Privacy in social media: Unfriend or Like? Cory Robinson, Senior Lecturer in Communication Design, ITN Linköping University, Sweden
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1 Privacy in social media: Unfriend or Like? Cory Robinson, Senior Lecturer in Communication Design, ITN Linköping University, Sweden 1
2 2
3 Presentation overview Define privacy and selfdisclosure (SD) Disclosure in social media: How and why Overview Communication Privacy Management (CPM) theory Explore disclosure of three distinct groups of online users Implications 3
4 You already have zero privacy. Get over it. Scott McNealy, Former CEO of Sun Microsystems Inc. 4
5 What is privacy? 5
6 Privacy defined Individual s right to control access to his or her personal information (Markel, 2005) Important concept in today s digitally connected lifestyle 6
7 Privacy: Relation to self-disclosure Process of divulging personal information to another (Wheeless, 1976) Person Business Necessary to disclose information in order to complete online purchases, signup for websites, or utilize online services 7
8 Defining self-disclosure Any message about the self that a person communicates to another (Wheeless, 1976) Amount of information shared on user s profile as well as in the process of the communication with others (Krasnova & Veltri, 2010, p. 2) 8
9 Measuring self-disclosure Self-disclosure varies according to the 1. breadth (i.e. amount of information disclosed), 2. depth (i.e. the intimacy of that information) 3. and duration (i.e. the amount of time spent disclosing) (Altman & Taylor, 1973) 9
10 Disclosiveness General openness of an individual Some people are more predisposed to this than others (Wheeless, 1976)
11 Interpersonal solidarity Thought of individuals being close or remote Being part of the in-group versus the out-group (Brown, 1965) SD appears to be a critical attribute of IS Some levels of self-disclosure are closely related to high solidarity relations (Wheeless, 1976)
12 Reciprocity When one person discloses an intimate thought to another, the other individual then discloses something in return (Miller & Kenny, 1986)
13 High vs. low openers Opener: eliciting of information by a specific individual High-openers are shown to have more friendships
14 Private self consciousness Individuals are constantly worrying about their public persona Carefully shape persona by asking: How do people view me? Am I well liked? Characterized by an attention to the self as a social object (Mead & Morris, 1972)
15 Why do people disclose? Convenience of maintaining relationships Relationship building Self-presentation Enjoyment Risk vs reward** Krasnova, H., Spiekermann, S., Koroleva, K., & Hildebrand, T. (2010). Online social networks: Why we disclose. Journal of Information Technology, 25(2),
16 SD in Online Communication Important in maintaining/building relationships, In-person or online. In F2F, visual and cognitive cues set expectation for giving/receiving intimate information
17 SD in online communication People appear to be more willing to disclose online than in-person Why? Lack of physical connection with conversation partner 17
18 SD in Online Communication Privacy Individual s privacy concern directly influences willingness to disclose information to a website
19 SD in Online Communication (1 of 2) Cues for expectation of disclosure are different for online communication There is not an-instant feedback mechanism to initiate the selfdisclosure exchange Digital friendships blogs, websites, , and online social networks
20 SD in Online Communication (2 of 2) Females more likely to be aware of their online disclosure, Will disclose more online versus males, Will disclose more honest statements online vs males (Punyanunt-Carter, 2006)
21 SD in Online Communication Young adults disclose information more online versus older users (Nosko, Wood, & Molema, 2010)
22 What do people disclose on social media? Department of Homeland Security s Classification of Types of Sensitive PII (Callahan, 2012) If information stands alone: Social Security number Driver s license or state ID # Passport number Alien registration number Financial account number Biometric identifiers If paired with another identifier: Citizenship or immigration status Medical information Ethnic or religious affiliation Sexual orientation Account passwords Last 4 digits of Social Security number Date of birth Criminal history Mother s maiden name 22
23 Risks arising from disclosure Identity theft Secret sharing Collection and sharing of information by third parties Offline discrimination Phishing Hogben, G. (2007). Security Issues and Recommendations for Online Social Networks, ENISA Position Paper No doc/pdf/deliverables/enisa_pp_social_networks.pdf (accessed 28th October 2009). 23
24 CPM theory defined Practical theory designed to provide an explanation for communicative issues about privacy that individuals face in the everyday world (Petronio, 2002, p. xvii) Applicable to relationships in digital environments, including ecommerce (Metzger, 2007) 24
25 To share, or not to share? CPM defines SD as dialectical process Individual is constantly balancing the disclosing & concealing of private information (Petronio & Durham, 2008) 25
26 CPM: Rules of the game Rule-based system explaining how individuals make decisions regarding balance of disclosure & privacy (Petronio, 2002) Rules help individuals to minimize costs connected with SD & to maximize rewards (Petronio, 2002) 26
27 CPM tenets Public-Private dialectical tension Conceptualization of private information Privacy Rules Shared Boundaries Boundary Coordination Boundary Turbulence 27
28 Child disclosure 38% of American children using Facebook are younger than 12 (Protalinski, 2012) Utilize s & forums for educational purposes rather than for casual communication (Blau, 2011) Also utilize entertainment sites: can they distinguish between content and advertising? (Walrave & Heirman, 2012). Vs. adults, children are more willing to disclose personal information in online settings (Turow & Nir, 2000). 28
29 Adolescent disclosure SD among adolescents is an important developmental task (Steinberg & Morris, 2001), used to form & maintain relationships (Buhrmester& Furman, 1987) SD more offline than offline in both same-sex and cross-sex interactions, & are better able to SD online versus offline (Schouten, Valkenburg, & Peter, 2007) SD more information on SNS vs adults, and are less likely than adults to use privacy settings (Christofides, Muise, & Desmarais, 2011; Walraveet al., 2012) 29
30 Young adult disclosure 83% of US young adults own a social media profile (Duggan & Brenner, 2013) Disclosure evolving: young adults have decreased public disclosures, while increasing (both scope and amount) private disclosures to friends (Stutzman, Gross, & Acquisti, 2013). SD is important in relationship quality, as those who disclosed more in CMC reported higher relationship quality (Yum & Hara, 2005) Health disclosures= favor emotional SD through therapy in a F-2-F environment versus online (Rogers, Griffin, Wykle, & Fitzpatrick, 2009). 30
31 Implications (1 of 5) Parental guidance for children may help to lessen online disclosure and strengthen online privacy protection It may backfire with adolescents, actually providing incentive the teenager to disclose more. 31
32 Implications (2 of 5) Children and teenagers are becoming more intelligent about how they use and interact with websites (Budiu& Nielsen, 2010) Need for greater, more targeted education campaigns 32
33 Implications (3 of 5) Child identity theft presents sound reasoning for media literacy Parents need to help educate children about proper Internet usage 33
34 Implications (4 of 5) Teens do not initiate strict enough privacy boundaries, or provide enough clarification of use of personal information, as they do not consider themselves as vulnerable to identity theft as do young adults. 34
35 Implications (5 of 5) Caution needs to be exercised in assuming that adolescents are not concerned about privacy. 35
36 Privacy in social media: Unfriend or Like? Cory Robinson, Senior Lecturer in Communication Design, ITN 36
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