This paper investigates the uses of social networking site Facebook, and the gratifications users derive from those uses. In the first study, 137 users generated words or phrases to describe how they used Facebook, and what they enjoyed about their use. These phrases were coded into 46 items which were completed by 241 Facebook users in Study 2. Factor analysis identified seven unique uses and gratifications: social connection, shared identities, content, social investigation, social network surfing and status updating. User demographics, site visit patterns and the use of privacy settings were associated with different uses and gratifications.
Three studies examined the notion that computer-mediated communication (CMC) can be characterised by high levels of self-disclosure. In Study One, signi®cantly higher levels of spontaneous selfdisclosure were found in computer-mediated compared to face-to-face discussions. Study Two examined the role of visual anonymity in encouraging self-disclosure during CMC. Visually anonymous participants disclosed signi®cantly more information about themselves than non-visually anonymous participants. In Study Three, private and public self-awareness were independently manipulated, using video-conferencing cameras and accountability cues, to create a 2 Â 2 design (public self-awareness (high and low) Â private self-awareness (high and low). It was found that heightened private self-awareness, when combined with reduced public self-awareness, was associated with signi®cantly higher levels of spontaneous self-disclosure during computer-mediated communication.
It has been argued that behavior on the Internet differs from similar behavior in the "real world" (Joinson, 1998a), In the present study, participants completed measures of self-consciousness, social anxiety, self-esteem, and social desirability, using either the World-WideWeb(WWW) or pen and paper, and were assigned to either an anonyrnous or a nonanonyrnous condition. It was found that people reported lower social anxiety and social desirability and higher self-esteem when they were anonyrnous than when they were nonanonymous, Furthermore, participants also reported lower social anxiety and social desirability when they were using the Internet than when they were using paper-based methods, Contrast analyses supported the prediction that participants using the WWW anonyrnously would show the lowest levels of social desirability, whereas participants answering with pen and paper nonanonymously would score highest on the same measure. Implications for the use of the Internet for the collection of psychological data are discussed.
As the Internet grows in importance, concerns about online privacy have arisen. The authors describe the development and validation of three short Internet‐administered scales measuring privacy‐related attitudes (Privacy Concern) and behaviors (General Caution and Technical Protection). In Study 1, 515 people completed an 82‐item questionnaire from which the three scales were derived. In Study 2, scale validity was examined by comparing scores of individuals drawn from groups considered likely to differ in privacy‐protective behaviors. In Study 3, correlations between the scores on the current scales and two established measures of privacy concern were examined. The authors conclude that these scales are reliable and valid instruments suitable for administration via the Internet, and present them for use in online privacy research.
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