Technology's impact on reduced face-to-face communication in modern society

Technology Communication

Technology and Its Effects on Communication

The pervasive availability of social networks and their effects on relationships has re-ordered how people communication, collaborate and form bonds online and off. The rise of social networks as a means to get a sense of belonging, whether that is to just a brand or to a group, is further accelerated by the proliferation of social networking applications and websites, smartphone applications and instant messaging alternatives (Bernoff, Li, 36). The paradox of this proliferation of social media is that time spent communicating in person, giving people undivided attention, is diminishing (Bowles, Gintis, 1). The current generation of teenagers is more comfortable with texting and instant messages than they are with in-person communication, and will often be more forthright about their emotions electronically than in person (Derfler-Rozin, Pillutla, Thau, 140). When personal contact is minimized, so is trust. The premise of this paper is that for true trust to be active and growing in a relationship, face-time is required; there is no electronic substitute for it.

Trust and Online Experiences: Not a Proxy for Each Other

Much of what evangelists say about social media today is that it can over time connote and create trust by creating online conversations between people and the companies they buy from (Bernoff, Li, 38). In fact "joining the conversation" is as much about logging on to a social network site as it is about posting a comment on someone's blog (Bernoff, Li, 37). Throughout all of these electronic forms of media and communication however, there is a basic, unmet human need for social interaction and belongingness that drives their use. It's as if social networks have become a proxy for people who are too isolated for whatever reason, from shyness to insecurity, inferiority, or lack of social skills, to reach out and connect with people in person. The undercurrent in society today of not trusting others and skepticism makes connecting with people in person even more difficult. Add in how fast-paced life is and the ingredients come together to create a cultural environment well suited for relying on electronic, not personal, means of communicating (Derfler-Rozin, Pillutla, Thau, 140).