The rapid revolution, experienced due to present computer usage and on-line media services, has totally changed global face on different aspects. This can be evidenced on the numerous recent activities, involving internet-based social programs that relay data and complete information about the daily events, like electronic-media news and free on-line chatting.
Some of the major parameters, under which such effects take toll on, include relationships and personal identity. Bradon (2008) explains that on-line media service is a computer-aided event where either data or information, for example, daily news can be put, processed and retrieved via internet. This activity has led to both positive and negative effects, especially on relationships and general identity.
On relationships, the focus is based on general friendships, family ties, intimacy and co-worker-relationships. On-line media engagement has brought positive results, for example, it has cemented close relations between intimate friends of the opposite sides. The current cheap internet- aided mobile phones have enabled daily communication at affordable tariff rates. Face-book and Twitter sites are full of people, who identify themselves like relatives and work colleagues sharing complimentaries, bringing them even closer.
Other social internet sites like ‘Linked In’ mainly display available products from distinct destinations, hence offering internet marketing (iMarketing). This event is client-focused; therefore, improve the relationship of the offeror and offeree through affordable communication means. Electronic mobile banking adopts some of the internet services like on-line enquiries and registration with the service provider, which also enhances the client-provider relationship.
On-line media services have also initiated new net-works between new businesses and clients, also between clients themselves, for example, in cyber cafes, leading to sprouting of new friendships.
This service, however, has a few limitations. On-line media services have greatly contributed to broken relationships, mistrust, misrepresentation and extravagance. Daily costs due to addiction, prove expensive. Weber (2009) warns that close monitoring of people’s profiles (identities) in social sites like face-book, can expose illegally and irreparably, and can damage materials of another party. When this lands on the wrong hands, like partners of the opposite sex, consequences are always grave.