Theories of Network Society in New Media

Seven Boats Academy - Leading digital marketing institute in India

Theories of Network Society in new media have become increasingly important to understand the changing landscape of our times. These theories attempt to explain and analyze the effects that digital networks and other forms of communication technology have had on society and culture.

The network society has transformed many aspects of social life, both directly and indirectly. Being able to connect with people across large distances has enabled people to form more complex relationships than ever before.

The main theories that have been used to describe the impact of new media on society are those developed by Castells and Barabási. Castells’ theory focuses on how technology enables us to be connected, often with unpredictable results.

Barabási argues that networks follow certain patterns and generated from the links between individuals who share common interests.

By understanding these properties of networked societies, one can better assess how technology impacts individual behavior as well as global trends. Ultimately, these theories offer powerful insights into how new media is transforming our lives in ways we are just beginning to understand.

Manuel Castells’ concept of “the rise of the network society”

The most prominent theory about network society is Manuel Castells’ concept of “the rise of the network society”, which he first outlined in his book The Information Age: Economy, Society and Culture (1996). Castells argues that we are moving from an industrial age characterized by large-scale vertical organizations with centralized authority to a networked age where power is decentralized across multiple horizontal relationships between smaller entities.

He believes this shift has given rise to a new type of social organization—that is, one composed primarily not just of individuals but also groups connected together through virtual networks or communities. This shift has caused him to describe our era as “the age of informationalism” due to its reliance upon communication technologies such as computers, mobile phones, satellite transmission systems, etc., for processing data quickly and storing it widely across many different kinds of storage devices (e.g., hard drives).

For Castells, these changes mean societies no longer value production over consumption but instead place equal emphasis on both activities – what he calls a “Two Factor Model” whereby economic actors balance profit making with the betterment of their environment (social responsibility).

Pierre Lévy’s concept “collective intelligence

French philosopher Pierre Lévy’s concept “collective intelligence” relates closely with Castell’s theory. Levy’s collective intelligence suggests humans are natural collaborators who create new shared knowledge when combining resources found in different locations on interconnected digital networks; as human beings connect more deeply via digital media or — with each other — they form new learning relationships which can be beneficial for all parties involved in it.

Levy particularly focuses on how information flows throughout electronic networks like computer-to-computer connections or peer-to-peer applications; understanding this allows people to work collaboratively online regardless if they’re located geographically close or far away from one another – something that was impossible before advances made by internet technologies!

Furthermore Levy looks at how artificial agents can help facilitate collective knowledge construction by aiding users’ navigation within vast amounts feeds/streams available online i.e Google News Agent AI program.

Nicholas Negroponte’s Network Society Theory

In addition Nicholas Negroponte proposes two major forces driving Network Society: Fragmentation & Convergence—in short this means we are seeing increasing divides between those who use traditional vs newer forms media while simultaneously experiencing growing overlap ecommerce shopping platforms unique content streaming services etc., both influences key drivers globalization hyper individualization rapid urbanization post modern lifestyle choices politics activism climate change disruptions economic shifts health care delivery issues etcetera all need considering part any conversation about Societies transition into completely digitized world order.

Network Society Theories in New Media

  1. The Network Society: The network society is a term coined by Manuel Castells, a sociologist and professor at UC Berkeley. It refers to a society in which the relationships between individuals and groups are mediated by technology and networked forms of communication. In this type of society, individuals have a greater degree of control over their personal choices and interactions.
  2. Connectivity: Connectivity is the concept of being connected to others through technology and networks. This can mean anything from being connected to people in other countries through the internet to being connected to people in the same city through social media. Connectivity allows us to interact with people that we may have never had the chance to interact with before.
  3. Ubiquitous Computing: Ubiquitous computing is the concept of having computers and technology integrated into our everyday lives. This could be anything from our phones to our cars to our homes. This type of computing has allowed us to access information and communicate with each other in ways that were not possible before.
  4. The Internet of Things: The internet of things is the concept of connecting everyday objects to the internet. This could be anything from a refrigerator to a coffee maker.

Ultimately each these Theories offer invaluable insight into challenging question What Next? what shape will this digitally disparate world take future?…. Only time tell.

February 3, 2023

0 responses on "Theories of Network Society in New Media"

Leave a Message

Your email address will not be published. Required fields are marked *

Award winning
Digital Marketing Institute
in India

Seven Boats Academy (A Unit of Seven Boats Info-System Private Limited) is an award-winning digital marketing institute located in Kolkata India, offering digital marketing courses for job seekers, working professionals, and entrepreneurs. This digital marketing institute has set a new benchmark for digital marketing education in India by training over 100K+ students in digital marketing through their online, classroom, corporate training and workshops. Seven Boats provides digital marketing solutions tailored to each student’s requirements while ensuring they acquire the latest industry skills that are required to kickstart their digital career. With their committed team of experienced digital professionals by their side and interactive teaching pedagogy, it’s no wonder Seven Boats has become one of the premier digital marketing institutes in India.

Seven Boats Academy Centres


Unit No.304, Diamond Arcade 1/72, Cal, Jessore Rd, Kolkata, West Bengal 700055, India

Phone: 08017049042
Secondary phone: 09674937499
Email: [email protected]


P.O, 1095, Lodh House, Arunachal, Khardaha, Rahara, Kolkata, West Bengal 700118, India

Phone: 08017049042
Secondary phone: 09766470193
Email: [email protected]


SHIVAYAN, Flat No. G-2, 41B, Suhasini Ganguly Sarani, Bhowanipore, Kolkata, West Bengal 700025, India

Phone: 08017049042
Email: [email protected]


14/4/1, Behari Lal Paul St, Baranagar, Kolkata, West Bengal 700036, India
Phone: 08017049042
Email: [email protected]

Copyright © 2011-2024 Seven Boats Academy. All rights reserved.
Login / Sign up
Download Brochure
WhatsApp Chat