The new reality of the digital age has implications for forming new socially meaningful structures within the context of culture. Interchanging messages, stories, opinions, posts, and videos through channels on telecommunication pathways can cause miscommunication-- especially through different cultures. Contemporary analysts question the causes of changes in community. Often they speculate about whether or not the consequences of these changes could lead to some new sociological structure. Most of them have pointed out that the increased velocity of transactions has fostered international density, making social networks a catalyst for social change.
Across the global village people have reached out and transcended their neighborhoods. They are involved in a complex community of networks stretching across cities, nations, oceans, and governments. Yet at the same time the increasing communications with friends on social media may also increase the density of interconnections within already existing social clusters. The global village's implications on sociological structures are yet to be fully realized. Not only does multimedia have the ability to impact individuals differently for cultural reasons, but messages also affect people due to their religion, politics, beliefs, business, money etc. The time in which messages are received also affects how a message is understood.
In Marshall McLuhan’s time, the global village was already apparent. It was already a comprehensive and seminal way to grasp what was happening to the world at large at any time (and correspondingly, what should be done with this in mind): "The global village absolutely ensures maximal disagreement on all points" (McLuhan: Hot & Cool. New York: The New American Library, p. 272).