THE INFLUENCE OF SOCIAL NETWORKING SITES

ON PHILIPPINE CULTURE

ABSTRACT
Social networking sites (SNS) have created a new social dimension where
individuals can develop increased levels of their social awareness by keeping in touch
with old friends, making new friends, dispense new data or product, and getting
information in many more aspects of everyday lives, making one to become more
knowledgeable which is very beneficial especially for students. The purpose of this
research is to obtain students perceptions on how their use of social networking sites
influence their academic performance. A preliminary survey was conducted to a group of
student from a Philippine university to gather initial findings on their use of social
networking sites and the influence towards their academic performance. Statistical
Package for Social Sciences (SPSS) software was used in analyzing the data collected.
Findings from this study confirm that majority of the respondents agreed that social
networking sites have a positive impact on their academic performance.
Keywords:
Philippines

Social

Networking

Sites,

Academic

1. INTRODUCTION

performance,

The Internet is more than just a means of seeking information. People discovered that the
Internet could be used to connect with other people, whether for business or commercial
purpose, make new friends, reawaken old friends and long lost relatives. The emergence
of social networking sites (SNSs) simplify the whole process as majority of them are free
to use, they are easier to use and navigate, because it does not require advanced
knowledge and experience of the internet and are made up of a wide array of different
formats and topics; this means that just about anyone can connect. Currently, there are
hundreds of SNSs that can draw millions of people, with diverse technological
affordances. Nearly all sites enable persons to avail pre-existing connections and initiate
friendships between strangers. With a rush in the number of people who use or have
access to the Internet, SNSs are a must for the Internet community to stay in touch with
each other. There are SNSs that have a specific focus. This focus may be on a particular

religion, political following, or hobby. Most specialized SNSs restrict the individuals that
can take part in their network; thus, making your experience more pleasurable [10].
While nearly all SNSs center on rising broadly and exponentially, these restricted SNSs
clearly seek limited audiences and some like little world with beautiful people and
deliberately confining access to come out carefully and selected. With such extensive
acceptance, it is no surprise that social networks have impacted the way people live and
socialize [7].
SNSs are also being used by teachers and students especially in the West as a
communication tool. Professors and teachers use forums and groups to extend classroom
deliberations. Some of them usually use Twitter to communicate announcements and
information to their students. It is a bi-directional process as students too are using these
mediums to share comments to their teachers [7]. Nearly all SNSs are often designed to
include certain type of community for instance the college community being emulated by
Facebook.com or a music/party community emulated by MySpace.com. This study is
aimed to answer these questions; what are the reasons students engage in the use of SNSs?
And how does the use of SNSs impact on students academic performance?
Statement of the Problem
The study entitled Cyber bullying: The Fastest Growing Trend in
Technology aims to provide knowledge and information regarding to its proper use
and misuse of technology.
It also required answers to the following questions:
1. What is Cyber Bullying
2. What are the effects of Cyber Bullying
3. What are possible solutions to solve cyber bullying

2. LITERATURE REVIEW
2.1 Social Networking Sites (SNSs)
SNSs have been defined as web based services that enable individuals to construct a
semi-profile within a bounded system, articulate a list of other users with whom they
share connections and views [2]. Another given definition of SNSs is it is an online
community of Internet users who want to communicate with other users about areas of
mutual interest [13]. The term "social network site is usually used to describe this
phenomenon and "social networking sites" also appears in public discourse, and both are
often used interchangeably. While the term "networking" emphasizes relationship
initiation, often between strangers [2] which is one of the main activities in the course of
SNSs usage. Harnessing properly the opportunities that are bound through this networks
tend to help the students lots in a positive manner and can also be channeled into helping
others. Examples of SNSs include; Twitter, Friendster, MySpace, Facebook, Orkut and
many others.
2

2.2 Examples of SNSs

Twitter began as an experiment in 2006 with very simple service that is rapidly becoming
one of the most talked-about social networking service providers. Twitter is a real-time
communication platform. It allows users to create an account, post and receive messages
to a network of contacts, as opposed to send bulk email messages. Users also can build
their network of contacts, and invite others to receive Tweets, and can also follow other
members' posts. Twitter makes it easy to opt into or out of networks. In addition, users
can choose to stop following a specific persons feed [12].
Friendster.com as a social networking site began its activities in the year 2002 as a social
complement to Ryze and a competitor to the Match.com two other earlier established
SNSs [3]. It allows users to contact with others, maintain those contacts, and share online

content and media with those contacts. Friendster.com is also used for dating and
discovering new events, bands and hobbies. Users may share videos, photos, messages
and using their profile and their network to comments on each other.
MySpace was launched in 2003. The users can create profile, list school friends in which
they attend, upload photos and develop a calendar. Additionally, it intends bringing
various users together for personal and professional interaction. This network
distinguished itself by frequently creating new ideas as clients continue to ask for
innovative introduction and became the most talk about in the United States in June 2006
[2].
Today, Facebook is one of the most popular SNSs for students and even the general
public. It was developed by sophomore Mark Zuckerberg of Harvard University in 2004.
The site was originally developed for college and university students as a way to attach
with one another. Users spend about 20 minutes a day on the site and two-thirds of users
log in at least once a day [5]. In the year 2010 Facebook has more than 500 million active
users, attracted 450 visitors and 22,000 photo-views in its first four hours online [5].
Orkut.com was designed by a key staff of Google and allows Google to take charge of its
administration, it was however, named after him; Orkut Buyukkokten. The essentials of
this novel innovation are to allow members interact with new acquaintances while still
maintaining their offline dealings. It does go further by authorizing the adoption of easyto-set-up forum of members. From year 2006, Orkut has permitted its members to
develop accounts without been invited. In Brazil, this is the most popular website, even
more popular than Google Brazil. Although, at the global ranking Google is the seventh
in position whereas in Brazil it is trailing behind Orkut [14].

2.2 Students Use of SNSs

The majority of users of the SNSs are youngsters who were named Digital Natives [9]
especially the most common are students in higher education. They often use SNSs to
stay in touch with their offline friends or bolster existing connections rather than
developing new affairs [4]. That exposed a significant message that the SNSs could be a
possible medium to gain more recognition of online learning than conventional e-learning
platform if the elaborately designed activities can be closely integrated into the features
of SNSs. SNSs allow students to express themselves, communicate, and collect profiles
that highlight their talents and experiences. Researchers have fast realized the need to
incorporate this into the educational faculties as a resource to support the educational
communications between students and faculties, even though institutions of higher
learning have tried preventing students from accessing technologies which is of less
importance to their academic benefit [11]. Therefore educational institutions should think
to evolve methodologies that imbibe SNSs for educational purposes. Because it will
enhance an atmosphere to motivate students communications as it relates to their studies.
Depending on the category of SNSs been thought of, the idea has a lot of positive
attributes and will encourage higher acceptance rates among students. An email is a
familiar technology that lecturers already adopt in exchanging educational messages
between them and students. However, the proposed use is a familiar communication tool.

What is left is for management to engage in a well thought out strategy to inculcate this
technology as an official way of communicating with students and faculties. However,
SNSs technology is similar to webmail communication technology.

2.3 SNSs and Academic Performance

Academic performance is defined ashow students deal with their studies and how they
cope with or accomplish different tasks given to them by their teachers [6]. It was
indicated that friendship networks often necessitates access to information and
knowledge directly and indirectly, and the friendship network effect on student academic
performance has been confirmed [1]. Involvement of a student in these forms of activities
such as making friends on social networks should be seen as a way of having access to up
to date information that is relevant and can be channeled towards improving his academic
performance. It depends on the ability and willingness of the concerned individual to be
able to harness that opportunity to cope with academic related stress [6]. Friendship
networks often necessitate access to information and knowledge directly and indirectly,
and the friendship network effect on student academic performance has been confirmed
[1]. Harnessing properly the opportunities that are bound through this networks tend to
help the students lots in a positive manner and can also be channeled into helping others.
A student who records a high ingenuity on social networks has the tendency to make lots
of friends online and also may translate same to his normal daily academic life.

3. RESEARCH METHODOLOGY

A set of preliminary questionnaires which consist of 31 questions were randomly

distributed to 30 undergraduate and postgraduate students of the Universiti Teknologi
Philippines. The questionnaires were distributed randomly in the computer library
during
the academic hours. This particular university was chosen because of its strategic
importance as a world class research university in the country and it is the second best
university in Philippines. The university wide range of specialized courses and subjects at
the professional diploma, undergraduate and post graduate levels, large number of
students population which comprises of international students from across continent such
as Africa(Nigeria, Chad, Somalia), Asia (Indonesia, Singapore, China), Middle East(Iran,
Iraq, Yemen) and many other countries with diverse range of culture and religion which
could reflect the diversity of SNSs users. However, as indicated earlier this is just a
preliminary round of the questionnaire to test the instrument and also to gather initial
findings of the study. The actual set of questionnaires will be distributed to other institute
of higher learning in Philippines. The questionnaire was divided into two broad sections
(A and B) which are aimed at answering the two research questions; what are the reasons
students engage in the use of SNSs? And how does the use of SNSs impact on students
academic performance? Questions in the survey were adapted from the literature review
and previous surveys [6, 8, 14]. The questions also elicited perceptual responses and
certain specific responses which can be useful to add specificity to the findings. After the
data were collected, SPSS 16 Software was use for the analysis.

4. FINDINGS

The questionnaire starts with demographic questions such as age, gender, academic level
and nationality. The responses showed that 37% of those who participated were male
while 63% were female. 43% of them were undergraduate respondents and 57% were
postgraduate respondents. The higher percentage of graduate students is not surprising
because the sample institution chosen is a research university which boasts of a large
number of postgraduate students. It was found that majority of students who immersed in
online study were graduate students, hence we can also conclude that they are more
academically focused than the youthful under graduates. Age group of those who
participated in the survey are from; 16-21years old (43%), 22-27 old (27%), 28 years old
and above (30%).

Figure 1: Students use of SNSs

Figure1 indicates the reasons the student use SNSs. Majority of the respondents use SNSs
for making friends and chatting with each having a percentage of 21%. Respondents also
use SNSs for receiving and sending messages (17%). 8% use SNSs for playing games
and 7% use SNSs to share files. Total 26% of the respondents indicated that they do use
SNSs for academic purposes like communicating with their supervisors and lecturers,
conducting academic related discussions, which is less than the time they spend on other
activities unrelated to academics.
Table 2 and Table 3 show the analysis on the average response on a 5-point scale to
questions on the negative and positive impact of SNSs to students academic performance.

No
1
2
3
4
5
6
No

Table 2: Negative impacts of SNSs on students academic performance

Questions
Mean
These networking sites influence my academic performance
negatively, because they distract me from my studies.
Using SNSs require spending money and are wastage of time and by
this way it will affect my academic life.
Addiction to SNSs is problematic issue that affects my academic life.
I find it hard concentrating on study knowing that I can play online
games and visit these sites just by logging into them.

2.73

I compare my grades before I become engaged into these SNSs and

after I became involved. I see a drop in my academic performance.
SNSs are personal/ social-cant be used for education.

2.40

2.67
3.00
2.93

2.40

Table 3: Positive impacts of SNSs on students academic performance

The Question
Mean

The usage of SNSs is useful in higher educational institutions,

because they are an effective communication application.

3.40

Group discussions can be arranged with my classmates using SNSs.

3.70

An appointment can be fixed with my lecturer through SNSs.

3.20

10

Social networking site is helpful in my studies because I can receive

announcements from lecturers and faculty.
The SNSs help in my studies because I can discuss my assignments
with friends.
Using SNSs improves my interaction with classmates and lecturers

3.30

I use SNSs to facilitate academic activities and coordinate with

friends

3.20

11
12
13

3.40
3.30

In general, responses on the negative impacts of SNSs to student academic performance

have lower means which range from 2.40 to 3.00. There were no significant differences
in the students grades, before and after their involvement with SNSs and they also
believe the SNSs are not only for personal use but also suitable for education where both
of this items only show mean of 2.40. The highest mean for the negative impacts is on
addiction of SNSs which affect their academic life (3.00). Responses on the positive
impacts of SNSs to student academic performance have higher means which range from
3.20 to 3.70 for all the questions. Majority of the respondents clearly indicated that SNSs
can be used to discuss assignments (3.40), group discussions (3.70) and also to improve
interaction between lecturers and classmates (3.30).

5. DISCUSSIONS AND RECOMMENDATIONS

Based on the findings of this survey, the two research questions highlighted earlier are
answered. Most of the students are engage in the use of SNSs mainly for socializing
activities rather than for academic purpose. However, most of the respondents do feel that
the SNSs have more positive impact on their academic performance. This is due to the
fact that the SNSs can be used for various academic activities such as communicating
with the faculty and university authority, communicating with lecturers and supervisors,
making academic discussions with classmates and chatting with friends in respect to
topics of educational interest. While the negative impacts of the the SNSs towards their
academic performance are considerably low.
Therefore, based on the positive preliminary findings of this study, the universities and
other institutions of higher learning could take the advantage of the popularity and
positive impacts of the SNSs use to formally incorporate the use of SNSs in the teaching
and learning processes. Government regulatory agencies which are responsible to
monitor internet activities such as the Philippine Communication and Multimedia
Commission (MCMC) in Philippines and Ministry of Higher Education could also
benefit from findings from this kind of study to outline or improve any existing
guidelines on internet usage in general or particularly focusing on SNSs use for students.
These guidelines would not only be useful for students but also parents and
guardians in assisting them in monitoring or providing appropriate advice to their
children when using the SNSs.
However, as indicated earlier, this is just a preliminary phase of the study. The actual data
collection with the improved version of the survey in the later phase to the larger sample
of the population for the study should be able to reflect a more accurate and significant
findings of the phenomenon.

6. ACKNOWLEDGEMENT
This paper is funded by Research University Grant of Universiti Teknologi
Philippines
(Project No. is QJ13000.7128.03J32).

7. REFERENCES
[1] Baldwin, T. T. , Bedell, M. D. and Johnson, J. L.. The social fabric of a team- based
M.B.A. program: network effects on student satisfaction and performance. Academy
of Management Journal, 40(6), 1997.
[2] Boyd D. and Ellison N., Social Network Sites: Definition, History, and Scholarship
Journal of Computer-Mediated Communication, 13 (1), 2007.
[3] Cohen, R., Livewire: Web sites try to make internet dating less creepy.
Reuters.
Retrieved September 26, 2008 from http://asia.reuters.com/newsArticle.jhtml?
type=internetNews&storyID=3041934.
2003, July 5.

[4] Ellison, N. B., Steinfield, C., & Lampe, C., The benefits of Facebook Friends:

Social capital and college students' use of online social network sites. Journal of
Computer-Mediated Communication, 12, 11431168,
2007.
[5] Ibarra, H., Race, opportunity, and diversity of social circles in managerial
networks. Academy of Management Journal, 38: 673-703. 1995.
[6] Kimberly, B .,Charles, A, B ., Nicole, A, C ., Sittie ,N, D ., Gemeile, A ,L April ,
ikka, U,T.,(October 19, 2009). Social networking sites affect ones academic
performance adversely. Retrieved 18 January 2011, from
http://www.scribd.com/doc/28919575/SOCIAL-NETWORKING-SITES-, 2009.
[7] Megat, I. The Impact Social Networking, 59 Hull G., Lipford H. R., Latulipe C.,
ibid., 2009.
[8] M.D. Roblyer,, Michelle, M., Marsena, W., James, H.,& James, Vince. / Internet and
Higher Education 13 (2010) 134140: Findings on Facebook in higher education: A
comparison of college faculty and student uses and perceptions of social networking
sites.
[9] Prensky, M. Digital natives, digital immigrants. On the Horizon, 9, 1-6. Retrieved 17
May 2010, from http://www.marcprensky.com/writing/Prensky-Digital Natives,
Digital Immigrants - Part1.pdf., 2001.
[10]Rajat, R., The effect of social networking sites on personal lives of the people, of
the subject. Business Research Methods at ICFAI, 2009.
[11]Roblyer,M.D., Findings on Facebook in higher education: A comparison of college
Faculty and student uses and perceptions of social networking sites. Internet
and Higher Education 13,PP. 134140, 2010.
[12] Sorav, J., Most Popular Social Networking Sites of the World. Retrieved 28 January
2011 http://socialmediatoday.com/soravjain/195917/40-most popular-socialnetworking-sites-world, 2010.
[13] William, F. P., Social networking sites: How to Stay Safe Sites: Multi-State
Information Sharing & Analysis Center (MS-ISAC). Retrieved 27 March 2011
http://www.msisac.org, 2009.
[14] Wong S.L, et al. (Eds.), Proceedings of the 18th International Conference on
Computers in Education. Putrajaya, Malaysia: Asia-Pacific Society for Computers in
Education. Integrating Social Networking Site intoTeaching and Learning. 2010.