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Technology &
relationships: It’s
Complicated
Jessica Vitak
University of Maryland, College of Information Studies
jvitak@umd.edu
Twitter: @jvitak                                         1
Finding my path
How do we get from Point A 

            i.e., the


    “BIG IDEA”
         to Point B 



 MEANINGFUL
                                                                     2
  RESULTS?                     Flickr image courtesy of Raghu Jana
This is not as easy as it
looks…




                            3
Small steps may (eventually)
  lead to big conclusions




“Scientists put shrimp on a tiny treadmill   “Study suggesting playing Farmville
to determine if sickness impaired the        on Facebook helps adults develop
mobility of the crustaceans.”                and maintain relationships.”          4
Challenge 1: What is my RQ?


    Communication             Audience
      Practices




                    Privacy
                                         5
Challenge 2: Narrowing
Focus
TECHNOLOGY               RELATIONSHIPS

      Facebook


                    IM
  Twitter



            Email
                         •   Romantic vs. casual relationships
                         •   Geographically close vs. long distance
                         •   Network characteristics
                         •   Formation vs. maintenance vs. dissolution


                                                                         6
Challenge 3: Collecting Data
As we’ve seen, collecting data about technology users can be


                         HARD.
Some of the challenges:
  •   Picking the right method
  •   Reliability of self-reports
  •   Those darn Terms of Service
  •   Differences across populations of users
  •   Researching less popular sites
  •   Ever-evolving site features
  •   How the heck do you get a representative sample?         7
Challenge 4: Analyzing Data
Your RQs/Hypotheses must be testable!

•Questions to ask:
  • Does my method allow enable me to test my RQs/Hs?
  • Is it the best method to do so?
  • Do I know the proper analysis techniques?
     IF NOT:
     •Can I learn them?
     •Do I want to learn them?
     •Do I have time to learn them?
     •Can someone else teach me/run them?
                                                        8
9
How does context collapse impact
Oh hai Goffman…We meet
again
    Selective Self-Presentation




           Context Collapse:
          When distinct audiences
          are brought together in
             a central location.    10
11


Flickr image courtesy of cayusa
Technology attenuates this
process.




                                                             12
   This is why it is important to study this phenomenon—
technology changes existing structures/processes/outcomes.
This is what happens when my
network collides! (cue Powerman 5000)




                                        13
How context collapse may
affect our use of technology
1) Strength of weak ties: users distribute content (esp.
   resource requests) to entire network to increase
   likelihood that someone will see it and respond.

2) Privacy controls: users employ increasingly granular
   privacy settings to segment network into different
   audiences.

3) Lowest common denominator: users only distribute
   content appropriate for all “friends.”
                                                           14
Dissecting the RQ
How does context collapse affect use of SNSs &
outcomes?
  • Access to resources—Facebook and social capital
    (Ellison et al., 2007, 2010, 2011, 2012; Burke et al., 2010, 2011)




                                                                         Social
           User
                                                                         Capital


                                                                                   15
Dissecting the RQ
How does context collapse affect use of SNSs & outcomes?
  • Disclosures necessary to accrue social capital
    (Ellison et al., 2010; Stutzman et al., 2012)




                                                       Social
            User                          Disclosure
                                                       Capital


                                                                 16
Dissecting the RQ
How does context collapse affect use of SNSs & outcomes?
  • Privacy concerns may prevent disclosures
    (Stutzman et al., 2011, 2012)


                                                 Network

                                     Privacy
                                    Concerns
                                                  Public
                                                   Info
           User




                                                           Social
                                    Disclosure
                                                           Capital   17
Dissecting the RQ
How does context collapse affect use of SNSs & outcomes?
  • Privacy settings can assuage concerns
    (Vitak et al., 2012; Ellison et al., 2011)


                                                          Network

                                              Privacy
           User
                                             Concerns
                                                           Public
                                                            Info




         Privacy                                                    Social
                                             Disclosure
         Settings                                                   Capital   18
Conceptualizing Audience

                    SIZE




                 AUDIENCE
             Y




                            DIV
          AC
        IM




                                ER
                               SIT
    INT




                                  Y   19
Privacy Online                            …      (is that an
    oxymoron?)

     Privacy: “selective control of access to the self,”
     achieved by regulating social interactions (Altman, 1975)

                                                               Multiple
                   Stalkers                         Friends    Accounts
      ID Theft                                       Only                  Restricting
                                 Private                                  Searchability
                                            Restricting
                                 Content
                                             Tagging
                  Privacy                                      Privacy         Friend
Employers
                                              Places /                          Lists
                 Concerns                                      Controls
                                             Check-ins                          Limit
  Visibility                      Hacked
                                  Account                                        Old
 of Content                                     “refuseniks”                    Posts
                 Inappropriate                                 Limited                    20
                    Content                                              Deleting
                                                               Profile
                                                                         Account
Balancing Privacy &
Usability… Is this really
possible?            (hint: I’m not convinced)


Features to increase                Words that describe
site’s usability                    site’s privacy features:
(and support corporate goals):      •Complex
•Simple design                      •Confusing
•Minimize “clicks”                  •Time consuming
•Intuitive movement through         •Hard to find!
site                                •Frustrating
•Public sharing

                                                               21
What’s in a
disclosure?

Wheeless & Grotz’ General
Disclosiveness Scale (1976):
  • Amount
  • Depth
  • Conscious Intention
  • Positivity
  • Honesty




                               22
Bridging
           Social
          Capital




Bonding
 Social
Capital
                     23
Bridging SC in action!




                         24
Bonding SC in action!




                        25
PRIVACY
                   SETTTINGS


           +



AUDIENCE
                    +               DISCLOSURES




               +


                   SOCIAL CAPITAL
                                                          26

                                              SEM Model
PRIVACY           PRIVACY
                   SETTTINGS         CONCERNS


           +
                                          -


AUDIENCE
                    +               DISCLOSURES




               +


                   SOCIAL CAPITAL
                                                          27

                                              SEM Model
PRIVACY               PRIVACY
                   SETTTINGS             CONCERNS


           +
                                              -


AUDIENCE
                    +                   DISCLOSURES




               +                    +


                   SOCIAL CAPITAL
                                                              28

                                                  SEM Model
Implications
• How network composition impacts:
  1) Engagement with site
  2) Perceived resources available


• It’s not just who you’re connected to, but the characteristics
  of the content you share that impact your perceptions of
  access to resources.

• Site features (e.g., Friend Lists) may manage context collapse.

• Implications for design (e.g., better privacy & content
  distribution controls)                                            29
Coming Full Circle
         Big idea about technology
         & relationships


 Deal with various challenges in narrowing focus, conceptualizing
 & operationalizing variables, collecting & analyzing data.

 Develop new questions about your big idea based on your
 findings & start process anew!

 Push boundaries of what is known and accepted.

 Side note: Non-significance != bad data. May be just as            30
 important.
Thanks!
         Jessica Vitak
University of Maryland iSchool
      jvitak@umd.edu
       Twitter: @jvitak

                                 31

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Jessica Vitak, "When Contexts Collapse: Managing Self-Presentation Across Social Media"

  • 1. Technology & relationships: It’s Complicated Jessica Vitak University of Maryland, College of Information Studies jvitak@umd.edu Twitter: @jvitak 1
  • 2. Finding my path How do we get from Point A  i.e., the “BIG IDEA” to Point B  MEANINGFUL 2 RESULTS? Flickr image courtesy of Raghu Jana
  • 3. This is not as easy as it looks… 3
  • 4. Small steps may (eventually) lead to big conclusions “Scientists put shrimp on a tiny treadmill “Study suggesting playing Farmville to determine if sickness impaired the on Facebook helps adults develop mobility of the crustaceans.” and maintain relationships.” 4
  • 5. Challenge 1: What is my RQ? Communication Audience Practices Privacy 5
  • 6. Challenge 2: Narrowing Focus TECHNOLOGY RELATIONSHIPS Facebook IM Twitter Email • Romantic vs. casual relationships • Geographically close vs. long distance • Network characteristics • Formation vs. maintenance vs. dissolution 6
  • 7. Challenge 3: Collecting Data As we’ve seen, collecting data about technology users can be HARD. Some of the challenges: • Picking the right method • Reliability of self-reports • Those darn Terms of Service • Differences across populations of users • Researching less popular sites • Ever-evolving site features • How the heck do you get a representative sample? 7
  • 8. Challenge 4: Analyzing Data Your RQs/Hypotheses must be testable! •Questions to ask: • Does my method allow enable me to test my RQs/Hs? • Is it the best method to do so? • Do I know the proper analysis techniques? IF NOT: •Can I learn them? •Do I want to learn them? •Do I have time to learn them? •Can someone else teach me/run them? 8
  • 9. 9 How does context collapse impact
  • 10. Oh hai Goffman…We meet again Selective Self-Presentation Context Collapse: When distinct audiences are brought together in a central location. 10
  • 12. Technology attenuates this process. 12 This is why it is important to study this phenomenon— technology changes existing structures/processes/outcomes.
  • 13. This is what happens when my network collides! (cue Powerman 5000) 13
  • 14. How context collapse may affect our use of technology 1) Strength of weak ties: users distribute content (esp. resource requests) to entire network to increase likelihood that someone will see it and respond. 2) Privacy controls: users employ increasingly granular privacy settings to segment network into different audiences. 3) Lowest common denominator: users only distribute content appropriate for all “friends.” 14
  • 15. Dissecting the RQ How does context collapse affect use of SNSs & outcomes? • Access to resources—Facebook and social capital (Ellison et al., 2007, 2010, 2011, 2012; Burke et al., 2010, 2011) Social User Capital 15
  • 16. Dissecting the RQ How does context collapse affect use of SNSs & outcomes? • Disclosures necessary to accrue social capital (Ellison et al., 2010; Stutzman et al., 2012) Social User Disclosure Capital 16
  • 17. Dissecting the RQ How does context collapse affect use of SNSs & outcomes? • Privacy concerns may prevent disclosures (Stutzman et al., 2011, 2012) Network Privacy Concerns Public Info User Social Disclosure Capital 17
  • 18. Dissecting the RQ How does context collapse affect use of SNSs & outcomes? • Privacy settings can assuage concerns (Vitak et al., 2012; Ellison et al., 2011) Network Privacy User Concerns Public Info Privacy Social Disclosure Settings Capital 18
  • 19. Conceptualizing Audience SIZE AUDIENCE Y DIV AC IM ER SIT INT Y 19
  • 20. Privacy Online … (is that an oxymoron?) Privacy: “selective control of access to the self,” achieved by regulating social interactions (Altman, 1975) Multiple Stalkers Friends Accounts ID Theft Only Restricting Private Searchability Restricting Content Tagging Privacy Privacy Friend Employers Places / Lists Concerns Controls Check-ins Limit Visibility Hacked Account Old of Content “refuseniks” Posts Inappropriate Limited 20 Content Deleting Profile Account
  • 21. Balancing Privacy & Usability… Is this really possible? (hint: I’m not convinced) Features to increase Words that describe site’s usability site’s privacy features: (and support corporate goals): •Complex •Simple design •Confusing •Minimize “clicks” •Time consuming •Intuitive movement through •Hard to find! site •Frustrating •Public sharing 21
  • 22. What’s in a disclosure? Wheeless & Grotz’ General Disclosiveness Scale (1976): • Amount • Depth • Conscious Intention • Positivity • Honesty 22
  • 23. Bridging Social Capital Bonding Social Capital 23
  • 24. Bridging SC in action! 24
  • 25. Bonding SC in action! 25
  • 26. PRIVACY SETTTINGS + AUDIENCE + DISCLOSURES + SOCIAL CAPITAL 26 SEM Model
  • 27. PRIVACY PRIVACY SETTTINGS CONCERNS + - AUDIENCE + DISCLOSURES + SOCIAL CAPITAL 27 SEM Model
  • 28. PRIVACY PRIVACY SETTTINGS CONCERNS + - AUDIENCE + DISCLOSURES + + SOCIAL CAPITAL 28 SEM Model
  • 29. Implications • How network composition impacts: 1) Engagement with site 2) Perceived resources available • It’s not just who you’re connected to, but the characteristics of the content you share that impact your perceptions of access to resources. • Site features (e.g., Friend Lists) may manage context collapse. • Implications for design (e.g., better privacy & content distribution controls) 29
  • 30. Coming Full Circle Big idea about technology & relationships Deal with various challenges in narrowing focus, conceptualizing & operationalizing variables, collecting & analyzing data. Develop new questions about your big idea based on your findings & start process anew! Push boundaries of what is known and accepted. Side note: Non-significance != bad data. May be just as 30 important.
  • 31. Thanks! Jessica Vitak University of Maryland iSchool jvitak@umd.edu Twitter: @jvitak 31

Hinweis der Redaktion

  1. Original friends with benefits. Established theoretical perspective in the sociological literature. Social capital describes the resources that can be linked, deployed, and activated via our social relationships. Factors that influence your social capital include your position in a network, the size of your network, and the resources possessed by those in your network. A characteristic of all forms of capital (e.g., social, financial, human, intellectual) is that they are convertible to another form of capital (Resnick, 2001). Consequently, social capital is structured upon the maintenance of social relationships of various types and can be converted to other forms of capital such as favors (human capital) or new information (intellectual capital).
  2. From our ICWSM paper: Notably, we do not find direct effects of privacy attitudes or behaviors on social capital, which indicates that the relationship between privacy and social capital is mediated by one’s ability to disclose successfully on the SNS. In other words, to reap the benefits of SNS use, one must disclose on the site, and one’s ability to disclose is a function of privacy attitudes and behaviors.
  3. Irwin Altman (1975). The environment and social behavior. Petronio (2002) Communication Privacy Management Theory: The balance of privacy and disclosure has meaning because it is vital to the way we manage our relationships. Revealing is necessary, yet we see evidence that people value privacy when they lament its apparent demise.” Key word here is control: we control access to private information and choose whether to reveal or conceal that information. “ CPM suggests that privacy and disclosure are opposites having distinct features from one another that function in incompatible ways. Disclosure is not privacy and privacy does not represent the act of disclosure. … disclosing implies that we are giving up some measure of privacy. However, disclosure cannot occur if there exists no private information that can be told to others.” CPM describes the “mental calculus” we go through when trying to decide whether to share private information, and with whom it should be shared. CPM theory provides a systematic approach to understand disclosure about the self by focusing on the process of privacy management. In addition, the theory frames the content of information about the self as private. These two dimensions contribute significantly to broadening the scope of disclosure.”
  4. FB has added problem (compared to G+) that Lists weren’t part of initial setup.