Introduction :

Communication Patterns UNIT 4 NETWORK SOCIETY

of Digital Media

Structure
4.0 Introduction
4.1 Learning Outcomes
4.2 Understanding Network
4.3 Definition of Network Society
4.4 Network Society from Castell’s Perspective
4.5 Characteristics of Network Society
4.5.1 Castell Concepts on Social Structure
4.5.2 Main features of Transformation according to Castells
4.6 Features of the Network Society
4.7 Challenges of Network Society
4.8 Let Us Sum Up
4.9 Further Readings
4.10 Check Your Progress: Possible Answers

4.0 INTRODUCTION
Society consists of groups of aggregate people. A social group comes into existence
when two or more people are in direct or indirect contact and communicate with
each other meaningfully. Society, which finds its roots in social interaction, depends
on individuals who live by networking with other individuals using various
communication formats to share information and views about different issues that
interest them. In the era of tremendous technological revolution, individuals depend
heavily on various digital formats for networking.
The history of the term “network” is extensive and intricate, spanning several academic
fields such as sociology, economics, and anthropology. A shared understanding of
topology or connectivity between, or even within, disciplines is not what a network
is. Instead, it is a contested and ‘uncanny’ concept, explains Lovink (2002) in his
study. The three key sociological and philosophical approaches that have utilised
the concept of ‘network’ are the idea of ‘network society’ / ‘networked capitalism’,
theories of ‘social networking’, and actor-network theory. Among the three concepts,
‘network society’ is explored in the following paragraphs.
In this era of digitalisation, it has become normal for people to connect digitally.
People denote the digitally connected society using various labels, including information
society, global village, wired society, and network society. Since digital networking
appears as a natural phenomenon today, the term network society goes further than
the information society. Castells, who has promoted the concept of Network Society,
primarily goes down to accept that society is not purely based on technology as
observed from today’s perspective. It is important to note that society is also based
on cultural, economic, and political factors along with other elements like religion,
cultural upbringing, political organisations, and social status. The level of these factors’
66 influences on individuals can help or hurt these communities. People are getting
connected digitally beyond the limitations of geographical boundaries, and all these Network Society
factors contribute primarily to network society.
Understanding that “Network Society” refers to a society characterised by the
widespread use of information and communication technologies, thus leading to
interconnectedness and digital networks, we can broadly understand that its
characteristics include digital connectivity, where the society uses digital technologies
extensively to live in a networked environment. The primary characteristic of a network
society is that the Internet’s communication and information exchange usage is common.
The second feature of a network society is the ability to connect members beyond
geographical boundaries. The members of the society work and stay connected
with people worldwide who are known or unknown to them. Among the other
characteristics - are the rapidity and widespread of information, which has led to
increased access to knowledge and ideas; Decentralisation- where the power and
information are now distributed across interconnected nodes in the network; Economic
activities turned to digital transactions Ex: e-commerce, digital currency transactions;
uncontrolled usage and influence of social media platforms influencing the
communication, activism and public discussions; members are empowered concerning
publication - the scope to publish their thoughts or access to any information without
filters; Formation of virtual communities without any limitations of geographical
boundaries based on shared interests and values, transcending geographical
boundaries; Evolving forms of governance that leverage digital technologies for
decision-making and citizen engagement can be listed as the prime characteristics
of society of the new age.
The notion of a “Network Society” prompts us to consider the extent to which
these technologies have become a part of our lives. In such a society, we can
communicate and share information with distant individuals and machines, free from
disruption and occasionally unaware of the networks or devices that facilitate this
communication.

4.1 LEARNING OUTCOMES

After completing this Unit, you should be able to:
 Understand the evolution of the term network society;
 Describe the characteristics of network society;
 Explain the opportunities and challenges of network society; and
 Discuss the consequences of network society in various cultural context.

4.2 UNDERSTANDING NETWORK

In this digital era, we can simply understand networking as a facility that connects
Internet-facilitated electronic gadgets. In his book “Placing Words, “William Mitchell
notes how ‘digital devices rarely operate in isolation but are linked to one another
by communication channels’. The available ‘Network’ as per technical terminology
may be either localised, Ex, Local Area Network (LAN) or Ethernet in modern
society, which depends on computers for all activities; keeping with the requirements
of present-day society, the characteristics of computer networks have been developed.
The connectivity can cover larger areas without limiting any geographical restrictions.
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Communication Patterns Organisations follow well-defined protocols before connecting the computers. This
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means the network does not always have a single structural form while connecting
the computers. Manuel Castells, the father of computer networking, tries to correlate
the lives of people connected across the globe using computers – Network Society.
Manuel Castells is the father figure in the understanding of Network Society.
According to Castells ‘networks work as emergent structures, and people are
interconnected with several nodes. In a network society, the characters of people
who come together vary greatly depending on the type of systems they belong to.
For example, a network of people belonging to a stock exchange market or the
political party of a country. This makes us understand the concept of a Network
Society as closely associated with interactions of social implications that arose from
globalisation and the significance of electronic communications in society post-
globalisation period.
Manuel Castells provides a detailed explanation of the concept of the network society
and how it works in contemporary society to bring in the desired socio-cultural
change. For Castells, the crucial step is to view networks as social structures. He
says, ‘Networks are open structures, able to expand without limits, integrating new
nodes if they can communicate within the network, if they share the
communication codes. Castells observes that a network-based social structure is
a highly dynamic, open system susceptible to innovating without threatening its
balance.
A network, then, is a structural form. Though not new, it wears a different look in
the digital age. Information technology gives network access to coordinated decision-
making, decentralised execution, and task flexibility, providing a better structure for
all human action. Therefore, in real life, we can use the idea of a network to represent
a society that is becoming more decentralised, adaptable, and personalised. This
action then supports Castells’ concept of “network society,” a form of society defined
by the emergence of new “timeless time” and spaces of flows, as well as a change
in lived time and space.
Nodes can be understood as centres within communication networks that can both
receive and send messages. Individuals can be seen as nodes in social media platforms,
and automated answering centres, they are in non-human forms.
Check Your Progress: 1
Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of this Unit.
1. How do theorists perceive “Network”? write briefly
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4.3 DEFINITION OF NETWORK SOCIETY

Network Society is a term framed in 1991. It is thought to represent the social,
political, economic, and cultural variations in the networking pattern due to the heavy
penetration of digital technologies in communication. The present chapter attempts
68 to understand various aspects concerning the influence of digital technology on society.
 Network Society
It is interesting to note that James Martin utilised the phrase ‘The wired Society’
in 1978, indicating that the future of society will be connected by mass
and telecommunication networks. However, the credit for coining the phrase
‘network society’ goes to Jan Van Dijk. In a book written by him, De
Netwerkmaatschappij, meaning The Network Society, Van Dijk characterises
“network society” as a way for society to organise its relationships more and
more through media networks, either gradually taking the place of or enhancing
face-to-face social networks. This suggests that digital technology supports
social networks and even personal communication. Ex: Video Conferencing,
WhatsApp. Texting using chat boxes, etc. The pattern does not vary as we
move from the individual to the organisational level. Thus, seconding our
thoughts that Social media networking platforms are influencing the primary
means of communication within organisations and, naturally, the most significant
social structures in contemporary society.
According to Van Dijk’s book, a society’s primary mode of organisation and key
structures are shaped by a confluence of social and media networks at all levels
(individual, organisational, and societal). He compares this kind of society with mass
society, constituted by communities, organisations, and groups arranged in physical
co-presence.
Yet another important definition is from Manuel Castells, a leading theorist on the
concept. He defines a Network Society as a “society whose social structure is made
up of networks powered by micro-electronics-based information and communications
technologies”. Castells, in his book The Rise of the Network Society (1996), explains
modern society is not defined solely by technology but by the cultural, economic,
and political factors that make up a networked society. Castells observes that a
network society is a concept related to the social, political, economic, and cultural
transformation that has occurred due to the spread of the networks due to the usage
of digital and information technologies. The influence can be observed in all fields,
including religion, cultural upbringing, political organisation, social status, and any
other form of a networked society. He notes that power is dispersed throughout
information networks in a network society rather than governed by institutions or
symbolic controllers.
Hence, we understand that a network society is one whose social structure is made
of networks powered by microelectronics-based information and communication
technologies. Castells clarified that culture codes communication within a social
structure. A collection of linked nodes is called a network. The point where the
curve intersects itself is called a node. Different nodes in the network may be
relevant. Nodes become more significant to the network due to their increased
ability to process and absorb pertinent data. The ability of a node to further the
objectives of the network determines its relative importance rather than any feature.
Nonetheless, a network’s performance depends on every node. Networks tend to
rearrange themselves, eliminating some nodes and adding new ones when they become
redundant or useless. Nodes are only ever present and serve as parts of networks.
A simple example of this could be the interest developed by society members towards
a contemporary issue that gradually subsides and loses its importance.

4.4 NETWORK SOCIETY FROM CASTELL’S

PERSPECTIVE
Manuel Castells is a sociologist involved in information society and communications
research. Drawing from Alain Touraine’s ideas, Castells played a pivotal role in 69
Communication Patterns advancing Marxist urban sociology, highlighting the significance of social movements
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in the turbulent change process. He worked on the role of new technologies in
restructuring the society where every member belongs to a network system (for
example, the School/College where we study and the profession to which we belong),
and all such formed networks need some form of coordination.
Castells, in his study, observes that new technologies have induced disconnectedness
among the members. People in contemporary society experience a sense of autonomy
(ex, apps to translate, purchase, etc). According to Castells, the contemporary social
structure of our societies consists of networks. Deliberating particularly on the changes
brought in the communication process, Castell notes “how space and time are being
transcended in social practices due to the ability to do everything from everywhere
to give rise to a new form of society”. Castells first mentioned the phrase “network
society” in his book “The Rise of the Network Society: The Information Age:
Economy, Society and Culture”, which was the first part of his Information Age
trilogy.
In his books, Castells argues that the formation of organisations using new methods
is largely due to communication technologies, such as mobile telephones.
“Communication networks are the patterns of contact that are created by flows of
messages among communicators through time and space”, observes Castells while
talking about how the instantaneous flow and exchange of information, capital, and
cultural communication now characterises the global economy. “This means that
society’s dependence on these new modes of informational flow can give enormous
power to those in a position to control them to control us. Networks have become
the predominant organisational form of every domain of human activity,” Observes
Castells.
It is useful to revisit Castell’s 1989 work to understand his theory of a network
society better. “The Informational City: Information Technology, Economic
Restructuring, and the Urban Regional Process”. He discusses the space of flows
in this work, which is important to his theory of the network society. In his view,
the space of flows is essential to the network society, which is a communications
network delineated by the hubs at the intersections of these networks. Societies
are rooted in the space of flows rather than a particular location. Castell explains
that “while the space of flows can be abstract in social, cultural, and historical terms,
places are condensations of human history, culture and matter” As observed by
Castells, technologies have shrunk everything, converting the global community
to local where the people have surpassed their dependence on geographical links
and have adopted technological links. For example, social networking platforms
like WhatsApp, Skype, Teams, Zoom, and Facetime can be used to communicate
with each other any number of times without geographical limitations.
For Castells, networks are the basic units of modern society. Other aspects that
shape society, such as culture, economics, and politics, combined with technology,
create a network society. For example, in projects undertaken by different companies,
team members working in different parts of the world are brought together until
the project is submitted, after which the members are reallocated to a new task,
thus forming a new network. This type of work adopted by different companies
requires skilled workers to be flexible with their working patterns. The nature of
70 the work also produces a two-pronged process of inclusion and exclusion.
Like most social theorists, Castells has faced criticism on several issues with his Network Society
network society theory. Dan Schiller argues that “the main economic drive-in network
societies is still the desire to gather private capital; the market imperatives of
competition and co-modification still dominate, and the social and economic
inequalities characteristic of market economies tend to widen rather than close”
(Schiller, 2000, 48). Similarly, Professor Martin Kenney opines that “When Castells
does conclude, they can be so aphoristic that their precise meaning can be elusive”
(Kenney, Internet Galaxy, 2008).
Despite all criticisms, we can observe that Manuel Castells theory of the network
society is highly relevant in understanding contemporary forms of social interaction
as it permeates most societies in the world belonging to different cultural, geographical,
and organisational manifestations. His examination of the institutional, cultural, and
technological changes that have caused societies worldwide to become network
societies offers insightful information about a rapidly evolving communications
landscape. Castells observes that “political institutions are not the site of power
any longer and the power in reality rests with the cultural codes, embedded in
networks”.
Studying Castells, we understand that restructuring industrial economics to
accommodate an open market approach, freedom-oriented movements (e.g., cultural,
feminist), and the revolution in information and communication technologies are the
three processes that led to the emergence of the Network Society.
Check Your Progress: 2
1. Explain the concept of time and space from Castell’s perspective on network
society.
Fill in the Blanks:
1. In Network society, social structure is made of networks powered by ............
based information and communication technologies.
2. A collection of links ......................... is called a network.

4.5 CHARACTERISTICS OF NETWORK SOCIETY

We have witnessed the structural transformation of our world during the past few
decades, based on the emergence of new information and communication technologies
that took shape in the 1970s. We are aware that technology does not determine
society; rather, it is a society that shapes technology according to the needs, values,
and interests of people who use the technology. However, since information and
communication technologies particularly influence the behavioural patterns of society,
the influence of technology on society cannot be neglected.
A new type of networking-based social organisation has emerged, and the history
of the Internet shows this clearly. This new form of social organisation is based on
the spread of networking throughout all spheres of activity that rely on digital
communication networks. It can be argued that nowadays, various issues related
to life, for example, wealth, power, and knowledge generation, largely depend on
the ability to organise society to reap the benefits of the new technological system
rooted in microelectronics, computing, and digital communication. Going by the
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Communication Patterns explanation provided by Van Dijk in his book The Network Society’ we can
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understand that modern or contemporary society has already moved to becoming
a network society in the true sense.
Manuel Castells’s book ‘The Network Society’ explains, “The network society is
global since it is built on global networks, and since networks are the foundation
of communication, they can transcend national boundaries. Because of this, it is
ubiquitous on Earth, and its logic is transformed and extended to every nation due
to the power ingrained in international trade networks for goods and capital.
Therefore, another term for the network society is “globalisation,” albeit it is more
descriptive and less analytical than the term suggests. However, because networks
are selective based on their programs and capable of simultaneous
communication, the network society spreads worldwide but excludes some people.
With the help of the Internet, different levels of communication, such as interpersonal,
organisational, and mass communication, have united. People are connected through
various Internet-based communication platforms, providing them with constant access
to information and means of communication. The Internet has converted the “whole
world” into homes and workplaces. The advances in communication technology
have made the media dearer and are utilised by greater percentages of people. Usage
of different platforms appears as “normal media”.
Castells’ insights into the social and economic dynamics in the information age, which
experiences constant change, will be highly valued as a key reference source. The
theory provides a good understanding of the present-day society. Castells documents
and analyses the constant change that society is experiencing and this significant
transition of society through his theory of the network society. Knowledge of this
theory is essential when our society is undergoing such profound and powerful
transformations that it may even transcend the present technology-based era entirely,
and this intriguing and novel character of Castells’ theory has made the concept of
network society popular.

4.5.1 Castells Concepts on Social Structure

Human societies are made from the constant interaction between humans who live
in this organised and given social structure. This social structure is formed based
on relationships with elements like consumption, experience, and power. The meaning
of words is produced and reproduced due to the exchange of symbolic interaction
between the actors in this social structure. Meaning is produced from the symbolic
identification of the action between people, and consolidating shared meaning through
the crystallisation of practices creates culture. We can also understand that meaning
is derived from symbolic interaction between brains, which are socially and ecologically
constrained simultaneously.
Meaning is also based on the actions of humans, who use experience as a symbol.
Experience is the action of humans on themselves, determined by the interplay between
their biological and cultural identities. Experience is also structured around relationships
between people, organised around any organised structure of the society, including
family. There is another layer to the exchange of interaction, and that is due to
technology. In his study, Castells explains technology as “the use of scientific
knowledge to specify ways of doing things in a reproducible manner”. According
72 to him, technology is embodied in technical relationships, which are socially conditioned.
The interaction between people in technical relations is based on the application of Network Society
knowledge that could be assigned to the process of production, and the relationship
between players is also based on technology-based production, which forms the
basis for forming a Network Society.

4.5.2 Main features of Transformation According to Castells

Manuel Castells’ theory of the Network Society analyses the impact of information
and communication technology on present-day society. The theory analyses the
situation, keeping the sociological framework in the background. The key features
are:
New Technological Paradigm: Today’s world is centred around micro-electronics,
information/communication technologies, and genetic materials for an exploratory
theory of the network society. We must understand that knowledge and information
are crucial in all societies. Hence, they are not the only critical characteristic of present
society. In present-day society, the Internet has become a universal interactive
communication tool as we shift from computer-centred to network-diffused
technologies. “What is also characteristic of this technological paradigm is the use
of knowledge-based information technologies to enhance and accelerate the
production of knowledge and information in a self-expanding, virtuous circle. Because
information processing is at the source of life and social action, every domain of
our eco-social system is transformed,” observes Castells.
New Economy: The present-day economy is characterised by three fundamental
features. First, it is informational. The capacity to generate knowledge and process/
manage information determines the productivity and competitiveness of all economic
units.
Second, this new economy is global. The core activities, for example, financial markets,
science and technology, and multinational production, depend on highly skilled speciality
labour. Of course, all today’s jobs may not fit into global outfits, but all economics
are influenced by globalisation. “Globalisation is highly selective. It proceeds by
linking up all that, according to dominant interests, has value anywhere on the planet,
and discarding anything including human resource which has no value or becomes
devalued,” marks Castells.
Third, the new economy is networked. Castells observes, “At the heart of the global
economy’s connectivity and the flexibility of informational production, there is a new
form of economic organisation, the network enterprise. This network is made from
either firms or segments of firms and/or from internal segmentation of firms. Large
corporations are internally decentralised as networks. Small and medium businesses
are connected in networks. These networks connect among themselves on specific
business projects and switch to another network after the project is finished. Major
corporations work in changing alliances and partnerships specific to a given product,
process, time, and space. The new economy, which combines informational, global,
and networked, is naturally capitalist.
Work and employment: The method of work and employment has substantially
transformed the new economy. Induced by globalisation and network enterprise,
work and employment are transformed. The most important transformations in
employment patterns are flexible work, Part-time work, temporary work, self-
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Communication Patterns employment, work by contract, informal or semi-formal labour arrangements, and
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relentless occupational mobility, which are the key features of the new labour market.
The work process is interconnected between firms, regions, and countries. In a stepped-
up spatial division of labour, networks of locations are more important than hierarchies
of places. Labour is fundamentally divided into two categories: self-programmable
labour and generic labour.
Cultural Sphere: Cultural expressions of all kinds are increasingly enclosed in or
shaped by this electronic hypertext. However, the new media system is not
characterised by one-way, undifferentiated messages through limited channels that
constitute the world of mass media. The media are inclusive by nature and thus
bridge each other. Computer-operated digitalised connections provide access to
hundreds of channels of interactive communication.
Castells observes that today’s world lives in a culture of ‘real virtuality’. He explains
his opinion: “Our symbolic environment is, by and large, structured by this flexible,
inclusive hypertext, in which many people surf each day. The virtuality of this text
is a fundamental dimension of reality, providing the symbols and icons from which
we think and thus exist”.
Political Sphere: This growing enclosure of communication also affects politics.
Media politics needs to convey simple messages. The simplest message is an image
that is obviously of a person. The most effective political weapons are negative
messages and character assassination of opponents. In the information age, politics
has become a very expensive business; parties and leaders use access to power
to obtain resources for their trade. Since character assassination needs some
substance from time to time, systemic political corruption provides ample
opportunity.
Time and Space: Castell’s hypotheses that two emergent social forms of time
and space are characteristics of network society. These are timeless times and the
space of flows. He states, “In contrast to the rhythm of biological time
characteristic of most of human existence, and to clock time characterising the
industrial age, timeless time is denoted using new information/communication
technologies in a relentless effort to annihilate time. The space of flows refers to
the technological and organisational possibility of organising the simultaneity of
social practices without geographical contiguity. Castells introduces the idea of a
“space of flows,” emphasising the global and decentralised nature of information
exchange in contrast to the localised “space of places” characteristic of traditional
societies.
State the Power Sphere: The central power-holding institution is the state, and it
is also undergoing a dramatic transformation process due to digitalisation. Castells
observes in his study that “on the one hand, its sovereignty is questioned by global
flows of wealth, communication, and information and on the other hand, its legitimacy
is undermined by the politics of scandal and its dependence on media politics. The
weakening of its power and credibility can induce people to build their systems of
defence and representation around their identities, further de-legitimising the state.
However, the state does not disappear. It adapts and transforms itself by building
partnerships between nation-states and sharing sovereignty to retain influence”. Ex:
The European Union. We observe decision shift of power towards multinational
and transnational institutions, Ex: NATO, IMF/World Bank, United Nations agencies,
74 World Trade Organization,
Check Your Progress: 3 Network Society

Note: 1) Use the space provided below for your Answers.

2) Compare your answers with those given at the end of this Unit.
1. Write briefly about the Technological paradigm.
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2. Write briefly about the New Economy.
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3. Political Sphere.
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4.6 FEATURES OF THE NETWORK

SOCIETY
It refers to societies that show two essential features: sophisticated technologies of
networked communication and information management/distribution and the formation
of new patterns of transnational economics and society.
The advent of the Information Age has given rise to a transformative era known as
the Network Society. In this society, we now understand that a social structure
emerges from the interplay of technological revolution, particularly affecting information,
and technology, which has brought about social change.
The present-day paradigm shift can be observed under some key characteristics:
Ubiquitous Connectivity: The prime feature of present-day society’s high level
of connectivity. The privatisation of Internet services and the development of software
have enabled increased capacity of telecommunication systems. The deep penetration
of the Internet into society and the possibility of accessing the Internet on a wide
range of devices has made Earth a global village. Internet usage, which has increased
through mobile phones, has facilitated unending communication between people without
any restrictions. Individuals connect globally. The message is transacted between
people within seconds, which was unimaginable a few decades ago. Digital networks
today have created an expanded sense of time and place.
Decentralised Communication: Social media platforms like Facebook, Twitter,
and blogs have empowered individuals to share information, express opinions, and
engage in dialogue without control. This decentralisation has democratised the
dissemination of information and led to the ‘Mass–Self Communication’ concept,
which means communicating or interacting with many other people without depending
on traditional mass media.
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Communication Patterns Digital Interactions: The shift towards a Network Society has led to significant
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human interactions in the digital realm. Today, “spaces of virtual reality” have developed
beyond imagination. The digital landscape has become integral to social dynamics,
from online socialising to virtual workspaces. Using virtual reality, individuals can
lead virtual lives. Along with the digitalisation of interactions that have shaped how
people form relationships, collaborate, and express themselves, virtual reality
interaction has been hybridised, blurring the distinction between real life and virtual
life.
Information Abundance: Access to the Internet has facilitated a constant inflow
of information. People can access information and acquire a vast repository of
knowledge through the Internet. E-Learning possibilities are high.
Space and Time: The developments in new communication technologies have
resulted in globalisation, which has led to the transformation of space and time in
human experience. Castells observes space as intangible and based on experience
rather than physical reality. Castells calls physical proximity the Space of Contiguity.
For example, a call on WhatsApp or Skype provides a feeling of proximity while
communicating. This space Is called the Space of Flows.
Increased Interdependence: Interconnectedness defines the relationships within
the Network Society. Economic, social, and cultural exchanges occur globally, fostering
interdependence among individuals and nations. This heightened interconnectivity
has positive implications, such as fostering cultural diversity, and challenges, such
as the potential for economic dependencies.
The emergence of Virtual Communities: The Network Society has witnessed
the emergence of virtual communities—groups of individuals connected by shared
interests, goals, or identities despite physical separation. Online platforms provide
spaces for these communities to thrive, offering a sense of belonging that transcends
geographical constraints.
While the characteristics of the Network Society bring numerous advantages, they
also raise specific challenges. Privacy concerns, digital inequalities, and cybersecurity
threats must be addressed as society navigates this evolving landscape. Striking a
balance between the positive aspects of connectivity and addressing the associated
challenges will be crucial for shaping a sustainable and inclusive Network Society.
Other characteristics of a network society include Trust between employees, as
the players need to communicate and share information; transformation of
Labour skills, as the demand for the workforce, is knowledge of ICT; and an
innovative approach to being in the field.
Check Your Progress: 4
Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of this Unit.
1. Write briefly about the characteristics of society.
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 Network Society
4.7 CHALLENGES OF NETWORK SOCIETY
Due to its interconnectivity, the field presents several challenges related to privacy,
security, and the constantly changing nature of work.
Privacy Concerns: Companies often gather information from social media platforms
to promote their products through advertising. Procuring personal data in the digital
realm frequently violates privacy ethics.
Security Issues: Ensuring the security of online systems and safeguarding sensitive
information is challenging. Interconnected computers have exposed personal and
private information to threats due to hacking. Data breaches and ransomware attacks
are common challenges and pose serious risks to individuals’ and businesses data.
Organisations and individuals must stay vigilant to keep up with the sophisticated
nature of cyber-attacks.
Evolving Nature of Work: Changing technology in the digitalisation era has changed
working methods. They are working remotely or as a freelancer is more prevalent.
Working there offers flexibility and raises concerns related to stability in employment,
leave benefits, and many other privileges that a regular employee enjoys. The changing
landscape has also blurred the difference between personal and professional life.
The situation demands adapting to newer skills and accepting inclusive work
environments.
Digital Inequality: Despite tremendous progress in digital technology, which has
enabled even people living in remote areas to access digital networking facilities, a
digital divide exists among people. Access to digital networks is not uniform, as it
depends on socioeconomic factors. Additionally, educational disparities and the training
received influence job opportunities and quality of life.
Addressing these challenges requires a multidimensional approach, demanding a new
regulatory framework and societal awareness.
Check Your Progress: 5
Note: 1) Use the space provided below for your Answers.
2) Compare your answers with those given at the end of this Unit.
(True or False)

1. The extensive collection and utilisation of personal data in the digital realm has
not raised any privacy concerns. (True or False)
2. Ensuring the security of online systems and safeguarding sensitive information
has become a pressing challenge. (True or False)
3. The nature of work in the digital era has blurred personal and professional
boundaries. (True or False)
4. Access to digital networks is uniform, thus bringing uniformity to all. (True or
False)

4.8 LET US SUM UP

In the ever-evolving landscape of human civilisation, the Information Age has ushered
in a paradigm shift known as the Network Society. This transformative concept 77
Communication Patterns encapsulates the profound impact of information and communication technologies,
of Digital Media
particularly the Internet, on the fabric of our social, economic, and cultural existence.
The Internet works here as the primary catalyst connecting people beyond the
limitations of geographical boundaries. It also facilitates instantaneous message
exchange between the players.

The defining characteristic of the Network Society is the democratisation of

information. In addition to unlimited information, it has provided a platform for self-
expression. With various social media platforms like blogs and Facebook, an individual
is now empowered with an opportunity to disseminate information without any control.
The Network Society has also reshaped the economic landscape. Apart from flexibility
in working methods, people are becoming digital entrepreneurs. The digital economy
thrives on connectivity, fostering innovation and entrepreneurship on an unprecedented
scale. The Network Society has given rise to a globalised exchange of ideas and
expressions. Cultural products circulate effortlessly across borders, fostering a shared
global cultural experience. Network Society is not without challenges. Digital privacy,
cybersecurity, and the digital divide highlight the need for responsible governance
and ethical considerations in the digital age.

4.9 FURTHER READINGS

1. August, V. (2022). Political ideas of the network society: why
digitalization research needs critical conceptual analysis. Zeitschrift für
Politikwissenschaft, 32(2), 313-335.
2. Bajiæ, P. (2020). Theoretical and practical aspects of the communication
theory of power in the global network society. Sports, media, and
business, 6(1), 19-25.
3. Castells, M. (2020). The information city, the new economy, and the
network society. In The information society reader (pp. 150-164).
Routledge.
4. Dias, J. A., de Oliveira, D. B., & Ferrer, W. M. H. (2022). Democracy in
the network society: citizenship and popular participation in the smart
cities context. Revista Opinião Jurídica, 20(35), 1-20.
https://www.redalyc.org/journal/6338/633875006001/633875006001.pdf
5. Fernández-Ardèvol, M., & Ribera-Fumaz, R. (2023). The network
society today. American Behavioral Scientist, 67(7), 839-846.
6. Jain, M., Nagpal, A., & Gupta, S. (2020). Network Society—Towards a
Holistic Approach to Human Development in Asia. Role of IT-ITES in
Economic Development of Asia: Issues of Growth, Sustainability and
Governance, 193-208.
7. Knell, M. (2021). The digital revolution and digitalized network society.
Review of Evolutionary Political Economy, 2(1), 9-25.
https://link.springer.com/article/10.1007/s43253-021-00037-4
8. Sofradžija, H. (2020). Technosociality and the Rise of the Network
Society. In New Technologies, Development and Application III 6 (pp.
432-436). Springer International Publishing.
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 Network Society
4.10 CHECK YOUR PROGRESS: POSSIBLE
ANSWERS
Check your Progress - 1
1. Ref to 4.1 and Ref 4.2
Check Your Progress - 2
1. Ref to 4.4
2. Microelectronics
3. Nodes
Check your Progress - 3
1. 4.5.2
2. 4.5.2
3. 4.5.2
Check your Progress – 4
1. Ref 4.6
Check your Progress – 5
1. F, 2. T, 3. T 4. F

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