Help! My Mom’s on Facebook                    Combating Lowest Common Denominator Culture                                 ...
“On the Internet Nobody Knows You’re a Dog”Saturday, 26 March 2011
Until you go to dogs.com, surf for puppy                            chow, fire hydrants and other dogs.Saturday, 26 March 2...
Welcome to the                    Real Name InternetSaturday, 26 March 2011
Sampled 10 million ties. “When I shared the image with others                          within Facebook, it resonated with ...
[“The Social Network” Movie Poster]Saturday, 26 March 2011
Saturday, 26 March 2011
YOU DONT GET                          TO RESEARCH                          FACEBOOK FRIENDS                          WITHO...
Source: thefridge.comSaturday, 26 March 2011
Saturday, 26 March 2011
What is a Friend on Facebook?               • Technically, a friend is a form of information                          acce...
Source: http://myparentsjoinedfacebook.com/post/354803364/click-pic-for-larger-imageSaturday, 26 March 2011
source: lamebook.comSaturday, 26 March 2011
source: lamebook.comSaturday, 26 March 2011
source: lamebook.comSaturday, 26 March 2011
But people don’t always think about                   their audienceSaturday, 26 March 2011
Saturday, 26 March 2011
Reasons for friends on SNS (boyd, 2006)  1. Actual friends  2. Acquaintances, family members, colleagues  3. It would be s...
Facebook as information curator              • It is not a ‘place’, it is a system of distribution                      fo...
Saturday, 26 March 2011
A theory of lowest common                              denominator culture         • People tend to censor their posts by ...
Pre-Modern                Modern                                                    Hometown                            Fa...
Modern          Facebook                             Hometown                              Family          Friends       N...
Facebook     Twitter                           Friends     Everyone                          Friends of                   ...
But do we really have               one big circle of friends?                          no.Saturday, 26 March 2011
A social network analysts               view of Facebook                                      People are dots.            ...
Facebook Friends                          Coherently Cluster                           My work focuses on ego-centered    ...
Example Facebook Networks                    •     Clearly show different                          social worlds          ...
My Network in 2009                          Yellow-Green: Work                            Blue: University                ...
Saturday, 26 March 2011
Not a homogenous                                    group                 Friends of                  Friends             ...
Saturday, 26 March 2011
Source: http://blog.linkedin.com/2011/01/24/linkedin-inmaps/Saturday, 26 March 2011
Why does this map make sense?      •      In the most basic sense, nodes in a network (people)             can be clustere...
The Classic Networky Look in Action                          The “Fruchterma-Rheingold” Algorithm                   10 Ite...
Dense ballLewis, K, J Kaufman, and N Christakis. 2008. “The Taste for Privacy: An Analysis of College Student Privacy   Se...
Research Questions           •      Do these network clusters actually represent personal                  social groups  ...
Facilitated Social Worlds                 “People in your life may be part of larger social                 groups such as...
Example diagramSaturday, 26 March 2011
NameGenWebSaturday, 26 March 2011
NameGen DesktopSaturday, 26 March 2011
NameGen DesktopSaturday, 26 March 2011
Visualizing Through GUESSSaturday, 26 March 2011
Sample / Research Design         • Pre-test for full project          • Convenience Recruitment through flyers             ...
Do Facebook Networks Map onto               offline notions of networks?     • When presented with visualizations, individu...
Example SociogramsSaturday, 26 March 2011
“Bolivar”Saturday, 26 March 2011
Saturday, 26 March 2011
Oxford Friends                                                                Ex-students                              Hob...
Example                I: Imagine if I could draw a circle around those people, and say                “you’re the [Anonym...
“Sara”Saturday, 26 March 2011
Linked on Facebook to                          big group through few                                 brokers              ...
Family                          Local Friends                                          Three co-worker groups             ...
“Tyrone”Saturday, 26 March 2011
Saturday, 26 March 2011
Other Oxford friends                           actually connected.         Big core with periphery               as sugges...
Persistent contentSaturday, 26 March 2011
Consequences?                          • Focus                          • Avoidance                          • Watered dow...
Thank You                  Bernie Hogan               Research Fellow, OII         http://people.oii.ox.ac.uk/hogan       ...
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Help! My Mom’s on Facebook (by Dr. Bernie Hogan)

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Speaker: Dr. Bernie Hogan, Oxford Internet Institute, University of Oxford

Organizers: SocialMediaLab.ca at Dalhousie University

Sponsors: SSHRC & MITACS

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Help! My Mom’s on Facebook (by Dr. Bernie Hogan)

  1. 1. Help! My Mom’s on Facebook Combating Lowest Common Denominator Culture on Social Media Sites Bernie Hogan Research Fellow, Oxford Internet Institute University of Oxford Presentation at Dalhousie School of Information Management March 25, 2011Saturday, 26 March 2011
  2. 2. “On the Internet Nobody Knows You’re a Dog”Saturday, 26 March 2011
  3. 3. Until you go to dogs.com, surf for puppy chow, fire hydrants and other dogs.Saturday, 26 March 2011
  4. 4. Welcome to the Real Name InternetSaturday, 26 March 2011
  5. 5. Sampled 10 million ties. “When I shared the image with others within Facebook, it resonated with many people. Its not just a pretty picture, its a reaffirmation of the impact we have in connecting people, even across oceans and borders.” Butler (2010)Saturday, 26 March 2011
  6. 6. [“The Social Network” Movie Poster]Saturday, 26 March 2011
  7. 7. Saturday, 26 March 2011
  8. 8. YOU DONT GET TO RESEARCH FACEBOOK FRIENDS WITHOUT MAKING A FEW COLLEAGUESSaturday, 26 March 2011
  9. 9. Source: thefridge.comSaturday, 26 March 2011
  10. 10. Saturday, 26 March 2011
  11. 11. What is a Friend on Facebook? • Technically, a friend is a form of information access control for this giant database. • Friends are the basis of content distribution.Saturday, 26 March 2011
  12. 12. Source: http://myparentsjoinedfacebook.com/post/354803364/click-pic-for-larger-imageSaturday, 26 March 2011
  13. 13. source: lamebook.comSaturday, 26 March 2011
  14. 14. source: lamebook.comSaturday, 26 March 2011
  15. 15. source: lamebook.comSaturday, 26 March 2011
  16. 16. But people don’t always think about their audienceSaturday, 26 March 2011
  17. 17. Saturday, 26 March 2011
  18. 18. Reasons for friends on SNS (boyd, 2006) 1. Actual friends 2. Acquaintances, family members, colleagues 3. It would be socially inappropriate to say no because you know them 4. Having lots of friends makes you look popular 5. It’s a way of indicating that you are a fan (of that person, band, etc.) 6. Your list of friends reveals who you are 7. Their Profile is cool so being friends makes you look cool 8. Collecting friends lets you see more people 9. It’s the only way to see a private profile 10. Being friends lets you see someone’s bulletins and their Friends-only blog posts 11. You want them to see your bulletins, private profile, private blog 12. You can use your friends list to find someone later 13. It’s easier to say yes than no.Saturday, 26 March 2011
  19. 19. Facebook as information curator • It is not a ‘place’, it is a system of distribution for a growing user base. • Thus, it is not a proper curator of fine unique art objects, but of mundane and easily replicable everyday content. • Collects and archives data, then puts on a unique exhibit for each and every user. • Where does it get this content? Your ‘Friends’.Saturday, 26 March 2011
  20. 20. Saturday, 26 March 2011
  21. 21. A theory of lowest common denominator culture • People tend to censor their posts by the lowest common denominator of all their friends on a specific account, rather than consider their accounts “public” or “private”. • But as friend lists increase, this makes discussion of sensitive topics ever more difficult.Saturday, 26 March 2011
  22. 22. Pre-Modern Modern Hometown Family Family Neighbors Clan Sports Town Co- workers A simplified view of Simmel’s “Web of Group Affiliations”Saturday, 26 March 2011
  23. 23. Modern Facebook Hometown Family Friends Neighbors Sports Friends of Friends Co- Everyone workersSaturday, 26 March 2011
  24. 24. Facebook Twitter Friends Everyone Friends of Friends EveryoneSaturday, 26 March 2011
  25. 25. But do we really have one big circle of friends? no.Saturday, 26 March 2011
  26. 26. A social network analysts view of Facebook People are dots. Friend connections are lines. Connected groups automatically cluster together 1 2 4 5 3Saturday, 26 March 2011
  27. 27. Facebook Friends Coherently Cluster My work focuses on ego-centered networks...“the network of me”Saturday, 26 March 2011
  28. 28. Example Facebook Networks • Clearly show different social worlds • Make distinguishing social groups easy • Still not being used in practice* * Except recently on OrkutSaturday, 26 March 2011
  29. 29. My Network in 2009 Yellow-Green: Work Blue: University Green: High School Grey: FamilySaturday, 26 March 2011
  30. 30. Saturday, 26 March 2011
  31. 31. Not a homogenous group Friends of Friends EveryoneSaturday, 26 March 2011
  32. 32. Saturday, 26 March 2011
  33. 33. Source: http://blog.linkedin.com/2011/01/24/linkedin-inmaps/Saturday, 26 March 2011
  34. 34. Why does this map make sense? • In the most basic sense, nodes in a network (people) can be clustered by a simple principle: group nodes where there are more connections within the group than between the group. • This works visually by laying out a network where connected nodes are pulled together and unconnected nodes pushed apart.Saturday, 26 March 2011
  35. 35. The Classic Networky Look in Action The “Fruchterma-Rheingold” Algorithm 10 Iterations of 100 Iterations of force direction force direction Source: Hogan, 2010Saturday, 26 March 2011
  36. 36. Dense ballLewis, K, J Kaufman, and N Christakis. 2008. “The Taste for Privacy: An Analysis of College Student Privacy Settings in an Online Social Network.” Journal of Computer-Mediated Communication 14(1): 79-100.Saturday, 26 March 2011
  37. 37. Research Questions • Do these network clusters actually represent personal social groups • Do the groups on Facebook match people’s expectations Methods • Facilitated social worlds diagram. • Facebook network through NameGenSaturday, 26 March 2011
  38. 38. Facilitated Social Worlds “People in your life may be part of larger social groups such as friends, co-workers or family. I’m going to draw a circle representing these groups. A bigger circle represents more people and a smaller group, less people. If people from one of these groups know each other, then the circles will overlap.”Saturday, 26 March 2011
  39. 39. Example diagramSaturday, 26 March 2011
  40. 40. NameGenWebSaturday, 26 March 2011
  41. 41. NameGen DesktopSaturday, 26 March 2011
  42. 42. NameGen DesktopSaturday, 26 March 2011
  43. 43. Visualizing Through GUESSSaturday, 26 March 2011
  44. 44. Sample / Research Design • Pre-test for full project • Convenience Recruitment through flyers distributed across town and in local classified ads. • Consequently: • Many individuals who are out of work, part- time or in transition. • Present sample of 10 individuals • 3 full-time, 4 part-time and 3 unemployedSaturday, 26 March 2011
  45. 45. Do Facebook Networks Map onto offline notions of networks? • When presented with visualizations, individuals tend to assume groups are legit, but overall are very apt to name the groups on Facebook. • Every individual interviewee named the largest community immediately after seeing a few names. • However, the connectivity of the groups was a surprise to many individuals.Saturday, 26 March 2011
  46. 46. Example SociogramsSaturday, 26 March 2011
  47. 47. “Bolivar”Saturday, 26 March 2011
  48. 48. Saturday, 26 March 2011
  49. 49. Oxford Friends Ex-students Hobby group Anonymous Friends Foreign friendsSaturday, 26 March 2011
  50. 50. Example I: Imagine if I could draw a circle around those people, and say “you’re the [Anonymous] group, you stay in your own little silo, you get to say you a friend with me on facebook, but that’s as far as it goes. Would that be sufficient?” It wouldn’t be, because I still want to be, I still need to be in contact with them because part of program is to care about them, and be there for them....You know I could get a message from one of them saying that they’re in a really bad way and they need a chat or something, and I have to be, I want to be there to help if I can. That’s the tricky element. On the other hand, they’ve all got my phone number. Y’know, but sometimes, this is the other things, perhaps its easier for some of these people to express themselves on facebook than it is to pick up their mobile and ring their number.Saturday, 26 March 2011
  51. 51. “Sara”Saturday, 26 March 2011
  52. 52. Linked on Facebook to big group through few brokers Much larger on FacebookSaturday, 26 March 2011
  53. 53. Family Local Friends Three co-worker groups FriendsSaturday, 26 March 2011
  54. 54. “Tyrone”Saturday, 26 March 2011
  55. 55. Saturday, 26 March 2011
  56. 56. Other Oxford friends actually connected. Big core with periphery as suggested. School friends actually connected.Saturday, 26 March 2011
  57. 57. Persistent contentSaturday, 26 March 2011
  58. 58. Consequences? • Focus • Avoidance • Watered down content • Stenography • Privacy Tweaks • Fragmentation • Silence • Norm change...? • Exodus?Saturday, 26 March 2011
  59. 59. Thank You Bernie Hogan Research Fellow, OII http://people.oii.ox.ac.uk/hogan Twitter: @blurky bernie.hogan@oii.ox.ac.uk Hogan, Bernie. 2010a. “The Presentation of Self in the Age of Social Media: Distinguishing Performances and Exhibitions Online.” Bulletin of Science, Technology & Society 30(6): 377-386. Hogan, Bernie. 2010b. “Visualizing and Interpreting Facebook Networks.” In Analyzing Social Media Networks with NodeXL, eds. D Hansen, Marc A Smith, and Ben Shneiderman. Burlington, MA: Morgan Kaufmann, p. 165-180. Brooks, Brandon, Howard T. Welser, Bernie Hogan & Scott titsworth. 2011. “Socioeconomic Status Updates: Family SES and emergent social capital in college student Facebook networks.” Information, Communication & Society (OnlineFirst): 1-21.Saturday, 26 March 2011

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