Impact of Digital Transformation in Television and Social Media on Social Interaction in the Household

This essay evaluates the impact of digital transformation in television and increasing consumption of new media technologies on social interaction in the household. It also discusses the implications of social learning theory in the age of social media.

Running head: CULTURE SUBJECT
CULTURE SUBJECT
Name of the Student:
Name of the University:
Author note:

1CULTURE SUBJECT
Introduction
Digital transformation in television has a significant effect on society as a whole. The
incorporation of new media technologies into social milieu is having key influence on social
communication between individuals. Within the household, there can be witnessed a process
related to domestication. According to Hajli (2014), domestication primarily refers to domestic
technologies and know-how which facilitate the smooth running of the household. According to
authors, families with accessibility to information as well as communication technology vary
from the institutions which show lack of proper information and communication, not only in
accessibility to technology but also in terms of family unit dynamics. Digital transformation thus
has become entrenched within the daily domestic routines and thus has developed as an intrinsic
part of contemporary life (Valentini 2015). The following essay aims to evaluate impact of
digital transformation in television and increasing consumption of new media technologies by
throwing light on its impact on social interaction in the household. Furthermore, the essay will
highlight the effects of social media by focusing on the implications of social learning theory in
the age of social media.
Discussion
The adaptation of digital transformation or new media technologies has posed impact on
the modern society in a range of varied traditions. One such impact has been related to the
transformation of personal and every day associations. Loader, Vromen and Xenos (2014) have
thus delineated that the significant transformation of digital media with the establishment of new
technologies for instance, the Internet into the domestic show the propensity to potentially alter
the quality of familial association. For that reason, domestication along with digital and new and

2CULTURE SUBJECT
advanced media technologies for instance the increasing demands of internet, social media and
video games have radically shaped the western society regardless of its level of availability
(Correa et al. 2015). Drawing relevance to these factors, Pynta et al. (2014) have shed light on
the idea of ‘digital divide’ that is identified as a gap between individuals who master the use of
digital technology. New media technologies have formed recent prospects for people within a
domestic arena by improving varied outlines of social interaction, accessibility to information
and allotment of time. Thus, individuals attained the scopes and opportunities to complete their
work at home with utmost convenience. Such a prospect has been increasing the level of social
interaction among individuals with elevated level of communication. Meanwhile, digital
transformation further has been implying to the fact that individuals tend to show distraction as
they indulge into a solitary world of technology that calls for individual awareness. According to
Lin et al. (2016) , this can have an unconstructive effect on social interaction within society. On
the contrary, authors have argued that new media technologies can be recognized as “internal” or
“external” whereby internal social operations which tend to ease the level of social interaction
amongst members of the society, whereas external social functions tends in order to encourage
interaction with individuals who are not at physical presence. As new media technologies or the
digital transformation positively shape social interaction as they decrease the initiatives required
for performing work as well as work-related roles and thus facilitates households to engage in
numerous non task activities. Moreover, as per the view of Hajli (2014), additionally to computer
and television, internet has been considered as one of the primary new media technologies which
have embedded in the society, thus stimulating social interaction within society. However, on the
other hand, the concept of digital separation has been perceived by many scholars as factor
increasing social isolation in the society, rather than way to bring different generations together.

3CULTURE SUBJECT
Thus, drawing insights from digital divide as primary source of causing social isolation and
individualisation in addition to privatisation, Valentini (2015) has claimed that the elevating
demands and consumption of new media technologies within society tend to pose negative
impact on communication in the society. However, the grounded theory has put immense amount
of pressure and demands of familial values and standards which have been gradually being
eroded through social isolation. Skoric et al. (2016) have noted that social interaction and
communication have been identified as primary determinants of leveraging the functioning of
any society whereby social interaction has been negatively affected owing to the existence of
new media technologies within the society.
At this peak of discussion, it is important to note that the introduction of social media has
altered the domain for social interaction as well as human experience. Since the last few years,
the world has experienced incredible augmentation in the occurrence of social media expertises.
According to Correa et al. (2015), in recently developed interactive domain of social media,
social learning theory has been providing substantial avenues and prospects of encouraging leaps
in student accomplishments as significant forms of cognitive ideas of attention, memory, and
inspiration which are encouraged by social media. Similarly, such attributes are widely
sustainable through the use of social media which has been mounting cognitive processes
connected to learning as well as knowledge achievement thus perceived as a beneficial factor.
Comprehensive studies of Pynta et al. (2014) have mentioned that in social learning theory,
symbolization primarily refers to individuals’ competence to form mental representations and
memories on the basis of temporary sensory experiences. Furthermore these temporary sensory
experiences have been stimulated in the milieu of social media as a form of learning styles which
have been involved through interaction with the social media stage. Thus, benefits of social

4CULTURE SUBJECT
media relies on the way they impact the visual as well as auditory stimuli through the
utilization of graphics representations, records, charts as well as graphs and further offers
tangible stimuli in the course of the physical process of interrelating with electronic input
peripherals. Thus, with the implementation of multisensory advance to information distribution,
interactions encountered by individuals in a milieu of social learning offer improved prospects in
support of symbolization as well as memory development (Greenhow and Lewin 2016).
Meanwhile, within the famous Bandura’s framework for social learning, authors have
noted that self-efficacy tends to serve a decisive role. According to Allen et al. (2014),
individuals’ conviction regarding the impact has been profound in comprehending the extent of
the impact. As per social learning theory, youths in western society, youths and teenagers tend to
exhibit greater level of propensity to be susceptible to resources in attaining a social outcome if
they consider that their individual competence will aid them to accomplish the desired outcome.
As a result, low as well as high self-efficacy has sought to override sociological determinants
related to self-efficacy. As per the opinion of Eid and Al-Jabri (2016), if learning has been
regarded chiefly as a social endeavour, it shows higher likelihood to have occurrences when
sociological factors order that draining resources can be resultant to the favourable outcome.
Although, social median and its increasing demands of consumption has been decreasing the
level of social interaction of individuals especially youths and teenagers with their families and
peers, further leading to social isolation, several scholars have witnessed the usage of social
media in education institution (Sigala and Chalkiti 2015). Such a use has been regarded as an
evaluation of student contexts to accomplish distinctive demands of the learning contexts. On the
other hand, the increasing demands and popularity of social media amongst youths and teenagers
have raised concerns on the subject of privacy and security for youths who have been greatly

5CULTURE SUBJECT
indulged into the consumption of social media services. At this juncture, Allen et al. (2014) have
noted that educators who have adopted the use of social media technologies within the domain of
learning must make acquaintance to the potential threats and risks to the learning practice and
understanding. For instance, issues related to online harassment, sharing of confidential
information and images in addition to content risks have been posing immense threats to the
lives of youths, thus leading them to develop feelings of apprehension and self-harming or
aggressive approach towards others. Furthermore, Eid and Al-Jabri (2016) have highlighted risks
linked to the uneven social association essential for contribution on domain of social media
technologies. While, social media has been stimulating levels of student interaction, certain
aspects of social media have shown greater proficiency in attaining specific demands of youths.
Greenhow and Lewin (2016) have cited the example of Twitter which facilitates youths and high
school students to communicate and distribute information in a social milieu. However, there are
certain limitations provided upon the sum of characters permitted in a single tweet possibly will
not lend it to coursework in which there is an expectation of comprehensive analysis.
Conclusion
Hence to conclude, digital transformations have been leading individuals towards social
isolation by elevating level of privatization within the society. The increasing consumption of
new media technologies like social media has been resulting to social isolation, further creating a
mounting privatisation within the household and society. However, it has been noted that
although, digital technologies and new media technologies have been considered to have
unconstructively impacting social interaction as well as communication between individuals,
social media technologies have essentially shaped the way tin which social interaction has its
existence within the society. Such a positive impact has been possible with the development of

6CULTURE SUBJECT
the cognitive processes of motivation, enthusiasm, attention thus aiding social media to offer
significant platform for improving learning in a social framework.

7CULTURE SUBJECT
References
Allen, K.A., Ryan, T., Gray, D.L., McInerney, D.M. and Waters, L., 2014. Social media use and
social connectedness in adolescents: The positives and the potential pitfalls. The Educational and
Developmental Psychologist, 31(1), pp.18-31.
Allen, K.A., Ryan, T., Gray, D.L., McInerney, D.M. and Waters, L., 2014. Social media use and
social connectedness in adolescents: The positives and the potential pitfalls. The Educational and
Developmental Psychologist, 31(1), pp.18-31.
Correa, T., Straubhaar, J.D., Chen, W. and Spence, J., 2015. Brokering new technologies: The
role of children in their parents’ usage of the internet. New Media & Society, 17(4), pp.483-500.
Eid, M.I. and Al-Jabri, I.M., 2016. Social networking, knowledge sharing, and student learning:
The case of university students. Computers & Education, 99, pp.14-27.
Greenhow, C. and Lewin, C., 2016. Social media and education: Reconceptualizing the
boundaries of formal and informal learning. Learning, media and technology, 41(1), pp.6-30.
Hajli, M.N., 2014. A study of the impact of social media on consumers. International Journal of
Market Research, 56(3), pp.387-404.
Lin, L.Y., Sidani, J.E., Shensa, A., Radovic, A., Miller, E., Colditz, J.B., Hoffman, B.L., Giles,
L.M. and Primack, B.A., 2016. Association between social media use and depression among US
young adults. Depression and anxiety, 33(4), pp.323-331.
Loader, B.D., Vromen, A. and Xenos, M.A., 2014. The networked young citizen: social media,
political participation and civic engagement.

8CULTURE SUBJECT
Pynta, P., Seixas, S.A., Nield, G.E., Hier, J., Millward, E. and Silberstein, R.B., 2014. The Power
of Social Television: Can Social Media Build Viewer Engagement?: A New Approach to Brain
Imaging of Viewer Immersion. Journal of Advertising Research, 54(1), pp.71-80.
Sigala, M. and Chalkiti, K., 2015. Knowledge management, social media and employee
creativity. International Journal of Hospitality Management, 45, pp.44-58.
Skoric, M.M., Zhu, Q., Goh, D. and Pang, N., 2016. Social media and citizen engagement: A
meta-analytic review. New Media & Society, 18(9), pp.1817-1839.
Valentini, C., 2015. Is using social media “good” for the public relations profession? A critical
reflection. Public Relations Review, 41(2), pp.170-177.