The paper analyzes some recent developments regarding communication phenomena and asks for a deep critical rethinking in the field of media studies. The unexpected and surely unforeseen communication development has decisively affected societal norms and behaviors, thus provoking a sort of shock in contemporary societies. Communication scholars have shown a severe lack of preparation towards these social changes. In a wider sense, Sociology as a discipline risks to be marginalized by communication, thus loosing her own social reputation.
Keywords: Sociology of communication, media studies, communication effects, socialization, digital technologies, participation