Introduction

Every contact with any other person actually qualifies to be considered as social networking. However various aspects influence how interaction is taking place. We aim to explore to which extent online networking determines the act of communication in relation to physical contact. Not only is it necessary to outline the structures of certain networking platforms and online communities but also the participantes’ intention to engage and join these online utilities.

A technological determinist would argue that the present social development results from technological innovations. Hence, the coin can be flipped up side down and therefore one could also state that the development of our social behaviour is setting the basis for these technological enhancements. Consequently it can be argued that the very way we use and engage with technologies shapes our identity. Do we have the power? Do we realize that we have the power to shape our surroundings, or are we happy to take the easy path and give the power to others in order to shape us and remain comfortably numb?

Even though cyber communties are a phenomenon that appeared only recently the development of social networking in general is and was undertaking a shift based on technical inventions, globalization and the rising power of media. Acknowledging the recent emerge of a huge number of social networking sites which within short time achieved great popularity, we decided to concentrate on the currently most popular ones. Our analysis is dedicated to Myspace, Facebook. Not only are these sites probably the most successful SNS, in terms of registered users and regarding their economic value, also seem these sites indicative, since their actual function and purpose significantly varies.

What do we have to know about communities? >>