Abstract

Social networks have witnessed phenomenal growth over the past decade, across the world. These networks have given a global platform to people—to connect and express. They have rewritten the laws of social communication and interaction; limitless expression, cross-border association, and free sharing of text, pictures and videos. Somewhere during the journey, the networking sites seem to have lost their charm and appeal. Inroads made by newer and more user-friendly applications like WhatsApp seem to have made matters worse. In addition, the failure of the site owners—at checking and curbing the misuse of users' profiles and personal data, and obscene/malicious misrepresentations of individuals—is leading to a state of ‘complete avoidance'. As a cumulative effect, social networking is fast losing steam, and if predictions and apprehensions are to be believed, in about five years' time, the likes of Facebook and Twitter would only be found in books of History. This study aims to analyze the changing ‘social networking scenario' in India, majorly focusing on the young population; the main subscribers. This research is based on the facts analyzed after a comprehensive survey conducted on a sample picked up from four Indian metro cities. It takes into account factors that have resulted in ‘interest loss among the youngsters.

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