ABSTRACT Reevo, Jomarie B.

THE IMPLICATIONS OF RATIONALIZED SOCIAL NETWORKING (Unpublished Undergraduate Thesis, College of Social Sciences and Philosophy, Bicol University, March 2013)

Social networking is the commonly used communication media nowadays but the main essence of social networking which is a free communication is colonized by the system of government and market place. Social networking is used for online selling and advertisement purposes and as a such for cyber bullying which implores the one-sided goal of such actor in a social networking site regarding to this concept, the researcher implores the theory of Lifeworld of Jurgen Habermas to expose the nature of social networking which is said to be a colonized one, to redefine the social networking nowadays, the theory of communicative action of Jurgen Habermas is utilized to rationalized the social networking and bring back to main purpose of social networking which is to socialized not to commercialized. The purpose of this study is to establish the nature and implications of social networking from the perspective of critical hermeneutics of Jurgen Habermas which is theory of Lifeworld and theory of communicative action. The theory of Lifeworld which presents the nature of the communication media which is social networking and the implications based upon the truth validity of communicative action. Using analytic method this study establish the nature of social networking from an empirical data and addressed its output from the philosophy of Jurgen Habermas, in the output of this study, it presented the validity claims of every action to see if it is a strategic action or a communicative action. This study recommended that every user of social networking must act in a communicative manner not on a strategic manner which only implores the goodness of the subject or the speaker of a communication process.