International Journal of Marketing and Technology

  • Year: 2018
  • Volume: 8
  • Issue: 10

New Media Technologies and Social Relationships: A Panacea ora Walk onthe Path ofa Tornado?

  • Author:
  • Lovie E Seru, Brigid G Conteh
  • Total Page Count: 17
  • DOI:
  • Page Number: 1 to 17

University of Botswana

Abstract

The world has in recent years started experiencing fundamental disruptive forces to our Social relationships as people. One such disruption emanates from the acceleration of technological change and its concomitant overuse of computer networks and the vitalitythat comes with living in an increasingly connected world. Underpinned by the theory of New Media Ecology, the objective of this study was to establish whether or not new mediatechnologies have any effect on human social relationships, and if so, to determine ways and means through which such effects could be eased. A semi-structured interview methodwas used to gather data for this study and informants were chosen through a purposive sampling procedure to ascertain inclusion of only the needed types of relationships. Despite the many accolades about new media technologies, this study has unearthed an increasing disruption of social relationships by the penchant use of computer networks, especially social media.

Keywords

New Media Technologies, Media Ecology, Relationships, Social Media