In contemporary societies the basic cause for the rise of the networks is that the individual’s need of being in contact. At this level of individualization, the use of networks becomes the core concept for improving social relationships.
According to van Dijk ‘At the individual level the use of networks has come to dominate our lives. Counting the time spent on broadcast networks, telephony, and the Internet we can add between five and seven hours of leisure time a day on average in a developed society. Not to mention the hours spent with them at work and at school’ (van Dijk 2006,1)
In his book ‘The Network Society’, van Dijk gives extensive information about how social and media networks constitute a network society.