Dissertation

On
THE ROLL OF MEDI A I N TODAY
SOCI ETY

Submitted in the partial fulfillment of the requirement
of the Degree of
MA in Mass Communication (2010-12)

INSTITUTE OF MANAGEMENT STUDIES
DEHRADUN

(HNB GARHWAL CENTRAL UNIVERSITY)
(2010 2012)




Submitted to: Submitted by:

Prof. Sushil Rai Anuj kumar Bhatt
HOD MAMC- I V Sem
Deptt. Of Mass Comm I D No. MJ 1004
IMS, Dehradun IMS, Dehradun




DECLARATION

I as an undersigned student of Institute of Management Studies, Dehradun
hereby declare that this project report is a bonafide work carried out in partial
fulfillment of the requirement of the MASTER OF ARTS IN MASS
COMMUNICATION (2009-11). This is my original work and has not been
previously submitted as a part of any another degree or diploma of any other
College or University.
This report is based on my personal efforts and experience during the Period of
my study and training.


Anuj kumar Bhatt
MAMC- IV Sem
ID No. MJ1004




CERTIFICATE

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



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







ACKNOWLEDGEMENT

I lack words to express my heartiest thanks to my supervisor Prof. Sushil Rai,
HOD-Mass Communication, IMS Dehradun for rendering me his ungrudging
support and invaluable guidance. Without his encouragement and help it would
have been very difficult for me to complete this assignment. He was always there
whenever I need his guidance.
I shall be failing in my duty, if I fail to acknowledge my gratitude to the teachers &
staff members of this department foe their everlasting support & needful
motivation.
I am also grateful to my family & friends for the help & encouragement provided
by them.

Anuj kumar Bhatt
MAMC- IV Sem
ID No. MJ1004






INDEX


Chapter Page No.

1. Introduction

2. Objectives

3. Review of Literature

4. Research Methodology

5. Data Collection & Analysis

6. Results & Conclusion

7. Recommendations

Bibliography

Annexure





1. INTRODUCTION

In todays world, media has made a very special place for itself in our lives. If I say
that today, media has become as important as food and clothing, then I don t think
so that I am over exaggerating anything. There is no denial that media is playing a
very significant role in making the world smaller. Through various mediums of
media whether it is newspaper, radio, television, or internet, we are able to connect
with large number of people around us.
Media is like a mirror of the society which reflects each and everything about the
society to us. Media people from television and print takes the risk of their lives to
inform us about important news. To some extent I can compare these brave
journalists with our soldiers who do not bother about their lives and takes the
responsibility to aware the general masses about the truth. I think it is almost
impossible to imagine a life without media.
But one also can not overlook this fact that slowly commercialization is also
coming in media. Media has a huge responsibility of conveying the truth and
relevant information to the common man. But somewhere this seems to be taking a
back seat for media people as they are focusing more on commercialization. Now a
day, hot news which can help in increasing the TRP rates of the channel becomes
the priority for them. But there are still some ethical people in media who are
struggling to maintain the real purpose of it.
But media is not just confine to informing us about the world happenings and
serving a means to connect with people, in fact it also affects out thinking patterns
as well. The way we think and perceive various issues about the world is also


shaped up by media. Today everyone especially youth is growing so aware about
his responsibilities towards society is because of media. Campaign such as Teach
India and Jaago Grahak Jaago helps in spreading awareness about human rights
and duties.
When it comes to media, how can one forget to talk about the entertainment
industry? Entertainment is something that one can not live without. Be it movies,
radio, internet etc., media is just everywhere in our life. Today entertainment is so
easily available that every common person is able to afford it. Music and movies
are so easily available to us through the internet that one does not have to spend
loads of money on them.
If we just look around then we would find that there is no aspect of our life which
is not touched and affected by media. Be it our work, relationships, education or
entertainment, media is seen everywhere. And there is no denial that we can not
live without media.
Media
In general, "Media" refers to various means of communication. For example,
television, radio, and the newspaper are different types of media. The term can also
be used as a collective noun for the press or news reporting agencies. In the
computer world, "Media" is also used as a collective noun, but refers to different
types of data storage options.




Types of media

Mass media are media, which can be used to communicate and interact with a large
number of audiences. Be it the pictorial messages of the early ages, or the high-
technology media that are available today, one thing that we all agree upon, is that
mass media are an inseparable part of our lives. Entertainment and media always
go hand in hand, but in addition to the entertainment, mass media also remain to be
an effective medium for communication, dissemination of information, advertising,
marketing and in general for expressing and sharing views, opinions and ideas.
Mass media is a double-edged sword which means that there are positive effects of
the media as well as negative influences of media.

Print Media: The print media includes newspapers, magazines, brochures,
newsletters, books and even leaflets and pamphlets. Visual media like photography
can also be mentioned under this sub-head, since photography is an important mass
media, which communicates via visual representations. Although, it is said that the
electronic or new media have replaced the print media, there exists a majority of
audiences who prefer the print media for various communication purposes. Public
speaking and event organizing can also be considered as a form of mass media.

Electronic Media: For many people, it is impossible to imagine a life without their
television sets, be it the daily news dose or even the soap operas. This mass media
includes television and radio. This category also includes electronic media like
movies, CDs and DVDs as well as the new hottest electronic gadgets.



New-age Media: With the advent of new technologies like Internet, we are now
enjoying the benefits of high technology mass media, which is not only faster than
the old-school mass media, but also has a widespread range. Mobile phones,
computers and Internet are often referred to as the new-age media. Internet has
opened up several new opportunities for mass communication which include email,
websites, blogging, Internet TV and many other mass media which are booming to
share..


Social Networking Site: Meaning

A social networking site is an online service and platform that focuses on
facilitating the building of social networks or social relations among people who,
for example, share interests, activities, backgrounds, or real-life connections. A
social network service consists of a representation of each user (often a profile),
his/her social links, and a variety of additional services. Most social network
services are web-based and provide means for users to interact over the Internet,
such as e-mail and instant messaging. Online community services are sometimes
considered as a social network service, though in a broader sense, social network
service usually means an individual-centered service whereas online community
services are group-centered. Social networking sites allow users to share ideas,
activities, events, and interests within their individual networks.
The main types of social networking services are those that contain category places
(such as former school year or classmates), means to connect with friends (usually
with self-description pages), and a recommendation system linked to trust. Popular


methods now combine many of these, with Facebook, Google+ and Twitter widely
used worldwide, The Sphere (luxury network), Nexopia (mostly in Canada); Bebo,
VKontakte, Hi5, Hyves (mostly in The Netherlands), Draugiem.lv (mostly in
Latvia), Ask-a-peer (career oriented), StudiVZ (mostly in Germany), iWiW
(mostly in Hungary), Tuenti (mostly in Spain), Nasza-Klasa (mostly in Poland),
Tagged, XING, Badoo and Skyrock in parts of Europe; Orkut and Hi5 in South
America and Central America; and Mixi, Orkut, Wretch, renren and Cyworld in
Asia and the Pacific Islands and Facebook, Google+, Twitter and LinkedIn are
very popular in India.

Importance of Social Networking
Social Networking can be considered as one of the greatest innovations in the
Internet today. It was originally used to provide a community wherein people could
share information. Now, however, it provides the means for numerous things like
information dissemination, selling products and playing games.
The term "social networking" is associated with forming connections with other
people using the Internet. It brings up images of websites that allow people to
speak to others without regard for geographic, social or economic barriers. This
allows for an incredible opportunity to connect with people of similar interests,
when physical barriers might have kept them from even learning of each other's
existence otherwise. The number of users and the business opportunities tapping
such massive communities represents has also provided the thrust to improve the
technology. As things become more sophisticated, more ways to share information,
advice, interests and connections are emerging.


These social media sites are interesting and exciting in more than one ways. For
one, we can be online friends with people from the other side of the world who
we'll probably have zero probability of meeting in real life. In addition, it is now a
platform for both local and international commerce. For instance, online services
like Amazon and Craig list have changed the way we buy, sell, exchange, hire and
volunteer. Although ecommerce sites do not technically belong under the social
networking bracket, we can still expect comments from people who visit these
venues. Even if there are still people who prefer to buy and sell traditionally, it
cannot be dined that shopping had evolved to a unique social experience.
It's a known fact that online networking has become prolific - mainstream sites like
Facebook, business sites like LinkedIn, educational sites like Ezine, TV series
reviews like Miso, cyclists sites like Pedal room, blood donor sites like i-Blood,
there are endless options. Because of this, most people recognize social networking
sites as the perfect place to socialize and meet new people.
Users are also becoming very loyal to specific brands or services, which is as
prevalent online as it is in the real world. Marketers are aware of this and have
started to push for more effective means of advertising their products. However, all
of this commercial activity contributes little to answering the question of "what is
social networking?" All that it really does is add a substantial amount of capital to
the business side of the equation, allowing networking sites to subsist off of
advertising dollars. Those same sites allow businesses to reach more customers,
which in turn encourages companies to invest even more in social networking.
It can be a bit difficult to define what social networking actually is because it keeps
on developing beyond control. It's essential that you know how to optimize the use


of social networks before investing in it yourself. You should remember that these
networks are complicated because people are complicated beings themselves.
Now we can see, it's really proving to be a challenging task to define what social
networking really is because it's evolving so quickly and out of control. Having
said that, it's extremely important to consider what you can do with social networks
first, before you jump in. Keep in mind that these networks are complex because
people are complex, in the first place.
Still, whether it is games, connections, commerce or whatnot that brings someone
to the network; it is open all the same. Opportunities abound for those willing to
seek them out.

Historical Background
The potential for computer networking to facilitate newly improved forms of
computer-mediated social interaction was suggested early on. Efforts to support
social networks via computer-mediated communication were made in many early
online services, including Usenet, ARPANET, LISTSERV, and bulletin board
services (BBS). Many prototypical features of social networking sites were also
present in online services such as America Online, Prodigy, CompuServe, and The
WELL. Early social networking on the World Wide Web began in the form of
generalized online communities such as Theglobe.com (1995), Geocities (1994)
and Tripod.com (1995). Many of these early communities focused on bringing
people together to interact with each other through chat rooms, and encouraged
users to share personal information and ideas via personal webpages by providing


easy-to-use publishing tools and free or inexpensive webspace. Some communities
- such as Classmates.com - took a different approach by simply having people link
to each other via email addresses. In the late 1990s, user profiles became a central
feature of social networking sites, allowing users to compile lists of "friends" and
search for other users with similar interests. New social networking methods were
developed by the end of the 1990s, and many sites began to develop more
advanced features for users to find and manage friends. This newer generation of
social networking sites began to flourish with the emergence of SixDegrees.com in
1997, followed by Makeoutclub in 2000, Hub Culture and Friendster in 2002, and
soon became part of the Internet mainstream. Friendster was followed by MySpace
and LinkedIn a year later, and eventually Bebo. Attesting to the rapid increase in
social networking sites' popularity, by 2005, it was reported that MySpace was
getting more page views than google and facebook, became the largest social
networking site in the world in early 2009.














Functions of Social Networking Services

Social Networking Services (SNS) are the fastest growing type of social software
both in the Internet and in company-wide Intranets. Due to thefact that SNS have
emerged just recently and the development speed of theservices is enormous, there
exist large gaps in research about this type of service. For example, so far there has
been no attempt to identify and categorizethe basic functionalities of SNS. This is
the goal of this contribution. Six groupsof functionalities for SNS are proposed and
their categorization is motivated.The identification of a distinct set of SNS
functions will facilitate themodularization and integration of different social
network applications.

While Knowledge Management activities have long been focused on the collection
of documents and their storage in anonymous knowledge silos, in the past years
companies are becoming more and more aware that employees are the real
knowledge repositories and that real knowledge management is supporting
communication and networking among the employees. Cohen and Prusak [4] for
example highlight the high potential of networking employees to increase
productivity and speed of innovation in companies. Therefore, support to find
experts and in a broader sense support to human social networks is becoming more
and more important in companies. The technological and technical developments
of the last years make it possible to digitally reproduce human social networks.
Thanks to this technical support users can establish and maintain contact to persons
with whom contact would be difficult due toregional and social barriers. Users
with alike interests and subject areas can now findeach other and can stay
connected in communities (of practice) and networks. In thecontext of the often-
quoted Web 2.0 a new form of software to support collaborativework has evolved


to cover this: Social Networking Services (SNS).Social Networking Services
(SNS) are application systems that offer users functionalities for

distinguish between open SNS that are available to use for everyone in the WWW
and closedSNS that are used by a rather closed user group, e.g. within the intranet
of anorganization.Apart from private use, open SNS as well as closed SNS are also
used for supporting the exchange of implicit knowledge within and between
enterprises. As aresult, SNS replace or extend the yellow pages which have so
far been used inenterprises as a sort of tools for finding expertise.The latter were
originally implemented as Intranet-based directories, supplementedwith additional
information on the users expert knowledge and skills. In contrast to traditional
expertise finding tools, SNS provide a wider rangeof functions (sometimes even
including communication functions like forums andchat). Besides, they stress the
idea of user participation. Hence, SNS offer users
the possibility of updating their personal contacts and expert's assessment datathem
selves. Even more important: Each user can manage his or her personal
network,i.e. a list of contacts. As a side effect and major advantage the personal
socialnetworks become visible for other users. Thus, the initiation of relationships
issimplified, and the advantages resulting from Granovetters theory of the
"strength of weak ties" can be better utilized.Due to the importance of SNS for
companies, IS and CSCW research should try to provide practitioners with some
insights into success factors of SNS introduction andusage. However, until now not
much work has been published in this direction.Therefore, we have defined as one
goal of our research to identify success factors for and barriers / limiting factors of
the employment of SNS in the enterprise and their reciprocal relations.In the
context of this work we identified a possible reason for the research gapconcerning
SNS: SNS are a mix of different functions supporting matchmaking,direct and


indirect communication. When different people are talking about SNS theyare
usually implicitly addressing different aspects of this and therefore
oftenmisunderstand each other. This makes it especially hard to start a scientific
discourseon SNS. Thus, it is important to have a clear map to address what one is
focusing at.There is a need to categorize the different functions of a SNS.To
address this need we propose six basic functionalities of SNS. We haveidentified
these by extracting potential functionalities from reviewing existing internaland
external SNS. Furthermore, we matched these basic functionalities with
the process description of IT supported social networking. The results are presente
d inSection 2. Building on this categorization we have conducted an online survey
tosupport the categorization and to find out how Germans are using the
differentfunctions of open SNS. We present the first results of this survey and its
implications and conclude with the limitations of the study and with an outlook
onfurther research and possible further developments of SNS.






















The Role of Networked Publics in
Teenage Social Life

During 2005, online social network sites like MySpace and Facebook became
common destinations for young people in the United States. Throughout the
country, young people were logging in, creating elaborate profiles, publicly
articulating their relationships with other participants, and writing extensive
comments back and forth. By early 2006, many considered participation on the key
social network site, MySpace, essential to being seen as cool at school. While not
all teens are members of social network sites, these sites developed significant
cultural resonance amongst American teens in a short period of time. Although the
luster has since faded and teens are not nearly as infatuated with these sites as they
once were, they continue to be an important part of teen social life.
The rapid adoption of social network sites by teenagers in the United States and in
many other countries around the world raises some important questions. Why do


teenagers flock to these sites? What are they expressing on them? How do these
sites fit into their lives? What are they learning from their participation? Are these
online activities like face-to-face friendships or are they different, or
complementary? The goal of this chapter is to address these questions, and explore
their implications for youth identities.
While particular systems may come and go, how youth engage through social
network sites today provides long-lasting insights into identity formation, status
negotiation, and peer-to-peer sociality.




Role of youth in society

Youth are back bone to the nation.They can change the future of the society with
their well being and courageous behavior. They are here to show us that which we
have not been willing to look at within ourselves.Unfortunately today we find the
youth those who are more interested in other places witch are not useful to them as
well as nation.They chooses to spend their days doing drugs and playing video
games. they spends their nights partying and living it up, so to speak.More and
more young men of this age group are sitting at home in front of their televisions
playing games all day instead of bettering themselves or going to work. They have
no vision and if they do have dreams they do not have the drive to make any
attempt at achieving them.
We must get control of this. We must motivate our youth. We must teach
responsibility and goal setting. I fear if we do not we will soon be supporting an
entire generation of homeless and needlessly on welfare families. Things have to


change, with our schools, with the older generation being good role models, with
the older generation being mentors, and with the youth who are right now doing
nothing
Those of you are in age of teen, You have a choice. You can allow yourselves to
stay your course and do nothing or you can rise above what the cynics around you
expect and go get educated or get jobs. Show the older generation they are wrong
about you. Let them know you have intelligence and skills. Show yourself what
you are made of. You might be surprised at how proud of yourself you become
with even the smallest of accomplishments. I can tell you that nothing can happen
if you do not try, bad or good. You will not become rich overnight either way but
at least if you make an effort, then you have begun your journey to your dreams..


Social Networking and the effect on target
audience
Social networking sites can be great for bloggers, but it's important to know that
different social networking sites are used by different people and that demographic
can have an impact on how much traffic is actually driven through your marketing
efforts.


Social Media is the current big buzzword in the world of Internet Marketing, and
with good reason. It is already such a big part of the Internet culture. It is here to
stay and should be ignored by marketers, or indeed anybody, at their peril.
Social Media is an umbrella term used for many different aspects of the social
Internet from Facebook to blogging to forums and there are so many variants of the
same phrase used to refer to so many different elements of the social web, that it be
confusing defining exactly what social media is.
Just to make sure there is no confusion, for this article I am settling on Social
Networking as a phrase to mean the sites such as Facebook, Twitter, Myspace etc,
where people connect with others directly.
It is important to understand why youth people are using these websites, as there is
a broad demographic on these sites. In this context we can just observe that they
are accessing these sites due to Personal reasons, Business purposes, to get
information, to make social relations and entertainment etc.
It is fascinating to see that there are so many different things going on in one place,
and even more incredible that they seem to all work in harmony.
1. Purely Personal Reasons
Easily the most common use of Social Networking sites, and the main reason for
them existing in the first place, is for personal reasons. The majority of youth
people using Facebook or Myspace keep to the social label. It is used for its
original purpose to keep in touch with friends.
Some youths will go on simply to update their status or view their friends statuses,
or to look at photos from the weekends night out. Some use it to connect to people


theyve met, a potential girlfriend/boyfriend perhaps, or someone who shares the
same interests.
One great way of taking advantage of the personal side of Facebook is keeping in
touch with people hundreds of miles away, maybe somebody who has gone
travelling or moved to the other side of the world. In the past it would have been
nigh on impossible to keep in touch, much less keep up to date with what they are
doing.
A wall post on Facebook can work when a phone call would be too much, such as
simply commenting to somebody that they should listen to a new song or making
an amusing remark. It lets you have small conversations with people that you
would not normally bother having if it meant a long phone call.
The people who use the tools for these purposes sometimes have no idea that
marketing is going on, or that it is possible to use these networks for business
purposes and some even simply ignore advertising all together.
2. Business Connecting with customers
With the rise of Internet Marketing, social media is being embraced by businesses
more and more. Innovative ways of utilizing these tools by connecting directly
with customers are being found.
Companies are seeing that the best way to conduct themselves online is to speak to
their customers directly using these social networking sites, Twitter being
especially useful for this. It increases the reputation of the company, gets them
positive reviews and shows that they really care about the customer. It also gives a


human face to the large corporation, meaning that customers or potential customers
will feel much more comfortable coming back.
There are some great examples of this strategy online, with a company called
Virgin trains being one of the most successful. They have a small team of
dedicated and named staffs who run the Twitter feed as part of their overall PR
role. Whenever a customer has a question or a complaint about the trains, for
example the train is late or something has gone wrong with their ticket, they post
it on the Twitter feed and usually get a pretty quick response.
The response is sometimes a simple apology about a train being late, but it gives a
human element to the company and this simple gesture could stop them losing a
customer for the future.
They can also act as a sort of customer service line, say somebody loses the code to
pick up their ticket from the fast ticket machine they will post on Twitter, and get a
response with the information they need.
3. Business Networking
There is also the opportunity for business types to network and expand their
business on the social networking platform. This can take many forms, and take
bits of each of points 1 and 2.
To get a deal is all about knowing the right people, and if somebody that you went
to school with owns a multi million dollar business and your company do what he
is looking for, using Facebook could have you on to a winner. A random friend
request from somebody you havent spoken to since you were 11 years old could
be the key to your companys success.


Alright, so that might have been a slight exaggeration. You could expand your
business through old contacts as well as new, but it doesnt mean they will be the
factor that leads to your success.
Social networking sites like Linkedin exist for this purpose; for people to network
within a business environment. It does for businesses what Facebook does for
students and teenagers, it lets people connect. It could find you a new business deal
or could even find you a new job.
4. Marketing
Another Twitter success story is Dell and their recent Internet Marketing strategy.
Their outlet site sells refurbished PCs, and they post details about the newest ones
on their Twitter feed. They also post special offers just for Twitter users, and they
send information about sales, along with discount vouchers to their Twitter
followers. The company has generated $6.5million in revenue from this venture.
This shows the power of marketing on Twitter. This sort of strategy works well for
e-commerce sites especially as they can market to an already targeted audience.
5. Entertainment
Going hand in hand with the social element of Social Networking, people
sometimes go on purely for entertainment purposes. Myspace is a prime example
of this, as many famous artists have been discovered through these sites (sort of
sounds like marketing, huh?). Music is a big part but also videos, such as Youtube
viral offerings, are easily spread on social networking sites.
The newest craze is on Facebook, with all the game applications that have
appeared over the last couple of years. The most popular of these is a game called


Farmville which has managed to acquire 72.9 Millions users per month. That is a
crazy amount of people to be playing a game about running a virtual farm!
Now, a site like Facebook has not really been discovered for many of the other
purposes of social networking. How many bloggers do you see marketing,
connecting with customers or even conducting any sorts of business through the
site? Not many Ill bet.




















Objectives

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


More specifically this research study has the following objectives:


1- To understand the utility of social networking sites among the students.
2- To find out how much time students spend on social networking site weekly.
3- To analyze the impact of social networking site on youth behavior.
4- To study the role of social networking site in overall development of
students.
5- To point out and identify the negative impact of social networking site of
students.

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

Author Joe Thomas has Stated in his article that " Everyone is on Social
Networking and most of us spend time to visit and check our accounts or multiple
accounts whether Facebook, Twitter, Tumblr, Plurk, etc. The popularity of these
social media also cretes negative impacts to its dependent. It affects students,
young people, and productivity in work because of excessive use of
technology.The younger generation, who use social networking as a form of


interaction to issues and current events rather than having a formal open forum and
disregard their own privacy opening doors to people with bad intentions.The
excessive use of technology makes us more antisocial in real life, because of the
service of popular social networking sites we become dependent on it not knowing
its negative effects. Negative impacts include low-performance and less
productivity in workplace, because people tend to sneak on their accounts, On the
other hand young people tend to express themselves in digital form as an outlet to
who they really are. Irresponsible people who are into social networking became
an easy target for people with cruel intentions.''


2. SNS IN INDIA:

I n al l t he soci al net wor ki ng phenomenon i n I ndi a i s smal l
compar ed t o t he US(Indian social networking websites today claim a
user base of around 3 million registered users) while MySpace, which has 106
million users and Orkut which has 67 million have far greater numbers. Cl e a r l y,
I n d i a n f i r ms h a v e a l o t o f wo r k a h e a d o f t h e m i n o r d e r t o
c a t c h u p . However, Siddhartha Roy, CEO, BigAdda, says optimistically: We
are early on the curve. Alok Mittal, MD, Canaan Partners, a venture capital firm,
says: When you put t hat i n cont ext , I ndi an soci al net wor ki ng
websi t es ar e i n t hei r i nf ancy. The break-even point is longer, but once
they attain a critical mass of 40 million users, then VC firms will start investing in
them.Na v i n Mi t t a l , CEO, fropper.com, s a ys : Wi t h t h e I n d i a n
I n t e r n e t u s e r - b a s e negligible compared to the US or China, these are very
early days. The owner of the blog Trak.indoes a great job of explaining the


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

3.ARTICLE-1
Soci al net wor ki ng si t es, whi ch al l ow user s t o bui l d or be par t of
onl i ne communities, account for 44% of the countrys Internet traffic S o c i a l
n e t wo r k i n g s i t e s , wh i c h a l l o w u s e r s t o b u i l d o r b e
p a r t o f o n l i n e communities, account for 44% of the countrys Internet
traffic, according to a reportby consulting firm JuxtConsult Research and
Consulting Pvt. Ltd. The space isdominated by global players such as Orkut,
MySpace, Facebook and Hi5. GoogleInc.s Orkut, launched in 2004, isthe
most popular social networking site amongIndians with more than seven
million users, but advertising is something the sitehas only recently dabbled
with. No b o d y h a s ma d e mo n e y o n s o c i a l n e t wo r k i n g s o f a r ,
Aj i t Ba l a k r i s h n a n , chairman and chief executive officer
(CEO),Rediff.comIndia Ltd, the companybehindrediff.com, one of the
earliest Indian dot-coms, had previously said. Butwhen 10 million
people congregate, somewhere down the line the company will make
money, and it will be advertiser-related, he had added.Rediff.comlaunchediShare, a
video sharing platform, in July, and plans to add a social networking toolto it in the
coming weeks.Indian firms and entrepreneurs entering the social networking space
are convincedt hat t hey need t o bui l d up a cr i t i cal mass of user s
f i r st , and t hen wor r y about advertising.BigAdda.com, started by the
Reliance-Anil Dhirubhai Ambani Groups RelianceEntertainment three
months ago, has about 700,000 users but no advertiser yet. Similarly, one-year-
old social networking site for studentsMinglebox.comhas auser base that
exceeds one million but no advertisers.On the Internet, consumer is king.


They decide where they want to spend their time and advertisers recognize
that, said Siddhartha Roy, chief operating officer,Bi g- Adda. com. You
want t o f i r st cr eat e a st r ong user base and gi v e t hem anuninterrupted
experience.Kavita Iyer, CEO, Minglebox, agrees: ...In this business, users
fluctuate from onesi t e t o anot her and i t i s i mpor t ant t o f i r st r each a
cer t ai n l evel of st abi l i t y andmaturity before getting advertisers on
board.But some experts say that those scrambling to enter the social networking
spacehave left it too late, and that plain vanilla social networking will, by itself, not
workany longer.Accor di ng t o Bal akr i shnan, soci al net wor ki ng has t o
become mor e t han j ust acommunication platform. Social networking
will have to be morphed into everyo n l i n e i n i t i a t i v e , h e h a d s a i d .
I t h a s a t e n d e n c y t o p i c k u p f a s t b u t l o s e s mo me n t u m j u s t
a s f a s t . T h i s i s wh y we a r e i n t e g r a t i n g i S h a r e wi t h
s o c i a l networking.That s a st r at egy si mi l ar t o t he one adopt ed by
Yahoo I nc. We want t o make Yahoo mail more social by combining
properties such as SMS,instant messenger and emails together. Its too early to tell
what were planning on social networking,but i t wi l l be a conver gence of
communi cat i on channel s,


4.Ibibo Web Pvt. Ltds Ibibo.com is a multi-platform social interactive
site with applications such as networking, blogging and gamingas some
of its applications. Weve been around for seven months in India but
Ican tell you that it takes about two to three years of good consumer
traction todrive revenues, said Ashish Kashyap, CEO, Ibibo group. It is
important to createa picnic effect before we can get to advertisers, he
added.Advertisers themselves seem content with the picnic effect itself.


PepsiCo IndiaHoldings Pvt. Ltd has not yet bought into social
networking from the advertisingpoi nt of vi ew, but i t has bought i nt o
t he concept . Pepsi has not adver t i sed ons o c i a l n e t wo r k i n g
s i t e s s o f a r b u t we h a v e g o t wh a t we wa n t e d b y
u s e r s themselves creating discussion groups about the brand, said a
spokesperson for PepsiCo India.According to one expert, that may well indicate
what social networking sites needto do to start earning revenues.For advertisers,
social networking sites are slow in generating revenues directlybut they
are good in influencing decisions, said Gulrez Alam, group head,
paidsearch,
Communicate2
, a paid-search marketing company. Social media sites will soon have
alternative revenue generating tactics that will help influence the user
without intruding on the experience, thats the way ahead. Al mo s t h a l f
t h e I n t e r n e t t r a f f i c g e n e r a t e d i n I n d i a i s o n a c c o u n t o f
s o c i a l networking, and while this has not translated into advertising
revenue so far, a pioneer in the countrys Internet space expects the situation to
change.
5.ARTICLE-2
How safe is your Orkut account?
Mayank Tewari/Dhananjay Khadilkar Sunday, December 23, 2007 03:07 IST
A virus, which has been fixed by Google, had affected between 4 lakh to
7 lakhusers
MUMBAI: Google recently added a new feature on Orkut where users
can postAct i ve X Cont ent on t hei r f r i ends scr apbook. But t he
f eat ur e t ur ned out t o beGoogles nemesis as an attacker used the


vulnerability and posted a virus thataffected between 4,00,000 to
7,00,000 Orkut users. Though Google managed tofix the bug on Thursday,
the incident has highlighted the security aspects of socialnetworking sites such as
Orkut that have a huge following in countries like India.A Google official, who
requested anonymity, admitted that because of this bugseveral people
received scraps from friends, who claimed they had never postedany such scraps.
The newly introduced scrapbook feature had been exploited,the official
said.According to Chetan Gupta, a 26-year-old independent cyber security expert,
Thefeature allows users to post clips, songs, animation etc on their as
well as other users scrapbooks, he said.Users who were attacked got a
message in their mailboxes informing them thatsomeone had posted a
scarp on their profile. The scrap, written in Portuguese,when translated
into English reads: 2008 is coming I wish that it begins quitewell for
you.As soon as t he user vi ewed t he post , t he vi r us downl oaded a
f i l e t o t he user s computer. The worm then took control of the users account
and enlisted a groupcalled Infections pelo Vrus do Orkut, which translates as
Infected by Orkut virus.The virus also sent copies of itself to all the
friends of the user and repeated theprocess.According to vnunet.com, the
virus infected seven lakh Orkut users within 24hours before Google was able
to rectify the problem. The virus was not supposedto do any real harm to the users.
The intent, according to a blog posting on Trend Mi cr o, was t o onl y make a
poi nt . The bl og post says I t appear s f r om bot h t he script that this
script was designed purely to spread, rather than for more maliciouspurposes.
The author has pulled the malicious JavaScript from the Web,
havinggotten his point across.A Google spokesperson said that the internet
search giant takes the security of itsusers very seriously. We worked quickly to
implement a fix for the issue. Serviceto Orkut was not disrupted during this time.


This is not the first time a virus like thishas targeted a social network.
MySpace too was attacked by Samy Is My Heroworm in 2005.


6.ARTICLE-3
Business Standard, January 25 '07Thursday, 25 January 2007Business Standard,
Riding the networking wavePriyanka Joshi / New Delhi January 24, 2007
TECHNOLOGY:
Want to get seen? Advertise on social networking sites. This, incidentally,
is the new mantra of online advertisers.About 93 per cent of the 28 million
Indians online belong to the age group 18-45years a target audience that
has the maximum buying power.Ten mi l l i on of t hese ar e hooked on t o
some f or m of onl i ne soci al medi a, be i t personal, career or business
networking, matrimonial sites, discussion rooms, virtual activity platforms,
instant messenger, podcasts, RSS feeds and blogs. Themix of social media sites
being a hot favourite among this bunch of young Indians,it presents a perfect
milieu for online advertisers.Content-specific advertisements have become a
rage on networking sites likeOrkut, TechTribe, LinkedIn, Ryze, Flickr, MSN
Live Spaces, Blogger, Fropper andFacebook, which are a compelling buy for
advertisers seeking to target the activelifestyle set the sites cater to.I n shor t ,
cont ent - speci f i c net wor ks ar e r i di ng a wave of popul ar i t y and
newer networks seem to be springing up every day.Raj ni sh, head ( di gi t al
mar ket i ng r evenue and st r at egi c busi ness) , MSN I ndi a, explains why
marketers want to be seen on social networking sites: In Asia, emaila n d
i n s t a n t me s s a g i n g t a k e 4 0 - 5 0 p e r c e n t o f t h e t i me we
s p e n d o n l i n e . Bl ogospher e i s doubl i ng i n si ze ever y si x mont hs


and an aver age I ndi an user spends anywher e bet ween 40- 60
mi nut es dai l y on soci al medi a si t es. Li t t l e wonder, banks, automobile
companies, FMCGs, and even IT firms want a virtualadvert thats both
engaging and innovative.



7. Gol der, Wi l ki nson and Huberman ( 2007) exami ned an
anonym zedd a t a s e t c o n s i s t i n g o f 3 6 2 mi l l i o n me s s a g e s
e x c h a n g e d b y o v e r f o u r mi l l i o n Facebook users for insight into Finding
and messaging activities. Lampe, Ellison,and St ei nf i el d ( 2007) expl or ed
t he r el at i onshi p bet ween pr of i l e el ement s andnumber of Facebook
friends, finding that profile fields that reduce transaction costsand are harder to
falsify are most likely to be associated with larger number of friendship
links. These kinds of data also lend themselves well to analysis throughnetwork
visualization.SNS researchers have also studied the network structure of
Friendship. Analyzingt he r ol es peopl e pl ayed i n t he gr owt h of Fl i cker
and Yahoo! 360' s net wor ks, Kumar , Novak, and Tomki ns ( 2006)
ar gued t hat t her e ar e passi ve member s, inviters, and linkers "who
fully participate in the social evolution of the network". Sc h o l a r s h i p
c o n c e r n i n g Li v e J o u r n a l ' s n e t wo r k h a s i n c l u d e d a
Fr i e n d s h i p classification scheme (Hsu, Lancaster, Paradesi, & Weniger, 2007),
an analysis of the role of language in the topology of Friendship (Herring
et al., 2007), researchi nt o t he i mpor t ance of geogr aphy i n Fr i endi ng
( Li ben- Nowel l , Novak, Kumar , Raghavan, & Tomki ns, 2005) , and
st udi es on what mot i vat es peopl e t o j oi nparticular communities
(Backstrom, Huttenlocher, Kleinberg, & Lan, 2006). Basedon Orkut data, Spertus,


Sahami, and Bykkkten (2005) identified a topology of users through their
membership in certain communities; they suggest that sites canuse this to
recommend additional communities of interest to users. Finally,
Liu,Maes, and Davenpor t ( 2006) ar gued t hat Fr i end connect i ons
ar e not t he onl ynet wor k s t r uct ur e wor t h i nvest i gat i ng. They
exami ned t he ways i n whi ch t he performance of tastes (favorite music,
books, film, etc.) constitutes an alternatenetwork structure, which they call a
"taste fabric."























3. Research methodology



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

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

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

Research Methodology

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


Source of Data

This study is based on both Primary and Secondary Data.

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

Sampling



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

Universe

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

Age Group: 18-32


Limitation of Study

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





















DATA ANALYSIS & INTERPRETATION
(a) Do you access internet?

(b) Yes (b) No

S. No. Yes No Total
1 55 5 60


INTERPRETATION
Total of 92% respondents said that they use internet whereas 8% dont use internet . It means
majority of respondents use internet.

55, 92%
5, 8%
0, 0%
Yes No


1. .Do you know social networking sites ( SNS) ?
(a) Yes (b) No (c) Cant say

S. No. Yes No Cant Say Total
1 35 20 5 60








INTERPRETATION
Here total of 59% respondents said yes and20 % said no and remaining 8% said cant say




35, 59%
20, 33%
5, 8%
Yes No Can't say






1. How much time you browse net daily?
2. (a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs. (d) More than 6 Hrs.
S.No. 1-2 hra 2-4 hrs 4-6 hrs
1 5 15 25
2 More than 6 hrs
3 15







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

5, 8%
15, 25%
25, 42%
15, 25%
4-6 hrs 25 6+ 15








Which social networking site you prefer most?
1. orkut (b) facebook (c)twitter



S. No. orkut facebook Twitter
1 10 40 10







INTERPRETATION

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








10, 16%
40, 67%
10, 17%
orkut
facebook
twitter


1. Why do you use social networking sites?
(a)timepass (b)chat with friends (c)get new information

S. No. timepass Chat with friends Get new information
1 15 30 15




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



15, 25%
30, 50%
15, 25%
time pass
chat
information


Q6.How much time you browse social networking sites daily?
(a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs.



S.No. 1-2 hrs 2-4 hrs 4-6 hrs
1 10 20 30







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



10, 17%
20, 33%
30, 50%
1-2 hrs
2-4 hrs
4-6 hrs



Q7.How much time you spend on social networking sites in a week?
(a)10 hours (b)20 hours (c)more than 20 hours


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

1 50 10 0




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






50, 83%
10, 17%
0, 0%
10 hrs 20 hrs 20+


Q8.How long you have been using SNS?
(a) less than a month ( b)more than a month (c)more than a year

S. No. Iess than a month More than a
month
More than a year Total
1 30 20 10 60







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


Q9.Do you ever stay up late or get up early to spend more time on SNS?
(a) yes (b) no

30, 50%
20, 33%
10, 17%
less month more than month above year



S. No. Yes No
1 50 10




INTERPRETATION
83% respondents replied with a yes whereas, 17% said no.













50, 83%
10, 17%
Yes No


Q10.Are students getting so attached to SNS that they are getting away from the
society they are living in?
(a) yes (b) no



S. No. yes no Total
1 15 45 60





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








15, 25%
45, 75%
yes no


Q11.Do you become frustrated or angry when a SNS goes down or is
unavailable?
(a) yes (b) no



S. No. yes no Total
1 50 10 60



INTERPRETATION
Nearly 83% said they get irritated whereas 17% with no.









50, 83%
10, 17%
yes no


Q12.What sort of things you hesitate to share?
(a)pictures (b)contact information (c)any other


S.No. picture Contact
information
Any other total
1 45 15 5 60




INTERPRETATION


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





45, 69%
15, 23%
5, 8%
picture contact info any othr


Q13.How did SNS change the way you keep in touch with your friends?
(a) through video chat ( b)through messaging (c)through wall post


S. No. Through video
chat
Through
messaging
Through wall
post
Total
1 10 45 5 60





INTERPRETATION

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









10, 17%
45, 75%
5, 8%
video chat msgs wall post


Q14.Does SNS help you in providing new information?
(a) yes (b) no


S.No. Yes No Total
1 45 15 60




INTERPRETATION


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










45, 75%
15, 25%
Yes No


Q15.Do you access SNS to improve your knowledge?
(a) yes (b) no


S. No. Yes No Total
1 50 10 60





INTERPRETATION



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









50, 83%
10, 17%
Yes No





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

S. No. Yes No Cant Say Total
1 45 10 5 60





INTERPRETATION



Nearly 75% respondents replied with yes whereas, 17% replied it with no and only 8%
cant say.






45, 75%
10, 17%
5, 8%
Yes No Can't Say


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










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School of Mass Communication
Institute of Management Studies, Dehradun
QUESTIONNAIRE
Thank you for agreeing to take this survey and giving your valuable time. This
Questionnaire is a part of Dissertation work being undertaken on the topic The
Impact of Social Networking Sites on Students under the supervision of Prof.
Sushil Rai, HOD- Mass Communication Department. The data whatever are being
collected by survey will be used for this research purpose only .The research will
take hardly 20-30 minutes to complete and your fair response and answers are
completely required to complete this research study.
Anuj kumar bhatt,Class MAMC IV Sem. ID No. MJ1004,Contact number-
09837191706.Email-anuj.innocent86@gmail.com
Name- Age- Gender-
Address-
Contact number- e-mail-
Note: Please tick () your correct choice in the given multiple options.
Q1.Do you access internet?
(a) yes (b) no
Q2.Do you know social networking sites ( SNS) ?
(a) yes (b) no (c) cant say
Q3.How much time you browse net daily?


(a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs. (d) More than 6 Hrs.
Q4.Which social networking site you prefer most?
(a) orkut (b) facebook (c)twitter
Q5.Why do you use social networking sites?
(a)timepass (b)chat with friends (c)get new information
Q6.How much time you browse social networking sites daily?
(a)1-2 Hrs. (b) 2-4 Hrs. (c) 4-6 Hrs. (d) More than 6 Hrs.
Q7.How much time you spend on social networking sites in a week?
(a)10 hours (b)20 hours (c)more than 20 hours
Q8.How long you have been using SNS?
(a) less than a month ( b)more than a month (c)more than a year
Q9.Do you ever stay up late or get up early to spend more time on SNS?
(a) yes (b) no
Q10.Are students getting so attached to SNS that they are getting away from the
society they are living in?
(a) yes (b) no
Q11.Do you become frustrated or angry when a SNS goes down or is
unavailable?
(a) yes (b) no
Q12.Does SNS help you in providing new information?
(a) yes (b) no
Q13.Do you access SNS to improve your knowledge?
(a) yes (b) no


Q14.Do you think SNS has become a part of your life and personality?
(a) yes (b) no
Q15.Does SNS effect studentss psychology and way of thinking?
(a) yes (b) no
Q16. Is SNS breaching your privacy and valuable time?
(a) yes (b) no
Q.17. Do you agree that you dont share right information about yourself on
SNS?
(a)yes ( b)no
Q18. Is Excessive using of SNS effects your health?
(a) yes (b) no

Thank you for giving your valuable time.