Making Sense of Social Network Sites
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A high-level overview of some research perspectives on social network sites.
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Making Sense of Social Network Sites
- 1. Making Sense of Social Network Sites Fred Stutzman UNC School of Information and Library Science
- 4. 2005-Present
- 6. 300 Million Users 180 Countries 70 Translations 70% International
- 8. http://bit.ly/32xwPF 46% Americans use SNS 65% Teens 12-17 73% Adult SNS users have FB Account Pew Internet and American Life Project
- 15. Value?
- 16. Social Ties http://bit.ly/Soi27
- 18. Support http://bit.ly/1wH6ax
- 20. Challenges?
- 21. Privacy
- 23. Managing Contexts • Presence of multiple social groups • Behavioral Strategies • Mental Strategies • “Least Common Denominator” http://bit.ly/yS8yI (Lampinen et. al., 2009)
- 24. Context Tension • Connections across status and power boundaries • Propriety, work/ family • Inadvertent disclosures leading to harms http://bit.ly/6HTDB (Skeels and Grudin, 2009)
- 25. Two Studies
- 28. Study Goals • Why are motives for using multiple profiles? • What strategies to people employ in managing multiple profiles? • Is this an effective strategy? Fred Stutzman, fred.stutzman@unc.edu
- 29. Motives • Privacy • Identity • Utility • Propriety http://www.flickr.com/photos/gi/435888435/ Fred Stutzman, fred.stutzman@unc.edu
- 30. Forms of Regulation • Multiple identities in a single space • Single account, highly segmented privacy controls • Segmentation by site • Different social media for different audiences Fred Stutzman, fred.stutzman@unc.edu
- 31. Concealment • Three genres identified • Pseudonymity • Practical Obscurity • Obscure name variants, non- disclosure of identity • Transparent Separations Fred Stutzman, fred.stutzman@unc.edu
- 33. Friend Network • No Steps Significant • People with less friends were less likely to go friends- only (411 vs 500, p=.003)
- 34. Expectancy Violations Fred Stutzman, fred.stutzman@unc.edu
- 35. Discursive Privacy • Active Privacy • Deleted a wall post left on someone else’s wall, Deleted a wall post someone left on your wall (α=.73) • Conversant Privacy • Advised someone to change their FB profile, Changed FB profile based on advice, Asked someone to make private a FB photo containing your image,Asked someone to completely remove FB image (α=.69)
- 36. Directions
- 37. Participants • 15 participants, two in 40’s, six in 50’s, seven in 60’s, nine females and six males • Semi-structured interviews, in-person and by phone • TOLA (Transitional, Older, Late Adopting Users) Fred Stutzman, fred.stutzman@unc.edu
- 38. Framework • Adoption, Experience • Audience, Connections, Motivation • Social Support • Privacy Fred Stutzman, fred.stutzman@unc.edu
- 39. Adoption • Reconnection drives adoption and use • Real names the norm, searching important • Reconstruction of the life story “[In Facebook] I will click on one of my friends and I will see two other people that I have not heard from in years and be able to get in touch with them and I think it’s a great thing for that.” Fred Stutzman, fred.stutzman@unc.edu
- 40. Connections • Networks are close; small in size • Attention focused on “important” others • Reconnections, old crushes • Observing the extended family • Attention shifts; the “dance” of reconnection Fred Stutzman, fred.stutzman@unc.edu
- 41. Contexts • Family, friends, reconnections and co- workers main cited contexts • The “time gap” as unique boundary • Lack of common ground • Shifting norms and identities • Bridging “different lives” Fred Stutzman, fred.stutzman@unc.edu
- 42. Support • SNS is a supportive place • Emotional and informational support provisioned most commonly “One of my nieces’ parents has been rather ill, and people have been just giving her messages of support. She’s someone who is regularly on Facebook and talking about her mother’s condition and the surgeries she’s had, and people were voicing support for how she was doing.” Fred Stutzman, fred.stutzman@unc.edu
- 43. Asking for support? • SNS is not a place where the sample goes for support • Privacy; Multiple groups; Compromising disclosures • Established modes for connection with supportive others Fred Stutzman, fred.stutzman@unc.edu
- 44. Reciprocity • SNS is full of supportive givers; fewer “askers” • Users are willing to mobilize “In other words posting on the Wall where all of my friends can see it – everyone on my friends list can see it – I would not do that. And that is because of this mix of people, different kinds of relationships.” Fred Stutzman, fred.stutzman@unc.edu
- 45. Implications
- 47. Information Grounds http://bit.ly/3LMJXF
- 48. Mobile http://bit.ly/2iEmDa
- 49. Thank you! Fred Stutzman: fred.stutzman@unc.edu Twitter @fstutzman http://fredstutzman.com Fred Stutzman, fred.stutzman@unc.edu