I’ve spent my career so far studying the social outcomes people derive from their use of new communication systems like Facebook. These sites contain numerous affordances that differentiate them from other forms of communication & create low-cost environments for things like relationship maintenance and exchange of resources. I have found this research to be extremely rewarding, as it is important to understand how these social systems extend our capabilities for human interaction, beyond the more traditional forms of communication we have relied on previously.
But, there's a flip side to this story. Humans, by nature, are very social beings and want to interact, want to disclose information and share it with others. Social network sites and their like facilitate this through a variety of features. However, as individuals have moved their communication from offline spaces, where the interactions tend to be much more ephemeral and audiences are generally known, to online spaces, where the lines between public and private become much more blurred, I believe that thoughts of privacy of personal information are often lost in the novelty of the technologies. Now, as we begin to think about this issue more and more, I believe it’s time to step back and re-evaluate how we conceptualize our privacy in this highly networked world and to integrate that understanding into solutions that will help individuals become more savvy users of the technology.
💊💊 OBAT PENGGUGUR KANDUNGAN SEMARANG 087776-558899 ABORSI KLINIK SEMARANG
Understanding Users' Privacy Motivations and Behaviors in Online Spaces
1. Understanding Users'
Privacy Motivations and
Behaviors in Online Spaces
Jessica Vitak
College of Information Studies, University of Maryland
Human Computer Interaction Lab (HCIL) Brown Bag Talk | 3/27/14
jvitak@umd.edu | @jvitak
@Norebbo
2. What words and images
come to mind when you
think of privacy?
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11. Privacy in context: Multiple European countries sued
Google over Street View for perceived privacy violations
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12. Selective self-presentation: We highlight certain
aspects of our identities and minimize others; this
varies based on audience (see work by Erving Goffman)
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21. To what extent can you
shape your self-
presentation in systems
categorized by flattened
networks?
To what extent have these
new social systems
reshaped our understanding
of & norms around privacy?
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Flickr: eyemage
23. Study 1 (Vitak, 2012): The role of network
composition and privacy on disclosure practices
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AUDIENCE
Network Size
Network Diversity
PRIVACY
SETTTINGS
H1
H3
H4
SOCIAL CAPITAL
Bridging
Bonding
H5 H6
PRIVACY
CONCERNS
H2
Audience Size: # of friends
Audience Diversity: # of
distinct friend groups
Privacy Settings: Use of Friend
Lists feature (17% of sample)
Privacy Concerns: concerns
related to posting content
Disclosures:
-Amount: frequency of
posting
-Intentionality: conscious
thought behind posting
DISCLOSURES:
Amount
Intentionality
24. Study 1 (Vitak, 2012): The role of network
composition and privacy on disclosure practices
24
AUDIENCE
Network Size
Network Diversity
DISCLOSURES:
Amount
Intentionality
PRIVACY
SETTTINGS
H1
H3
H4
SOCIAL CAPITAL
Bridging
Bonding
H5 H6
PRIVACY
CONCERNS
H2
As networks grow
larger and more
diverse, users make
more disclosures
and those
disclosures are
characterized by
higher
intentionality.
25. Study 1 (Vitak, 2012): The role of network
composition and privacy on disclosure practices
25
AUDIENCE
Network Size
Network Diversity
DISCLOSURES:
Amount
Intentionality
PRIVACY
SETTTINGS
H1
H3
H4
SOCIAL CAPITAL
Bridging
Bonding
H5 H6
PRIVACY
CONCERNS
H2
As a user’s privacy
concerns increase,
the amount of
disclosures
decrease, and the
conscious intention
increases.
26. Study 1 (Vitak, 2012): The role of network
composition and privacy on disclosure practices
26
AUDIENCE
Network Size
Network Diversity
DISCLOSURES:
Amount
Intentionality
PRIVACY
SETTTINGS
H1
H3
H4
SOCIAL CAPITAL
Bridging
Bonding
H5 H6
PRIVACY
CONCERNS
H2
Users who employed
Friend Lists to segment
their networks were
more intentional in
their posts.
Posts to Friend Lists
were more honest,
intimate, detailed, and
sincere than updates to
their whole network.
27. Study 1 (Vitak, 2012): The role of network
composition and privacy on disclosure practices
27
AUDIENCE
Network Size
Network Diversity
DISCLOSURES:
Amount
Intentionality
PRIVACY
SETTTINGS
H1
H3
H4
SOCIAL CAPITAL
Bridging
Bonding
H5 H6
PRIVACY
CONCERNS
H2
Users who
employed Friend
Lists had larger and
more diverse
networks than
those who didn’t
use Lists.
28. Study 2 (Vitak & Kim, 2014): Impact of FB
Affordances on Disclosures & Privacy Practices
User-Identified Goals
Social approval
Social Control
Intimacy
Identity Clarification
Relief of Distress
Digital Diary
User-Identified Risks
Social rejection
Hurt feelings
Reduction of integrity
Loss of control
Affordance-based risks
28
See Omarzu (2000) and Baxter and Montgomery (1996) for research on
disclosure goals and risks.
29. Study 2 (Vitak & Kim, 2014): Impact of FB
Affordances on Disclosures & Privacy Practices
User-Identified Goals
Social approval
Social Control
Intimacy
Identity Clarification
Relief of Distress
Digital Diary
User-Identified Risks
Social rejection
Hurt feelings
Reduction of integrity
Loss of control
Affordance-based risks
29
See Omarzu (2000) and Baxter and Montgomery (1996) for research on
disclosure goals and risks.
30. Study 2 (Vitak & Kim, 2014): Impact of
Facebook’s Affordances on Disclosure Practices
Risk Management Strategies
1. Network regulation
2. Targeted disclosures
3. Self-censorship
4. Content regulation
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I’m communicating to people from all walks of my life, and I want to make
sure that what I’m putting out there is appropriate for everybody that’s going to see
it. And so I do have that moment of censoring everything before I put it to make
sure, ‘Oh yeah, there’s these people seeing it.’
31. Study 3 (Vitak et al., under review): Balancing
audience & privacy tensions on Facebook
Conceptualizing “friendship” online.
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Facebook network
(range 82-1600)
“Actual” friends
(range 10-1000)
What is a Facebook Friend?
A known social connection.
What is an actual friend?
Someone I’d have over to my
house for dinner.
Communicates with more
frequently.
Communicates with through a
variety of channels.
32. Study 3 (Vitak et al., under review): Balancing
audience & privacy tensions on Facebook
Relationship between audience & privacy concerns.
Two primary categories:
1. Concerns related to existing
Friends (often managed by
high self-monitoring)
2. Concerns related to audiences
outside immediate network
(e.g., potential employers)
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“I’m very, very aware that whatever
gets out cannot be brought back. It’s
kind of a Pandora’s box. So I’m
concerned that personal information
that I would not want out in public
would somehow get released.”
33. Where to next?
People are wired to engage in reactive-based
strategies when it comes to managing their
privacy and self-presentation.
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We need to reboot
users’ cognitive
processes around
privacy & disclosure.
Flickr: nixter
34. This is already underway…
Privacy “nudges” help remind people of their
options on various sites.
34
From Facebook’s Privacy Team – See Slate article by Will Oremus
35. …but more needs to be done.
Our understanding of networked privacy is still limited.
35
Mental Framework for
Understanding Privacy in
Online Settings
Influenced by:
• Norms
• Age
• Other demographics
• Network composition on given site
• Privacy efficacy
• Previous privacy-related
experiences
How We Act Online
Includes:
• What we disclose
• Who we interact with
• The sites we use
• How we use those sites
• If/how we engage with sites'
privacy settings
36. …but more needs to be done.
Extra attention needs to be
paid to specific populations.
1. Young people (teens &
pre-teens)
2. Older adults
3. Those with low
media/computer literacy
36Flickr: jessycat_techie
37. …but more needs to be done.
Focus on education & behavioral change.
1. Intervention focused on increasing digital
literacy & privacy management knowledge.
2. Intervention focused on inducing behavioral
change by reducing reactive privacy
management in favor of more proactive
behaviors.
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38. Questions & comments are always welcome!
Thanks!
Jessica Vitak
Assistant Professor, iSchool
jvitak@umd.edu | @jvitak
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