Introduction This paper is aimed at discussing the ways in which social media are contributing to changing social relations. This issue can be illustrated by examining profound transformations that were brought by new technologies, especially Web 2.0. For instance, it is necessary to mention that currently people representing different social classes, religious groups, or cultures have more opportunities for interacting with one another in order to achieve certain goals. More importantly, an individual is better able to convey his/her views to a greater number of people. Additionally, these tools can be viewed as the platform which enables people to discuss the most important social, political, and administrative issues affecting the entire community. These are some of the main trends that can be distinguished. These issues can be discussed by examining empirical data showing how people use social media and how their interactions with one another have evolved during the last decade. Additionally, it is vital to consider social media as one of the factors contributing to the transformation of social norms. This analysis should be based on empirical studies carried out by various researchers. For instance, one can look at the values of people who are active users of social media. Apart from that, it is possible to examine the statistical surveys illustrating how people’s attitudes have changed due to the influence of mass media. This quantitative information can throw light on the impact of social media on the relations within the community. In order to analyse these issues, one should apply different frameworks that can explain people’s behavior. In particular, it is possible to apply the theory of affordance and the theory of mediatisation. These models are particularly useful for explaining how social media transform the behavior of individuals and groups. They are particularly helpful since they demonstrate how social and cultural norms are changed due to the development of information technologies. This paper will include several sections. At first, it is critical to overview the main concepts and theories that can be useful for describing people’s online behavior and discussing their worldviews and perceptions. One should also illustrate the empirical findings that can throw light on the application of these theoretical models. Furthermore, the second section will include the main argument about the influence of social media on the changing relations between individuals and groups. Much attention will be paid to the transformation of people’s attitudes and new forms of cooperation between various stakeholders. On the whole, this discussion can be important for understanding the main trends affecting various communities. Additionally, this analysis can be useful for identifying the origins of various social phenomena. Yet, it can only be a starting point for further studies that can increase people’s awareness about the specific impact of information technologies, especially the way in which they influence people’s actions. Key research, theories, and debates It is possible to distinguish several concepts that are useful for discussing the questions r