HomeFEU Communication Journalvol. 4 no. 1 (2008)

Emerging Social Structures of the Web: Implications of Social Network Sites to Web Communication

Maria Gwenetha Ybanez Pusta

Discipline: Computer Science, Mass Communication, Media



This paper argues that social structures on the web may be analyzed using a newly emerging methodology: Hyperlink analysis among websites. Hyperlink network analysis is used in describing emerging structures among social actors on the web. Social network sites – set of nodes, people, organizations or other social entities connected by a set of relationships such as friendship, affiliation or information exchange– are carefully crafted constructions, subject to a broad range of determinants and decisions. This paper looks into the relevance and implications of hyperlink network analysis in the interpersonal context which is based on how social actors process information amid an amalgamation of personal and organizational factors ranging from personal needs and anxieties, to pleasures and sexual attitudes, even family values and cultural background. It also looks into e-commerce which similarly introduces a new relationship between electronic media and the consumer by mediating complete retail transactions.