The network society is the organization of a society’s activities and social structures around information networks that are processed electronically. The networks, in this case, are run by information and communication technologies that are founded on theories of microelectronics responsible for generating, processing, and distributing information among different sub-groups of the population (Kizilhan & Bal Kizilhan, 2020). The social and the media networks make up the chief constituents of the network society that guide its structuring to the societal level, organizational level, group level, and individual level.
In some parts of the world, the network society’s fundamental unit is individuals, while in other parts of the world, it is still social classes, consortiums, and community groups. A network refers to a connection between different components that communicate with each other reciprocally for the purpose of sharing information (Kizilhan & Bal Kizilhan, 2020). Globally, the individual level has become the basic unit in most of the network society through the process of individualization. The distinguishing factor between the network society and social networks is the widespread networks created by information and communication technologies that assist in making new relationships.
Identities have been produced around the globe as a result of the network society. Networking has made the world a global village leading to the coining of concepts like nationalization as a result of the magnitude by which networking between people in countries has confined them together. The reduction of the living and working environments has also resulted as a product of networking among members of the community. As the living and working environments become smaller with time, the extension of mass media and interpersonal communications occurs together with an increase in the range of division of labor (Kizilhan & Bal Kizilhan, 2020). The mass society, therefore, has a smaller scale of both extension and reduction of components compared to the network society, which spans international boundaries leading to another concept of internationalization.
Horizontal networks of communication have exploded and paved the way for the emergence of mass communication that is self-directed and independent from recognized media houses and government communication streams. The information spreads widely through the internet and potentially reaches every corner of the planet hence the designation mass communication. The individuals and groups who initiate the communication bypass the media system hence the name self-directed. This new horizontal communication system has been set up by forms of interactive inter-computer communication, including streaming, blogs, podding, and vlogs (Kizilhan & Bal Kizilhan, 2020). Socialized communication far greater than the mass media of the industrialized society is what makes up the network society. All these enable people to avoid going through institutionalized communication channels of society when communicating around the globe.
The other identity produced by the network society is multimedia business systems that practice oligopoly. These multimedia business systems are beginning to increase the volume of content that they control. An example of oligopoly in the media industry includes the national mass media and news outlets, which are owned by five companies. There is also a sharp rise of autonomous global and local horizontal networks of communication that interact in a complex manner with the oligopolies through connections and disconnections.
The network society has also increased the scale of sociability whereby those who have more friends, contacts and are more socially politically active are the internet users. Apparently, internet users even have more face-to-face interactions and are less likely to be isolated compared to non-users of the internet (Kizilhan & Bal Kizilhan, 2020). Sociability is also increased by new forms of communication like mobile phone voice communication and Wi-Fi, especially in younger age groups of the population.
Network individualism is another identity that has emerged as a result of the network society. It is the transition to the dynamic communication networks from the local groups that are geographically restricted. Network individualism is a change in sociability that is supported by the logic embedded in communication networks (Kizilhan & Bal Kizilhan, 2020). The culture of the network society is molded by social transformation due to the flow of communication from the sender to recipient and vice versa through linkages created by technology. Individualism has contributed significantly to the social transformation by enabling every individual connected to the internet to have a personal digital identity.
The study of sociology will change in the 21st century with the advent of globalization. One of the changes is that learning about any information the user seeks will be at the convenience of the press of a button for those who have access to the world wide web. This may create a gap in knowledge between those who have access to high-quality, affordable internet and those who do not. Globalization has enabled customization of content ranging from religion, belief, culture, and social class to suit individuals’ needs. This is in contrast to the earlier days when it was only mass media as the source of information which was assumed to be palatable to every consumer. The network society will enable efficient and fast gain of knowledge across races, ethnic groups, religious groups, countries, and social classes, leading to better unification of the diverse subjects of sociology.
Reference
Kizilhan, T., & Bal Kizilhan, S. (2020). The Rise of the Network Society – The Information Age: Economy, Society, and Culture. Contemporary Educational Technology, 7(3), 277-280.