Social Networking Sites - Impact on Youth in India

N. Santosh Ranganath
Faculty Member Dept. of Commerce and Management Studies Dr. B.R. Ambedkar University Srikakulam, Andhra Pradesh
A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige. Although social networking is possible in person, especially in schools or in the workplace, it is most popular online. This is because unlike most high schools, colleges, or workplaces, the internet is filled with millions, if not more, of individuals who are looking to meet other internet users and develop friendships. In todays world where Internet has experienced tremendous growth, social networking sites have become highly significant in peoples lives. This article explains how youth create identity for themselves in the virtual world and how they relate to others online. It will analyze the cultural differences from the youth perspective in both the countries and discuss whether social networking sites isolate youngsters from the society or help them to build relationships; the participation in these sites is also explored. Keywords: Networking, Traditional, Group-centered, Google, Real-time web. References Arabie, Phipps, and Yoram Wind (1994). "Marketing and Social Networks". Advances in Social Network Analysis. Sage Publications, pp. 254273. Knapp, E. (2006). A Parent's Guide to Myspace. DayDream Publishers. Liebeskind, Julia Porter, et al. (1996), "Social Networks, Learning, and Flexibility: Sourcing Scientific Knowledge in New Biotechnology Firms". Organization Science, pp. 428443.

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