The Impact of Social Networking on Globalization

This essay discusses the impact of social networking on globalization, focusing on its influence on the economic, political, and social dimensions. It explores how social media platforms have revolutionized connectivity and communication, allowing businesses to operate internationally and reach a global audience. The essay also examines the role of social media in shaping cultural values and consumption patterns. Overall, it highlights the significant role of social media in changing the shape of globalization.

Essay

Contents
PROPOSAL / INTRODUCTION....................................................................................................3
MAIN BODY...................................................................................................................................3
REFERENCES................................................................................................................................8

Topic: “Social networking has become a large part of everyday life for many people How
has this changed globalization”?
PROPOSAL / INTRODUCTION
The Internet has revolutionized human life in a mesmerizing way and as a consequence
everyone is getting smarter day by day. In recent time, different sources of internet like social
networking have revolutionized connectivity, to a point that it is becoming everyone favourite
regular communication channel. Humans just use Internet with almost everything they would do
in a day either to manage business or even express their views and emotions (Baylis, 2020). The
modification in the social information exchange has been of special importance with the
emergence of internet use. While similar techniques do have their position in some industries,
new technology started to generate ground every day, changing our communications strategies
and opportunities especially for young people. Fortunately, social media has already brought
globalisation to another level over the last few years. Previous businesses around the globe were
not really able to communicate like companies do today all across the world to earn higher
income. There have been different digital marketing tool like, Amazon, FlipKart, Etsayetc,
which are used by companies reach large number of customer all over the world.
The main objective of this essay is to reflect the light over the importance of social media or
networking which help companies to operate business at international scale and earn massive
profit margin in dynamic business environment.
MAIN BODY
Social media is among the most reliable and cost-effective online platforms for increasing
the globalisation in present time. Manager of companies use to develop social media
accounts and begin networking with other businesses or customer across the boundaries. It helps
users to significantly improve their brand awareness by implementing a marketing strategy. in a
survey report, it has been determined that above 91 per cent of marketers believed their social
media activities improved their brand's exposure and enhanced customer engagement
considerably. Through a social networking account for business manager certainly gain more
customer and will also generate a wide market for daily usage for their product without any
wastage of time. This phenomenon has also extended to companies far beyond media world;
connectivity allows digital media or modern networking platforms for customer support

(Couldry, 2015). Those certain companies must take a glance at the media industry's knowledge
gained or not and see to it that they are one point ahead of such a disturbance allowed by social
media. Social networking’s has a significant role in making strong bounds and also develop a
platform for effective communication for both companies and customer. The creation of a voice
for respective business with the support of these systems is significant in enhancing the brand
experience for domestic and international customer (Beck, 2018). Customers admire the
opportunity that they obtain a customized response, instead of a computer controlled message,
when commenting about companies’ goods and services. A company that loves its consumers
requires the chance to publish a personalized advertisement that is automatically viewed in a
favourable way. Another advantage of Social Media for increasing globalisation is that it also
support in increasing the web traffic for companies. By posting advertising content on social
networking platform businesses are offering people an incentive to visit again and experience the
most pleasant manner of trading.
There are various social networking platform that is affecting individual life on daily basis.
It has been determined that social networking is day by day becoming important part of people
and its in influencing behaviour of an individual. Social networking platforms can be describe as
the area or space which is providing opportunities to various individual to communicate and
interact with other people. There are several benefits that could be attain be person due to social
networking platform. But along with the benefits it has been analysed that social networking
platform consist of several negative aspects as well. It is individual choose to participate in
social networking platforms or not. Social media is now consider as very important part of
several lives. It play dominant role in person day to day activities and influence living standards.
Social media is a platform where different people can share their view, message and
communicate with friends, family and other people. Due to this, it will lead to have wide range
of impact on person behaviour and attitude. Social media is consider beneficial for individual as
well as companies. It provide various opportunities to people and business to grow and develop
irrespective to the geographical boundaries (Fardouly, Pinkus, and Vartanian, 2017). There are
various advantages of social networking platform such as it helps people to interact in very
creative and innovative manner. It is becoming part of mostly people to communicate or share
ideas on different social networking platforms. This is very easy and fast methods to intent with
loved ones in less time. Social media is considered as one of the largest e- commerce and

shopping platform. This is essential for both buyers along with the selling. There are number of
business that is conducting business operations through social networking sites. It is helpful in
fast or easy promotion of different products and services in various parts of the world. Social
networking platform is cost effective for business and support in developing its customer base
from all over the globe. Social networking platform that several advantages for shoppers also.
This will help customers to buy new and different variety of products from different area of the
globe (Ince, Rojas and Davis, 2017). Through this customers will be able to enhance their
shopping experience and analysed products of different business in less time. Digital marketing
platform which includes various other offers for customer and will provide various other
benefits. Social networking platform can be consider as a very good source of collecting
information and data about different topics. Through this platform a person is able to gather huge
and in depth information about any topic form any where. In social networking platform such as
Facebook, twitter and many more, includes most updated and informative new about various
topic.
Globalisation can be defined as the process of increasing interactions that extends beyond
the national boundaries. It is primarily concerned with increasing spread of information,
technology, products, services or jobs around the globe (O’rourke and Williamson, 2002).
Globalisation has shaped the dimensions of human life beyond measure and it is not difficult to
witness the impact of globalisation in every aspect of human life in today’s era. Social
networking and globalisation are two interconnected disciplines and globalisation has influenced
a great deal due to increasing popularity of social media and networking sites. Impact of social
networking websites and media on globalisation can be understood and comprehended with the
help of taking into consideration the various dimensions of globalisation as follows:
Economic: Economic dimension is the most supreme dimension of globalisation which has
shaped the world economy. Increasing movement of goods and service has also influenced the
increasing movement of capital around the globe which has primarily impacted the economies of
every country in a very significant manner (Smith, 2006). Liberalisation trade policies and
agreements between the different countries has made the interconnected movement of goods and
capital across different countries such a vital part of global economy that the major part of
production in every country is directed towards exporting activities and trade in international
markets. Impact of social media and networking sites on increasing and expanding the economic

dimension of globalisation can’t be overstated. Social media has increased the rapid sharing of
information about latest products and services which are launched in any part of the world which
increases the demand for these products and services in other parts of the world as well. Demand
of any product or service is widely influenced by the extent of brand awareness and effectiveness
of various other promotional and advertising strategy which have been deployed by the
organisation. Social media has become the vital tool of branding and promotions in this digital
era. With the help of using social media tools such as Facebook and Instagram, companies can
advertise their products and services at a very wide scale with low cost per lead. Networking
websites such as Twitter and Facebook provides a platform to the companies where they can
share information about their products and services and potential customers of the business can
get an effective engagement and interaction platform. Economic dimension of globalisation also
includes generation of employment services all over the world which has also been impacted by
the increasing popularity of social networking sites (Alexiades, 2009). For example, LinkedIn is
among the most popular social networking website which is used by individuals looking for
employment opportunities to build a profile and connect with employers and companies from all
over the world. Hence, economic dimension of globalisation has been widely influenced from
the increasing use of social media and networking websites.
Political: Political dimension of globalisation is related with the interconnection of policies,
agreements, treaties etcetera between the government of different countries and existence of
organisations which govern and monitor the key political issues all over the world such as United
Nations, World Trade Organisation etcetera (Ougaard, 2004). Now state governments are not the
only key players which determine the political scenario in any country and existence of
international organisations has made it imperative for state government to consider major
political issues in all over world before taking any key decision. Social media has changed the
political dimension of globalisation in very visible manner (Zürn and De Wilde, 2016). For
example, every key political decision taken in any part of the world can be analysed and
evaluated by different citizens of different country using social media platforms and moreover,
criticism of political decision has also gained a new shape with the influence of social media and
networking sites.
Social & Cultural: Cultural globalisation can be defined as the process of transmission of
values, ideas and meanings across the globe in a manner which has the primary objective of

increasing and intensifying the social interactions and relations extending beyond national
boundaries. Social and cultural dimension of globalisation involves comprehensive and
interconnected cultivation of values, beliefs, minds and learning for a society. Values and culture
of any community or traditional beliefs of a country have had a major impact and influence due
to ever-increasing popularity of social media and networking sites (Ambirajan, 2000). Process of
social and cultural globalisation is primarily influenced by the increasing common and mutual
consumption of culture and values being diffused by the social media websites and internet.
Circulation of modern day culture in this era has made it possible for people to adopt practices
and beliefs of different cultural and social backgrounds. In today’s world where every person
spends a major amount of time on social media websites such as Facebook and Instagram
monitoring what is happening around the world and what other people are doing, transmission
and diffusion of cultural ideas has increased to a whole new level (Sharma, 2014). Social
activation is also primarily influenced by social media websites which involves protests
demanding cultural change. For example, increasing racism activities in many countries have
witnessed a wide criticism from all parts of the world which increases the pressure on
government of the country to take active steps for mitigating the adverse impacts of long-existent
racism and discrimination and eliminate any form of discrimination which may be evident.
Similarly consumption patterns and social behaviour of people has also changed a lot due to
increasing globalisation and role played by social media and networking websites. For example,
veganism is a concept which involves abstaining from using animal products and was introduced
in United Kingdom in its most early stage. Due to the active involvement and popularity gained
by this concept and the diffusion of its ideas and values on social media and networking
websites, this culture and social consumption trend has gained massive popularity in countries all
over the world (Cherry, 2006). Hence, the role of increasing usage of social media and
networking websites in diffusion of cultural and social values all over the world is very
significant and can’t be neglected.
It can be concluded from the above discussion that social media has gained massive
popularity in the past few years which has both advantages and disadvantages. It can also be
concluded that role of social media and networking websites in changing the shape of
globalisation and its dimensions is very significant and remarkable.

REFERENCES
Books and Journals
Alexiades, M.N., 2009. The cultural and economic globalisation of traditional environmental
knowledge systems. Landscape, process and power: re-evaluating traditional
environmental knowledge, pp.68-90.
Ambirajan, S., 2000. Globalisation, media and culture. Economic and Political Weekly, pp.2141-
2147.
Baylis, J., 2020. The globalization of world politics: An introduction to international relations.
Oxford University Press.
Beck, U., 2018. What is globalization?.John Wiley & Sons.
Cherry, E., 2006. Veganism as a cultural movement: A relational approach. Social Movement
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Couldry, N., 2015. The myth of ‘us’: digital networks, political change and the production of
collectivity. Information, Communication & Society. 18(6).pp.608-626.
Fardouly, J., Pinkus, R.T. and Vartanian, L.R., 2017. The impact of appearance comparisons
made through social media, traditional media, and in person in women’s everyday
lives. Body image, 20, pp.31-39.
Ince, J., Rojas, F. and Davis, C.A., 2017. The social media response to Black Lives Matter: how
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O’rourke, K.H. and Williamson, J.G., 2002. When did globalisation begin?. European Review of
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Ougaard, M., 2004. Political Globalization. Hampshire und New York: Palgrave Macmillan.
Sharma, N., 2014. Globalisation of social media: An unfair occurrence in medical
education?. Education for Health. 27(3). pp.304-304.
Smith, S. ed., 2006. Globalisation and its discontents (Vol. 59). Ds brewer.
Zürn, M. and De Wilde, P., 2016. Debating globalization: cosmopolitanism and
communitarianism as political ideologies. Journal of Political Ideologies. 21(3). pp.280-
301.