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What role does social networking play in mass communications?

Determining the fact whether mass communications influences social networking and vice versa. Looking at examples of mass gatherings/protests , e.g. Arab Spring on a large scale, use of social media such as Facebook and YouTube, London riots on a smaller one, use of social media like BBM.These are only examples and the topic may be vague. As a result of this, anything that can be tied in and makes sense to include, such as other big events/protests or things along the line of that can be used. Just needs to make sense. The title can be changed to something similar as well, I am not strict on it.