Category: Social Media

Introduction

Web 2.0 technologies are basically related to web technologies through which web pages are designed and developed. The main focus of these web pages is interactive information sharing among users, user centered design of the page that can be modified and edited by the user and whatever changes are made to the web page by the users, they are totally compatible with the web. Example of these Web 2.0 web sites are listed as follows, however it should be kept in mind that the following examples are categories not the actual websites:

1. Hosted Services
2. Social Networking sites
3. Web applications
4. Vide sharing sites
5. Virtual Encyclopedias
6. Public Blogs
7. Folksonomies

Latest Trends

On a general note, the year 2007 was one of the most important years in the development of web sites that used the Web 2.0 technology as many developers believe that 2007 was the year when the technology actually realized its true potential and web pages were put into the phase of transition from simple Web 1.0 technology to Web 2.0. In 2007, not only did new Web 2.0 web pages and sites were seen in the stage, but, major investors like Microsoft and Google also started to acquire some of those as they realized the potential that these websites would have in order to help them achieve their goals.

It was anticipated in 2007 that more and more people could be connected to each other through this technology and they can be made habitual to using these forums. Once the users make these services a part of their lives, then these major companies can also present their own messages, presence and their products while the users do their own work. This is one of the easiest way to market products and services to especially the students who are more indulged in using services like this and are the target markets of most of the companies.

Not only are these platforms cheaper to advertise then the normal media, but they are catering to a much larger chunk of population at the same time as compared to other forms of media. Also, by making things more and more interactive and giving the entertainment into the hands of the users, attracting and retaining users on these websites has become much easier (Fox 2007).

According to a survey, besides the rest of the world, only India saw around 150 such startups that used the Web 2.0 technology and gave users an experience with the web that they have not experienced before. Also, it is after the introduction of these websites and applications that internet has now become the part of our lives. Whenever we go to a hotel, we ask for internet facility, whatever cell phone network we choose we ask for internet services, whatever cell phone manufacturer we choose we ask for ease of browsing, the 3g technology, integrated systems in cars which also provide access to a computer and a browser.

Shopping malls, entertainment parks and everywhere we go, we do look for internet availability which is just because these Web 2.0 applications such as the Face book are now a part of our daily life. Checking for messages, pictures and videos that are uploaded by the people we know keep us updated with the latest happenings along with all the related information on the blogs.

Tools used by Libraries

Now, as we have recognized the importance of Web 2.0 technology in our daily lives, we shall now move on to how these websites prove to be virtual libraries for students in their academic careers when they have to be updated with all the latest information and the history of any event with help of just a click.

Through the Web 2.0 technology, the concept of a library has been transformed to a great extent. No matter how large or up dated a library used to be in the physical form a couple of decades ago, today, they are insufficient for the needs of students in their academic life (Bennett 2007). The reason for this insufficiency can be described by a single word that is limitations. The limitations that we are talking about are of two types. However, when we present this concept of limitation, most of the people would think that we the limitations refer to only the physical limitations that the libraries have with respect to students accessing them.

However, one more limitation that they do not realize is the fact that the traditional libraries we are talking about have a limited resource material contained in them un-like the Web 2.0 libraries today. Today the resources on these libraries are shared; every user who is connected to such a library shares his or her information with other users who are connected. This way, millions of people are sharing their information from all walks of life and from every corner of the world to provide maximum information with limitless boundaries and scope.

Today students can get instant information sitting in their homes, class rooms or even on a jogging track and can access to information on whenever whatever basis.

In this regard, social networking websites are one of the largest resources of information that are available on the World Wide Web. SNS have actually been able transform and reshape the human behavior with respect to sharing information with others. One of the most popular SNS is the face book which actually started as a college student profile search engine, and as it developed, it is now one of the fastest growing and most used SNS in the world today. Students and elders from all over the world are now connected with each other through this service and so is the information data base increasing. According to many analysts, face book is going to be the key search engine in the future which will connect a large chunk of the worlds population with each other.

The scope of face book is not only limited to the concept of peoples search but it also encompasses resource discovery of all sorts as per the need of an individual. The best thing about this search engine is the fact that the information available is not just restricted to the print or published resources which can be found in libraries, however, this search engines includes information such as personal information and personal experiences which cannot be matched by any other physical or virtual library (Philips 2007).

Marketers, companies and corporate have changed their way of brain storming after the advent of such a platform. They are now in better position to see the latest trends and needs of their target markets as they get to see the live feed back and trends on line through this search engine.

As far as the libraries are concerned, search engines such as face book can actually help libraries and librarians very effectively in order to market their libraries on line through this social network. For example, when Orkut was in its boom, many librarians made their own communities to which the students signed up in order to hear for the latest additions and availability of resources online. Moreover, students were also able to take part in conversation regarding the operations and the resource availability of the libraries on the discussion forums.

Similarly, as most of the college students are now connected with SNS such as face book, thus, libraries and librarians have accepted the fact that they can target these students right on the place where they actually spent a significant proportion of their time from their daily routine every day. This can be done by sending welcome messages to students and inform them about a library and the resources that they can access through a certain library. This technique has been proved very successful in the sense that many students have responded to such welcome messages in pursuit of more detailed information about the library and its services and they have also met the librarians and the concerned people who they have met on the face book.

Moreover, just like ads of other products and services that the marketers put on the borders and main pages of the website, libraries have also got a chance to present their unique selling point just like other marketers do in order to reiterate their salient features in the minds of the students whenever they log in to their account (Secker 2008).

Moreover, many libraries have also posted their links on these SNS services which redirect the students to the libraries main home page from where they can check for books that are available on a certain subject or type. It is just like a campus management system through which students keep themselves up dated with the latest news and information about events going on in the university. The students can check for availability of books, the dates on which they are due, students who have issued them and teachers who use certain books.

Also, in the early days of face books, many libraries made their own profiles on the network to which the students good add and get themselves signed up with the library services. At these profiles they were guided in much more detail about the services of the library, special offers, new researches and upcoming titles that could be useful for them. Also these libraries generated their own quizzes for students In order to make it more interesting for the students to come back and visit the profile again and again. However, this service was terminated by face book because of the fact that it was against the basic concept of the face book with which it started that it is a profile belongs to a specific person and not a department or organization.

Shelfari was one of the similar tools other than face book which was then taken over by Amazon. It provided a virtual book shelf through which the students could search their desired books in a category along with their title images, publishers and prices at which they were available in the market. The students could also mark them as to read, reading and read in order to keep their research on track and efficient. Shelfari could not become as successful because changing from one category to another category involved a number of clicks and the search methodology was not that easy as it is on the Amazon website today.

Moreover, Good read came up with a better methodology in which they did not charge for larger collection of books, but they actually made building a collection of books actually free. Moreover, they also included video clips which were related to book reviews, interviews of the author and other comments. Moreover, this search engine also provided links and ways to interact with the author of the book in order to know the author just as easy as finding music on my space. The target was to improve reader author relationships in order to spread better understanding and knowledge among the readers about certain books and the background in which they were written (Chu & Meulemans 2008).

Would Social Media Work for Students

As we have seen in the above discussion, a number of tools are there and a number of strategies have been adopted in order to make libraries more accessible to students and make them know more about the world. Not only can students find the best book on these websites, but also they can find an experts experience by searching their profiles and talking to them on their blogs while other comment on them. In the above discussion although it has become very clear that student do, and are taking all the benefit from these websites, but, there are a couple of limitations that come along as well.

For example, when a student wants to search for an expert of English language, he gets a list of people on the network of which many even do not have English names. Moreover, no one can directly view each others in detail until and unless they are added to them unlike Orkut. The results show a limited view of the profile and it is not sure that the targeted expert is actually a real expert or just a person who knows how to speak in English (Fox 2007).

Moreover, when students look out for blogs and posts, those blogs which have the highest number r of posts and debates are shown the first and all the rest are lined up at the bottom. Regardless of the usefulness of the information shared on the blogs, even those blogs which have few but the most relevant information available are lined up at the end of the list. This way, many students find it hard to extract the right information from the right source.

Moreover, when referencing their source, much of the information that they got from blogs and people on their profiles or not actually authentic enough to be cited in their researches or projects. The reason is that the information that is available on blogs and posts is an informal piece of text which has not been published or cross checked for validity. The problem is that it has the room to be changed whenever someone would object unlike a book which has to contain the correct information as no changes can be made after it has been published.

However, other than the critics that we have provided in the above discussion, still the students believe that these blogs and SNS sites provide them with crucial information related their research with just a few clicks rather than going to a physical library or turning around hundreds of pages in order to get a couple of definitions. The experience that the students get to share is priceless for them and they believe that no matter if they are correct or incorrect; it gives them a new perspective to think upon (Buck 2007).

Impact of applications on Students/Libraries

As far as the impact is concerned on the libraries and the student, neither of the two will be affected adversely, only the composition will change. By the word composition, we mean that the students will be rarely found in physical libraries because of the fact that they will now shift to the virtual libraries most of which are operated by physical libraries in universities.

Students will not have to go the library for every single bit of information and they can now get them over the internet by using these blogs such as Wikipedia and SNS in order to get an idea of what they are looking for. Then for official work for which they would need references, the students can then go to libraries in order to check their information which is more or less correct, do a couple of additions and editing and then they can easily provide authentic references from the books from which they crossed checked.

Libraries will never be abandoned as they have no alternative for the theoretical knowledge that they posses and the for the validity and authenticity their books offer, however, today, students not always need exact information from libraries, but they also need reference material which they can easily get from these SNS and virtual blogs.

To what extent is the technology Successful

No matter what limitations are there with the authenticity and validity issues of the social media, still, the extent with which it is spreading amongst the students and the academic world, the pace is worth praise and this is what makes them so successful. Not only do students get academic information, but, they are also informed of what students in other countries or other universities are doing. For example, a student in Pakistan can now share his views with a student studying in Harvard. Both of them can share their ideas and see how deep the water is before they step into it (Mathews 2007).

This is the reason why most of the teachers and counselors of many universities are also using these SNS services in order to be more interactive with the students and guide them along the way towards the heights of their career. Universities advise teachers to see the trends that are seen in the students over these blogs and then they devise their teaching plans according to it. In India, teachers found out through these SNS blogs that students are more comfortable with the case study style of teaching rather than old theoretical knowledge and concepts that they do not actually practice. Thus the teacher prepared case studies for these students based on their daily activities and the local industry in order to provide them practical knowledge and an experience with real life scenarios.

Growing trend in leading Universities around the World

Most of the Indian universities and their teachers can be found on these SNS portals where they are seen guiding their students and providing them with resources links on the discussion blogs in order to help them in their studies.

Almost all the university teachers around the globe have made their separate groups on MSN or Google from where they communicate with the entire class regarding notes, assignments and special announcements. Moreover, students also interact through these groups by having discussion blogs on various topics and chapters.

Lastly, many universities have also started to incorporate these SNS services in their web portals which provide separate access to the students enrolled in a particular university. They have their own community and students who are enrolled and those who have passed out stay in touch with each other for assistance and guidance (Fox 2007).

Conclusion

SNS websites and other social platforms are playing a positive role in bringing forward the knowledge that most of the students have always saved it in their minds and never shared. Many students who were in misconceptions have now seen the real picture by interacting with people with different interests, different backgrounds, different cultures, and different aims in life. These students now know how to interact with each other and how to work together when regardless of who belongs to what background.

Communication gap between students is decreasing at a highly increasing rate which shows that more productive and useful results will be found when these students will go out and work together in their practical lives. Importance of libraries will always be there and libraries can never be substituted with the knowledge that they posses, but, as far as instant knowledge and information is concerned, these SNS and search engines are the best way to get hold of instant information.

Reference List

Bennett, J., 2007, What you like: the goal of social search is to combine Face books personal touch with Googles speed, Newsweek.

Phillips, S., 2007, A brief history of Facebook, The Guardian.

Secker, J., 2008, Case Study 5: Libraries and Facebook, LASSIE: Libraries and Social Software in Education, Centre for Distance Education, University of London.

Chu, M. and Meulemans, Y.N. 2008, The problems and potential of Myspace and Facebook usage in academic libraries, Internet Reference Services Quarterly.

Buck, R., 2007, Social search: what it is and why its not going away, TechNewsWorld.

Fox, V., 2007. Searching for people in all the new social places, Information Today.

Mathews, B., 2007, Online social networking, in Courtney, N. Library 2.0 and Beyond: Innovative Technologies and Tomorrows user. Libraries Unlimited.

Introduction

Web 2.0 technologies are basically related to web technologies through which web pages are designed and developed. The main focus of these web pages is interactive information sharing among users, user centered design of the page that can be modified and edited by the user and whatever changes are made to the web page by the users, they are totally compatible with the web. Example of these Web 2.0 web sites are listed as follows, however it should be kept in mind that the following examples are categories not the actual websites:

1. Hosted Services
2. Social Networking sites
3. Web applications
4. Vide sharing sites
5. Virtual Encyclopedias
6. Public Blogs
7. Folksonomies

Latest Trends

On a general note, the year 2007 was one of the most important years in the development of web sites that used the Web 2.0 technology as many developers believe that 2007 was the year when the technology actually realized its true potential and web pages were put into the phase of transition from simple Web 1.0 technology to Web 2.0. In 2007, not only did new Web 2.0 web pages and sites were seen in the stage, but, major investors like Microsoft and Google also started to acquire some of those as they realized the potential that these websites would have in order to help them achieve their goals.

It was anticipated in 2007 that more and more people could be connected to each other through this technology and they can be made habitual to using these forums. Once the users make these services a part of their lives, then these major companies can also present their own messages, presence and their products while the users do their own work. This is one of the easiest way to market products and services to especially the students who are more indulged in using services like this and are the target markets of most of the companies.

Not only are these platforms cheaper to advertise then the normal media, but they are catering to a much larger chunk of population at the same time as compared to other forms of media. Also, by making things more and more interactive and giving the entertainment into the hands of the users, attracting and retaining users on these websites has become much easier (Fox 2007).

According to a survey, besides the rest of the world, only India saw around 150 such startups that used the Web 2.0 technology and gave users an experience with the web that they have not experienced before. Also, it is after the introduction of these websites and applications that internet has now become the part of our lives. Whenever we go to a hotel, we ask for internet facility, whatever cell phone network we choose we ask for internet services, whatever cell phone manufacturer we choose we ask for ease of browsing, the 3g technology, integrated systems in cars which also provide access to a computer and a browser.

Shopping malls, entertainment parks and everywhere we go, we do look for internet availability which is just because these Web 2.0 applications such as the Face book are now a part of our daily life. Checking for messages, pictures and videos that are uploaded by the people we know keep us updated with the latest happenings along with all the related information on the blogs.

Tools used by Libraries

Now, as we have recognized the importance of Web 2.0 technology in our daily lives, we shall now move on to how these websites prove to be virtual libraries for students in their academic careers when they have to be updated with all the latest information and the history of any event with help of just a click.

Through the Web 2.0 technology, the concept of a library has been transformed to a great extent. No matter how large or up dated a library used to be in the physical form a couple of decades ago, today, they are insufficient for the needs of students in their academic life (Bennett 2007). The reason for this insufficiency can be described by a single word that is limitations. The limitations that we are talking about are of two types. However, when we present this concept of limitation, most of the people would think that we the limitations refer to only the physical limitations that the libraries have with respect to students accessing them.

However, one more limitation that they do not realize is the fact that the traditional libraries we are talking about have a limited resource material contained in them un-like the Web 2.0 libraries today. Today the resources on these libraries are shared; every user who is connected to such a library shares his or her information with other users who are connected. This way, millions of people are sharing their information from all walks of life and from every corner of the world to provide maximum information with limitless boundaries and scope.

Today students can get instant information sitting in their homes, class rooms or even on a jogging track and can access to information on whenever whatever basis.

In this regard, social networking websites are one of the largest resources of information that are available on the World Wide Web. SNS have actually been able transform and reshape the human behavior with respect to sharing information with others. One of the most popular SNS is the face book which actually started as a college student profile search engine, and as it developed, it is now one of the fastest growing and most used SNS in the world today. Students and elders from all over the world are now connected with each other through this service and so is the information data base increasing. According to many analysts, face book is going to be the key search engine in the future which will connect a large chunk of the worlds population with each other.

The scope of face book is not only limited to the concept of peoples search but it also encompasses resource discovery of all sorts as per the need of an individual. The best thing about this search engine is the fact that the information available is not just restricted to the print or published resources which can be found in libraries, however, this search engines includes information such as personal information and personal experiences which cannot be matched by any other physical or virtual library (Philips 2007).

Marketers, companies and corporate have changed their way of brain storming after the advent of such a platform. They are now in better position to see the latest trends and needs of their target markets as they get to see the live feed back and trends on line through this search engine.

As far as the libraries are concerned, search engines such as face book can actually help libraries and librarians very effectively in order to market their libraries on line through this social network. For example, when Orkut was in its boom, many librarians made their own communities to which the students signed up in order to hear for the latest additions and availability of resources online. Moreover, students were also able to take part in conversation regarding the operations and the resource availability of the libraries on the discussion forums.

Similarly, as most of the college students are now connected with SNS such as face book, thus, libraries and librarians have accepted the fact that they can target these students right on the place where they actually spent a significant proportion of their time from their daily routine every day. This can be done by sending welcome messages to students and inform them about a library and the resources that they can access through a certain library. This technique has been proved very successful in the sense that many students have responded to such welcome messages in pursuit of more detailed information about the library and its services and they have also met the librarians and the concerned people who they have met on the face book.

Moreover, just like ads of other products and services that the marketers put on the borders and main pages of the website, libraries have also got a chance to present their unique selling point just like other marketers do in order to reiterate their salient features in the minds of the students whenever they log in to their account (Secker 2008).

Moreover, many libraries have also posted their links on these SNS services which redirect the students to the libraries main home page from where they can check for books that are available on a certain subject or type. It is just like a campus management system through which students keep themselves up dated with the latest news and information about events going on in the university. The students can check for availability of books, the dates on which they are due, students who have issued them and teachers who use certain books.

Also, in the early days of face books, many libraries made their own profiles on the network to which the students good add and get themselves signed up with the library services. At these profiles they were guided in much more detail about the services of the library, special offers, new researches and upcoming titles that could be useful for them. Also these libraries generated their own quizzes for students In order to make it more interesting for the students to come back and visit the profile again and again. However, this service was terminated by face book because of the fact that it was against the basic concept of the face book with which it started that it is a profile belongs to a specific person and not a department or organization.

Shelfari was one of the similar tools other than face book which was then taken over by Amazon. It provided a virtual book shelf through which the students could search their desired books in a category along with their title images, publishers and prices at which they were available in the market. The students could also mark them as to read, reading and read in order to keep their research on track and efficient. Shelfari could not become as successful because changing from one category to another category involved a number of clicks and the search methodology was not that easy as it is on the Amazon website today.

Moreover, Good read came up with a better methodology in which they did not charge for larger collection of books, but they actually made building a collection of books actually free. Moreover, they also included video clips which were related to book reviews, interviews of the author and other comments. Moreover, this search engine also provided links and ways to interact with the author of the book in order to know the author just as easy as finding music on my space. The target was to improve reader author relationships in order to spread better understanding and knowledge among the readers about certain books and the background in which they were written (Chu & Meulemans 2008).

Would Social Media Work for Students

As we have seen in the above discussion, a number of tools are there and a number of strategies have been adopted in order to make libraries more accessible to students and make them know more about the world. Not only can students find the best book on these websites, but also they can find an experts experience by searching their profiles and talking to them on their blogs while other comment on them. In the above discussion although it has become very clear that student do, and are taking all the benefit from these websites, but, there are a couple of limitations that come along as well.

For example, when a student wants to search for an expert of English language, he gets a list of people on the network of which many even do not have English names. Moreover, no one can directly view each others in detail until and unless they are added to them unlike Orkut. The results show a limited view of the profile and it is not sure that the targeted expert is actually a real expert or just a person who knows how to speak in English (Fox 2007).

Moreover, when students look out for blogs and posts, those blogs which have the highest number r of posts and debates are shown the first and all the rest are lined up at the bottom. Regardless of the usefulness of the information shared on the blogs, even those blogs which have few but the most relevant information available are lined up at the end of the list. This way, many students find it hard to extract the right information from the right source.

Moreover, when referencing their source, much of the information that they got from blogs and people on their profiles or not actually authentic enough to be cited in their researches or projects. The reason is that the information that is available on blogs and posts is an informal piece of text which has not been published or cross checked for validity. The problem is that it has the room to be changed whenever someone would object unlike a book which has to contain the correct information as no changes can be made after it has been published.

However, other than the critics that we have provided in the above discussion, still the students believe that these blogs and SNS sites provide them with crucial information related their research with just a few clicks rather than going to a physical library or turning around hundreds of pages in order to get a couple of definitions. The experience that the students get to share is priceless for them and they believe that no matter if they are correct or incorrect; it gives them a new perspective to think upon (Buck 2007).

Impact of applications on Students/Libraries

As far as the impact is concerned on the libraries and the student, neither of the two will be affected adversely, only the composition will change. By the word composition, we mean that the students will be rarely found in physical libraries because of the fact that they will now shift to the virtual libraries most of which are operated by physical libraries in universities.

Students will not have to go the library for every single bit of information and they can now get them over the internet by using these blogs such as Wikipedia and SNS in order to get an idea of what they are looking for. Then for official work for which they would need references, the students can then go to libraries in order to check their information which is more or less correct, do a couple of additions and editing and then they can easily provide authentic references from the books from which they crossed checked.

Libraries will never be abandoned as they have no alternative for the theoretical knowledge that they posses and the for the validity and authenticity their books offer, however, today, students not always need exact information from libraries, but they also need reference material which they can easily get from these SNS and virtual blogs.

To what extent is the technology Successful

No matter what limitations are there with the authenticity and validity issues of the social media, still, the extent with which it is spreading amongst the students and the academic world, the pace is worth praise and this is what makes them so successful. Not only do students get academic information, but, they are also informed of what students in other countries or other universities are doing. For example, a student in Pakistan can now share his views with a student studying in Harvard. Both of them can share their ideas and see how deep the water is before they step into it (Mathews 2007).

This is the reason why most of the teachers and counselors of many universities are also using these SNS services in order to be more interactive with the students and guide them along the way towards the heights of their career. Universities advise teachers to see the trends that are seen in the students over these blogs and then they devise their teaching plans according to it. In India, teachers found out through these SNS blogs that students are more comfortable with the case study style of teaching rather than old theoretical knowledge and concepts that they do not actually practice. Thus the teacher prepared case studies for these students based on their daily activities and the local industry in order to provide them practical knowledge and an experience with real life scenarios.

Growing trend in leading Universities around the World

Most of the Indian universities and their teachers can be found on these SNS portals where they are seen guiding their students and providing them with resources links on the discussion blogs in order to help them in their studies.

Almost all the university teachers around the globe have made their separate groups on MSN or Google from where they communicate with the entire class regarding notes, assignments and special announcements. Moreover, students also interact through these groups by having discussion blogs on various topics and chapters.

Lastly, many universities have also started to incorporate these SNS services in their web portals which provide separate access to the students enrolled in a particular university. They have their own community and students who are enrolled and those who have passed out stay in touch with each other for assistance and guidance (Fox 2007).

Conclusion

SNS websites and other social platforms are playing a positive role in bringing forward the knowledge that most of the students have always saved it in their minds and never shared. Many students who were in misconceptions have now seen the real picture by interacting with people with different interests, different backgrounds, different cultures, and different aims in life. These students now know how to interact with each other and how to work together when regardless of who belongs to what background.

Communication gap between students is decreasing at a highly increasing rate which shows that more productive and useful results will be found when these students will go out and work together in their practical lives. Importance of libraries will always be there and libraries can never be substituted with the knowledge that they posses, but, as far as instant knowledge and information is concerned, these SNS and search engines are the best way to get hold of instant information.

Reference List

Bennett, J., 2007, What you like: the goal of social search is to combine Face books personal touch with Googles speed, Newsweek.

Phillips, S., 2007, A brief history of Facebook, The Guardian.

Secker, J., 2008, Case Study 5: Libraries and Facebook, LASSIE: Libraries and Social Software in Education, Centre for Distance Education, University of London.

Chu, M. and Meulemans, Y.N. 2008, The problems and potential of Myspace and Facebook usage in academic libraries, Internet Reference Services Quarterly.

Buck, R., 2007, Social search: what it is and why its not going away, TechNewsWorld.

Fox, V., 2007. Searching for people in all the new social places, Information Today.

Mathews, B., 2007, Online social networking, in Courtney, N. Library 2.0 and Beyond: Innovative Technologies and Tomorrows user. Libraries Unlimited.

The education process has changed dramatically over the past few decades. With the introduction of the Internet, the search and sharing of information have become easier, yet more complex. Particular rules have to be followed to ensure the sources are credible and meaningful. The use of social media presents a specific interest, as the talks circulate the society on whether it is a useful platform for education. Services like Twitter and Facebook are still viewed mainly as means for sharing personal information, despite many companies using them for promoting their business. Social media should become a part of the learning process since it is evident that it helps to enhance education by providing the means to share, receive feedback and use academic works in a way the traditional learning cannot offer. (claim of value)

1. Firstly, social media gives students a chance to share their work like as other system does. It results in a positive trend regarding participation in learning.
   1. Students are more interested in doing the work when they know it can be seen not only by their teacher but also by their classmates and followers. (logos) They may use various skills for a project to be unique and outstanding so that the audience would like it. While Facebook and Twitter are also the platforms for expressing personal thoughts and experience, it might be a good chance of showing how a student is passionate about the course and how it fits into his or her worldview.
   2. Social media usage leads to an increased level of student engagement which lies beyond school assignments. Evans provided the research results in his article, which concluded that students who used Twitter more were more likely to indicate that they engaged in university-associated activities (913). (ethos) It proves that Twitter and other platforms extend the learning process, making scholars willing to share their thoughts on discussed topics and events. The constant interest in a course may help to acquire a better understanding of a subject and keep the knowledge lasting.
   3. Using personal accounts stimulates students to behave more responsibly to what they post (Silver 449). It becomes necessary not only to provide a link to a piece of work but also to present it properly. This concept may become a source for creating a unique platform for scholarly discussions, where thoughts and opinions are properly structured and supported by evidence. These discussions can also give benefits to teachers who may use them as arguments for their class lectures.
2. Secondly, Facebook and Twitter help provide feedback for projects and assignments. While a classroom discussion has limited time, everyone can leave an opinion on social networks.
   1. The impact of classmates feedback is evidenced as high. List et al. claim that it may become one of the final reasons for a student to stay in a university (99). (ethos) Social medias ability to offer a fast and adequate response to a posted material may encourage students to keep working on a subject in the future. Even if a teacher recognizes the work merely as partially successful, the classmates feedback may present an opposite opinion. This is a valuable experience that may help to understand that society does not have a single thought on a topic. (pathos)
   2. Receiving feedback on a project before the class discussion may result in a higher level of attendance. Students will be more encouraged with the upcoming class if they know their work receives many positive peer reviews. Not only do these reviews create confidence about the consistency of a project, but they also show that the authors approach and thoughts are valued and shared. (pathos) Besides, the social media feedback takes away the initial fear of the projects reception in the classroom.
   3. Social media may be useful in receiving feedback from a teacher as well. While the final review is usually made in class, Facebook may give an option of quick dialogues, where students ask questions about the project requirements they did not understand in class. Seaman and Tinti-Kane have conducted research, which shows that more than 55 percent of faculty make professional use of social media outside the classes they teach on at least a monthly basis (7). This may be a great opportunity for getting feedback since Facebook is more suitable for short messages than, for instance, e-mail services. (ethos, logos)
3. Social media is a valuable source for networking. Whether it is an internal class community or a wider collaboration between universities, Facebook and Twitter may become a unique database of academic achievements.
   1. It is not always possible to attend educational meetings that take place in other cities or even countries. That is where the social networks play a role of a unifying force. Scholars from all over the world can trace these events via Facebook and Twitter. Various hashtags may give access to all the material linked to the subject. It is especially valuable to students who have chosen distance learning as their study method.
   2. A single class or course networks also show good results in the learning process. List et al. claim that the researched freshman networks linked social interaction and theoretical discussion to course content and create positively influenced the students first year experience (101). Seeing the number of scholars researching the same subject may be encouraging, and their thoughts may prove to be valuable for future research or the development of personal opinions.
4. Finally, with education being the preparatory step towards the future career, social networks may become a database of a candidates achievements and experience for a potential employer.
   1. Nowadays more and more companies ask for a candidates social profile to evaluate his or her traits and competencies. If a former student has led, for instance, the Facebook page with submitting academic coursework results to it, this page may serve as a type of an extended CV. The proper language and the ability to give grounded feedback and lead a discussion may give a candidate extra points, especially if the future work is connected to customer service. (logos)
   2. The general attitude towards companies using social profiles for measuring candidates competencies has changed in recent years. Silver tells that nowadays he encourages his students to use Facebook and Twitter, for other people will find their achievements (450). (ethos) Different media types may feature videos of presentations, tapes of readings, or links to the published works. All of these elements speak better than several lines in the CV.
   3. Finally, students can search for work through Facebook and Twitter. If they are a part of an academic community, which was mentioned above, they may trace the career path of other students, which took the same subject. While most of the programs nowadays are still mainly conservative and bound to classrooms, it is not always possible to predict how particular courses will benefit students in their future careers. The social networks can make the learning process more applicable to work realities. (logos).

The idea of using social networks for studying is not supported by everyone to the same extent. For instance, there is an opinion that Facebook distracts students from the learning process in class (ethical fallacy). While they surf the Internet pages and check the latest statuses of their friends, scholars can miss the information from an instructor. This may lead to academic problems in the future, especially in the science field, where reading and memorizing are not enough to succeed (fallacy, not enough proof).

While this is partially true, it is important to focus on the benefits of social networking and to keep in mind that these matters should always be regulated in class. Besides, some majors like Journalism or International Relations, for instance, require the discussion of the current events which take place in the world. Several mass media profiles on Twitter may provide links to those events, thus allowing discussing them on the spot.

The analysis of all the evidence presented above proves that social networks are useful when applied to the learning process. They should become an essential part of education since they provide opportunities for sharing works and creating academic networks not available to the conservative approach. (restated thesis) Services like Twitter and Facebook will support and develop education in the nearest future.

Works Cited

Evans, Chris. Twitter for teaching: Can social media be used to enhance the process of learning? British Journal of Educational Technology, vol. 45, no. 5, 2014, pp. 902-915.

List, Sarah H, Jane Warland and Coleen Smith. The Challenges of Creating an Online Undergraduate Community of Practice. Impact of Social and Mobile Media and Networks on Learning Environments in Higher Education. Ed. Patrick Blessinger. Emerald Group Publishing Ltd, 2013. pp. 99-112.

Seaman, Jeff and Hester Tinti-Kane. Social Media for Teaching and Learning. Pearson, 2013.

Silver, David. Twitter Meets the Breakfast Club. Perspectives on Argument. 8^th ed. Eds. Nancy V. Wood and James S. Miller. Pearson, 2015. pp. 498-500.

Introduction

According to Aggarwal (2011), a social network refers to a set of internet-centered applications to create and interchange user-generated materials. Currently, everybody is likely to accept that social network has become authentic in the recent past. Even though, sites like Facebook, Twitter, or YouTube were not available prior to 2004, it is currently incredible to remove them from the social media landscape.

Facebook alone has well over five hundred million users, which is equivalent to population of the whole of the European Union. Twitter creates approximately sixty-five million tweets daily.

Considering the total number of searches that have been conducted across various websites, YouTube becomes the second leading search engines after the Google, which is the giant in the industry. At the moment, social networking, done in the social media networks, is much more than just connecting with friends.

There are several collaborative projects that come along with the developments in social media. Collaborative projects enable various users to work cooperatively to generate online contents. In this paper, various key collaborative projects that are present due to social media are discussed.

Some of the largest collaborative projects that exist because of social media

There are various collaborative projects that have proved very significant in the area of undergraduate research. These include Wikis and social bookmarking. Wikipedia is one of the biggest joint projects that exist because of social media. It is the leading user-created available encyclopedia that has over seventeen million articles online. Wikipedia has definitely redefined the actual implication of the real information. Whatever is published on Wikipedia is given weight and promptly becomes mutual knowledge.

Every time individual types an expression into Google, there is a high probability of the top outcome leading to Wikipedia. Learners, researchers and professors use Wikipedia for their assignments and coursework respectively. This implies several users this research site work in partnership to achieve their common goal and information accessed becomes authentic at that moment.

Numerous research studies have indicated that Wikipedia is an appropriate source of correct information just like other chief encyclopedias like Britannica (Shah, 2009). Concurrently, due to increasing competition in the global market, numerous organizations have resolved to advertise their products and services through the social networking media.

Facebook is one of the major social networking sites used by most managers who endeavor to improve the sales of their products. Besides, it is one of the social websites with the highest number of subscribers (Shah, 2009). Consequently, companies advertising their products on Facebook have enhanced their market reach and profitability.

The major reason why most of the marketing managers have decided to advertise their products through social media is the cost effectiveness attained. For instance, they are able to reach many consumers simultaneously while spending less on the online advertisements. This is a vital provision in the context of marketing.

On Wikipedia, an individual can be able to adjust the contents of the objects through addition, removal, or even alteration of texts, pictures, as well as links. Wikipedia serve as a collaborative project because it lets researchers share information files, correct papers and deliberate over contents.

The accessible collaborative space works as a focal point for obtaining research documents, so users do not have to congest their email inboxes with big information files or bother if the file they are using is the most current version. Since Wikipedia is an online space, it acts as a very useful collaborative tool for most investigators, who are operating distantly. Different scholars work co-operatively to build and share groups of internet links, references and documents (Harwood, 2011).

Social bookmarking is another collaborative project that happens due to social network. It enables different users to gather, consolidate, share, and discern online resources. Various users make profiles on social bookmarking spots then save and label network pages. Other operators can make a visit to that specific social bookmarking site and look for the unrestricted bookmark based on reputation, keyword, or the profile of the operator.

Professors and lecturers can portion their bookmarks with their students. Equally, students can create a set of bookmarks for a particular research project. However, individuals who would need to use the social bookmarking do not have to create a profile to explore an online resource. In most cases, various websites are marked by several main words, which enable users to discern networks amongst topics that could not be apparent.

Through checking out on links by operators, people with same exploration interests can link online. Users are able to contribute to each other and remain updated on fresh online materials. Some of the commonly used social bookmarking sites include delicious, Diigo, xmarks, Brainify and Scribe. Delicious is a firm and extensively used social bookmarking site.

Other useful collaborative projects include blogs, which are social networking sites almost equivalent to individual webpages. They are very useful for social media marketing (Messaris, 2006).

Concurrently, the use of social media is increasing rapidly in the marketing arenas. This indicates another collaborative project that happens due to social network. Social network websites have revolutionized the marketing sector in regard to consumer behaviors. It is vital to understand how social media advertising techniques influence the behaviors of consumers when making decisions on what to purchase.

This might in turn influence their choices as consumers in the realms of decision making and product preferences. Contextually, the marketing managers use various mechanisms to advertise their products through social media. Firstly, they need to have a general experience regarding the internet use and the risks involved. This helps in determining the number of potential customers to be captured through the social media.

Concurrently, there is a need to use more advanced methods of advertisement for a better competition. Marketing experts use various mechanisms to advertise their products through social media.

In other contexts, the Federal Reserve Banks have been used by the American government to effectively control consumer transactions via social media. They majorly control some of the monetary and transaction services done through the social media.

Both the company and the social media provider are able to benefit from the online advertisements. The network provider is able to obtain some percentage of the transactions while the organization using their social site is able to capture additional customers. Consequently, the company is able to realize more sales and profit. Precisely, the relationships that exist amidst the social media provider (facebook) and other businesses are diverse.

The use of social networking sites (including Facebook) is growing rapidly in the marketing, consumer, and social sectors. The website has revolutionized the marketing sector tremendously with extra emphasis on the consumer behavior. This provision intends to unveil how social media advertising techniques influence the behaviors of consumers (both young and old) when making decisions on what to purchase.

This indicates the relationship that exists between the social media provider and other businesses that utilize the site for advertising. It is vital to understand that a social network site regards the virtual groups/provisions on the internet that enables various users to network and exchange different interests and events.

Members of these sites communicate through email as well as prompt messaging provisions among others. This exhibits how other collaborative projects occur due to the emergence of social networks. For instance, facebook, Tweeter, MySpace and Bebo are the most popular social networking sites. Fundamentally, facebook is a social network site offering various utilities to its operators while facilitating social communication between them.

This also indicates the relationship that exists between the social media provider and other businesses that utilize the site for advertising. The mentioned provisions indicate other collaborative project that happens due to social network in the marketing arenas.

In other contexts, there has been a shift from the conventional means of communication in many organizations as a result of the migration of advertising budgets to online channels. Global recession from 2008 has also contributed to the growing focus on online advertising as a result of diminished share of advertising budget for print and broadcast media in many organizations.

According to Jennings (2007), 52% of Europeans are regularly using social networks at home while 36% and 28% of Europeans internet users watch less TV and read newspapers and magazines respectively. In more specific terms, Constantinides and Fountain (2008) identified five categories of social media namely: Blogs, social networks, content communities, forums and bulletin boards, and content aggregators.

Social network is also critical during campaigns and elections due to its societal influences in the voting trends among the electorates. This indicates another collaborative project that happens due to social network. Precisely, this concerns the incorporation of psychological frameworks and influences on the voters (Duflo, 2008).

Media influences the emotions of the public with a consequent influence on the voting provisions in the political contexts. Psychology assumes a critical role in comprehending the impact of integrating media technologies amidst the wide-ranging society. The situation embodies a wide array of human experience of the media.

Moreover, media significantly affects the application of campaign events, activities, theoretical models as well as practices. Media embraces meditated communication. This incorporates pictures, audio, and other provisions. This might in turn influence the voting preferences among the electorates.

Conclusion

In conclusion, collaborative projects allow the communal and instantaneous conception of subjects by several users. Therefore, it proves to be one of the most democratic expressions of user-generated content. With regard to collaborative projects that exist because of social media, there are wikis and social bookmarking sites.

Wiki is very useful for integrating, taking away, and altering script-based contents while social bookmark sites are beneficial for boosting group-based assortment, and ranking of web links or media content. The main concept behind collaborative projects is that there is a communal effort of several users in creating a better result than conceivable individually.

It is vital to agree that various collaborative projects have proved very significant in the areas of research. This has provided a considerable opportunity to investigate further on the matter and its significance in the current world.

References

Aggarwal, C. (2011). Social network data analytics. New York: SPRINGER.

Constantinides, E. & Fountain, S.J. (2008), Web 2.0: conceptual foundations and marketing issues, Journal of Direct, Data, and Digital Marketing Practice, 9(3), 231-44.

Duflo, E. (2008). Does the mass-media have political influence?. https://voxeu.org/article/does-mass-media-influence-voters-evidence-us

Harwood, M. (2011). Security strategies in Web applications and social networking. Sudbury, MA: Jones & Bartlett Learning.

Jennings, R. (2007). European Online Marketing Tops e16 Billion in 2012, Forrester Research. Cambridge, MA: Wiley.

Messaris, P. (2006). Digital media: Transformations in human communication. New York, NY: Lang PRESS.

Shah, R. (2009). Managing online communities. Indianapolis, IN: FT Press.

Introduction

The main objective of this essay is to analyze how social media networks can change the attitude of the youths towards poverty war in Australia. If a change is to be effectively implemented, then the whole society has to be wholly involved. In the fight against poverty, there is a need to engage the youth. One of the most effective ways that can be used to encourage the youth into fighting poverty is through using the social network media.

There is need to take advantage of the social media networks as they are very common among the young people to change the attitude of the youths towards fighting poverty. As Shirky has comprehensively shown in his studies, the media technology has a huge potential to change the world for a better place.

This paper discusses the issue of the need to eliminate poverty and shows the youth can be engaged to assist in the fight against poverty by changing their attitudes toward poverty.

An analysis of the current situation- Poverty

Fundamental Issues on Change

There are four fundamental aspects that should be put into consideration when discussing change: who is involved in the change or what is involved in the change; this can either be an individual or institutional actors, what are the strategies that are involved in bringing change; these can either be reformers, mass demonstrations or group mobilization, what is the context in which and on how change can happen and what is the process or the path that change can happen through.

These issues are critical for any individual or any society to navigate though the path of change. There have been several concerns as to where change originates from, that is, whether it comes from within or without or whether it is intentional or spontaneous and whether it is evolutionary, reform or through transformation. For a change to be fully incorporated, it should undergo some series of stages.

Poverty Analysis

In the context of this paper, poverty has been big challenges all over the world. Australia joined the Make Poverty History campaign alongside other English speaking countries. The Make Poverty History campaign aims at raising awareness of global poverty and more so to realize policy change regarding the injustices of poverty.

The campaign concentrates on various issues but more specific to the eighth millennium development goal such as aid, trade and justice. One of the most successful campaigns to be achieved through the use social media networks is the Make Poverty History campaign. Various advocacy groups have been using different campaigns and mobilizing strategies to realize this cause.

In analyzing change in relation to Make Poverty History campaign, it is imperative to answer the following questions: what is the change to be explained? What is the situation before and after the change? Who is involved in the change?

This may include relevant actors like who is to change or what is to be changed, who are the active agents of the change; who facilitated the change and who resisted the change. What are the strategies that can be employed in bringing change? (Krznaric 6).

Why It Needs to Change

The level to which the Australian society is poor is quite astonishing. Statics over the years have shown a continued increase in the level of poverty in Australia. The Smith Family report of 2001 showed the following: 14.9 % children of Australia are poor; total percentages of Australians who live in poverty are 13% and; percentage of single parent families who live in poverty are 21.8% (Australia 1).

The most recent poll shows that 11 percent (2.2 million) Australians live under poverty (Middendorp 1). This is a very small decrease in percent of poverty. It is clear that something needs to be done to reduce and if possible eliminate poverty in Australia.

Potential Drivers of Change

Australia is the leading country in web using, they are considered frequent customers in the social networking craze. They lead in posting, blogging, poking and twittering. It is estimated that the average time Australians visit social sites are seven hours in a month; this is more when compared with the global average of five and half hours.

This is considered as a desire by the Australian youth to bridge their geographical isolation and to make their voices heard. Shirky claims that people have got so much time which can be used in a beneficial manner. He observed that the young generation is not keen on spending so much time watching TV but instead much of their time is spent on social media networks (Shirky 10).

Shirky affirms that social media networks can be used positively and indeed it has been used positively to bring about positive changes in the society, he substantiated these claims by giving examples of how young people through Facebook have already achieved great results.

Shirky identified four ways in which social media can be used: personal, communal, public and civic (Shirky 183). Poverty is a communal issue and social media networks can be used to eradicate it by sensitizing people.

It is therefore very evident that to effectively include the youth in the fight against poverty, the potential of social media networks has to be tapped into.

Social Media Networks

The growing influence of Facebook is due to the search for meaningful time for connection and identity by the Generation Y. Social media amplifies the word of mouth and makes the voices of the young generation to sound loud (Warby 1).

Twitter is a social media network that allows users to communicate. Facebook on the other hand provides for live feed, in this case what the user is doing is streamed straight to the members as it happens. YouTube is equally commonly used by youths.

Potential of Social Media Networks

The change we want to explore is the role of social media networks in influencing the attitude of Australian youth towards poverty through the Make Poverty History campaign. The Make Poverty History campaign through social media networks, incite social mobilization among the general population in Australia.

Through Facebook applications and updates, thousands of Australian youths can be connected due to the common interests and humanitarian needs. Individuals can use the Facebook applications and updates to peruse through various social causes including Make Poverty History initiative.

In Facebook there is a Make Poverty History page where members and particularly youths have to like the page in order to receive updates. This site features photos, activities and the news of the Make Poverty History campaign.

YouTube has been used in a quite influential manner to tap into the interest of the people into joining the Make Poverty History Campaign. YouTube is very common among the youths and is one of the most common ways they use to pass information around. There are many advertisements concerning Make Poverty History Australia which have been posted in YouTube.

Some of the campaigners who have been engaged in the campaign through YouTube include Bono, Cameron Diaz, Brad Pitt, and Missy Higgins among many others. YouTube clips are quite interactive as they allow people to comment and make suggestions on the campaign.

For instance the one Make Poverty History commercial hosted by Missy Higgins has registered 7, 629 views and has a good number of comments with 40 likes and no dislike at all (Higgins 1). There are many other commercial campaigns which are helping the youth to spread the message of eradicating poverty. Such commercial positively influence the attitude of the youths because some of the artist towards fighting poverty.

The youths have mostly made use the social media networking sites to achieve the objectives of the campaign. Social media networks serve the following objectives in the Make Poverty History campaign:

• To provide educational services on all issues concerning touching on the Make Poverty History initiative in order to achieve an effective social action.
• To collaborate with other Make Poverty History initiatives operating in other countries of the globe.
• To network with other individuals, groups or organizations to enhance partnerships for the Make Poverty History campaign results.
• To develop a group solidarity syndrome around the Make Poverty History initiative where all the youths will participate; these groups will make it easy for the young generation to clarify and to seek clarifications concerning the initiative.

How Social Media Networks influence the Attitudes of the Youth

Social media networks have been considered a powerful toll in influencing the attitudes of the youth towards achieving the goals and the objectives of Make Poverty History campaign. The influence of social media networks is prompted by the realization that most of the established campaign organizations has found it difficult to find and retain supporters.

The use of social networks to influence attitudes and to drive change was actualized in Australia when the GetUp initiative was launched in 2005. Currently, GetUp has more supporters than all Australian political parties put together.

GetUp encourages people to engage and interact together through its page. GetUp has managed to take people to the streets and they have taken real actions in solving problems that afflict the society. These social media networks have influenced the youth generation to develop some sense of hope and belonging for their country.

Non- profit organizations and campaigners have experiencing change in the social media networks through blogging, podcasting and posting videos and comments. The influence of the social media networks for campaigning was experimented in 2007 and its potential to attract a lot of supporters was realized (Raymond 1).

The Make Poverty History campaign captures the attention of the Australias poorest people who include the indigenous population. The most visible campaign on the social media networks sites brings to fore the poverty of the Australias indigenous people. This campaign has been taken to various parts of Australia including the churches.

The entrenched poverty and the social exclusion of the indigenous Australian population are matters of great concern and it is the major objective of the Make Poverty History campaign in Australia. The campaign conducted through social media networks has been considered a constant reminder that the poverty issue has long been ignored and now it is at the door step.

This campaign is spearheaded by the National Aboriginal and Torres Strait Ecumenical Commission. The aim of this campaign has been to ensure that there is link between the Millennium Development Goals and the emancipation of the Australian Indigenous people from poverty.

The act to end poverty in Australia can be realized when all people are involved. With the united efforts of all grass root campaigns, road shows and roadtrips and the online and social media network strategy, a lot of people have signed the youth petition, the Act to End Poverty which is popular in social media networks.

This Act to End Poverty rests its attention on the political leaders regarding the issue of poverty and places its commitment to the Millennium Development Goals (MDG). This was considered a step in the right direction by the federal government of Australia in the war against poverty.

The government has acknowledged that the Make Poverty History campaign has not only been a fad but it has become a systematic campaign which has enhanced and translated its objectives and goals into government policy and has also marked an important milestone in the fight against poverty (Duane 1).

A strategy for Bringing Change

Strategies of Make Poverty History initiative in Australia

A campaign can be a success when it is grounded on very strong campaign strategies. In the contemporary world characterized by advanced technologies, a successful campaign can be launched on social media networks like Facebook and Twitter. This can be particularly successful if the campaign targets the younger generation.

The campaigns though social media networks have rejuvenated and revitalized the resolve of the youth towards supporting the Make Poverty History campaign. They have implemented their resolution through slogans on the social network sites such as; Every Minute Counts, Make Poverty History, End the Cycle of Poverty and Disability.

The youth have expressed their ideas concerning Make Poverty History initiative through slogans on their social media networks pages.

On a post on a social media network titled: urgent action on health MDGs, youths took advantage of the opportunity provided by the meeting of the heads of Commonwealth Nations to petition the political leaders to take urgent action on the eighth Millennium Development Goal which touches on poverty and health.

They addressed this petition to the Australian prime minister. The changes they wanted to see implemented by the commonwealth countries in order to eradicate poverty were:

• Improvement of food security and nutrition which can be achieved by supporting small scale farmers for them to increase their produce and to diversify their farming. It also concerned the need to address matters of climate change. Much of this assistance was to be focused on women producers who lacked access to land and other factors of production.
• To ensure that every individual has access to safe drinking water and effective hygiene.
• To help eradicate polio which is the second killer disease by ensuring the Global Polio Eradication initiative is fully funded.
• To scale up responses to TB and HIV that is the prime target of the action plan.

The road trips, the ability to reach several people though the media both national broadcasts or social network sites have an enormous impact on the national debate about poverty. It is estimated that Facebook campaign created positive impressions in approximately 19 million which was a great boost to the Make Poverty History campaign (Oaktree Foundation 6).

Poverty in the Global South

Countries in the global South are adversely affected by poverty. The global South nations have plenty of natural resources which are not utilized well. The global south consists of the post-colonial and predominantly poor countries of Africa, Caribbean-Pacific, Latin America and Asia (Omeje, 2008, p. 1). The Make Poverty History campaign has been taken to the global South economies.

The Make Poverty History management has tried to convince political parties in the global South to adopt its policies in their political party manifesto. The campaign has also played a significant role in pressurizing the G8 country governments to reduce debts that the global South owes them (Chant & Mcllwaine, 2009, p. 22).

The global North nations have been coerced into assisting the fight against poverty in the global South through the Global Call to Action against Poverty (GCAP) (Ekine, 2009, p. 60). Technology has also played a very huge role in ensuring that the fight against poverty in the global South is being fought well.

The Global Call to Action against Poverty SMS (GCAPSMS) is a good example of how technology has helped in this fight and actually it was the African component of the international Make Poverty History campaign (Ekine, 2009, p. 60). The African component was spearheaded by Fahamu (NGO):

For this campaign, Fahamu enhanced the SMS technology to be able to send longer text messages and for every SMS message to be displayed in a section of the GCAPSMS website.

Concerts and musical, featuring Africas most prominent musicians, and held to coincide with important meetings of world bodies such as the United Nations and the World Trade Organization, were broadcast on television throughout Africa. (Ekine, 2009, p. 60)

The Oaktree Foundation

The Oaktree foundation is an organization consisting of young people who are working together with an aim of ending poverty.

The members of the foundation describe themselves as being young, passionate, hopelessly idealistic, ruthlessly pragmatic, and dedicated to achieving change for the worlds most marginalized, oppressed and disadvantaged (Oaktree, 2011, p. 1). The foundation is made of a staff of 350 below 26 years youths and already 98338 people have signed up with the foundation.

The foundation works towards reducing poverty in through three ways: education in developing communities, high impact advocacy, creating young leaders of change (Oaktree, 2011, p. 1). The foundation works towards the achievement if its objectives through:

Live: Promoting awareness and education amongst young people to reduce the impact of debilitating diseases and encourage healthy lifestyle choices (Oaktree, 2011, p. 1). A project has been executed in South Africa to create HIV/Aids awareness.

Learn: Providing communities with equal access to quality schools, teachers, and learning opportunities (Oaktree, 2011, p. 1). Three projects, in Cambodia, Papua New Guinea and Timor-Leste, are being carried out in line to enhance quality learning.

Lead: Supporting young people to develop the capacity, skills and confidence for life success  developing young people to establish the capacity, skills and confidence for life success (Oaktree, 2011, p. 1).

Earn: Supporting youth to gain the knowledge and skills for income generation (Oaktree, 2011, p. 1).

Effectiveness of Social Media Networks

The attitude of the youth towards the Make Poverty History campaign is influenced by the blogs posted on social media networks. These blogs can be used to put pressure on the government or they can be used to appreciate the efforts of the government. The change that was realized was when the government responded to the Make Poverty History campaign through the independent review of aid effectiveness.

Through the Make Poverty History campaign the government acknowledged the role of the youth in doing well in responding to the poverty menace around the world. The Independent Review of Aid Effectiveness established that Australia has better aid program that has enhanced the progress of mitigating poverty (Luke 1).

The social media networks have been considered as an influential tool in changing the attitudes of the youth. It is also effective in campaigning. Social media networks achieve its objectives in the following ways:

• Through online petitions. It is very easy to send an email or to just click a button as opposed to sending a letter.
• By recruiting, connecting and being in touch with group members. The Genocide Intervention Network in the USA gained influence and prominence though the social media network and it is considered an inspiration to the social network campaign.
• It facilitates the raising of funds through fundraising activities and options which are available online.
• Social media networks enhance advocacy in mobilizing support though giving stories and the accounts of people who are suffering and this captures peoples attention to contribute towards the course (Leadbeater 10).

Online social networks are revolutionizing how people in the world communicate, interact, work and how they play. Facebook is considered the worlds most influential social network, but there exists other social media networks like Twitter, MySpace, LinkedIn and YouTube. These social networks have been transformed into tools of public communication.

They have been turned into tools of mass communication in the sense that by just updating a Facebook page or posting a tweet, several users and particularly friends will access it and will know what is taking place, where and then react to it (Economist 1).

The Make Poverty History campaign has resonated well with the public particularly the youth and the individual decision makers largely due to the increased media influence in favor of the campaign. The main reason for establishing this initiative was to mobilize the NGOs and the civil society in making poverty history and two, it was also aimed at influencing policy change based on the framework of MDG and debt relief.

Approximately 45,000 Australians majority of them youth have joined the Make Poverty History campaign and through the social media networks, they receive daily and immediate updates regarding the progress and events of the campaign. Various concerts and road trips aimed at popularizing the campaign has been actualized through the social media networks (Hasset 6).

The social media network has been credited as the best and an effective medium of digital activism. This was galvanized when it influenced the recent protest and uprising in the Maghreb and the Middle East countries. Digital activism is linked to tie relationships and shared experiences which is one feature that makes social media networks influential in the Make Poverty History campaigns.

People articulate issues on the social media networks because they will know that other people are on their side. It is evident that the role of social media networks in galvanizing support for a particular course can not be underestimated and it is evident that digital engagement is the future of activism (Gladwell 1).

The social media networks are useful in the following ways:

Establishing a blog for the campaign cause; this blog can be used in bringing to the attention of other members particular item of change, an item that calls for action or a particular cause that requires championing.

Australian youths use social media sites as the platform of inspiration to support the campaign of Making Poverty History. Social media networks are updated every day and it has the ability to alter the attitude of individuals towards the cause.

Raise money for a cause: it is also possible to raise money towards a particular cause through the social networks. This can be supported by the messages of concern from other people. People are willing and able to donate money through social media networks. A lot of money has been raised in Australia by the youth towards supporting the Make Poverty History initiative through social media networks.

Supporting social causes or social change: Facebook in particular can effectively achieve this objective.

Promotion of charities: youth can establish Make Poverty History on YouTube and they can enclose various photos and videos of the initiative. These videos can be discussed by the youth fraternity and as such they generate interest and mailing lists and through this, the youth will have achieved the role popularizing the campaign and later they will alert their friends on the time take action.

Social media networks play a very significant role in facilitating the campaign to Make Poverty History. It is through the social media that this campaign has been a success. They contribute towards this cause through sensitization, resource mobilization, creating awareness and as means of digital advocacy.

They also facilitate the campaign through communicating and educating the youth about the initiative. The social media effect on change has been sporadically gaining momentum due to the ever increasing numbers of Generation Y signing up on these social networks.

Conclusion

The effectiveness of social media networks in advancing change is gaining prominence. This has been made possible through innovations in the field of information technology. Social media networks are famous and only effective with the dot com generation or Generation Y. The Make Poverty History initiative in Australia has attracted the participation of the youth through the social media networks.

The youths sign in to the social media sites and become members just by liking the page. Social media networks have been effective in mobilizing resources, creating awareness and lobbying for support towards the initiative. Social media networks are quite effective in changing the attitudes of the youth towards issues touching on poverty eradication.

Works Cited

Australia. Poverty Line of Australia. Australia on Net, 2001. Web.

Chant, Sylvia, and Mcllwaine Cathy. Geographies of Development in the 21st Century: An Introduction to the Global South. New York, NY: Edward Elgar, 2009. Print.

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Hasset, Andrew, Gopalakrishnan Anueja and Cant Sue. Why campaign? World Visions experience of Make Poverty History in Australia. Web.

Higgins, Missy. Make Poverty History Australia. YouTube, 2008. Web.

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Middendorp, Chris. No lies, no inventions  poverty in Australia is awfully real. The Age, 2011. Web.

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Shirky, Clay. Cognitive Surplus: Creativity and Generosity in a Connected Age. New York, NY: Cengage Learning, 2010. Print.

Warby, Danielle. Australia is social networking capital of the world. Telegraph, 2011. Web.

Introduction

The brave new world of social media has captured the attention of academics and media industry players around the world, in large part due to its spectacular growth and the public attention commanded (Perez-Latre et al 2011).

Social networks such as, Facebook, YouTube and Twitter have broken the conventional communication mode, bringing about a humanized point-to-point communication which is not only intensifying the connection between subjects and objects by turning communication into interactive discourse (Xie & Sun 2011), but also availing a relatively easy and financially reasonable method to offer information to a wide audience (Stefanone et al 2010).

Not surprisingly, therefore, there has been a growing need from media scholars to gain insight into how differing theoretical paradigms have conceptualised audiences with respect to these forms of media (Lester 2012). To expand on this critical research thread, the present paper aims to critically analyse how existing models of audience research inform debates on the use of social media.

The paper will proceed as follows: First, a brief description of the audience research concept will be provided, followed by an equally concise description of the social media concept.

Following this, the paper will detail two models of audience research  Encoding/Decoding Model and Uses and Gratifications Theory  and how they inform debates on the use of social media. Every attempt will be made to compare and contrast the models with respect to how they inform debates on the use of social media. The paper will conclude by outlining in brief some of the salient aspects arising from the discussion.

Audience Research & Social Media

Though used in everyday discourse, media scholars and other commentators are in agreement that the word audience is ambiguous and complex to define, in large part due to differences of meanings and conceptual disputes. Therefore, this paper provides an outline of what audience research entails with the view to comprehend, in later sections, how differing theoretical paradigms have conceptualized audiences and how these conceptions shape debates on the use of social media.

McQuail (2010, p. 403) notes that &since the audience has always been a contested category, it is not surprising that the purpose of doing research into audiences is varied and often inconsistent. In the media context, audience research can be defined as a systematic study done by media corporations with the view to gather knowledge about the audiences habits, tastes and dispositions to facilitate the targeting of certain audience segments with a programme or textual strategy (Nightingale 2011, p. 105).

Lester (2012, p. 117) defines social media as &a communication medium that is devoted to or characterized by interaction between participants or consumers of the medium. Stefanone et al (2010) expand this definition by arguing that it is a form of media intended to engage the public and generate social relationships along the continuum ranging from participation, openness, and conversation, to community and connectedness.

For social media, according to Lester (2012, p. 117), &every message is a work in progress that can be read or heard, updated at will, and often edited or commented upon by the recipient.

A strand of existing literature demonstrates that the technologically-based form of communication has transcended both time and space to transform the media landscape and provide new possibilities to a wide audience (Stefanone et al 2010), but especially to younger generations for content delivery, design, and use (Nightingale 2010, p. 5; Brandtzaeg et al 2010).

Models of Audience Research & Social Media: An Analysis

One of the most contentious and pressing issues concerning media in recent years is identifying viable models of audience research that could be used to form the basis for social media use and sustainability. These models, it is thought, could inform and influence debates on the use of social media, particularly in light of the fact that many media analysts are highlighting the swing away from traditional media towards internet based social media (Nightingale 2011, p. 7).

A recently concluded IBM study cited by Lester (2012) found that people now spend more personal time interacting on social media than watching television. It therefore, becomes of essence to evaluate how models of audience research inform debates on the use of social media.

Encoding/Decoding Model

British cultural theorist Stuart Halls seminal paper Encoding/Decoding (1980) provides a densely theoretical account of how media producers encode meanings into media texts, which carry a preferred reading intended for the audience; that is, the production of meaning that takes place through a multiplicity of ways of using language and images (Philo 2008).

Incorporating a semiotic framework into his analysis and borrowing heavily from the social constructionist perspective, Hall asserts that the active audience do not merely absorb messages encoded by the media producers; rather, they decode meanings depending on their cultural identity, gendered identity or class position (Spigel & Olsson 2004).

Indeed, Hall argues that the content of the media is always polysemic; implying that it always has a number of potential meanings depending on the social and cultural orientations of the intended audience (Philo 2008).

But when Halls hegemonic viewpoint is analysed, it is evident that the Encoding/Decoding theoretical model does not presuppose that texts or messages are open to an endless number of interpretations as they remain structured in dominance.

On the contrary, the model is clear that there exist three viewpoints by which the audience can decode a message: 1) dominant hegemonic position  audience accepts the meaning as encoded by the producer, 2) negotiated position  audience might accept the meaning at a general level, but seek particular exceptions with reference to their own social and cultural beliefs, and 3) oppositional code  audience decodes a totally contrary message to that intended by the media producer (Philo 2008).

Halls hegemonic viewpoint, however, continue to draw criticism, with Schroder (2000, p. 236) arguing that the &set of three presupposes that the media text itself is a vehicle of dominant ideology and that it hegemonically strives to get readers to accept the existing social order, with all its inequalities and oppression of underprivileged social groups. But overall, the model remains one of the most widely used in audience research.

It is evident that the Encoding/Decoding model has the capacity not only to inform but also direct debates on the use of social media. When users compose their personal profile on Facebook or Twitter, for instance, their friends always have to do with a complex process of active meaning making in line with the models polysemic orientation and hegemonic viewpoint (Lindgren 2012, p. 5).

The former implies that the personal profile composed will have a number of potential meanings to the other profiled users depending on their social and cultural context, while the latter suggests that the social media will decide the profile composed under three viewpoints  dominant hegemonic (take the meaning of the profile as the truth); negotiated position (believe in the profile but have some reservations depending on social and cultural context), and; oppositional code (refuse to buy the meaning of the profile) (Philo 2008).

Stefanone et al (2010, p. 508) expand this view by noting that new communication platforms such as, Facebook and YouTube &diffuse throughout a population, navigating a social environment of mediated identities becomes an increasingly important communication skill. These assertions demonstrate how the Encoding/Decoding model informs debates on the use of social media.

Arguably, the blogger or the twitter or any other user of social media is actively making sense of the world in particular but contingent ways through acts of representation (Lindgren 2012, p. 6).

The meanings are contingent in that they could have been different; that is, the profile composer in social media could have chosen to emphasize other sections of their resume or personality in line with social constructionist view that forms the basis of Halls model. Indeed, this is what leads Hall to assert that representation is the pipeline connecting meaning and language with culture.

Uses & Gratifications Theory

Through the pioneering works of Alan M. Rubin, Uses & Gratifications theory (hereafter U&C) &gradually evolved from psychological and sociological models of indirect media effects (Haridakis & Whitmore 2006, p. 767). One of the major tenets of U&C, according to these authors, is that the audience is perceived as purposive, goal-oriented, and motivated in their use of the media with the view to satisfy their social and psychological needs and wants.

In his inclusive overview of this viewpoint, Rubin (1994) cited in Ruggiero (2000) summarised five principal presuppositions of a contemporary view of U&G as follows: 1) communication behaviour, including the choice of media and use, is goal-oriented, purposive, and motivated, 2) The audience takes the initiative in selecting and using the media to gratify felt needs or desires, 3) a host of social and psychological factors mediate the audiences communication behaviour, 4) the media compete with other forms of communication for selection, attention, and use to gratify the needs or wants of the audience, and 5) the audience are characteristically more influential than the media in the relationship, but not always.

The U&C, in its element and scope, has the capacity to inform debate on the use of social media. Stefanone et al (2010, p. 509) are of the view that the Web 2.0, which forms the backbone for social media, has &set the stage for a major shift in the way individuals perceive their role in the contemporary media environment&

Rather than simply being targeted by mediated messages, they can see themselves as protagonists of mediated narratives who actively integrate themselves into a complex media ecosystem. The audience, rather than being subjected to mediated messages by organizations using social media to post profiles or results, takes the initiative to select and use the media to gratify their felt needs or desires.

We can therefore, draw parallels between U&C viewpoints and Halls negotiated position in his hegemonic viewpoint, but both models demonstrate how they inform debate on the use of social media.

It is indeed true that some social media tools such as, Twitter and MySpace have been used by marketers for branding and promotion. Available research demonstrates that these tools are responsible for the erosion of television revenues as marketers prefer using them due to their growing popularity, as well as their expansiveness in size and diversity of audience (Greer & Ferguson 2011). Consequently, these tools must be viewed in light of effective marketing tools.

Borrowing Rubins five presuppositions, it becomes clear how U&C could be used to inform the marketing debate in social media forums. For instance, marketers using social media tools to sell their products should in the first instance know which site to recruit in line with the perspective that the choice of media and use is goal-oriented, purposive, and motivated (Stefanone et al 2010).

Similarly, in line with U&C, they should know that consumers using social media to purchase products take the initiative in selecting the type of social media to use to satisfy felt needs or desires.

It is also notable how American politicians have from 2006 used MySpace to befriend voters and candidates (Ancu & Cozma 2009). From U&C perspective, a host of social and psychological factors mediated U.S. politicians communication behaviour in a manner to use the social media to sell their policies to other users.

Borrowing Halls hegemonic viewpoint, there were those who accepted the message as wholesome and agreed to be bought via social media (dominant hegemonic position), those who accepted the message but sought exceptions with reference to their own social and cultural beliefs (negotiated position), and those who blatantly refused to be bought through the messages on MySpace (oppositional code) (Philo 2008). Undoubtedly, the two models can therefore, be used to inform political discourses through the social media.

Conclusion

From the analysis, it is clear how both Encoding/Decoding model and Uses and Gratifications theory could be used to inform debates on the use of social media. Indeed, the paper has demonstrated how, for instance, users composed their personal profile on social media using polysemic orientation and hegemonic viewpoint  exemplars of Hall Encoding/Decoding model.

Similarly, it has been shown how bloggers use acts of representation to make sense of the world around them through contingent ways. The Uses and Gratifications theory could also be used as an exemplar to inform debate on acts of mediation, marketing and politics in the social media.

Reference List

Ancu, M & Cozma, R 2009, MySpace politics: uses and gratifications of befriending candidates, Journal of Broadcasting & Electronic Media, vol. 53 no. 4, pp. 567-583.

Brandtzaeg, P.B, Luders, M & Skyjetne, J.V 2010, Too many Facebook friends? Content sharing and sociability versus the need for privacy in social network sites International Journal of Human-Computer Interaction, vol. 26 no. 11-12, pp. 1006-1030.

Greer, C.F & Ferguson, D.A 2011, Using twitter for promotion and branding: A content analysis of local television twitter sites, Journal of Broadcasting & Electronic Media, vol. 55 no. 2, pp. 198-214.

Haridakis, P.M & Whitmore, E.H 2006, Understanding electronic media audiences: The pioneering research of Alan M. Rubin Journal of Broadcasting & Electronic Media, vol. 50 no. 4, pp. 766-774.

Lester, D.H 2012, Social media: changing advertising education, Online Journal of Communication and Media Technologies, vol. 2 no. 1, pp. 116-125.

Lindgren, S 2012, The sociology of media and information technologies, In: G.C Aakvaag, M.H Jacobsen & T. Johansson, Introduction to sociology: Scandinavian sensibilities, Pearson, London, pp. 1-27.

McQuail, D 2010, McQuails mass communication theory, Sage publications Ltd, Thousand Oaks, CA.

Nightingale, V 2011, The handbook of media audiences, John Wiley & Sons, Hoboken, NJ.

Perez-Latre, F.J, Blanco, I.P & Sanchez, C 2011, Social networks, media and audiences: A literature review, Communicacion y Sociedad, vol. 24 no. 1, pp. 63-74.

Philo, G 2008, Active audiences and the construction of public knowledge, Journalism Studies, vol. 9 no. 4, pp. 535-544.

Ruggiero, T.E 2000, Uses and gratifications theory in the 21^st century, Mass Communication & Society, vol. 3 no. 1, pp. 3-37.

Schroder, K.C 2000, Making sense of audience discourses: Towards a multidimensional model of mass media reception, European Journal of Cultural Studies, vol. 3 no. 2, pp. 233-258.

Spigel, L & Olsson, J 2004, Television after TV: Essays on a medium in transition, Duke University Press, Durham, North Carolina.

Stefanone, M.A, Lackaff, D & Rosen, D 2010, The relationship between traditional mass media and social media: Reality television as a model for social network site behaviour Journal of Broadcasting & Electronic Media, vol. 54 no. 3, pp. 508-525.

Xie & Sun S 2011, New topics of mass media research in the new media era  A society with intermediated audiences, China Media Report Overseas, vol. 7 no. 3, pp. 48-54.

With the advent of the social media and the increase of the information availability, as well as the rapid growth of the intercultural communication, the significance of cultural peculiarities has become surprisingly obvious. Because of the number of ethnicities involved into the intercultural relationships, the necessity to preserve the cultural; features has become as evident as the tendency for these features to merge into each other.

Analyzing the ways in which and the means with the help of which people manifest their ethnicities in the social media, one can comment on the tendencies in the intercultural communication and the changes which are currently happening to the ethnical specifics in the world media.

Thus, the object of the given research is the way in which people represent their ethnicity in the social media, while the question is whether the ethnical features of various nationalities are preserved and can be traced easily in online communication or whether the interaction within any social media dulls the national features, making them merge into a single cosmopolitan style.

In addition, the question whether any national stereotypes are enhanced or, on the contrary, blurred in the course of online communication, is worth researching.

The paper is going to embrace five sources on the issue of ethnicity and its manifestation in the course of social interactions, both online and in reality. For the theoretical background, the work by Yong-Chan Kim, Joo-Young Jung and Sandra J. Ball-Rockeach is going to be used.

Erin Kaufman and Deborah L. Welses paper will help to understand the mechanics of relating to a certain ethical group during the conversation, while Koen Lerus, Eva Midden and Sandra Ponzanesis work will help to understand the way in which several cultures fuse during the communication. With the help of Mainsahs work, the problem of losing cultural features is going to be touched upon, while Maxwell and Buck will provide an accurate account of the issue history.

As for the theoretical framework for the given research, the ideas offered by Yong-Chan Kim, Joo-Young Jung and Sandra J. Ball-Rockeach are going to be used as the basis for the paper. As the researchers claimed, they examine ethnicity in social media as a dynamic and unique factor influencing individuals adoption and uses of communication technologies (283), which presupposes a new prospect on the online social interactions.

To achieve the top results in the given research, the choice of the method is extremely essential. Taking into the account the fact that the paper is going to use statistics and identify the current state of affairs in the use of social media, the paper is going to be constructive and combine a quantitative and a qualitative approach.

It is important to mention that the research is going to touch upon certain ethical issues. Since the paper is supposed to deal with the features of various nationalities, the subject of national stereotypes in the social media and the way in which these stereotypes are manifested is unavoidable. Thus, the ethical limitations are also expected.

Admittedly, the given research has its limitations. Among the issues, the most obvious one is the subject of scale. Since it is impossible to encompass the entire number of nationalities and check every single instance of social interaction, the results of the research will be approximate.

Due to the growing popularity of the social media and the increase of the online communication as opposed to the live conversation, the given research is going to offer rather significant results which are going to determine the course for the future development of the online interactions between different cultures and the way in which people are going to relate to their culture in online relationships.

Once understanding the way in which online relationships differ from the real-life ones, people will be able to avoid a number of complexities and misunderstandings.

Works Cited

Kaufman, Erin and Deborah L. Welse. Skin-Tone Preferences and Self-Representation in Hispanic Children. Early Child Development and Care, 182.2 (2012): 277-290. OnlineLibrary. Web.

Kim, Yong-Chan, Joo-Young Jung and Sandra J. Ball-Rockeach. Ethnicity, Place and Communication Technology: Effects of Ethnicity on Multi-Dimensional Internet Correctness. Information technology and People, 20.3 (2007): 282-303. Emerald. Web.

Lerus, Koen, Eva Midden and Sandra Ponzanesi. Digital Multiculturalism in the Netherlands: Religious, Ethnic and Gender Positioning by Moroccan-Dutch Youth. Religion and Gender, 2.1 (2012): 150-175. Religion and Gender. Web.

Mainsah, Henry. I could Well Have Said I Was Norwegian but Nobody Would Believe Me. European Journal of Cultural Studies, 14.2 (2011): 179-193. SAGE. Web.

Maxwell, Andrew H. and Pem Davidson Buck. Decolonizing Media Representations of Race, Ethnicity, and Gender in the New World of Order. Transforming Anthropology, 3.1 (1992): 1-5. Wiley Online Library. Web.

Introduction

The invention of the internet revolutionised politics and social awareness across the world. The social media has flourished immensely since the inception of the internet. The internet stimulated the formation of web communities. It is these communities that communities that created avenues for communication across the globe. The internet connection enables people to convey their information through the web.

Hence, the web provides an interactive forum where people can share ideas and opinions on any emerging issues. The discovery of the mobile phones connected with internet increased web accessibility to the majority of people worldwide. The media and the people can relay information in real time globally.

For instance, politicians have turned to social networks to bolster their campaigns. Further, crisis awareness is communicated instantly due to the use of the internet and social networks. It is factual that the first witnesses of a crisis are people on the scene who respond by posting the news on social networks. In a short period, as many people connect with the network, they get to know of the crisis. The significance of the widespread use of internet in politics and social media is the subject of my research project.

The Project Relevance, Objectives and Research Questions

The internet presents a platform where anyone can post views, news or any other material that may trigger a reaction from the public. The most inherent challenge in the use of the web is the determination of authentic information and its source. Some online users post alarming information on the web, yet their message is vague and false.

I found this trend disturbing. Hence, my research seeks to determine the influence of the internet communication on politics and crisis awareness. The project will focus on factual scenarios to depict the actual influence of internet communication on politics and social awareness. The research will seek to provide insights to the following research questions:

• How does internet communication influence politics?
• How does internet communication influence crisis awareness?

I will explore case scenarios to illustrate how internet communication has facilitated politics and crisis awareness. A number of political leaders have used the social network successfully in their campaigns across the globe. Further, the social networks have been used to successfully remove governments from power, as well as agitating for reforms.

The Scope and Depth of Project

The internet is a tool that has interlinked all parts of the world. There is quick access to information from all over the world. Hence, my research will use the documented information to determine my findings. Research on various political developments is elaborately documented. Hence, it will form the basis of my analysis. The project will be limited to the research questions and research objective.

Data Presentation Methodology

The research will be a report analysis highlighting all the relevant information on the research questions. Statistical analysis using time series analysis and SPSS will be applied in the analysis of data. Further, graphs, tables and pie charts will serve to tabulate numerical data. The final report will be in a power point form. The choice of power point enables the audience to follow up the presentation from their personal computers.

Limitations to the Research

Research on the internet communication is extensive and varied. The enormous data documented in the web would take a long time to be collected and analyzed. Further, the challenge of authenticating the accuracy of the available information is a huge impediment to the research. The project will also be limited to the research questions and the research objective.

Use of Internet as a Social technology of Communication

The internet is an imperative platform in the establishment of online communities. It has been extensively implemented in crisis awareness globally. For instance, the terror attack in the Twin Towers of Washington in September 2001 stimulated an outpour of emotions and reactions throughout the world. Internet communication was used enormously to inform people of the attack and the victims of the blast.

The blast destroyed mobile communication systems. Hence, the internet was the main tool for communication. This later advanced into the formation of social networks powered by the internet. Presently, a majority of people are connected to various social networks like Facebook, MySpace and Twitter.

Social networks have been successfully utilised in crisis awareness. However, the main challenge to the administrators of these social networks is the sharing of alarming false information over the internet. For instance, unethical bloggers may post false alerts on a looming terror attack. This will cause panic and or affect trade and other government operations. For instance, in February 2003, a message circulated in China warning people of an outbreak of a pneumonia strain.

The internet was used extensively to spread this alert. The government of China was reluctant to declare the presence of the virus although the public had published about the virus through the internet. The government later acknowledged the presence of the virus. Nevertheless, unfortunately, it decided to censure all internet communication. This illustrates the impact of internet communication in crisis awareness.

The recent political developments were dominated by campaigns driven through the internet. For instance, the presidential election of 2008 in the United States was synonymous with the use of the internet. For instance, the Democratic Party used the social networks to harness the youth across America. They also used the internet and the social networks to communicate their manifesto and interact with the voters.

The democratic parties raised funds for the campaign by prudently using the social networks. The analysis of the election points out to the extensive use of the internet. The inception of the mobile technology that incorporates the internet accessibility has brought the online community within reach.

This phenomenon fuelled the historic political uprisings in the Northern part of Africa. Frustrated citizens in Tunisia and Egypt staged historic and organised protests that ultimately resulted to change of governments in those particular countries. This shows the potential of the internet in collaborating and interlinking online communities to pursue topical issues. These findings expressly outline the impact of internet as a social communication tool in politics and crisis awareness.

Personal Evaluation

This project has provided me with a practical experience to the theoretical understanding of the course work. Scholarly research projects require professional approach to issues with the intention of making findings. For instance, my project to determine the influence of internet communication in politics and crisis awareness forced me to research widely for documented data.

I discovered that I have an impeccable ability to discern and analyze issues in various contexts. I extensively consulted the online library with extreme success. The writing of the research paper enabled me to appreciate the format adopted for scholarly issues. After preparing the research paper, I discovered that the format aided the researcher in presenting the paper in an orderly manner. I thought that writing a research paper was a difficult assignment, but the course work has helped me to learn the skill.

Project research is very informative since it exposes a researcher to a plethora of information about the research topic. A research project also stimulates the analytical and creative mind of the researcher to make out the critical and important information for research. The paper has triggered my realisation that I have enormous capability to do scholarly research with the required professionalism.

Milestones Achieved

The project exposed me to the reality of scholarly research papers. It provided me with insight to appreciate the requirements for a scholarly research paper. I learned to use the proper tense throughout my research proposal. For instance, when referring to previous literature, I used past tense. Further, I used present tense to refer to the theoretical framework and the tools of the research. Lastly, on the use of tenses, I used the future tense throughout my paper for the project proposal.

I have also discovered the importance of proper in-text citations and references to scholarly research work. Proper referencing enables researchers to avoid plagiarism in their papers. Proper referencing portrays accuracy of information of your research paper. As professional, acknowledgement of other professionals work is ethical and professional. The research project helped me to master the required research format suitable for research papers.

Lastly, I discovered the importance of expressing my thoughts by writing precisely and clearly. A properly written paper should communicate the purpose of the research clearly.

The importance of the writing style is of extreme value. I learnt of the various writing styles that are applicable in research papers and there appropriateness to various research topics. It is, therefore, imperative to use the relevant writing style depending on its suitability on the topic of research. I learned to apply the highlighted parameters more effectively than before I did the project.

The Internet as a Social Technology of Communication

I have learned that the internet is an enormous discovery that supports social communication. The internet provides connectivity to online information, hence, forming a formidable and real time communication infrastructure. The internet has made it possible for the establishment of online communities. The online communities engage in interactive forums over the internet when connected to a server. Trained people in computer programing and web design form the online communities.

They create websites, blog spots and other social sites that provide a platform of engagement over the internet. The project identified some of the ways through which the internet has revolutionised politics and crisis awareness. For instance, various people raise issues over the internet that eventually triggers widespread debate. The establishment of social sites such as Facebook and Twitter has attracted tremendous membership of users worldwide.

Hence, postings on the social networks reach out to many people instantaneously. As per my research findings, the political uprisings in Northern Africa are a testimony to the use of internet in popularising issues. Further, the extensive use of the internet in conducting campaigns in the 2008 elections in the United States shows the significance of the internet in the world. I further learnt the importance of the internet in the sourcing of information for research.

The internet is an archive where information is stored and can be retrieved at any time for use. I learnt on how to effectively use the electronic library for my research. I further discovered that the internet communication is prone to erroneous misrepresentation of facts and hence the need for caution on the information found on the internet.

Another issue that I found on the use of the internet is plagiarism. The availability of enormous amounts of information on the internet may expose researchers to plagiarism. The originality of research papers is tremendously compromised by the accessibility to other research works on the topic.

Conclusion

Scholarly project proposals follow a designated procedure that should be adopted. Successful projects should be precise and concise. My research project was about determining the influence of internet communication on politics and crisis awareness. Therefore, based on the expositions made in the paper, it is evident that people, institutions, and even the entire world have benefited much through the services that the internet offers.

Internet has found a lot of use by marketing organisations as a working strategy to advertise their goods and services, as well as politicians as a campaigning tool. Worth noting, I found out the immense application of the internet in both politics and crisis awareness. The internet is providing instant communication infrastructure due to the online communities.

However, the major challenge of online communication is the availability of unauthenticated and false information that misrepresents facts. Nevertheless, internet communication is an enormously influential communication technique.

The emergence of modern technologies has revolutionized the way celebrities, Internet users, and marketers pursue their objectives. Within the past decade, several social media platforms have emerged that make it possible for people to share ideas with others, communicate, and engage in personal branding. The proliferation of such platforms means that more individuals will identify new trends in an attempt to achieve their career goals. Unfortunately, these innovations have specific drawbacks that might make them unreliable sources of information or data. The purpose of this essay is to describe how editors and designers choose what to bring to the foreground or hide in the background in an effort to create the most appropriate self-representations with the realm of self-branding on social media.

Background Information

Branding has remained a core concept in the world of business since companies and marketers rely on it to showcase the superiorities of their services and brands. Professionals who embrace such an approach effectively tend to have increased chances of recording positive results. Celebrities, editors, and designers go further to rely on the same idea to engage in a practice called personal branding. Hogan (2010) defines personal branding as a strategy through which firms and agencies promote peoples careers as unique brands. Most of the stakeholders in this field consider some of the best initiatives to maintain or retain a desirable impression or reputation. This field is attracting more people who want to succeed as music producers, artists, scholars, journalists, or celebrities.

This trend has expanded to include the majority of individuals who want to share ideas, their images, photographs, and skills with their respective followers. This development is what has resulted in the massive use of different platforms as a way of overcoming the level of competition (Boyd & Ellison, 2008). Many users have mastered the art of ensuring that their public images reflect their unique values, principles, achievements, and reputation. However, sociologists and marketing theorists have managed to present divergent views regarding what happens behind the scenes to ensure that the intended personal brand is realized and maintained.

Discussion and Critical Analysis

The attributes of social media have made it likable and reliable to many people in different parts of the world. Faleatua (2018) uses the concept of authentic self-branding to describe the manner in which artists and users of the Internet disclose their real or true selves as a form of personal branding. Using the example of the increasing number of young women who utilize Instagram frequently, the study revealed thathe t majority of them only presented images and photographs that impacted the emotions of their respective followeanin the anticipated manner (Faleatua, 2018). The analysis of the works or information obtained from such platforms could not give an accurate analysis of the lives and experiences of the targeted individuals. The outcome is that the problem of non-authentic self-branding has become a pervasive challenge that followers of different artists and celebrities should examine carefully in order to avoid potential challenges that might merge in their future careers.

In the article Strategic Self-Presentation Online: A Cross-Cultural Study, Rui and Stefanone (2013) managed to present new insights regarding the way different individuals were relying on social media to relate with others. Using the example of individuals from Singapore and America, the study showed that the nature of the presented photos and their attractiveness determined the tendency to friend or unfriend any unknown follower or person on the wider social media platform. Rui and Stefanone (2013) also observed that the cultural identities of the people influenced such a practice. Individuals from various backgrounds would portray diverse tendencies when using the Internet and sharing photographs with others. This kind of behavior was worth noting in order to understand how users from the different parts of the world engaged in either authentic or unauthentic social media self-branding.

Different platforms have become essential since they empower individuals to make self-made curators who are able to place updates, tag photos, and share moments with their friends and followers. The users of the Internet find it easier to determine who views or shares their photographs. More people on various social media platforms have the autonomy to employ the power of exhibition to select the most appropriate images and situational activities (Hogan, 2010). They would also determine the way they chat with their social media friends or followers. Since the user has the authority to control the virtual content available to other people, it has become possible to dictate the content available to the viewer. For celebrities and famous people, the same practice has become common since they focus on the most approaches to ensure that the intended messages and ideas are relayed to the targeted readers.

Impression management has become a new reality in this era of increased reliance on social media platforms and networks. Morris and Murray (2018) indicate that the owner of a given account has the authority to create a profile and make it as interesting as possible to the targeted follower and viewer. This form of control has encouraged more individuals to monitor the content carefully and make sure that it delivers the intended objectives or messages. The user relies on the available online resources to retain the integrity of his or her identity. The individual can go further to upload more photographs and memories that can take the followers by surprise (Iqani & Schroeder, 2016). Consequently, it becomes quite clear that creators and designers ea ngage in checksround check to ensure that whatever gets to the viewer is carefully selected and capable of delivering a positive portrayal of oneself (Quinn & Papacharissi, 2014, p. 162). Due to the nature of various social media platforms, some people collude with their friends, relatives, and workmates to add desirable comments and tags on the selected photos or updates. Such an initiative plays a positive role in delivering the intended impression or picture to the viewers of the individuals page.

The issue of attractiveness remains a critical concept that dictates the manner in which human beings identify potential romantic partners and friends. In this modernizing world, attributes of social mobility and class dominate human discussions and objectives in life. Many social media users have understood how to play with the available platforms to send the intended images and information to other members of the society (Khamis et al., 2016). They do so by ensuring that their colleagues appreciate their achievements and experiences in life. Such an approach encourages more individuals to dictate and select the quality of visual information available to other users. Quinn and Papacharissi (2014) present the issue of physical attractiveness to describe how people get more ratings or reviews on the profiles. When a social media user records high scores in this area, he or she can succeed establishing additional virtual relationships and succeed in maintaining them (Hogan, 2010). These gains have become critical influencers of the specific behaviors many people would portray when relying on the use of social media platforms.

The psychological aspect associated with the overuse of the Internet is a field that many scholars have not taken lightly. For instance, Iqani and Schroeder (2016) observed that selfies had become a new fad in different parts of the world. Many people have found essential or useful for sharing stories and communicating with other members of their social classes or followers. However, their exhibitions on various social media profiles are powerful developments that have been observed to trigger numerous security, privacy, and identity questions (Iqani & Schroeder, 2016). The use of selfies has become a strategic shift from the manner in which people used to advertise themselves on various applications. They continue to provide additional information about users lives, experiences, social groups, and pursuits in life (Iqani & Schroeder, 2016). Unfortunately, those who rely on them have gone further to offer misleading images about their lives and goals in life. Such an issue has become a reality since the owners of social media have the autonomy to control whatever is shared or is available to the users. This shift indicates that selfies will become powerful tools for recording peoples histories, achievements, and even joyous moments.

Some scholars have examined the relationship between social media and self-branding to expose the dangers that many people stand to face in their lives. For instance, Khamis eta al. (201checksserved such a practice was becoming unethical because many users were relying on it to portray themselves as successful members of the society. Some celebrities were utilizing social media to engage in self-branding and attract more followers (Duffy & Pruchniewska, 2017). While such an approach is capable of delivering positive results and profits to them, the audience or viewers are usually unable to get a true picture of experiences and quality of lives of such famous people. This kind of malpractice explains why who those who use social media for branding purposes have disoriented the original principles of marketing (Duffy & Pruchniewska, 2017). This gap explains why some policymakers and experts have been keen to propose new laws that can ensure that more information that is available on social media platforms is monitored, controlled, and censured. This approach is essential and capable of maintaining the original purpose or integrity of self-branding.

Within the field of the arts, actors, painters, and poets have been keen to deliver the right messages to their followers and eventually attract or develop the needed followership. Unfortunately, social media and the Internet have become synergistic resources that have revolutionized the way more professionals want to change the playing ground. According to Wee and Brooks (2014), some actors have managed to use such platforms to display appropriate forms of reflexivity (p. 45). This achievement has made it possible or easier for more designers or editors to receive special treatment or reception from their followers and other professionals. They focus on their inspirational works and attract more people to like them, thereby increasing their scores on such social media platforms. Individuals or artists who fail to consider this nature of self-branding eventually find it hard to become famous or get more followers.

From these descriptions, it is evident that meritocracy has become a critical attribute of postfeminism. The discourses revolving around these developments have empowered more people, especially women, to utilize the available resources to pursue notions of individualism. They have interlinked their failures and successes in an attempt to promote a new identity within the realm of social media (Duffy & Pruchniewska, 2017). With the existence of numerous cultural differences and inequalities, the use of social networks has become the new normal to edit and achieve the goals of impression management. Similarly, the example of many politicians and individuals in need of elective positions reveal how the need to create and portray the most appropriate self-representation has become a reality today.

Conclusion

The above discussion has revealed that social media has made every user a curator in his or her own right. It is agreeable that all people on such platforms can become editors and designers and engage in self-branding to achieve their personal or professional goals. While doing so, the greatest number of social media users understands how to bring to the foreground what is attractive or hide in the background what appears inappropriate in an effort to create the most appropriate self-representations within the realm of social media self-branding. All followers should, therefore, be aware of this new reality in order to make the best decisions and use these innovative resources in a beneficial manner. Users can also reconsider the principles of personal branding and deliver accurate images that can make their gains sustainable and realistic.

References

1. Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Web.
2. Duffy, B. E., & Pruchniewska, U. (2017). Gender and self-enterprise in the social media age: A digital double bind. Information, Communication & Society.
3. Faleatua, R. (2018). Insta brand me: Playing with notions of authenticity. Continuum, 32(6), 721-732.
4. Hogan, B. (2010). The presentation of self in the age of social media: Distinguishing performances and exhibitions online. Bulletin of Science, Technology & Society, 30(6), 377-386.
5. Iqani, M., & Schroeder, J. E. (2016). #Selfie: Digital self-portraits as commodity form and consumption practice. Consumption Markets & Culture, 19(5), 405-415.
6. Khamis, S., Ang, L., & Welling, R. (2016). Selfbranding, micro-celebrity and the rise of social media influencers. Celebrity Studies.
7. Morris, J. W., & Murray, S. (Eds). (2018). Applied: Culture in the age of apps. University of Michigan Press.
8. Quinn, K., & Papacharissi, Z. (2014). The place where our social networks reside: Social media and sociality. In M. B. Oliver & A. A. Raney (Eds.), Media and social life (pp. 159-207). Routledge.
9. Rui, J., & Stefanone, M. A. (2013). Strategic self-presentation online: A cross-cultural study. Computers in Human Behavior, 29, 110-118. Web.
10. Wee, L., & Brooks, A. (2014). Personal branding and the commodification of reflexivity. Cultural Sociology, 4(1), 45-62.

Introduction

It goes without saying that under the influence of technological progress, social networks have become an intrinsic part of peoples everyday life. The development of mobile phones and other hand-held devices currently provides instant access to social media from almost any location. Facebook, Instagram, Snapchat, and other platforms allow individuals to share photos, texts, and video instantly, express their opinions, demonstrate their talents, and communicate with relatives and friends from all over the world. In addition, social media has become highly essential for business as companies have received an opportunity to advertise their services or products and communicate with customers in order to improve performance. At the same time, the growing popularity of social media platforms has led to a highly disturbing issue connected with unacceptable behavior  online, or cyber-, bullying. The purpose of this paper is to investigate this phenomenon and evaluate existing and potential solutions.

General Background

In the present day, cyberbullying is such a serious global problem with devastating consequences that it is frequently regarded as a threat to public health (Al-Rahmi et al. 2978). In general, bullying is defined as aggressive behavior that is repetitive and results in a power differential (National Institute of Justice par. 3). Thus, cyberbullying is a particular form of harassment that occurs in the mediums of digital communication, including social media platforms, chat rooms, internet forums, and text messages. It is consistent and repeating, taking advantage of the Internets anonymity with the main goal to anger, scare, or shame a victim. The most common goals of online bullying are the following:

• Posting humiliating or embarrassing images or private details of a targeted person on his or her account or in public groups (UNICEF par. 3);
• The spread of abusive and malicious rumors;
• Sending threats or hurtful messages privately via messaging platforms;
• Blackmail and intimidation;
• Impersonating a victim and sending abusive messages to other users on his or her behalf;
• Online stalking, trolling, and catfishing.

According to recent statistics, more than 40% of adults in the United States have reported a personal experience of cyberbullying at least once in their lifetime (Johnson par. 1). At the same time, this phenomenon is more noticeable among young people, and in the present day, the rates of cyberbullying victimization among students across the globe are unprecedentedly high. For instance, approximately 70% of Portuguese adolescents and 50% of youths in Singapore mentioned being victims of online bullying (Al-Rahmi et al. 2978). Disturbing rates may be observed in Canada, Sweden, and other countries all over the world as well. In the United States, 36.5% of middle and high school students experienced cyberbullying a minimum of one time (Johnson sec. 1).

Online bullying has a highly negative impact on the mental health of targeted people. In general, it contributes to the occurrence and development of various psychological problems, such as anxiety, depression, low self-esteem, loneliness, phobias, and social exclusion. Physical symptoms may include various eating disorders, sleep disturbance, and gastrointestinal issues. Moreover, cyberbullying leads to a considerable range of negative feelings and emotions that include humiliation, anger, fear, embarrassment, isolation, and powerlessness. In most cases, children and adolescents have problems with academic progress. The most serious effects of online bullying are self-harm and suicidal thoughts that may lead to unacceptable health risks and even death (Nand et al. 695).

Existing Measures and Potential Solutions

In general, the most obvious approach to cyberbullying from single individuals is to block an abuser. At the same time, victims should have an opportunity to inform social media platforms about the act of cyberbullying. An abusive comments screenshot or photo should be taken by a victim as evidence in order to make a complaint. In turn, platforms should be responsible for all users safety and develop particular guidelines and community standards in order to investigate reports and provide an adequate response to people who violate their terms and conditions. At the same time, although this approach may stop bullying in relation to a person, it cannot prevent this phenomenon in general.

It goes without saying that all people who have experienced being bullied need emotional support from family members and close friends. However, a considerable number of victims do not ask anyone for help for fear of being misunderstood, rejected, or maligned. That is why public organizations all over the world consider the significance of cyberbullying and its negative impact and create specific anti-bullying websites that offer anonymous psychological support for all individuals who report online bullying and require help. At the same time, there are always ways for improvement, and all projects dedicated to bullying should not only provide help but educate people about possible tactics to avoid or minimize cyberbullying. In addition, they should raise peoples awareness concerning the negative consequences of cyberbullying to stop potential abuse. Nevertheless, similar to the previously mentioned one, this solution is more effective for the management of cyberbullyings consequences rather than its prevention, as well.

From a personal perspective, such a serious issue as cyberbullying needs a complex approach that requires improvement in multiple spheres. First of all, as previously mentioned, social media should become responsive to all reports dedicated to the acts of online bullying. In addition, they should develop adequate and fair responsive measures to demonstrate their intolerance to cyber-violence and introduce age limits to prevent the use of social media by small children who may be more seriously affected by abusive comments. Another important technique that may help in minimizing bullying is the encouragement of appropriate behavior and positive attitudes. For instance, there are multi-player games that offer their users particular rewards for excellent teamwork, leadership, and friendliness (Hinduja par. 5). Therefore, the same approach may be used for social media platforms.

At the same time, the governments control of cyberbullying that is currently insufficient should be strengthened as well. Public education should include specific lessons dedicated to the impact of cyberbullying and its prevention and management in the curriculum of education facilities. This measure may be regarded as more efficient in comparison with online private information sources as it targets a considerably larger audience. In general, for the development of appropriate programs of identification and response to cyberbullying, it is essential to consider the following insights:

• The content of messages that constitutes bullying should be appropriately identified.
• Multiple methods should be used for the evaluation of the cases of cyberbullying as a self-report may present a subjective vision of a particular situation.
• In multiple cases, a strong association between online bullying and face-to-face bullying may be found during the investigation, especially in education facilities (National Institute of Justice par. 5).

Finally, criminal justice response to bullying on social media platform should be evaluated and improved as the absence of almost any punishment contributes to the global spread of cyberbullying. At the same time, in terms of legislation, this phenomenon may be identified as incitement to suicide as a person commits it due to humiliating content against himself. That is why there should be an opportunity to institute criminal proceedings against online abusers in the most serious cases of cyberbullying. However, for a fair response, the exact components of cyberbullying should be identified. In other words, a set of standards should be introduced according to which particular behavior will be defined as bullying. In addition, there should be specific systems, frameworks, and algorithms introduced that incorporate latent or hidden variables with supervised learning to determine potential bullying cases resembling short blogging type texts such as Tweets (Nand et al. 695). On the basis of these innovations, people should be protected from cyberbullying on social media platforms, and the efficiency of this approach is determined by the fact that the inevitability of punishment will stop a substantial number of potential abusers.

Conclusion

In the present day, cyberbullying has become a highly disturbing issue that affects millions of social media platform users all over the world physically, mentally, and emotionally. It may lead to anxiety, depression, loneliness, phobias, low self-esteem, social exclusion, sleep disturbance, various eating disorders, humiliation, anger, fear, powerlessness, self-harm, and suicidal thoughts. That is why it is highly essential to develop a complex approach to the prevention of cyberbullying and mitigation of its negative consequences. Although the victims of cyberbullying may currently receive support from public organizations, the government and law enforcement agencies should pay particular attention to the development of adequate preventive measures.

Works Cited

Al-Rahmi, Waleed Mugahed, et al. A Model of Factors Affecting Cyber Bullying Behaviors Among University Students. IEEE, vol. 7, 2019, pp. 2978-2985.

Hinduja, Sameer. How Social Media Companies Should Combat Online Abuse. Cyberbullying Research Center, Web.

Johnson, Joseph. Cyber Bullying  Statistics & Facts. Statista, 2021, Web.

Nand, Parma, et al. How Bullying is this Message?: A Psychometric Thermometer for Bullying. Proceedings of COLING 2016, the 26th International Conference on Computational Linguistics: Technical Paper, 2016, pp. 695-706.

National Institute of Justice. Teen Cyberbullying Content Assessed in the Context of Social Networks. NIJ, 2020, Web.

UNICEF. Cyberbullying: What Is It and How to Stop It. unicef, 2021. Web.