like photography

can also be mentioned under this sub-head, since photography is an important mass

media, which communicates via visual representations. Although, it is said that the

electronic or new media have replaced the print media, there exists a majority of

audiences who prefer the print media for various communication purposes. Public

speaking and event organizing can also be considered as a form of mass media.

Electronic Media: For many people, it is impossible to imagine a life without their

television sets, be it the daily news dose or even the soap operas. This mass media

includes television and radio. This category also includes electronic media like

movies, CDs and DVDs as well as the new hottest electronic gadgets.

New-age Media: With the advent of new technologies like Internet, we are now

enjoying the benefits of high technology mass media, which is not only faster than

the old-school mass media, but also has a widespread range. Mobile phones,

computers and Internet are often referred to as the new-age media. Internet has

opened up several new opportunities for mass communication which include email,

websites, blogging, Internet TV and many other mass media which are booming to

share…………………………..

Social Networking Site: Meaning

A social networking site is an online service and platform that focuses on

facilitating the building of social networks or social relations among people who,

for example, share interests, activities, backgrounds, or real-life connections. A

social network service consists of a representation of each user (often a profile),

his/her social links, and a variety of additional services. Most social network

services are web-based and provide means for users to interact over the Internet,

such as e-mail and instant messaging. Online community services are sometimes

considered as a social network service, though in a broader sense, social network

service usually means an individual-centered service whereas online community

services are group-centered. Social networking sites allow users to share ideas,

activities, events, and interests within their individual networks.

The main types of social networking services are those that contain category places

(such as former school year or classmates), means to connect with friends (usually

with self-description pages), and a recommendation system linked to trust. Popular

methods now combine many of these, with Facebook, Google+ and Twitter widely

used worldwide, The Sphere (luxury network), Nexopia (mostly in Canada); Bebo,

VKontakte, Hi5, Hyves (mostly in The Netherlands), Draugiem.lv (mostly in

Latvia), Ask-a-peer (career oriented), StudiVZ (mostly in Germany), iWiW

(mostly in Hungary), Tuenti (mostly in Spain), Nasza-Klasa (mostly in Poland),

Tagged, XING, Badoo and Skyrock in parts of Europe; Orkut and Hi5 in South

America and Central America; and Mixi, Orkut, Wretch, renren and Cyworld in

Asia and the Pacific Islands and Facebook, Google+, Twitter and LinkedIn are

very popular in India.

Importance of Social Networking

Social Networking can be considered as one of the greatest innovations in the

Internet today. It was originally used to provide a community wherein people could

share information. Now, however, it provides the means for numerous things like

information dissemination, selling products and playing games.

The term "social networking" is associated with forming connections with other

people using the Internet. It brings up images of websites that allow people to

speak to others without regard for geographic, social or economic barriers. This

allows for an incredible opportunity to connect with people of similar interests,

when physical barriers might have kept them from even learning of each other's

existence otherwise. The number of users and the business opportunities tapping

such massive communities represents has also provided the thrust to improve the

technology. As things become more sophisticated, more ways to share information,

advice, interests and connections are emerging.

These social media sites are interesting and exciting in more than one ways. For

one, we can be online friends with people from the other side of the world who

we'll probably have zero probability of meeting in real life. In addition, it is now a

platform for both local and international commerce. For instance, online services

like Amazon and Craig list have changed the way we buy, sell, exchange, hire and

volunteer. Although ecommerce sites do not technically belong under the social

networking bracket, we can still expect comments from people who visit these

venues. Even if there are still people who prefer to buy and sell traditionally, it

cannot be dined that shopping had evolved to a unique social experience.

It's a known fact that online networking has become prolific - mainstream sites like

Facebook, business sites like LinkedIn, educational sites like Ezine, TV series

reviews like Miso, cyclists sites like Pedal room, blood donor sites like i-Blood,

there are endless options. Because of this, most people recognize social networking

sites as the perfect place to socialize and meet new people.

Users are also becoming very loyal to specific brands or services, which is as

prevalent online as it is in the real world. Marketers are aware of this and have

started to push for more effective means of advertising their products. However, all

of this commercial activity contributes little to answering the question of "what is

social networking?" All that it really does is add a substantial amount of capital to

the business side of the equation, allowing networking sites to subsist off of

advertising dollars. Those same sites allow businesses to reach more customers,

which in turn encourages companies to invest even more in social networking.

It can be a bit difficult to define what social networking actually is because it keeps

on developing beyond control. It's essential that you know how to optimize the use

of social networks before investing in it yourself. You should remember that these

networks are complicated because people are complicated beings themselves.

Now we can see, it's really proving to be a challenging task to define what social

networking really is because it's evolving so quickly and out of control. Having

said that, it's extremely important to consider what you can do with social networks

first, before you jump in. Keep in mind that these networks are complex because

people are complex, in the first place.

Still, whether it is games, connections, commerce or whatnot that brings someone

to the network; it is open all the same. Opportunities abound for those willing to

seek them out.

Historical Background

The potential for computer networking to facilitate newly improved forms of

computer-mediated social interaction was suggested early on. Efforts to support

social networks via computer-mediated communication were made in many early

online services, including Usenet, ARPANET, LISTSERV, and bulletin board

services (BBS). Many prototypical features of social networking sites were also

present in online services such as America Online, Prodigy, CompuServe, and The

WELL. Early social networking on the World Wide Web began in the form of

generalized online communities such as Theglobe.com (1995), Geocities (1994)

and Tripod.com (1995). Many of these early communities focused on bringing

people together to interact with each other through chat rooms, and encouraged

users to share personal information and ideas via personal webpages by providing

easy-to-use publishing tools and free or inexpensive webspace. Some communities

- such as Classmates.com - took a different approach by simply having people link

to each other via email addresses. In the late 1990s, user profiles became a central

feature of social networking sites, allowing users to compile lists of "friends" and

search for other users with similar interests. New social networking methods were

developed by the end of the 1990s, and many sites began to develop more

advanced features for users to find and manage friends. This newer generation of

social networking sites began to flourish with the emergence of SixDegrees.com in

1997, followed by Makeoutclub in 2000, Hub Culture and Friendster in 2002, and

soon became part of the Internet mainstream. Friendster was followed by MySpace

and LinkedIn a year later, and eventually Bebo. Attesting to the rapid increase in

social networking sites' popularity, by 2005, it was reported that MySpace was

getting more page views than google and facebook, became the largest social

networking site in the world in early 2009.

Functions of Social Networking Services 

Social Networking Services (SNS) are the fastest growing type of social software –

both in the Internet and in company-wide Intranets. Due to thefact that SNS have

emerged just recently and the development speed of theservices is enormous, there

exist large gaps in research about this type of service. For example, so far there has

been no attempt to identify and categorizethe basic functionalities of SNS. This is

the goal of this contribution. Six groupsof functionalities for SNS are proposed and

their categorization is motivated.The identification of a distinct set of SNS

functions will facilitate themodularization and integration of different social

network applications.

 While Knowledge Management activities have long been focused on the collection

of documents and their storage in anonymous knowledge silos, in the past years

companies are becoming more and more aware that employees are the real

knowledge repositories and that real knowledge management is supporting

communication and networking among the employees. Cohen and Prusak [4] for

example highlight the high potential of networking employees to increase

productivity and speed of innovation in companies. Therefore, support to find

experts and in a broader sense support to human social networks is becoming more

and more important in companies. The technological and technical developments

of the last years make it possible to digitally reproduce human social networks.

Thanks to this technical support users can establish and maintain contact to persons

with whom contact would be difficult due toregional and social barriers. Users

with alike interests and subject areas can now findeach other and can stay

connected in communities (of practice) and networks. In thecontext of the often-

quoted Web 2.0 a new form of software to support collaborativework has evolved

to cover this: Social Networking Services (SNS).Social Networking Services

(SNS) are application systems that offer users functionalities for 

 

distinguish between open SNS that are available to use for everyone in the WWW 

and closedSNS that are used by a rather closed user group, e.g. within the intranet

of anorganization.Apart from private use, open SNS as well as closed SNS are also

used for supporting the exchange of implicit knowledge within and between

enterprises. As aresult, SNS replace or extend the “yellow pages” which have so

far been used inenterprises as a sort of tools for finding expertise.The latter were

originally implemented as Intranet-based directories, supplementedwith additional

information on the users’ expert knowledge and skills. In contrast to traditional

expertise finding tools, SNS provide a wider rangeof functions (sometimes even

including communication functions like forums andchat). Besides, they stress the

idea of user participation. Hence, SNS offer users

the possibility of updating their personal contacts and expert's assessment datathem

selves. Even more important: Each user can manage his or her personal

network,i.e. a list of contacts. As a “side effect” and major advantage the personal

socialnetworks become visible for other users. Thus, the initiation of relationships

issimplified, and the advantages resulting from Granovetter’s theory of the

"strength of weak ties" can be better utilized.Due to the importance of SNS for

companies, IS and CSCW research should try to provide practitioners with some

insights into success factors of SNS introduction andusage. However, until now not

much work has been published in this direction.Therefore, we have defined as one

goal of our research to identify success factors for and barriers / limiting factors of

the employment of SNS in the enterprise and their reciprocal relations.In the

context of this work we identified a possible reason for the research gapconcerning

SNS: SNS are a mix of different functions supporting matchmaking,direct and

indirect communication. When different people are talking about SNS theyare

usually implicitly addressing different aspects of this – and therefore

oftenmisunderstand each other. This makes it especially hard to start a scientific

discourseon SNS. Thus, it is important to have a clear map to address what one is

focusing at.There is a need to categorize the different functions of a SNS.To

address this need we propose six basic functionalities of SNS. We haveidentified

these by extracting potential functionalities from reviewing existing internaland

external SNS. Furthermore, we matched these basic functionalities with

the process description of IT supported social networking. The results are presente

d inSection 2. Building on this categorization we have conducted an online survey

tosupport the categorization and to find out how Germans are using the

differentfunctions of open SNS. We present the first results of this survey and its

implications and conclude with the limitations of the study and with an outlook

onfurther research and possible further developments of SNS.

The Role of Networked Publics in Teenage Social Life

During 2005, online social network sites like MySpace and Facebook became

common destinations for young people in the United States. Throughout the

country, young people were logging in, creating elaborate profiles, publicly

articulating their relationships with other participants, and writing extensive

comments back and forth. By early 2006, many considered participation on the key

social network site, MySpace, essential to being seen as cool at school. While not

all teens are members of social network sites, these sites developed significant

cultural resonance amongst American teens in a short period of time. Although the

luster has since faded and teens are not nearly as infatuated with these sites as they

once were, they continue to be an important part of teen social life.

The rapid adoption of social network sites by teenagers in the United States and in

many other countries around the world raises some important questions. Why do

teenagers flock to these sites? What are they expressing on them? How do these

sites fit into their lives? What are they learning from their participation? Are these

online activities like face-to-face friendships – or are they different, or

complementary? The goal of this chapter is to address these questions, and explore

their implications for youth identities.

While particular systems may come and go, how youth engage through social

network sites today provides long-lasting insights into identity formation, status

negotiation, and peer-to-peer sociality.

Role of youth in society

Youth are back bone to the nation.They can change the future of the society with

their well being and courageous behavior. They are here to show us that which we

have not been willing to look at within ourselves.Unfortunately today we find the

youth those who are more interested in other places witch are not useful to them as

well as nation.They chooses to spend their days doing drugs and playing video

games. they spends their nights partying and living it up, so to speak.More and

more young men of this age group are sitting at home in front of their televisions

playing games all day instead of bettering themselves or going to work. They have

no vision and if they do have dreams they do not have the drive to make any

attempt at achieving them.

We must get control of this. We must motivate our youth. We must teach

responsibility and goal setting. I fear if we do not we will soon be supporting an

entire generation of homeless and needlessly on welfare families. Things have to

change, with our schools, with the older generation being good role models, with

the older generation being mentors, and with the youth who are right now doing

nothing

Those of you are in age of teen, You have a choice. You can allow yourselves to

stay your course and do nothing or you can rise above what the cynics around you

expect and go get educated or get jobs. Show the older generation they are wrong

about you. Let them know you have intelligence and skills. Show yourself what

you are made of. You might be surprised at how proud of yourself you become

with even the smallest of accomplishments. I can tell you that nothing can happen

if you do not try, bad or good. You will not become rich overnight either way but

at least if you make an effort, then you have begun your journey to your dreams..

Social Networking and the effect on target audience

Social networking sites can be great for bloggers, but it's important to know that

different social networking sites are used by different people and that demographic

can have an impact on how much traffic is actually driven through your marketing

efforts.

Social Media is the current big buzzword in the world of Internet Marketing, and

with good reason. It is already such a big part of the Internet culture. It is here to

stay and should be ignored by marketers, or indeed anybody, at their peril.

“Social Media” is an umbrella term used for many different aspects of the social

Internet from Facebook to blogging to forums and there are so many variants of the

same phrase used to refer to so many different elements of the social web, that it be

confusing defining exactly what social media is.

Just to make sure there is no confusion, for this article I am settling on “Social

Networking” as a phrase to mean the sites such as Facebook, Twitter, Myspace etc,

where people connect with others directly.

It is important to understand why youth people are using these websites, as there is

a broad demographic on these sites. In this context we can just observe that they

are accessing these sites due to Personal reasons, Business purposes, to get

information, to make social relations and entertainment etc.

It is fascinating to see that there are so many different things going on in one place,

and even more incredible that they seem to all work in harmony.

1. Purely Personal Reasons

Easily the most common use of Social Networking sites, and the main reason for

them existing in the first place, is for personal reasons. The majority of youth

people using Facebook or Myspace keep to the “social” label. It is used for its

original purpose – to keep in touch with friends.

Some youths will go on simply to update their status or view their friends’ statuses,

or to look at photos from the weekend’s night out. Some use it to connect to people

they’ve met, a potential girlfriend/boyfriend perhaps, or someone who shares the

same interests.

One great way of taking advantage of the personal side of Facebook is keeping in

touch with people hundreds of miles away, maybe somebody who has gone

travelling or moved to the other side of the world. In the past it would have been

nigh on impossible to keep in touch, much less keep up to date with what they are

doing.

A wall post on Facebook can work when a phone call would be too much, such as

simply commenting to somebody that they should listen to a new song or making

an amusing remark. It lets you have small conversations with people that you

would not normally bother having if it meant a long phone call.

The people who use the tools for these purposes sometimes have no idea that

marketing is going on, or that it is possible to use these networks for business

purposes and some even simply ignore advertising all together.

2. Business – Connecting with customers

With the rise of Internet Marketing, social media is being embraced by businesses

more and more. Innovative ways of utilizing these tools by connecting directly

with customers are being found.

Companies are seeing that the best way to conduct themselves online is to speak to

their customers directly using these social networking sites, Twitter being

especially useful for this. It increases the reputation of the company, gets them

positive reviews and shows that they really care about the customer. It also gives a

human face to the large corporation, meaning that customers or potential customers

will feel much more comfortable coming back.

There are some great examples of this strategy online, with a company called

Virgin trains being one of the most successful. They have a small team of

dedicated and named staffs who run the Twitter feed as part of their overall PR

role. Whenever a customer has a question or a complaint about the trains, for

example – the train is late or something has gone wrong with their ticket, they post

it on the Twitter feed and usually get a pretty quick response.

The response is sometimes a simple apology about a train being late, but it gives a

human element to the company and this simple gesture could stop them losing a

customer for the future.

They can also act as a sort of customer service line, say somebody loses the code to

pick up their ticket from the fast ticket machine they will post on Twitter, and get a

response with the information they need.

3. Business – Networking

There is also the opportunity for business types to network and expand their

business on the social networking platform. This can take many forms, and take

bits of each of points 1 and 2.

To get a deal is all about knowing the right people, and if somebody that you went

to school with owns a multi million dollar business and your company do what he

is looking for, using Facebook could have you on to a winner. A random friend

request from somebody you haven’t spoken to since you were 11 years old could

be the key to your company’s success.

Alright, so that might have been a slight exaggeration. You could expand your

business through old contacts as well as new, but it doesn’t mean they will be the

factor that leads to your success.

Social networking sites like Linkedin exist for this purpose; for people to network

within a business environment. It does for businesses what Facebook does for

students and teenagers, it lets people connect. It could find you a new business deal

or could even find you a new job.

4. Marketing

Another Twitter success story is Dell and their recent Internet Marketing strategy.

Their outlet site sells refurbished PCs, and they post details about the newest ones

on their Twitter feed. They also post special offers just for Twitter users, and they

send information about sales, along with discount vouchers to their Twitter

followers. The company has generated $6.5million in revenue from this venture.

This shows the power of marketing on Twitter. This sort of strategy works well for

e-commerce sites especially as they can market to an already targeted audience.

5. Entertainment

Going hand in hand with the ‘social’ element of Social Networking, people

sometimes go on purely for entertainment purposes. Myspace is a prime example

of this, as many famous artists have been discovered through these sites (sort of

sounds like marketing, huh?). Music is a big part but also videos, such as Youtube

viral offerings, are easily spread on social networking sites.

The newest craze is on Facebook, with all the game applications that have

appeared over the last couple of years. The most popular of these is a game called

Farmville which has managed to acquire 72.9 Millions users per month. That is a

crazy amount of people to be playing a game about running a virtual farm!

Now, a site like Facebook has not really been discovered for many of the other

purposes of social networking. How many bloggers do you see marketing,

connecting with customers or even conducting any sorts of business through the

site? Not many I’ll bet.

Objectives

The formulation of objectives is very essential part of any research work. Without having specified objectives no any research can be organized and focused to the essentials. It helps to narrow down the study for smooth completion of research.

More specifically this research study has the following objectives:

1- To understand the utility of social networking sites among the students.

2- To find out how much time students spend on social networking site weekly.

3- To analyze the impact of social networking site on youth behavior.

4- To study the role of social networking site in overall development of

students.

5- To point out and identify the negative impact of social networking site of

students.

Review of literature

1. Research Article on "Impact of Social Networking Sites" Joe Thomas

Author Joe Thomas has Stated in his article that " Everyone is on Social

Networking and most of us spend time to visit and check our accounts or multiple

accounts whether Facebook, Twitter, Tumblr, Plurk, etc. The popularity of these

social media also cretes negative impacts to its dependent. It affects students,

young people, and productivity in work because of excessive use of

technology.The younger generation, who use social networking as a form of

interaction to issues and current events rather than having a formal open forum and

disregard their own privacy opening doors to people with bad intentions.The

excessive use of technology makes us more antisocial in real life, because of the

service of popular social networking sites we become dependent on it not knowing

its negative effects. Negative impacts include low-performance and less

productivity in workplace, because people tend to sneak on their accounts, On the

other hand young people tend to express themselves in digital form as an outlet to

who they really are. Irresponsible people who are into social networking became

an easy target for people with cruel intentions.''

2. SNS IN INDIA:

In a l l the socia l ne tworking phenomenon in India i s smal l

compared to the US (Indian social networking websites today claim a

user base of around 3 million registered users) while MySpace, which has 106

million users and Orkut which has 67 million have far greater numbers. C l e a r l y ,

I n d i a n f i r m s h a v e a l o t o f w o r k a h e a d o f t h e m i n o r d e r t o

c a t c h u p . However, Siddhartha Roy, CEO, BigAdda, says optimistically: “We

are early on the curve.” Alok Mittal, MD, Canaan Partners, a venture capital firm,

says: “When you put tha t in context , Indian socia l ne tworking

websi tes a re in the i r infancy. The break-even point is longer, but once

they attain a critical mass of 40 million users, then VC firms will start investing in

them.”N a v i n M i t t a l , C E O , fropper.com, s a y s : “ W i t h t h e I n d i a n

I n t e r n e t u s e r - b a s e negligible compared to the US or China, these are very

early days.” The owner of the blog Trak.indoes a great job of explaining the

benefits of social networking for India and what it means for consumers and

businesses.

3.ARTICLE-1

Socia l ne tworking s i tes , which a l low users to bui ld or be par t of

onl ine communities, account for 44% of the country’s Internet traffic S o c i a l

n e t w o r k i n g s i t e s , w h i c h a l l o w u s e r s t o b u i l d o r b e p a r t

o f o n l i n e communities, account for 44% of the country’s Internet traffic,

according to a reportby consulting firm JuxtConsult Research and

Consulting Pvt. Ltd. The space isdominated by global players such as Orkut,

MySpace, Facebook and Hi5. GoogleInc.’s Orkut, launched in 2004, isthe

most popular social networking site amongIndians with more than seven

million users, but advertising is something the sitehas only recently dabbled

with.“ N o b o d y h a s m a d e m o n e y o n s o c i a l n e t w o r k i n g s o f a r , ”

A j i t B a l a k r i s h n a n , chairman and chief executive officer

(CEO),Rediff.comIndia Ltd, the companybehindrediff.com, one of the

earliest Indian dot-coms, had previously said. “Butwhen 10 million

people congregate, somewhere down the line the company willmake

money, and it will be advertiser-related, he had added.Rediff.comlaunchediShare, a

video sharing platform, in July, and plans to add a social networking toolto it in the

coming weeks.Indian firms and entrepreneurs entering the social networking space

are convincedthat they need to bui ld up a cr i t ica l mass of users f i r s t ,

and then worry about advertising.BigAdda.com, started by the Reliance-

Anil Dhirubhai Ambani Group’s RelianceEntertainment three months ago,

has about 700,000 users but no advertiser yet. Similarly, one-year-old social

networking site for studentsMinglebox.comhas auser base that exceeds one

million but no advertisers.“On the Internet, consumer is king. They decide

where they want to spend their time and advertisers recognize that,” said

Siddhartha Roy, chief operating officer,Big-Adda.com. “You want to f i rs t

c rea te a s t rong user base and give them an uninterrupted

experience.”Kavita Iyer, CEO, Minglebox, agrees: “...In this business, users

fluctuate from ones i te to another and i t i s impor tant to f i rs t reach a

cer ta in level of s tabi l i ty and maturity before getting advertisers on

board.”But some experts say that those scrambling to enter the social networking

spacehave left it too late, and that plain vanilla social networking will, by itself, not

workany longer.According to Balakr ishnan, soc ia l ne tworking has to

become more than jus t a communication platform. “Social networking

will have to be morphed into everyo n l i n e i n i t i a t i v e , ” h e h a d s a i d .

“ I t h a s a t e n d e n c y t o p i c k u p f a s t b u t l o s e s m o m e n t u m j u s t

a s f a s t . T h i s i s w h y w e a r e i n t e g r a t i n g i S h a r e w i t h

s o c i a l networking.”That ’s a s t ra tegy s imi lar to the one adopted by

Yahoo Inc . “We want to make Yahoo mail more social by combining

properties such as SMS,instant messenger and emails together. It’s too early to tell

what we’re planning on social networking,but i t wi l l be a convergence of

communica t ion channels ,”

4.Ibibo Web Pvt. Ltd’s Ibibo.com is a multi-platform social interactive

site with applications such as networking, blogging and gamingas some

of its applications. “We’ve been around for seven months in India but

Ican tell you that it takes about two to three years of good consumer

traction todrive revenues,” said Ashish Kashyap, CEO, Ibibo group. “It is

important to createa picnic effect before we can get to advertisers,” he

added.Advertisers themselves seem content with the picnic effect itself.

PepsiCo IndiaHoldings Pvt. Ltd has not yet bought into social networking

from the advertisingpoint of v iew, but i t has bought in to the

concept . “Pepsi has not adver t i sed on s o c i a l n e t w o r k i n g s i t e s

s o f a r b u t w e h a v e g o t w h a t w e w a n t e d b y

u s e r s themselves creating discussion groups about the brand,” said a

spokesperson for PepsiCo India.According to one expert, that may well indicate

what social networking sites needto do to start earning revenues.“For advertisers,

social networking sites are slow in generating revenues directlybut they

are good in influencing decisions,” said Gulrez Alam, group head,

paidsearch,

Communicate2

, a paid-search marketing company. “Social media sites will soon have

alternative revenue generating tactics that will help influence the user

without intruding on the experience, that’s the way ahead.” A l m o s t h a l f t h e

I n t e r n e t t r a f f i c g e n e r a t e d i n I n d i a i s o n a c c o u n t o f

s o c i a l networking, and while this has not translated into advertising

revenue so far, a pioneer in the country’s Internet space expects the situation to

change.

5.ARTICLE-2

How safe is your Orkut account?

Mayank Tewari/Dhananjay Khadilkar Sunday, December 23, 2007 03:07 IST

 A virus, which has been fixed by Google, had affected between 4 lakh to

7 lakhusers

MUMBAI: Google recently added a new feature on Orkut where users

can postAct ive X Content on the i r f r iend’s scrapbook. But the

fea ture turned out to be Google’s nemesis as an attacker used the

vulnerability and posted a virus thataffected between 4,00,000 to

7,00,000 Orkut users. Though Google managed tofix the bug on Thursday,

the incident has highlighted the security aspects of socialnetworking sites such as

Orkut that have a huge following in countries like India.A Google official, who

requested anonymity, admitted that because of this bugseveral people

received scraps from friends, who claimed they had never postedany such scraps.

“The newly introduced scrapbook feature had been exploited,” the official

said.According to Chetan Gupta, a 26-year-old independent cyber security expert,

“Thefeature allows users to post clips, songs, animation etc on their as

well as other user’s scrapbooks,” he said.Users who were attacked got a

message in their mailboxes informing them thatsomeone had posted a

scarp on their profile. The scrap, written in Portuguese,when translated

into English reads: “2008 is coming… I wish that it begins quitewell for

you.”As soon as the user v iewed the pos t , the v i rus downloaded a

f i le to the user’s computer. The worm then took control of the user’s account

and enlisted a groupcalled ‘Infections pelo Vírus do Orkut’, which translates as

‘Infected by Orkut virus’.The virus also sent copies of itself to all the

friends of the user and repeated theprocess.According to vnunet.com, the

virus infected seven lakh Orkut users within 24hours before Google was able

to rectify the problem. The virus was not supposedto do any real harm to the users.

The intent, according to a blog posting on Trend Micro , was to only make a

point . The b log pos t says “I t appears f rom both the script that this

script was designed purely to spread, rather than for more maliciouspurposes.

The author has pulled the malicious JavaScript from the Web,

havinggotten his point across.”A Google spokesperson said that the internet

search giant takes the security of itsusers very seriously. “We worked quickly to

implement a fix for the issue. Serviceto Orkut was not disrupted during this time.”

This is not the first time a virus like thishas targeted a social network.

MySpace too was attacked by ‘Samy Is My Hero’worm in 2005.

6.ARTICLE-3

Business Standard, January 25 '07Thursday, 25 January 2007Business Standard,

Riding the networking wavePriyanka Joshi / New Delhi January 24, 2007

TECHNOLOGY:

Want to get seen? Advertise on social networking sites. This, incidentally,

is the new mantra of online advertisers.About 93 per cent of the 28 million

Indians online belong to the age group 18-45years — a target audience that

has the maximum buying power.Ten mi l l ion of these are hooked on to

some form of onl ine socia l media , be i t personal, career or business

networking, matrimonial sites, discussion rooms,virtual activity platforms,

instant messenger, podcasts, RSS feeds and blogs. Themix of social media sites

being a hot favourite among this bunch of young Indians,it presents a perfect

milieu for online advertisers.Content-specific advertisements have become a

rage on networking sites likeOrkut, TechTribe, LinkedIn, Ryze, Flickr, MSN

Live Spaces, Blogger, Fropper andFacebook, which are a compelling buy for

advertisers seeking to target the activelifestyle set the sites cater to.In shor t ,

content -speci f ic ne tworks are r id ing a wave of popular i ty and

newer  networks seem to be springing up every day.Rajnish , head (d ig i ta l

market ing revenue and s t ra tegic bus iness) , MSN India , explains why

marketers want to be seen on social networking sites: “In Asia, emaila n d

i n s t a n t m e s s a g i n g t a k e 4 0 - 5 0 p e r c e n t o f t h e t i m e w e

s p e n d o n l i n e . Blogosphere i s doubl ing in s ize every s ix months

and an average Indian user   spends anywhere be tween 40-60

minutes da i ly on socia l media s i tes . Li t t le wonder, banks, automobile

companies, FMCGs, and even IT firms want a virtualadvert that’s both

engaging and innovative.”

7.Golder , Wilkinson and Huberman (2007) examined an

anonym zedd a t a s e t c o n s i s t i n g o f 3 6 2 m i l l i o n m e s s a g e s

e x c h a n g e d b y o v e r f o u r m i l l i o n Facebook users for insight into Finding

and messaging activities. Lampe, Ellison,and Ste inf ie ld (2007) explored

the re la t ionship be tween prof i le e lements and number of Facebook

friends, finding that profile fields that reduce transaction costsand are harder to

falsify are most likely to be associated with larger number of  friendship

links. These kinds of data also lend themselves well to analysis throughnetwork

visualization.SNS researchers have also studied the network structure of

Friendship. Analyzingthe ro les people p layed in the growth of Fl icker

and Yahoo! 360 's ne tworks ,Kumar , Novak, and Tomkins (2006)

argued tha t there are pass ive members , inviters, and linkers "who

fully participate in the social evolution of the network".S c h o l a r s h i p

c o n c e r n i n g L i v e J o u r n a l ' s n e t w o r k h a s i n c l u d e d a

F r i e n d s h i p classification scheme (Hsu, Lancaster, Paradesi, & Weniger, 2007),

an analysis of the role of language in the topology of Friendship (Herring

et al., 2007), researchinto the impor tance of geography in Fr iending

(Liben-Nowel l , Novak, Kumar ,Raghavan, & Tomkins , 2005) , and

s tudies on what mot iva tes people to jo in particular communities

(Backstrom, Huttenlocher, Kleinberg, & Lan, 2006). Basedon Orkut data, Spertus,

Sahami, and Büyükkökten (2005) identified a topology of users through their

membership in certain communities; they suggest that sites canuse this to

recommend additional communities of interest to users. Finally,

Liu,Maes , and Davenpor t (2006) argued tha t Fr iend connect ions

are not the onlynetwork s t ruc ture wor th inves t iga t ing . They

examined the ways in which the performance of tastes (favorite music,

books, film, etc.) constitutes an alternatenetwork structure, which they call a

"taste fabric."

3. Research methodology

Research Design is a master plan and structure that specifies the methods and procedures for collecting and analyzing the needed or required information.Basically, it is a framework for the research plan of action. Research Design and strategy of investigation concieved so as to obtain answers to research questions and queries.

Exploratory Research has been used to define research problem clearly, to gather preliminary information and to draw a definite conclusion.Descriptive Research has also been used for this research to describe all the data and characteristics of population adequetly.

this research study is based on both Exploratory and Descriptive Research Design.

Research Methodology

Survey Method has been applied for this research study because as per nature of this research topic, research questions, I have to gather data from a relatively large number of people of this society. This study is concerned with statistics that result when date are extracted from a number of individual cases. Basically, survey method is a process of collecting the data from concerning people of society to solve the problems and concerning issues.

Source of Data

This study is based on both Primary and Secondary Data.

The Primary Data for this research are collected by Questionaire and Interview Schedule.The Secondary Data has been collected from Research Journal, Magazines, Books, Newspapers, Internet.

Sampling

Sampling Technique: Purposive Sampling Technique has been adopted for this study, so that suitable and useful samples could be taken for the appropriate completion of this research study.

Universe

Total Population of selected area: 60Sample Size: 60Sample Area: (Dehradun)

Age Group: 18-32

Limitation of Study

This study has been undertaken among the public who are using internet mostly. Their age group is confined within 18 to 32 years of age.This research study is limited to the areas of Dehradun as my college is in dehradun and so do I also reside in dehradun.

DATA ANALYSIS & INTERPRETATION

(a)Do you access internet?

(b) Yes (b) No

S. No. Yes No Total

1 55 5 60

55; 92%

5; 8%

Yes No  

INTERPRETATION

Total of 92% respondents said that they use internet whereas 8% don’t use internet . It means

majority of respondents use internet.

1. .Do you know social networking sites ( SNS) ?(a)Yes (b) No (c) Can’t say

S. No. Yes No Can’t Say Total

1 35 20 5 60

35; 58%

20; 33%

5; 8%

Yes No Can't say

INTERPRETATION

Here total of 59% respondents said yes and20 % said no and remaining 8% said can’t say

1. How much time you browse net daily?

2. (a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs. (d) More than 6 Hrs.

S.No. 1-2 hra 2-4 hrs 4-6 hrs

1 5 15 25

2 More than 6 hrs

3 15

5; 8%

15; 25%

25; 42%

15; 25%

4-6 hrs 25 6+ 15 6+ 6+

INTERPRETATION

8% respondents said they use internet 1-2 hour,25% said they use 2-4 and 4-6 hour and 42% said they used more than 6 hour.

Which social networking site you prefer most?

1. orkut (b) facebook (c)twitter

S. No. orkut facebook Twitter

1 10 40 10

10; 17%

40; 67%

10; 17%

orkutfacebooktwitter

INTERPRETATION

Total 67% said facebook 17% said twitter and 16 % said orkut

1. Why do you use social networking sites?

(a)timepass (b)chat with friends (c)get new information

S. No. timepass Chat with friends Get new information

1 15 30 15

15; 25%

30; 50%

15; 25%

time passchatinformation

INTERPRETATION

Total of 50% respondents said for chat 25% said for information and 25% said for time pass.

Q6.How much time you browse social networking sites daily?

(a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs.

S.No. 1-2 hrs 2-4 hrs 4-6 hrs

1 10 20 30

10; 17%

20; 33%

30; 50%1-2 hrs2-4 hrs4-6 hrs

INTERPRETATION

Total of 50% respondents said 4-6 hour 33% said 2-4 hour and 17% said 1-2 hour they use networking site daily .

Q7.How much time you spend on social networking sites in a week?

(a)10 hours (b)20 hours (c)more than 20 hours

S. No. 10 hours 20 hours More than 20 hours

1 50 10 0

50; 83%

10; 17%

10 hrs 20 hrs 20+

INTERPRETATION

About 83% of respondents said 10 hour and 17% said 20 hour in a week.

Q8.How long you have been using SNS?

(a) less than a month ( b)more than a month (c)more than a year

S. No. Iess than a month More than a month

More than a year Total

1 30 20 10 60

30; 50%

20; 33%

10; 17%

less month more than month above year

INTERPRETATIONNearly 50% respondents said less than a month, 33% said more than a month while 17% said above year.

Q9.Do you ever stay up late or get up early to spend more time on SNS?

(a) yes (b) no

S. No. Yes No

1 50 10

50; 83%

10; 17%

Yes No

INTERPRETATION83% respondents replied with a yes whereas, 17% said no.

Q10.Are students getting so attached to SNS that they are getting away from the society they are living in?

(a) yes (b) no

S. No. yes no Total

1 15 45 60

15; 25%

45; 75%

yes no

INTERPRETATIONNearly about 75% respondents replied yes in comparison of 25% who replied no.

Q11.Do you become frustrated or angry when a SNS goes down or is unavailable?

(a) yes (b) no

S. No. yes no Total

1 50 10 60

50; 83%

10; 17%

yes no

INTERPRETATIONNearly 83% said they get irritated whereas 17% with no.

Q12.What sort of things you hesitate to share?

(a)pictures (b)contact information (c)any other

S.No. picture Contact information

Any other total

1 45 15 5 60

45; 69%

15; 23%

5; 8%

picture contact info any othr

INTERPRETATION

The 69% respondents showed their concern regarding picture as they said yes to the question. Whereas, 23% respondents replied with contatct information and only 8% respondents said any other

Q13.How did SNS change the way you keep in touch with your friends?

(a) through video chat ( b)through messaging (c)through wall post

S. No. Through video chat

Through messaging

Through wall post

Total

1 10 45 5 60

10; 17%

45; 75%

5; 8%

video chat msgs wall post

INTERPRETATION

75% replied with messages and 17% respondents replied with video chat. Whereas, 8% with wall post.

Q14.Does SNS help you in providing new information?

(a) yes (b) no

S.No. Yes No Total

1 45 15 60

45; 75%

15; 25%

Yes No

INTERPRETATION

Nearly 75% respondents said yes, Whereas, 25% respondents replied it with no.

Q15.Do you access SNS to improve your knowledge?

(a) yes (b) no

S. No. Yes No Total

1 50 10 60

50; 83%

10; 17%

Yes No

INTERPRETATION

More than 83% respondents said yes whereas, 17% replied it with no.

Q16.Do you think SNS has become a part of your life and personality?

S. No. Yes No Can’t Say Total

1 45 10 5 60

45; 75%

10; 17%

5; 8%

Yes No Can't Say

INTERPRETATION

Nearly 75% respondents replied with yes whereas, 17% replied it with no and only 8% can’t say.

CONCLUSION

The conclusion drawn from this research work is that it is found that respondents are well aware about various types of social sites like facebook, orkut, twitter etc. Another finding was that every respondent were using the internet at home and on their mobile. While talking with the respondent it was revealed that they spend much of their time on accessing internet and mainly to social sites. Many amongst them remain online via mobiles busy in chat with their friends. Some of them agreed they spent much more time on social sites and not giving enough time to their family members. Due to which sometime they are unaware about what is happening in their homes. Some of them said that they use internet only for getting information related to their work only.

Hence, it can be said that this research work reveals that people are busy in using internet and spending most of their time on surfing social sites. For both reason i.e. connecting with the friends and sharing useful information.

BIBLIOGRAPHY

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School of Mass Communication

Institute of Management Studies, Dehradun

QUESTIONNAIRE

Thank you for agreeing to take this survey and giving your valuable time. This Questionnaire is a part of Dissertation work being undertaken on the topic “The Impact of Social Networking Sites on Students” under the supervision of Prof. Sushil Rai, HOD- Mass Communication Department. The data whatever are being collected by survey will be used for this research purpose only .The research will take hardly 20-30 minutes to complete and your fair response and answers are completely required to complete this research study.

Anuj kumar bhatt,Class MAMC IV Sem. ID No. MJ1004,Contact number-09837191706.Email-anuj.innocent86@gmail.com

Name- Age- Gender-

Address-

Contact number- e-mail-

Note: Please tick (✓) your correct choice in the given multiple options.

Q1.Do you access internet?

(a) yes (b) no

Q2.Do you know social networking sites ( SNS) ?

(a) yes (b) no (c) can’t say

Q3.How much time you browse net daily?

(a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs. (d) More than 6 Hrs.

Q4.Which social networking site you prefer most?

(a) orkut (b) facebook (c)twitter

Q5.Why do you use social networking sites?

(a)timepass (b)chat with friends (c)get new information

Q6.How much time you browse social networking sites daily?

(a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs. (d) More than 6 Hrs.

Q7.How much time you spend on social networking sites in a week?

(a)10 hours (b)20 hours (c)more than 20 hours

Q8.How long you have been using SNS?

(a) less than a month ( b)more than a month (c)more than a year

Q9.Do you ever stay up late or get up early to spend more time on SNS?

(a) yes (b) no

Q10.Are students getting so attached to SNS that they are getting away from the society they are living in?

(a) yes (b) no

Q11.Do you become frustrated or angry when a SNS goes down or is unavailable?

(a) yes (b) no

Q12.Does SNS help you in providing new information?

(a) yes (b) no

Q13.Do you access SNS to improve your knowledge?

(a) yes (b) no

Q14.Do you think SNS has become a part of your life and personality?

(a) yes (b) no

Q15.Does SNS effect students’s psychology and way of thinking?

(a) yes (b) no

Q16. Is SNS breaching your privacy and valuable time?

(a) yes (b) no

Q.17. Do you agree that you don’t share right information about yourself on

SNS?

(a)yes ( b)no

Q18. Is Excessive using of SNS effects your health?

(a) yes (b) no

Thank you for giving your valuable time.