Thursday, August 19, 2010

Does over-networking cause you to relate to people different?

I'm wondering if anyone has gotten so used to "networking" for business purposes (i.e. having casual freindships to gain business knowledge or favors) that they tend to start relating to people only in a business way? I'm talking about where the majority of your interaction with people is for networking rather than personal pleasure. Is there a way to keep this behavior in check? Is it at all harmful. I'm asking because I've noticed that my fiancee' spends much less time with her real friends and more time having to stay connected with business contacts - and they're not even people that she genuinely likes.

Does over-networking cause you to relate to people different?
According to Bennett and Manheim (2006) the answer is at least partly "yes". They argue that 21st century Americans are more invested in multiple lifestyle networks than in strong social groups with strong opinion leaders as was the case in the 1950s. The result is a fracturing of society in terms of values that makes it necessary to tailor sales and advocacy messages to individuals based on their interaction footprints rather than relying on the individual's group values. This reduces the classical two step flow of information (media--%26gt;opinion leaders--%26gt;individuals) to a one step targeted message flow (targeted media --%26gt; individual ). A side consequence that they note is that individuals feel increasingly socially disconnected.


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