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Pre-University Paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, , language: English, abstract: 'Social networking' lies within human nature and evolved over centuries – at all times synchronously to recent innovation. 'Social networking' is not a modern 'phenomenon'. To reduce it to simpler terms, 'social networking' means forming a society out of individuals. An instantaneous paradigm shift – regarding our ways of communication – has already occurred. Checking new e-mails or social network updates developed into a casual, daily action, just like taking a short look at one's watch in former times. 'Facebook' and it's social media equivalents have had a massive impact on social life structures, especially within the examined age class of the under 18 year-old minors.