The document discusses several key theories related to social networking and media effects. It summarizes: 1) Three commonly used media effects theories in political communication: framing theory, agenda-setting theory, and priming theory. 2) Four narrative persuasion theories: social judgement theory, elaboration likelihood model, cognitive dissonance theory, and narrative paradigm. 3) A brief history of major social networking sites from their inception in the 1970s to modern platforms like Facebook, Twitter, and Snapchat.

1. SOCIAL NETWORKING FOR
SOCIAL INTEGRATION
Francis Dave N. Mabborang

2. Social Networking
• It is the use of Internet-based social media sites to stay connected
with friends, family, colleagues, customers, or clients.
• It involves the development and maintenance of personal and
business relationships using technology.

3. Advantages of Social Media Sites
• Networking without border
• Instant News and Information
• Great Marketing Channel for Business
• Awareness and Activism
• Exchange of ideas and collaboration
• Stay in Touch

4. Disadvantages of Social Media Sites
• Addiction
• Mental Illness
• Frauds and Scams
• Misleading Information
• Cyberbullying
• Hacking
• Privacy Issues

5. Social Network Theory
• It is the study of how people, organizations or groups interact with
others inside their network.
Social Network is a “a set of actors or nodes along
with a set of ties of a specified type...that link them.”

6. Six Degrees (Small World Theory)
It describes the idea that everyone is connected to everyone else through six
degrees of separation or fewer.

7. The Strength of Weak Ties
• Weak ties as contacts that are less likely to be ‘socially involved’ with
each other than strong tie contacts, or close friends.
• People were more likely to hear about new job opportunities though
acquaintances (weak ties) than through close friends (strong ties)
because acquaintances are more likely to be privy to information that
is not known already by an actor or their close friends.

8. Structural Holes
• The real value in weak ties lies in when they bridge between networks, and
therefore become the conduits of knowledge, information, and value between
those networks.
• Individuals who bridge what Burt calls ‘structural holes’ between networks act
socially in the same way as a single bridge across a river between two trading
communities, and therefore create value both for the communities and
consequently for themselves.
• Ideas are more homogenous within strong tie networks, so people who have
weak ties and bridge into other networks will have access to more variable
options (different ideas and behaviors) from which to synthesize new ideas.

9. Role-Set Theory
• It explores the complexity of social interactions, depending on the
time and place, the person, and the circumstances of the
engagement.
• ‘Cognitive Flexibility’ is the ability to see things from the perspective
of other people, based on having had exposure to a wide diversity of
people over time. Being trapped inside a dense, strong tie network
inhibits the development of cognitive flexibility.

10. Social Capital
• It facilitates the creation of value, just as physical and human capital
do, because a network within which there is greater trust is able to
achieve more.
• Forms:
• Obligations and expectations depend on trustworthiness within the social
network
• the ability of the social network to facilitate information-flow;
• presence of both norms and sanctions for breaching those norms.

11. Behavior of Social Networks
1. Norms. They are the accepted social rules that connected group of people agree
upon.
2. Cooperation and Reciprocity. Cooperation is most productive when individuals can
expect direct or indirect reciprocity in the future or are aware of sanctions imposed
on non-co-operators.
3. Embeddedness and Tie Decay. Most behaviour is embedded in networks, and
therefore influenced by social outcomes and inter-relationships.
4. Link Reciprocity. If an actor in the network does not cooperate, that tie with them is
dissolved, excluding them from the group. If an actor does cooperate, their behaviour
can be rewarded both with reciprocal cooperation, but also with formation of social
ties into the network.

12. Social Network Sites
• SNSs have implemented a wide variety of technical features, their
backbone consists of visible profiles that display an articulated list of
Friends who are also users of the system.
• Social Networking was one on 1971 when first email was sent with the
message, “qwertyuiop”.
• In 1978, the BBS–or Bulletin Board System, was created. The BBS was the
first system that lets users interact with one another through the internet.
It was slow, but it was a good start, and only one user could log in at a
time.

13. • Usenet was created by Jim Ellis & Tom Truscott, where users posted news,
articles and funny posts.
• Internet Relay Chat (IRC). It is the first ever version of instant messaging was
around 1988.
• TheGlobe.com. This social network provided the opportunity for its users to
personalize their own online experiences by publishing their content and
interacting with other people who had similar interests.
• SixDegrees is considered as the first social network. It offered the possibility
of creating personal profiles, inviting friends or visiting the profiles of other
users.

14. • In 2002, Friendster was launched for the first time with an apparent
objective: to meet new people from different circles of friends.
• In 2003, My Space was inaugurated wherein a user could manage from
personal profiles to hosting services for photos, comments or followers, all
intensely focused initially on music groups.
• Facebook was launched in 2006 and it is still has the highest number of users.
• Twitter was also launched the same as facebook. It is mainly used for
microblogging network.

15. • Pinterest. It is a platform to share images among users. They are organized around
personal boards by subjects where they collect images according to different
events or hobbies.
• Tumblr. It is a microblogging platform that allows users to publish texts, videos,
images, links or quotes.
• Youtube. A website where users can upload and share content in the form of
video. It hosts millions of music videos as well as television or videoblogs.
• LinkedIn. It is a more specialized social network aimed at companies and
businesses. Each user can create a profile where they freely expose their work
experience and qualities. In this way, the social network puts millions of
professionals in contact with each other.
• Snapchat. This mobile application allows you to send files like images or videos
that disappear from the recipient’s mobile device within one to ten seconds after
viewing it. All content is submitted through private messages.

16. MEDIA EFFECTS THEORY
• Cultivation Theory. Heavy viewers of television are more likely to think that real
life is similar to realities portrayed on television.
• Exemplification Theory. The gathering of simple experiential knowledge serves us
better than knowledge that comes from an abstract event.
• Uses and Gratifications Theory. Consumers use the media to satisfy specific needs
or desires.
• Third-person effect. The assumptions on the part of people exhibiting this effect
are (1) that communication stimuli have a bigger impact on other individuals, and
(2) that behavior must be changed to match the assertion that media are having a
larger influence on “others”

17. • Effects of Media Violence. Bandura’s study generated controversy and
criticism, decades of research has in fact demonstrated that there is a
causal link between media violence and actual violence.
• Symbolic Interactionism. Symbols can be constructed from just about
anything, including material goods, education, or even the way people
talk.
• Media Logic. Common media formats and styles serve as a means of
perceiving the world. Today, the deep rooting of media in the cultural
consciousness means that media consumers need engage for only a few
moments with a particular television program to understand that it is a
news show, a comedy, or a reality show.

18. Three of the media effects theories that are commonly
used in the study of political communication
• Framing Theory. Media framing analysis goes beyond identifying which issues (and
aspects of issues) are important to think about, and explores the parameters of the
discussion itself—the words, symbols, overall content, and tone used to frame the
topic.
• Agenda-Setting. Mass media determine the issues that concern the public rather
than the public’s views. The issues that receive the most attention from media
become the issues that the public discusses, debates, and demands action on.
• Priming Theory. concept through which the media effects among the people are
enhanced by providing a basic perception human minds take decisions based on the
preconceptions that are already been stored in our memory.

19. Narrative Persuasion Theories
• Social Judgement Theory. People make evaluations (judgments) about the content of
messages based on their anchors, or stance, on a particular topic messages.
• Elaboration Likelihood Model. Persuasion primarily as a cognitive event, meaning that the
targets of persuasive messages use mental processes of motivation and reasoning (or a lack
thereof) to accept or reject persuasive messages.
• Cognitive Dissonance Theory. It predicts that influence is often an intrapersonal event,
occurring when incongruence between our attitudes and behavior creates a tension that is
resolved by altering either our beliefs or our behaviors, thereby effecting a change.
• Narrative Paradigm. the importance of strong, logical arguments for persuading a motivated
and able audience, the narrative paradigm stresses the effectiveness of influence through
narration— that is, persuasion through storytelling