[Published] - Social Utilitarianism in Digital Interactions and Distant Worlds

Abstract

This study focuses on the utilitarian strategy of identity negotiation. Analyzing interaction patterns in emails and text messages, we found that women use emojis more frequently than men. In addition, we found that women report using significantly more exclamation points than men and that men are likely to report not using exclamation points that much in general. In analyses of the utilization of skin lightening filters for social media posts, we found that skin lightening filters are used more frequently by women than by men. In addition, women may be unconsciously making themselves appear whiter via lightning filters in hopes that it will maximize the socially utilitarian payoff of their virtual self-brand. In short, individuals may feel that making their skin look lighter will increase their social capital (likes, views, etc.). Only subjects with the lightest skin gradient indicated using emojis/filters to try and appear darker. Finally, we found a descriptive pattern indicating that straight women and bisexual women dating men use more filters than bisexual women dating women and lesbians.