Warning: The following content sums up my hardcore extensive research for the unit ALC203. Expressing my self-established mindset from WEEK ONE LECTURE to WEEK FIVE LECTURE. Four elements that I highlighted in blue triggered all ideas from one thing connects to another about social networking participation.

In the age of rapid growth of social networking, the role of communication has changed significantly. People nowadays pay attention to the way their lives look like in social media channels. The importance of self-perception nowadays depends on opinion of the audience that social networking provides. People start creating a different reality so that to improve the way other think of one’s life. The role of social networking is not only to provide people to communicate with each other and share thoughts but also to create a new society that pays attention to the way their lives are seen by others. Such a dimension in the development of the society requires companies to develop new methods of how to influence their consumers (Heaselgrave and Simmons, 2016, pp.133-147). The fact that consumers are highly dependent on views of people who surround them is social media channels. Consumers try to show the best side of their lives and to prove themselves that they are successful and they are liked by significant amount of people. Nevertheless, the idea on self-importance is based on virtuality while reality usually has different ideas and impressions. The role of social networking to a certain extent is to create society that is able to improve its self-concept by means of neglecting negative effects of life while showing the best side of living. The current essay is based on the discussion of the role of social networking and its impact on privacy and public engagement. The importance of the topic is connected to the rapid growth of people who use social media channels to support their lives with illusions of self-importance not in reality but in the world of electronic friends.

          The Role of Social Networking. The basic role of social networking is to help people to build relations with those who have similar interests, views on life, activities and other things that help people to unite being online. The development of online advertising creates new opportunities for companies on how to influence consumers in the way to make them purchase various products and services. Online advertising and increased engagement of companies in social networking creates certain tendencies on society and helps to influence perception of various services and goods by means of creating messages that are close to a certain audience (Ali and Khattab, 2016, pp.56-74). In order to spread brand, companies create various marketing campaigns that motivate people to share information with friends via social media channels. The fact that communication in case of the usage of social media channels is not only from one side while for example advertising on TV only provides information without providing opportunities to share thoughts and views of customers companies use social media channels to find out views, ideas and opinions of customers.

Social networking provides people with opportunities to share their thoughts and various information people from other countries and continents. In case when people share information with citizens of different countries, the role of social media channels is mostly to unite people globally and to open the mind. Moreover, nowadays marketing campaigns can be not only aimed at motivating people from a certain country to purchase various products but also people from different locations (Haski-Leventhal and Mehra, 2016, pp.078-103). Such an opportunity helps to decrease costs on advertising and improve perception of brands as a result of united concept of advertising. Social networking helps people to make their decisions on certain products by means of finding feedbacks of people who use certain products and services. Opportunities to share information on various things have certain advantages as well as disadvantages. On the one hand, opportunities to share feedbacks on services and products may attract new customers and in case of negative feedbacks changes can be introduced (Dootson, Beatson and Drennan, 2016, pp.09-36). On the other hand, negative feedbacks might decrease the number of clients who could see those negative feedbacks no matter how subjective they can be.

Social networking determines and helps to spread specific trends that are created by celebrities and people who are popular over the Internet. Moreover, different news can be spread much faster than in case of using mass media channels as people tend to checks their accounts more often than they watch TV or other media channels. In case when information should be spread quickly, people in social networking share it with friends and in case when information is interesting it reaches a wide audience in a short period of time (Tenopir, Volentine and King, 2013, pp.193-216). Furthermore, social networking if used in a correct way can provide with opportunities to establish contacts that can be used for further employment. The abilities of people to use properly social media channels decrease negative effects and increase the effectiveness of online communication.

            Privacy in Social Networking. Social networking determines sharing of photos, ideas, thoughts and personal information. Even though people tend to share their information with friends and other people who can be interested in information, social media channels provide users with opportunities to hide certain details, photos and various posts (Dootson, Beatson and Drennan, 2016, pp.09-36). Opportunities to hide certain details improve the feeling of users that they are secure and that information they provide within social networking is confident and will never be known by other people. Even though social media channels pay significant attention to the privacy, information still can be spread.

             Social networking decreases privacy of one’s life in general. In case when a person posts photos from being on holidays, photos of family members and various photos of different moments that happen in life decrease its privacy significantly. It can be stated that privacy of users is decreased with the very second when account is created. Every post and shared idea and thought results in its public assessment (Grace, Ross and Shao, 2015). Increased role of social networking for promoting different celebrities also has an impact on privacy. Celebrities make various posts of different sides of their lives. As a result people who follow their favourite celebrities start posting similar posts and open their lives to a wider audience.

          Privacy in social networking is determined by a number of topics people are ready to discuss with their audience. The desire of people to follow lives of their friends in a certain way helps people to forget about the fact that lives in social media are different from live they live in reality. The fact that people prefer to talk about things they like and they are proud of create illusions that these people live lives of their dreams creates numerous illusions and lead other people to bad moods because of dissatisfaction with their personal lives. Such a negative outcome of privacy that is shared with the audience leads people to create illusions as well. The illusion of an ideal life and the desire to live like other happy people from social media live decrease motivation of people to act the way they want not the way people from social networking tell them to (Gilbert, 2014). Inability to distinguish reality from virtuality creates significant dependence on using social networking not only for sharing thoughts, ideas and photos but also for receiving approval and even admiration from other people. Such an approach to life can be used by companies to promote various products by means of attracting various people who will advertise these products in their accounts. However, it can be stated that such tendencies will be changed soon as the world of social networking changes quickly.

           The Impact of Social Networking on Public Engagement. Social networking increase public engagement to various aspects of life and business. People pay significant attention to lives of their friends, family members and people who they do not know at all. Such a method of being engaged into lives of others determines the desire of people to escape from the necessity to deal with their personal lives and think of something else (Grace, Ross and Shao, 2015, pp.1366-1390). The desire to escape from making decisions about personal life indicates that people become less motivated to find ways how to entertain them and instead of improving knowledge by means of reading books for example people read various posts on topis they do not really need. Nevertheless, social networking has a positive effect on engaging a large number of people in case when information needs to reach certain audience. People are willing to share information to feel themselves closer to certain groups and to be able to help other people as sharing does not require any resources and leads to positive outcomes.

            Public engagement in social networking is created by means of offering people to become a part of various groups where they can find people who have similar interests and views on life. The ability to share thoughts with people who will definitely understand them increases the desire of people to open their minds and lead to decreases in privacy. As a result public engagement provides people with satisfaction because they know people who think the same way they do. Moreover, public engagement in social networking helps companies to create different groups that unite people with certain problems so that companies can analyse behaviour of people and offer them products and services they need (Lam, 2016). For example, in case when people try to lose weight companies that offer products with low fat or that help to improve health can create special groups for people and share information that will help people reach their aims in losing weight. In case when a company is engagement in for example producing food for animals, groups can be organized in the way to provide useful information about pets, funny video or photos and promote new products produced by a company. Such a method of promoting goods does not require any financial resource though it requires people who will monitor different activities in groups so that to prevent spreading of negative feedbacks and ideas.

               Influence of Social Networking on Sense of Self-Identity. Social networking has a significant impact on development of people and in case when people spend the major part of their time communicating with various people and reading certain information in a significant way influences self-identity of people. People prefer to become a part of community so that not to feel lonely and get additional opinions on certain things they do (Lam, 2016, pp.420-437). Moreover, self-identity is influenced by the kind of people and groups that people follow. In case when people are motivated by success and read different posts with useful information helps to improve their lives and increase chances for success. Nevertheless, self-identity in social networking is shaped by main tendencies that are created by celebrities and popular groups. The desire of people to be popular and to be liked by many people leads people to creation of illusions and to act the way they do not want to act but in their views it will help them to reach happiness. However, the reality shows that self-identity by means of comparing with people from social media channels leads people to dissatisfaction with their styles of lives and creation of additional difficulties in self-perception. In order to decrease the effect of social networking on self-identification people should distinguish between reality and the world of social media.

                   Self-identity in social networking can lead people to the desire to live lives of other people while their individuality will experience significant difficulties and will prevent people from understanding their main role in life. Moreover, people who pay too much attention to their perception in social networking tend to experience stress and decrease satisfaction with their lives (Grace, Ross and Shao, 2015, pp.1366-1390). From this point of view, it is necessary for people to be able to live their private lives without paying attention to the tendencies that happen in social networking.

            In conclusion, social networking has a significant impact on lives of people. Nowadays people cannot imagine how to live without being able to share their thoughts with the world or to show everyone photos that they consider as beautiful or inspirational. The impact of social networking determines key tendencies that happen in society. The ability to use social networking in an appropriate way can be used by companies to promote goods and services. Moreover, social networking in a significant way influences self-identity of people and their self-perception.


Ali, S. and Khattab, U. ,2016. Australian talkback radio prank strategy: a media-made crisis. Journal of Communication Management, 20(1), pp.56-74.

Dootson, P., Beatson, A. and Drennan, J. ,2016. Financial institutions using social media ‚Äď do consumers perceive value.¬†International Journal of Bank Marketing, 34(1), pp.09-36.

Grace, D., Ross, M. and Shao, W. ,2015. Examining the relationship between social media characteristics and psychological dispositions. European Journal of Marketing, 49(10), pp.1366-1390.

Gilbert, C. ,2014. Marketing with Social Media: A LITA Guide. Collection Building, 33(4), pp.136-146.

Haski-Leventhal, D, and Mehra, A. ,2016. Impact measurement in social enterprises: Australia and India. Social Enterprise Journal, 12(1), pp.078-103.

Heaselgrave, F. and Simmons, P. ,2016. Culture, competency and policy: Why social media dialogue is limited in Australian local government. Journal of Communication Management, 20(2), pp.133-147.

Lam, H. ,2016. Social media dilemmas in the employment context. Employee Relations, 38(3), pp.420-437.

Tenopir, C., Volentine, R. and King, D. ,2013. Social media and scholarly reading. Online Information Review, 37(2), pp.193-216.


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  1. Outstanding effort Thi – love your initiative! Quick tip: be sure to include specific page numbers in your assignment blog post’s citations – not as big a deal here in a practice blog ūüôā

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