Posting Our Hearts Out

Posting our Hearts Out, Understanding Online Self-Disclosure for Better DesignsJavier Velasco M.School of Information and Library ScienceThe University of North Carolina at Chapel Hill

AgendaThe ProblemThe Survey StudyThe ModelFuture WorkDesign Implications

My questionsAre there differences in intimacy for differentcomputer-mediated communication tools?Does this reflect on our communication behavior?What drives people’s online self-disclosure?Does design have a role on this? Can we influence this behavior with our designs?

The ProblemExperienced adults - including early adopters of socialmedia - publishing intimate information in public spaces Non-directed self-disclosure (Stefanone & Jang, 2008 ; Rosenfeld & Kendrick, 1984)

181 Followers

2435 Followers

1514 Followers

Benefits & Risks of Self-disclosureBenefits Risks Catharsis Rejection Self-clarification Negative impression Self-validation Loss of control Reciprocity Hurting others Impression formation Relationship maintenance & formation Moral obligation Social Influence Self-defense Adler, Rosenfeld & Proctor, 2010

The Survey Study

Research QuestionsFor the given population:Are there differences in perceived intimacy for a set of popularCMC tools?Does tool intimacy relate to self-disclosure?How does this differ between people?

Self-Disclosure (SD) is central to interpersonalrelationshipsSD is reciprocalSD can help ill people feel betterConversational partner is critical for SDPeople treat computers & media as social actorsComputer interfaces yield more SD than papersurveys and face-to-face conversationsSocial Media tools are creating changes in privacyboundary management processesSocial Media support non-directed SDPrivacy of CMC tool is related to SD for intimatetopics only Altman & Taylor, 1973; Frattaroli, 2006; Frye & Dornisch, 2010; Joinson, 2004; Jourard, 1958; Jourard, 1959; Palen & Dourish, 2003; Reeves & Naas, 1997; Rheingold, 1996; Rosenfeld & Kendrick, 1984; Stefanone & Jang, 2008; Walther, 1996.

QuestionsUsed in the last month Email - IM - Blogs - Facebook - TwitterFor each Tool Experience Expertise Frequency # People Tool Intimacy

For Each Tool: How Likely are you to Share? Mood Family Politics HealthScenario IntimacyPsychometrics General Self-disclosure Scale Private Self-consciousness Public Self-consciousness

Demographics Gender Age Education Work Experience Country (current, origin)Thanks!$100 Gift Card?

Oh, wait! IRBInstitutional Review Board

Recruitment Week 1 Twitter, 2x day Facebook, 1x day Blog post, 1 Email invite Information Architecture Institute Interaction Design Association UNC Opt-in Mass Mailing List Week 2 Twitter, lot less Facebook, about once “Inﬂuentials” “Share the link” on ﬁnal page Email reminder Information Architecture Institute Interaction Design Association

The Sample Total N=1274 Analysis N=1092Countries of origin County People Percent USA 617 57.08% Chile 246 22.76% Argentina 23 2.13% Canada 22 2.04% Mexico 21 1.94% Australia 15 1.39% India 15 1.39% Colombia 11 1.02% China 10 0.93% Brazil 9 0.83% Top 10 of 53 represented countries

The Sample Demographics Education: M = 17.10 Years Work Experience: M= 9.99 YearsParticipants 60.7% = Women 45% = Design or Study of Information Systems Age: M =33.56

The Sample Tool Usage Participants 100% 81% 41% 85% 62% Email IM Blog Facebok Twitter Mean Years 14.5 11.1 5.7 4.0 2.5 Experience

Results Tool IntimacyIntimacy

ResultsScenario Intimacy

Results OSD x Tools / ScenariosLikely to Share

Results: OSD Regression Tool Intimacy              0.212*** (0.01)  Scenario Intimacy         ‐0.266*** (0.01)  Tool Experience            0.028*** (0.00)  Tool Frequency             0.325*** (0.01)  Tool Expertise             0.037    (0.02)  Tool Audience              0.000**  (0.00)    Gen. Self‐Disc.            0.015*   (0.01)  Private Self‐Cons.         0.021*** (0.00)  Public Self‐Cons.          0.021*** (0.00)  Sex (1=F)                  0.225*** (0.03)  Age                        0.005    (0.00)  Education                 ‐0.004    (0.00)  Work Experience           ‐0.015*** (0.00)  USA or Chile (1)           0.175*** (0.05)  Constant                   0.672*** (0.20)  * p<0.05, ** p<0.01, *** p<0.001, (std dev)

The Model Personal Online Self-disclosureTechnological Social

The ModelPersonalCatharsis (Jourard, 1964; Rosenfeld & Kendrick, 1984)Loneliness (Leung, 2002)Self-esteem (Joinson, 2004)Impression Management (De Souza & Nick, 2004)Physical Context (Stefanone, Jang & Claes, 2009)GenderWork Experience

The ModelSocialReciprocity (Boyd, 2008; Joinson, 2001; Moon, 2000)Intended Audience (Gibbs, Ellison & Heino, 2006;Stefanone & Jang, 2008)Relationship Maintenance (Boyd, 2006; Stefanone &Jang, 2008; Krasnova et al., 2010)Environment Norms (Boyd, 2008)Cultural Norms (Diaz-Peralta, 2003)

The ModelTechnologicalRelative Anonymity (Rheingold, 1993; Joinson, 2001b; Christopherson, 2006; Tanis &Postmes, 2007; Bargh, McKenna & Fitzimons, 2002, Mesch & Becker, 2010)Social Response (Reeves & Nass, 1996)Frequency of Use (Rau et al, 2008; Frye & Dornisch, 2010; Mesch & Becker, 2010, my study)Tool Privacy (Krasnova et al., 2010; Stutzman, Capra & Thompson 2011)Interface Design (Sagolla, 2009)

Future WorkInterviews: Why are people doing this? Whom are they thinking of? How does it make them feel?Experience Sampling: Why are people doing this? Whom are they thinking of? How does it make them feel?Experiment: Role of interface on (heuristic/reflective) behavior

DesignImplications

Thank you!Javier Velasco M.jvelasco@unc.eduTwitter @mantrucSpecial thanks toRob Capra,Fred Stutzman& Gary MarchioniniAlso thanks to my team of Pre-testersSurvey funded by- 2009 IA Institute Progress Grant- NSF Grant IIS 0812363

Questions? The Problem The Survey Study The Model Future Work Design Implications Javier Velasco M. jvelasco@unc.edu Twitter @mantruc

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Posting Our Hearts Out

by Javier Velasco

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