Social Networking as an Indispensable Communication Media for the Young Generation: Indian Context

Abstract

The absorption of Information and Communications Technology (ICT) during the last 10 years or so has revolutionized the world of relationship patterns among people in India, particularly when based on the communication media to stay connected. Owing to many challenges faced by them, people now stay connected more than they ever used to in the past. Thanks to the ‘Social Networking’ boom, social and professional connections are at an all-time high. The paper, based on primary research, presents the findings of a questionnaire based survey conducted on young boys and girls in the age group of 15–25 with an aim to highlight latest and ever expanding social networking reasons and trends among the young generation. Facebook, Orkut, MySpace, Twitter, LinkedIn, and their likes have led to the metamorphosis of communication. The technology is simple to use, platform is hassle free. Even those with limited knowledge of computers and Information Technology (IT), with just a few hours of trial and error, can establish themselves. And to make matters better, with cell phone activity at its peak, people can stay connected even while on the move. People of all ages have got hooked to these sites, and among youngsters, the craze has assumed an alarming proportion. Parents are worried, psychologists alarmed, and behaviour scientists discussing. Like every other technology, there are the pros and there are the cons. The findings reaffirm the belief that social media is the young generation's mode of communication and expression. These findings are likely to be of value to marketers, who are looking at inexpensive, yet effective medium to reach out to their target customers, and behavior scientists, towards understanding the psychology of youngsters.