Chapter 2

Review of Related Literature

This chapter presents a review of related literature both foreign and
local.
This also presents the different variables relative to the study.

2.1 Related Literature

2.1.1 Foreign Literature
Barnes (1954) indicates that Social Network Theory views social
relationships in terms of nodes and ties. Social Network is a social structure
made up of individuals
(or organizations) called nodes, which are
tied (connected) by one or more specific types of interdependency, such as
friendship, kinship, common interest, financial exchange, likes/dislikes, or
relationships of beliefs, knowledge or prestige.
Moreover Abhyankar (2011) pointed out that from the very beginning:
human beings always associated themselves to some form of social structure
as they evolved across generations. All human beings crave social life, but
not all can have time and resources to enjoy social circle where they can
communicate, collaborate and freely express themselves with like-minded
peers for satisfying their different needs like security, assets, skills,
relationships, science and technology, events, politics, history, literature, art,
etc. There is no end to the list of fundamental principles that can drive
people to create platforms for communication and interaction, mutually
beneficial for the whole community.
According to Abhyankar (2011) Social Network is an online
community where people across the globe (irrespective of demographic and
geographical differences) can develop network with different organizations or
individuals for a specific purpose. It creates a chain of linked/connected
entities (individuals/organizations, communities, forums, groups etc.) like a
tree with multiple branches and nodes. These branches are the various
groups, communities, forums etc. that an individual intends to join. Hence, a
social network represents relationships between nodes (people) and flows
between the branches (groups, communities, forums, organizations, etc.)
DiMicco and Millen (2007) adds that Social network sites have been
widely studied from a consumer perspective despite huge investment by
many organizations in social technology, and a number of high profile
failures and embarrassments stemming from their use of the few existing

studies of social network site use in organizations, there are couple looking
at the uses of public social network sites (such as Facebook and LinkedIn) in
an organizational context. (Skeels and Grudin 2009), and a handful more
looking at uses of private, internal sites (Brzozowski, 2009).
2.1.2 Local Literature
In this Digital Age, everyone seems to make his or her presence felt in
the virtual world to validate his or her existence. Getting connected through
social networks and blog sites seems to be the norm, not just among
individuals, but also among companies and businesses. With this, the Honor
Award Program (HAP) of the Civil Service Commission (CSC) has ventured
into social media to strengthen its promotional strategies of the Program.
Commission of Information and Communication Technology (CICT)
Chairman Ivan John E. Uy said that social networking sites can be a useful
tool in public service delivery. The use of Facebook and Twitter in
government offices provides better access to the public, he said in an
interview aired over DZRB.
According to the latest information from the Internet and Mobile Marketing
Association of the Philippines (IMMAP), close to half of the Philippine
population is now online. The number of Philippine Internet users as of mid2014 is now at 38 million out of a population of 100 million, according to
IMMAP, and may still be expected to increase dramatically because of the
falling cost of both Internet access and devices. It is also estimated that
about two-thirds of Internet users are below 30 years old.
The Pangasinan provincial government is vigorously pushing people
empowerment, including generating grater public awareness on various
government programs through the use of social networking sites. Pursuing
this thrust, the provincial government led by Gov. Amado Espino Jr.
conducted a multi-sector bloggers orientation seminar last June 1 at the
Pangasinan Development and Training Center. The participants included
provincial department heads, chiefs of hospital, administrative officers and
staff, and IT personnel of different departments of the provincial government.
Vagie Padilla, a social media specialist and resource speaker, said
Espino wanted to raise the level of quality of public service given to the 2.6
million Pangasinenses, since they are now some 300,000 Pangasinenses who
are on Facebook, Padilla said Espino thought of coping with the times by
switching from the traditional to cyberspace.

Since Pangasinan is now dubbed as No.1 province in many aspect,

Gov. Espino opts to explore greater heights of bringing government service
closer to the people, having seen the intense impact of social media like
Facebook, Twitter, and YouTube among Pangasinenses, Padilla said.
Coinciding with the half-day orientation was the launching of Espinos social
networking
sites

www.twitter.com/governorespino,
www.youtube.com/governorespino, www.facebook.com/governorespino.
A series of orientation
employees, high school and
officials, and various sectors
employees on social networking

seminar is underway for all provincial

college students, Sangguniang Kabataan
in the province. Tutorial for government
is also set to fully realize the project.

The Philippines has been on the World Wide Web since the early 90s.
Mozcom was the first commercially available internet provider in the
Philippines, starting in 1994.
In early 2000, via the Electronic Commerce Act or Republic Act 8792,
the Philippine government mandated that every department should have a
presence on the web. This was to allow the public access to information as
well as a means to communicate with their newly elected politicians.
There are different levels of web presence required of the government. The
hierarchy, from the most basic to the highest, is:
Emerging Web Presence level could be just a simple static
website with
details of the respective agency and contact information.
Enhanced Web Presence includes regularly update data, a
portal to other departments or government agencies, and a section where
users can
download documents.
Interactive Web Presence means more dynamic websites.
Information
must be updated on a daily or weekly basis.
Documents and forms can be downloaded before submitting them to the
agency.
Transactional Web Presence means the user can perform
secure transactions completely on the site, without the need for filling out
paper forms and documents.

The fifth and most important level is Fully Integrated Web

Presence. Here the government agency should be able to provide all
requirements through two-way communication such email or instant
messaging. There should be social networking information, and documents
and forms should be available from a single website. This gives the public a
direct means of sending feedback and increases opportunities for almost
instantaneous responses from the agency in question.
At this point, many departments just barely qualify for the third level, while a
few are already exploring the forth level. Very few governments around the
world have the equivalent of the fifth level of web presence.
All government websites operate under guidelines set by the office of
President to standardize the quality of government web presence. This is
implemented and monitored by the Department of Trade and Industry. These
are followed according to the different types of service provided by the
department, which include the agency working with the public, another
government agency or a business. Some department already allow
application online, filing or permits and payment. E-commerce services are
also in a place for the convenience of businesses and corporation. The
standardization allows the agencies to scale their deployment on the web in
phases, which ensures that they are able to bring the best service without
unnecessary expense or inconvenience to the public.
As we move in 21st century, more and more government agencies are
working to improve their web presence to include social networking, which is
now more than just a new buzzword thrown around in meetings. The
information that was disseminated across various demographics at Edsa II
shows that its not just the youth you can reach with technology. Older
generations will not be left behind. The sites are becoming increasingly easy
to use and the convenience is starting to outweigh the alternatives. Waiting
in line at the Land Transportation (LTO) for your drivers license will soon be
part of the past.
The Internet is information, it is convenience, and it is here. You had best
embrace it, or youll be the only one wholl be waiting in line.
2.2 Related Studies
2.2.1 Foreign Studies

Online social networking presents both opportunities and risks to

young people. According to Davies and Cranston (2008), online social
networking presents many opportunities to young people by making is easier
for them to amongst other things: publish creative works to local and global
audiences; stay in touch and communicate with peers; find and interact with
people with shared interests; organize and co-ordinate political engagement
and action; for virtual volunteering; and to engage in self-expression.
However, online social networking can also expose young people to new
risks. Risks from: inappropriate content; commercialism and unsuitable
advertising; inappropriate or offensive conduct on SNS; Criminal activities
such as identify theft; and inappropriate contact (online and offline) from
strangers which may include grooming in the most serious cases, sexual
abuse.

For many young people, online social networking is not a distinct

activity, but is part of day-to-day life, communication and interaction with
peers. This can lead to some risks crossing over into, and potentially being
amplified by, SNS as one of the most significant negative issues linked to
online social networking (Davies and Cranston,2008).
Moreover, Davies and Cranston (2008) said that group and
communication tools in social networking sites can provide ways to keep
young people in touch with services and with each other, to build bridges
between different groups, and to promote ongoing collaboration on projects
between face-to-face sessions. Social network sites can provide a platform
for sharing young peoples creative efforts, or for enabling young people to
have a public voice on issues that affect them. Online social networking also
offers the potential for new forms of online outreach work or for working with
groups with shared interests from across a wide geographical area (e.g.
online work with socially excluded young people, young people from rural
areas)
Young people can be seen as valued stakeholders within the greater
society. Youth participation opens the door, not only for meaningful inclusion
of young people in decision-making processes that affect their lives, but also
in the planning, design and delivery of related goods and services.
There is a strong argument in favor of youth participation from a
human rights perspective. The internationally recognized UN Convention on

the Rights of the Child outlines the rights of children and young people to
participate in decision-making processes that affect their lives. The mere
presence of a youth delegate a high level meeting or conference may
challenge a greater consciousness of youth issues and concerns during
deliberations. UNESCO has develop the concept of youth mainstreaming,
which goes beyond dimension of youth specific themes and looks with the
importance of a youth perspective on all aspects of social, political, and
economic life.
It denotes a process for a meaningful engagement and broad
integration of young people into structures and activities of social
development on a daily basis. It requires consistence, committed youth-adult
cooperation at every level, where young people are recognized as equal and
valuable partners. A youth mainstreaming approach aims to support young
people to fulfill their roles effectively and to take their right place in the
society.