Abstract: Given the pace, at which we are encountering new media as a democratic means of communication, the prospect of NICs being the most indispensable part of our lives is not far away. From this perspective, the paper attempts to study the changing communication patterns of the 21st-century tech-savvy generation. It has been claimed that new media has brought sea changes in intrapersonal, interpersonal, group, and mass communication processes and content. Once upon a time, traditional media was setting the agenda of public discourse observing forward to new media for breaking news. In the absence of a proper content regulatory authority, new media is diminishing the gatekeeping function in media, making it more participatory yet less authentic in content. In the virtual world, youth is existing a virtual life rather than proper life. The paper explores how new media is redefining social roles that are more vulnerable to dissolution as interpersonal communication is scheduled on public platforms. In the crowd of hundreds and thousands of friends on social media, youths find themselves alienated from the real world. The author concludes that in the age of announcement, a new kind of social order is being developed, establishing public and mass communication but weakening interpersonal communication. The next part of the thing is dedicated to the clarification of the elementary ideas of social media studies, emphasizing such concepts as new media, new new media. And The paper will observe how the use of social media has presented uncertainty in channels of communication and its influence on organizations. The paper will also discourse the implications of the occurrence of social media and discourse on the properties it has had on the excellence of organizational communication management.
Keywords: Reasons of social media is effective, communication levels, communication studies, Communication Management.
| DOI: 10.17148/IJARCCE.2022.111155