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Información personal en
redes sociales:
¿Por qué compartimos?
Javier Velasco M., Ph.D.
javier.velasco@usach.cl
Investigado...
Centro de Innovación 

en Tecnologías de Información 

para Aplicaciones Sociales
Introducción Contexto
Programa de

Mejor...
Tecnología
Ciencias de la Información
Personas
Información
Gary Marchionini
Introducción Contexto
School of Information and Library Science 

Principales Áreas de Investigación
Human-Information 

Interaction
IR, interac...
Problema de
Investigación
Adultos experimentados - usuarios regulares de
redes sociales - publicando información íntima en...
Introducción Motivación
Introduction MotivaciónIntroducción
Introducción Motivation
“Someone here smells *exactly* like my
significant ex. Heart, head, emotions
simultaneously titill...
Research Questions
- RQ1: Do people attribute different levels of intimacy to different CMC
tools?
- RQ2: Do people’s perc...
Marco Teórico
Symbolic Interactionism
Media Ecological Perspective
Hyperpersonal Theory
Communication Privacy Management
I...
Symbolic Interactionism
-The formation of social worlds involves 

inter-communicative symbolic interaction (Barnes, 2000)...
Media Ecological Perspective
-Media form a complex interconnected system that is
best considered in ecological terms: as a...
Hyperpersonal Theory
- Social Information Processing Model
- Our basic need for social bonding is the same on
CMC than F2F...
Communication Privacy Management
- People own their private
information.
- When they share, it becomes co-
owned within ce...
Altman & Taylor, 1973; Frattaroli, 2006; Jourard, 1958; Jourard, 1959;
Reeves & Naas, 1997; Rosenfeld & Kendrick, 1984.
Au...
boyd, 2008; Frye & Dornisch, 2010; Joinson, 2004; Palen & Dourish,
2003; Rheingold, 1996; Stefanone & Jang, 2008; Walther,...
Personal
SocialTecnológica
Contexto
OSD
Introducción Proto-Modelo
Catharsis (Jourard, 1964; Rosenfeld & Kendrick, 1984)
Loneliness (Leung, 2002)
Self-esteem (Joinson, 2004)
Impression Mana...
Reciprocity (Boyd, 2008; Joinson, 2001; Moon, 2000)
Intended Audience (Gibbs, Ellison & Heino, 2006; Stefanone & Jang, 200...
Relative Anonymity (Rheingold, 1993; Joinson, 2001b; Christopherson, 2006; Tanis & Postmes,
2007; Bargh, McKenna & Fitzimo...
Topic of Disclosure (Frye & Dornisch, 2010)
Physical Location (Stefanone, Jang & Claes, 2009)
Time of Day (this research)
...
Experienced Adult Users
-Adults: Lifestyle is more stable than that of teenagers and
college students.
-Experienced users:...
Online Social Networks
-Internet communication platforms
-User profile
-Contacts list
-Incoming stream of social informati...
Self-Disclosure
-“The act of making yourself manifest, 

showing yourself to others so they can perceive
you.” (Jourard, 1...
Media Choice
“As individuals communicate they
make choices based on the
technological affordances of the
medium, but also ...
Imagined Audiences
OSNs do not allow users to know who
will be getting our message.
!
Users still project their thoughts t...
Mixed Methods
Study 1 Study 2
Quantitative Qualitative
Exploratory Descriptive
Survey Interviews
Hypothetical Scenarios Pa...
Estudio 1:
Encuesta
Estudio 1
Estudio 1 Methods
Reclutamiento
•Semana 1
•Twitter, dos x día
•Facebook, una x día
•Blog post, una vez
•Listas de correo
•...
Preguntas
Used in the last month

Email - IM - Blogs - Facebook - Twitter

!
For each Tool

Experience

Expertise

Frequen...
For Each Tool: How Likely are you to Share?

Mood

Family

Politics

Health

!
For each Audience Type: How close do you fe...
Demographics

Gender

Age

Education

Work Experience

Country (current, origin)

!
!
Thanks! 

$100 Gift Card?
Estudio 1 Muestra
País Personas %

USA 617 57.08%
Chile 246 22.76%
Argentina 23 2.13%
Canada 22 2.04%
Mexico 21 1.94%
Aust...
Edad
Demografía de los Encuestados
Participantes
Demographic Values
Age mean=33.6, M=31, SD=10.485
Education (yrs.) mean=1...
Estudio 1 Muestra
Email IM Blog Facebok Twitter
Uso de Herramientas
Años
Experiencia 14.5 11.1 5.7 4.0 2.5 

Promedio
100%...
Resultados
Estudio 1 Resultados
AR Internet
Probabilidaddecompartir
IntimidadIntimidad
Anova for Tool on Tool Intimacy
F=348.89, df=(...
Audiencias por Herramienta
Email IM Blogs Facebook Twitter
Spouse / Partner 662 61% 411 46% 78 17% 351 38% 118 17%
Sons & ...
OSD All Countries Chile / USA
Scenario Intimacy -0.242*** (0.01) -0.272*** (0.01)
Tool Intimacy 0.211*** (0.01) 0.202*** (...
- Tool intimacy varies
- Tool intimacy affects SD levels, for
sensitive topics
- Closeness to (imagined) audience is
posit...
- Different media fit different purposes
- Intensity of use is associated with levels
of disclosure
- There is evidence fo...
Estudio 1 Discusión
Siguientes Pasos
OSD
Medios
Sociales
Características
Personales
Audiencia
Imaginada
Estudio 2:
Entrevistas
Estudio 2
Técnica del 

Incidente Crítico
Técnica del Incidente Crítico
- Las entrevistas se enfocan en incidentes de
los cuales los sujetos han sido partícipes
(Fl...
Reclutamiento
- Se apuntó a profesionales de la información
en RTP de NC (parque tecnlógico)
- Usuarios frecuentes de Face...
Procedimiento
- 4 Entrevistas cara a cara de 45 - 60
minutos
- Locación elegida por sujetos
- Grabación de audio
- Incenti...
Cuña
- “From time to time, most people discuss
important personal matters with other people.
Sometimes they will discuss i...
Preguntas
Personal Social
Tecnológica Contextual
Estado de humor
Ubicación física
Compañía
Móvil/Fijo
Motivación
Dispositi...
Análisis
- Análsis de Contenido
- Enfoque constructivista en “Grounded Theory”
- Notas durante las entrevistas
- Códigos t...
Resultados
Estudio 2 Resultados
I was writing about the contract I get with these, what am I getting in
these tools and what are they getting from me usin...
Estudio 2 Resultados
Estudio 2 Resultados
After posting it, before people started to
reply, I felt lighter. (…) 

I articulated the thing, the ...
Estudio 2 Resultados
Estudio 2 Resultados
I feel like I've gotten a lot more out of being emotionally or
somewhat connected to people than becoming a hermit 

(P 11...
Again, it’s more of who I think the audience might be. I'm actually
a little more open in a public forum [Twitter] because...
Estudio 2 Resultados
Contexto
Were you feeling
comfortable there?
100%

YES
It’s my kingdom! I meant it's this nice big office, it's mine, but it
doesn'...
The phone pretty much flipped my usage patterns
completely. I think that tools are so important... connections
and links a...
Facebook has become such a natural part of my life, it just
seems natural to share the picture, to make the post. It was m...
I don't like Facebook. I would not use it if you know… it
wasn't where everybody was. So I don't have much trust in
either...
Estudio 2 Resultados
The people I have in mind make me
select a particular channel.
Sometimes I'll say ‘This is a link I
w...
Resultados
- Las redes sociales están fuertemente
integradas a las vidas de estos usuarios
(MEP).
- Un importante factor e...
Resultados
- La audiencia es central en las comunicaciones
en redes sociales, los sujetos se orientan a
audiencias específ...
Resultados
- Estos usuarios toman decisiones conscientes al
momento de postear en redes sociales.
- Estos usuarios se sien...
Conclusiones
- Personas: mantener contacto.
- Medios son parte de la vida.
- Compartir se vuelve natural.
- Audiencia es c...
Conclusiones
- Usuarios experimentados han aprendido
a manejar su privacidad en OSN.
- AR tiene mayoritariamente efectos
p...
¡Gracias!
Javier Velasco M., Ph.D.

javier.velasco@unc.edu

Twitter @mantruc
Agradecimientos especiales a: 

Rob Capra, 

...
Redes Sociales Online ¿Por qué compartimos?
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Redes Sociales Online ¿Por qué compartimos?

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Redes Sociales Online ¿Por qué compartimos?

  1. 1. Información personal en redes sociales: ¿Por qué compartimos? Javier Velasco M., Ph.D. javier.velasco@usach.cl Investigador Postdoctoral CITIAPS, Universidad de Santiago
  2. 2. Centro de Innovación 
 en Tecnologías de Información 
 para Aplicaciones Sociales Introducción Contexto Programa de
 Mejoramiento Institucional
  3. 3. Tecnología Ciencias de la Información Personas Información Gary Marchionini Introducción Contexto
  4. 4. School of Information and Library Science 
 Principales Áreas de Investigación Human-Information 
 Interaction IR, interactive IR, 
 collaborative IR Digital Libraries Digital Curation Library Services Information Structure & Metadata Health Informatics Social Media The Many Facets of Information: Implications for Leadership in I-Schools Gary Marchionini, 2009 Introducción Contexto
  5. 5. Problema de Investigación Adultos experimentados - usuarios regulares de redes sociales - publicando información íntima en espacios compartidos Introducción Problema
  6. 6. Introducción Motivación
  7. 7. Introduction MotivaciónIntroducción
  8. 8. Introducción Motivation “Someone here smells *exactly* like my significant ex. Heart, head, emotions simultaneously titillated and on guard.” ... “It's odd how that smell still immediately electrifies my entire being *despite* the calamitous history that followed.”
 Via Twitter, open account, 337 Followers Motivación
  9. 9. Research Questions - RQ1: Do people attribute different levels of intimacy to different CMC tools? - RQ2: Do people’s perceptions of tool intimacy relate with their levels of self-disclosure? - RQ3: Do people associate different audiences to particular channels? - RQ4: Does the audience users have in mind when posting to social media affect the depth of their self-disclosure? - RQ5: If both audience and tool perceptions affect online self- disclosure, is there a sequential order to this process? - RQ6: What other factors may influence online self-disclosure? Introducción Preguntas
  10. 10. Marco Teórico Symbolic Interactionism Media Ecological Perspective Hyperpersonal Theory Communication Privacy Management Introducción Marco Teórico
  11. 11. Symbolic Interactionism -The formation of social worlds involves 
 inter-communicative symbolic interaction (Barnes, 2000). -Language creates a symbolic or media environment that shapes the communication exchange (Barnes, 2000). -The selection of a particular media is a symbolic act, framing the context of the communication (Trevino, Daft & Lengel, 1987). -People use their expressions to manage the impressions others will have of them (Goffman, 1959). Introducción Marco Teórico
  12. 12. Media Ecological Perspective -Media form a complex interconnected system that is best considered in ecological terms: as a media ecology that has an influence in our society and culture by means of its shape, independent of the messages exchanged (Barnes, 2000). -The impact of media can only be seen once it is part of normal life (Wellman, Salaff, Dimitrova, Garton, Gulia, & Haythornthwaite, 1996). -This impact will depend on how we use the media (Barnes, 2008). Introducción Marco Teórico
  13. 13. Hyperpersonal Theory - Social Information Processing Model - Our basic need for social bonding is the same on CMC than F2F (Walther, 1992). ! - Hyperpersonal Communication - CMC can actually be more friendly, social and intimate than F2F communication: “It surpasses normal interpersonal levels” (Walther, 1996). Introducción Marco Teórico
  14. 14. Communication Privacy Management - People own their private information. - When they share, it becomes co- owned within certain boundary. - Participants negotiate rules on the control of shared information. - Boundaries are used to manage the balance between participation and withdrawal. - When expectations are violated, boundary turbulence occurs.
 
 (Petronio, 2002; 2009) Introducción Marco Teórico
  15. 15. Altman & Taylor, 1973; Frattaroli, 2006; Jourard, 1958; Jourard, 1959; Reeves & Naas, 1997; Rosenfeld & Kendrick, 1984. Autorrevelación Interpersonal Introducción Revisión de Literatura La Autorrevelación (AR) es básica para el desarrollo de relaciones interpersonales La AR es recíproca La AR puede sanar a las personas La selección de interlocutor es clave para la AR Las personas tratan a la tecnología y los medios como actores sociales
  16. 16. boyd, 2008; Frye & Dornisch, 2010; Joinson, 2004; Palen & Dourish, 2003; Rheingold, 1996; Stefanone & Jang, 2008; Walther, 1996. Autorrevelación Mediatizada Introducción Revisión de Literatura Las interfaces computacionales gatillan mayores niveles de AR que el papel y cara a cara Los medios sociales están cambiando los procesos de manejo de las barreras de privacidad Los medios sociales permiten 
 AR no-dirigida En medios sociales, los usuarios se dirigen a audiencias imaginadas. La privacidad de la herramienta se correlaciona con AR sólo para temas íntimos
  17. 17. Personal SocialTecnológica Contexto OSD Introducción Proto-Modelo
  18. 18. Catharsis (Jourard, 1964; Rosenfeld & Kendrick, 1984) Loneliness (Leung, 2002) Self-esteem (Joinson, 2004) Impression Management (De Souza & Nick, 2004) Gender (Dindia & Alen, 1992) Personal Introducción Proto-Modelo
  19. 19. Reciprocity (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) Social Introducción Proto-Modelo
  20. 20. Relative 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) Technological Introducción Proto-Modelo
  21. 21. Topic of Disclosure (Frye & Dornisch, 2010) Physical Location (Stefanone, Jang & Claes, 2009) Time of Day (this research) Contextual Introducción Proto-Modelo
  22. 22. Experienced Adult Users -Adults: Lifestyle is more stable than that of teenagers and college students. -Experienced users: Have passed the experimental stage of media use, adopting it into their lives. Introducción Conceptos Clave
  23. 23. Online Social Networks -Internet communication platforms -User profile -Contacts list -Incoming stream of social information Introducción Conceptos Clave
  24. 24. Self-Disclosure -“The act of making yourself manifest, 
 showing yourself to others so they can perceive you.” (Jourard, 1971) -Self disclosure -(1) has the self as subject, -(2) is intentional, -(3) is directed at another person, -(4) is honest, -(5) is revealing, -(6) contains information generally unavailable from other sources, -and (7) gains much of its intimate nature from the context in which it is expressed (Adler, Rosenfeld & Proctor, 2010. p. 87). Introducción Conceptos Clave
  25. 25. Media Choice “As individuals communicate they make choices based on the technological affordances of the medium, but also on their own interactional characteristics, such as relationship duration, relationship origin, distance, and communication content.” (Mesch, 2008) Introducción Conceptos Clave
  26. 26. Imagined Audiences OSNs do not allow users to know who will be getting our message. ! Users still project their thoughts to a subset of their contacts (boyd, 2007). ! This imagined audience should have an effect on disclosure decisions. Introducción Conceptos Clave
  27. 27. Mixed Methods Study 1 Study 2 Quantitative Qualitative Exploratory Descriptive Survey Interviews Hypothetical Scenarios Past Behavior (CIT) Statistical Analyses Content Analysis n=1274 n=21 International Local (RTP) Email, IM, blogs, 
 Facebook, Twitter Facebook, Twitter Introducción Enfoque Metodológico
  28. 28. Estudio 1: Encuesta Estudio 1
  29. 29. Estudio 1 Methods Reclutamiento •Semana 1 •Twitter, dos x día •Facebook, una x día •Blog post, una vez •Listas de correo •Information Architecture Institute •Interaction Designers’ Association •UNC Opt-in Mass Mailing List •Semana 2 •Twitter, bastante menos •Facebook, una vez •“Los Influyentes” •Link en página final •Recordatorio a listas •Information Architecture Institute •Interaction Designers’ Association
  30. 30. Preguntas Used in the last month Email - IM - Blogs - Facebook - Twitter ! For each Tool Experience Expertise Frequency # People Tool Intimacy Audience Groups Estudio 1 Methods
  31. 31. For Each Tool: How Likely are you to Share? Mood Family Politics Health ! For each Audience Type: How close do you feel? Scenario Intimacy ! Psychometrics General Self-disclosure Scale Private Self-consciousness Public Self-consciousness
  32. 32. Demographics Gender Age Education Work Experience Country (current, origin) ! ! Thanks! $100 Gift Card?
  33. 33. Estudio 1 Muestra País Personas % 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 Países de Origen N Total =1274 N Limpio =1092 Muestra
  34. 34. Edad Demografía de los Encuestados Participantes Demographic Values Age mean=33.6, M=31, SD=10.485 Education (yrs.) mean=17.1, M=18, SD=4.567 Work Exp. (yrs.) mean=10, M=7, SD=9.585 Gender 60.7% Female, 39.30% Male Info. Systems Work / Study 45% Yes, 55% No Estudio 1 Muestra
  35. 35. Estudio 1 Muestra Email IM Blog Facebok Twitter Uso de Herramientas Años Experiencia 14.5 11.1 5.7 4.0 2.5 
 Promedio 100% 81% 41% 85% 62% Participantes
  36. 36. Resultados
  37. 37. Estudio 1 Resultados AR Internet Probabilidaddecompartir IntimidadIntimidad Anova for Tool on Tool Intimacy F=348.89, df=(4, 2903), p < .0001 Anova for Scenario on Scenario Intimacy F=2093.95, df=(3,3245), p < .0001
  38. 38. Audiencias por Herramienta Email IM Blogs Facebook Twitter Spouse / Partner 662 61% 411 46% 78 17% 351 38% 118 17% Sons & Daugters 425 39% 105 12% 57 13% 267 29% 53 8% Girlfriend / Boyfriend 574 53% 466 53% 74 17% 401 43% 125 18% Parents 819 75% 366 41% 104 23% 437 47% 75 11% Siblings 724 67% 418 47% 100 22% 568 61% 125 18% Grandparents 377 35% 110 12% 61 14% 173 19% 28 4% Cousins 610 56% 311 35% 90 20% 618 67% 93 14% Friends 1019 94% 809 92% 287 64% 891 96% 500 74% Coworkers 987 91% 523 59% 191 43% 511 55% 346 51% Estudio 1 Resultados
  39. 39. OSD All Countries Chile / USA Scenario Intimacy -0.242*** (0.01) -0.272*** (0.01) Tool Intimacy 0.211*** (0.01) 0.202*** (0.01) Tool Experience 0.026*** (0.00) 0.031*** (0.00) Tool Frequency 0.321*** (0.01) 0.316*** (0.02) Tool Expertise 0.040* (0.02) 0.024 (0.02) Audience Size 0.001*** (0.00) 0.000*** (0.00) Audience Closeness 0.093*** (0.02) 0.105*** (0.02) Sex (F=1) 0.157*** (0.03) 0.197*** (0.03) Age -0.007*** (0.00) -0.006*** (0.00) Education -0.002 (0.00) -0.003 (0.00) GSDS 0.022*** (0.01) 0.016* (0.01) PrivSC 0.014*** (0.00) 0.020*** (0.00) PubSC 0.024*** (0.00) 0.024*** (0.00) USA/Chile (1) 0.175*** (0.04) Constant 0.538** (0.20) 0.544** (0.21) t-Statistics in parentheses. * p<0.05, ** p<0.01, *** p<0.001 Table 8. Regression Estimates Regresión Multi-nivel Estudio 1 Resultados
  40. 40. - Tool intimacy varies - Tool intimacy affects SD levels, for sensitive topics - Closeness to (imagined) audience is positively related to SD - Usage levels are positively related to SD - Some cultures disclose more than others Estudio 1 Resultados
  41. 41. - Different media fit different purposes - Intensity of use is associated with levels of disclosure - There is evidence for OSD being influenced by personal, social, technological and contextual factors - More research is needed in order to produce robust explanations Estudio 1 Discusión
  42. 42. Estudio 1 Discusión Siguientes Pasos OSD Medios Sociales Características Personales Audiencia Imaginada
  43. 43. Estudio 2: Entrevistas Estudio 2
  44. 44. Técnica del 
 Incidente Crítico
  45. 45. Técnica del Incidente Crítico - Las entrevistas se enfocan en incidentes de los cuales los sujetos han sido partícipes (Flanagan, 1954). - Buena retención de información 
 (Luo & Wildemuth, 2009). - Permite acceder a eventos poco frecuentes (Luo & Wildemuth, 2009). - Surgimiento rápido de patrones entre los participantes (Andersson & Nilsson, 1964). Estudio 2 Metodología
  46. 46. Reclutamiento - Se apuntó a profesionales de la información en RTP de NC (parque tecnlógico) - Usuarios frecuentes de Facebook y/o Twitter - Entre 30 y 50 años de edad - Invitaciones via UXPA Newsletter (agrupación profesional local) + Social Media Snowball Estudio 2 Metodología
  47. 47. Procedimiento - 4 Entrevistas cara a cara de 45 - 60 minutos - Locación elegida por sujetos - Grabación de audio - Incentivo: Sorteo de Gift Card por $50 Estudio 2 Metodología
  48. 48. Cuña - “From time to time, most people discuss important personal matters with other people. Sometimes they will discuss important matters in online social networks (OSN). Looking back over the last six months of OSN activity, can you find or recall two posts in which you discussed matters that are important to you?” Estudio 2 Metodología
  49. 49. Preguntas Personal Social Tecnológica Contextual Estado de humor Ubicación física Compañía Móvil/Fijo Motivación Dispositivo Plataforma Estado del Tiempo Tema Profundidad (AR) Comodidad en compartir Audiencia imaginada Cercanía a audiencia imaginada Privacidad de la herramienta Experiencia Frecuencia de uso Controles de privacidad Estudio 2 Metodología
  50. 50. Análisis - Análsis de Contenido - Enfoque constructivista en “Grounded Theory” - Notas durante las entrevistas - Códigos tempranos desde grabaciones - Esquema de codificación desde transcripciones - Codificación de Resultados - Extracción de temas y citas Estudio 2 Metodología
  51. 51. Resultados
  52. 52. Estudio 2 Resultados
  53. 53. I was writing about the contract I get with these, what am I getting in these tools and what are they getting from me using them? And how I might adjust my usage so that it feels fair. So with Facebook, I'm getting family, my family wouldn't know me at all, I don't see them and I can't… I've been told not to tell them about this stuff… So Facebook has given me a family. That is worth the information that they are getting and using to market (P 03). Estudio 2 Resultados Usuarios Reflexivos
  54. 54. Estudio 2 Resultados
  55. 55. Estudio 2 Resultados After posting it, before people started to reply, I felt lighter. (…) 
 I articulated the thing, the particular thing that was bothering me, and being able to identify and express it, made me feel better. And then after everybody started replying, I just really felt loved, and supported, and better, confident (P 16).
  56. 56. Estudio 2 Resultados
  57. 57. Estudio 2 Resultados
  58. 58. I feel like I've gotten a lot more out of being emotionally or somewhat connected to people than becoming a hermit 
 (P 11). Estudio 2 Resultados Conexión
  59. 59. Again, it’s more of who I think the audience might be. I'm actually a little more open in a public forum [Twitter] because it’s almost anonymous even though you have a username. The audience is so broad no one really cares. On Facebook I’m more inhibited because I know it’s going to get personal real fast, my mom might see it or my aunt might see it, and then there's going to be a thousand questions or follow up, whereas on twitter sometimes you can just put something out there and you might not get any responses (P 15). Estudio 2 Resultados Anonimato Relativo
  60. 60. Estudio 2 Resultados Contexto
  61. 61. Were you feeling comfortable there? 100%
 YES It’s my kingdom! I meant it's this nice big office, it's mine, but it doesn't have closed doors, and I have a cat and two dogs, sometimes I'll have one of the dogs and the cat, simultaneously, on my lap, helping me type. So… very cozy, yeah! (P 06). Estudio 2 Resultados
  62. 62. The phone pretty much flipped my usage patterns completely. I think that tools are so important... connections and links and being able to keep up with contacts the way that I use those two. I put more thought into it, and I think that Facebook is a much better way of doing a lot of things that I used to do (P 05). Estudio 2 Resultados Tecnología Móvil
  63. 63. Facebook has become such a natural part of my life, it just seems natural to share the picture, to make the post. It was more interesting than waking up and complaining about how I didn't want to exercise. (P 10). Estudio 2 Resultados Uso Tecnológico
  64. 64. I don't like Facebook. I would not use it if you know… it wasn't where everybody was. So I don't have much trust in either of them. Twitter I see as less evil, I guess, but you know... (P 02). Estudio 2 Resultados Empresas detrás de las Redes Sociales
  65. 65. Estudio 2 Resultados The people I have in mind make me select a particular channel. Sometimes I'll say ‘This is a link I want to share, where should it go better, should it go on Twitter or should it go on Facebook?’
 P 08 -RQ5: If both audience and tool perceptions affect online self- disclosure, is there a sequential order to this process?
  66. 66. Resultados - Las redes sociales están fuertemente integradas a las vidas de estos usuarios (MEP). - Un importante factor en el uso de este medio es su efectividad en comunicar a muchos destinatarios con un mensaje único. - Las plataformas móviles hacen este uso todavía más fácil, potenciándolo. Estudio 2 Discusión
  67. 67. Resultados - La audiencia es central en las comunicaciones en redes sociales, los sujetos se orientan a audiencias específicas dado el contexto. - La audiencia imaginada es frecuentemente un subconjunto cercano de la audiencia potencial. - A pesar de ser usuarios expertos, no se hizo mención a los “mirones”. Estudio 2 Discusión
  68. 68. Resultados - Estos usuarios toman decisiones conscientes al momento de postear en redes sociales. - Estos usuarios se sienten en control de la distribución de la información (CPM). - Los posts íntimos fueron realizados desde lugares, y en compañía, que ofrecía comodidad a estas personas. - La opinión que tienen las personas acerca de las empresas que dan servicios de redes sociales tiene un importante impacto en su uso de estas herramientas. Estudio 2 Discusión
  69. 69. Conclusiones - Personas: mantener contacto. - Medios son parte de la vida. - Compartir se vuelve natural. - Audiencia es clave para el discurso. - Contexto determina lo apropiado. General Conclusiones
  70. 70. Conclusiones - Usuarios experimentados han aprendido a manejar su privacidad en OSN. - AR tiene mayoritariamente efectos positivos: alivio, conexión. - Reputación de la empresa es clave para la percepción del medio. General Conclusiones
  71. 71. ¡Gracias! Javier Velasco M., Ph.D.
 javier.velasco@unc.edu
 Twitter @mantruc Agradecimientos especiales a: 
 Rob Capra, 
 Fred Stutzman 
 & Gary Marchionini Survey partially funded by 
 - 2009 IA Institute Progress Grant 
 - NSF Grant IIS 0812363

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