Romina Cachia, 2008
Institute for Prospective Technological Studies, Joint Research Centre, European Commission

A social networking phenomenon has emerged over  the past five years.  In that time, social networking sites (SNS) have grown from a niche to a mass online activity, in which tens of millions of internet users are engaged, both in their leisure time, and at work. SNS, at a basic technological level, combine social networking, a list of contacts and a profile.  Though SNS can appear to be similar, many of them  are, in fact, quite different in terms of their purpose and the types of users they attract.

The dynamic ways in which users present themselves on SNS suggest that these sites allow a process of self exploration, identity redefinition and negotiation of social structures. Notions of anonymity and pseudonimity previously associated with online communication are being replaced by information about the seemingly real self.  For many adolescents, SNS and other online applications become the first locations where they can hover alone without their parents Profiles act like hyperlinked avatars, creating intricate narratives according to the interactions and movement of the users.  Always-on usage, the blurring of the distinction between the virtual and the real and disclosure of private data are other aspects which emerge as a result of increased usage of SNS.  For some people - especially young people - the distinction between the virtual and the real may already be purely semantic.

Facebook, with its 600 million active members, is still one of the most successful SNS. Facebook was founded in 2004 as a private network for Harvard students. Following its initial success, it rapidly expanded to other university students. A major attribute of Facebook's success is arguably its simple and ordered profiles.  As opposed to MySpace, Facebook restricts profile design through the provision of a uniform interface to all members.  As a result, their interfaces are clear and simple. The vast number of plug-ins and platforms which add a fun aspect to Facebook are seemingly other important attributes. 

As with any other new technology, the future of SNS remains unclear.  Experts in the field suggest that SNS will develop or merge with other online applications, so as to provide an enhanced service. The current interest is expected to decline when the novelty wears off.  The phenomenon of social networking seems to be the one component of SNS that will definitely stay.  SNS highlight the need for contact and relationships, and therefore the basic notions of community will continue to be explored by technologies.  New applications will probably put a new kind of emphasis on what social networking might be.  The movement seems to be heading towards portability, compatibility and interoperability

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