A Proactive Generation Reacts: A Proactive Generation Reacts: Privacy, Disclosure and Strategic Privacy, Disclosure and Strategic

Action on FacebookAction on Facebook

By Zeynep TufekciAssistant Professor

University of North Carolina, Chapel Hill

Twitter: @techsoc

zeynep@unc.edu

Reality versus PerceptionReality versus Perception

A loony, narcissistic generation A loony, narcissistic generation inexplicably oversharing just because inexplicably oversharing just because they’re differentthey’re different

Facebook merely reflecting those changesFacebook merely reflecting those changes

Numerous assertions by Facebook Numerous assertions by Facebook executives that “one identity, one social executives that “one identity, one social graph” is better, moral, normalgraph” is better, moral, normal

Privacy and Disclosure are:Privacy and Disclosure are: Historically-situatedHistorically-situated

Grounded by personal circumstances, Grounded by personal circumstances, identit(ies), contextidentit(ies), context

Structured and played out through Structured and played out through architecture, norms and affordancesarchitecture, norms and affordances

Always include strategic action Always include strategic action considerationsconsiderations

Popular Perception:Popular Perception:

BackgroundBackground

Facebook is a de facto norm among college Facebook is a de facto norm among college studentsstudents

Facebook architecturally leans towards Facebook architecturally leans towards disclosure and a united social graphdisclosure and a united social graph

Facebook has made multiple privacy changes, Facebook has made multiple privacy changes, often controversialoften controversial

Disclosure levels tend to be highDisclosure levels tend to be high

What We KnowWhat We Know

Contrary to media perceptions, are Contrary to media perceptions, are struggling to adapt and figure outstruggling to adapt and figure out

Documenting struggle, strategy and Documenting struggle, strategy and change: Boyd & Hargittai (2010), change: Boyd & Hargittai (2010), Stutzman (2011), Raynes–Goldie, Kate Stutzman (2011), Raynes–Goldie, Kate (2010), Pew (2010)(2010), Pew (2010)

Strategies & Experiences: QuestionsStrategies & Experiences: Questions

How have young adult behaviors have How have young adult behaviors have changed over time?changed over time?

What are their experiences with privacy What are their experiences with privacy and disclosure?and disclosure?

What are their strategies?What are their strategies?

Can we untangle experience (i.e. Can we untangle experience (i.e. Bandura’s social learning theory) and Bandura’s social learning theory) and anticipatory behaviors? anticipatory behaviors?

This StudyThis Study

College student sampleCollege student sample

Latest survey December 2010 (n=403)Latest survey December 2010 (n=403)

Historical surveys on comparable (but not Historical surveys on comparable (but not longitudinal) groups since 2006 (n>1000)longitudinal) groups since 2006 (n>1000)

mm Diverse, mid-sized school, socio-economic Diverse, mid-sized school, socio-economic

range, sample generally representative of range, sample generally representative of schoolschool

3.58Years on FB

MEAN

4.06General Privacy Concern(1-5)

MEAN

26.5Asian-Ame.

13.0Hisp./Other

17.5Black

43.0White

45.6Female

53.3Male

N (%)

Sample Characteristics

3.3How concerned are you that people you do not want to see your profile would

see your profile (1-5)

1.8To find potential friends

1.5To find people with similar interests

3.4Keep in touch with friends elsewhere

3.1Keep in touch with friends in same school

EVER USE FACEBOOK FOR: (1-4)

Sample Descriptives

90.3Those whose last change was to make their profile LESS visible

Of those who changed ever privacy settings (n=363):

82.9Changed their privacy settings in the last year

36.7Changed their privacy settings last month

9.4Never changed privacy settings

%Those who have:

19.6Deactivate their profile

68.3Unfriend someone

81.3Deleted info from profile

73.9Untagged themselves from a photo

%EVER DONE THE FOLLOWING BECAUSE OF A PRIVACY OR VISIBILITY CONCERN?

0.8%Had a legal problem

17.2%Had a fight with a parent

25.7%Had a fight with a friend

8.0%Broke up with a girlfriend/boyfriend

28.7%Had a fight with a girlfriend/boyfriend

2.5%Had issues at work

0.5%Did not get hired

0.8%Lost a job

AT LEAST ONCE

Did the Following Happen to YOU?

Sample Descriptives

21.9%Had a legal problem

53.2%Had a fight with a parent

66.2%Had a fight with a friend

51.2%Broke up with a girlfriend/boyfriend

70.9%Had a fight with a girlfriend/boyfriend

30.8%Had issues at work

19.4%Did not get hired

19.7%Lost a job

AT LEAST ONCE

Did the Following Happen to SOMEONE YOU KNOW?

32.5%You got caught in a lie by someone else through your profile

59.6%You found that someone else had been lying to you by looking at their profile

77.8%You found out something very important about a friend

54.6%Someone much older contacted you

33.6%Someone harassed/stalked you online

39.8%You got upset with someone after seeing a picture of theirs with someone else

25.7%Someone else got upset with you seeing a picture of you with someone else

70.0%Other people posted pictures of you that you wish they had not

73.9%Someone you did not want found your profile

AT LEAST ONCE

Did Any of the Following Happen to You? (%)

Profile Visible to Everyone

0

10

20

30

40

50

60

70

Spring 06 Fall 06 Spring 07 Fall 07 Spring 08 Fall 2010

Per

cen

t

Profile visible to everyone (%)

Changes in Profile Visibility in Facebook 2006-2010 (December)

Concerns about Privacy and Visibility of Profile

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Spring 06 Fall 06 Spring 07 Fall 07 Spring 08 Fall 2010

How concerned unwanted people wouldsee your profile? (1-5 very)

How concerned about privacy? (1-5)

Privacy Concerns and Profile Visibility in Facebook 2006-2010 (December)

exp(b) exp(b) exp(b) exp(b)

Female 1.583 1.732* 0.611 0.255**

Black 1.032 0.684 0.428 1.232

Hisp/Other 0.693 0.929 1.828 1.192

Asian 0.676 0.934 0.680 1.861

Happened to me 0.988 0.980 1.044 1.016

I observed 1.099 1.023 1.079 1.085

Surveillance 1.049 1.004 0.754*** 0.937

Far friends 1.181 1.165 0.824 0.925

Near friends 0.892 1.538* 1.186 0.907

Find potential 1.002 1.283 0.740 1.031

Find similar 0.679 0.761 1.801* 1.337

Audience Concern 1.671*** 1.791*** 0.624* 0.375***

Years on FB 1.364** 1.047 0.803 0.773*

_cons 0.097 0.008*** 22.286 8.462

N 383 383 383 383

ll -162.272 223.213 -97.021 -104.967 *

* p<0.05, ** p<0.01, *** p<0.001

Logistic Regression Modeling Odds of Privacy Related Behaviors

Less Visible Last Month Never Changed Public Profile

The Previous Table Says:The Previous Table Says:

Respondent’s concern over unwanted Respondent’s concern over unwanted audiences IS significantly associated with audiences IS significantly associated with privacy-preserving actionsprivacy-preserving actions

Respondent’s experience with *or* Respondent’s experience with *or* observations of negative consequences is observations of negative consequences is NOT strongly associated with privacy NOT strongly associated with privacy related actionsrelated actions

Know Don’t Know exp(b) exp(b) Female -0.098 -0.141 Black 0.100 0.129 Hisp/Other 0.209 -0.021 Asian 0.243** 0.145 Someone else -0.007 -0.003 Me 0.015 -0.032 Surveillance 0.010 0.036***Far friends -0.023 0.104 Near friends 0.017 -0.026 Find potential 0.039 0.156** Find similar 0.029 0.138* Profile concern -0.033 -0.164***Years on FB 0.005 -0.015 _cons 3.219*** 1.494***N 381 381 ll -365.679 -420.871 * p<0.05, ** p<0.01, *** p<0.001

Logistic Regression Modeling Odds of Accepting Friend Request from Person already known / not known

The Previous Table Says: The Previous Table Says: When it Comes to Accepting Friend When it Comes to Accepting Friend

Request from Unknown Person:Request from Unknown Person: Respondent’s who are interested in finding Respondent’s who are interested in finding

similar people and expanding their similar people and expanding their networks more likely networks more likely

Respondents concerned about unwanted Respondents concerned about unwanted audiences less likely audiences less likely

Nickname exp(b) Female 0.527 Black 2.810* Hisp/Other 0.951 Asian 1.194 Someone else 0.929 Me 1.081 Surveillance 1.021 Far friends 0.920 Near friends 1.020 Find potential 1.386 Find similar 0.798 Profile concern 1.196 Years on FB 1.101

_cons 0.031* N 383 ll -103.802

* p<0.05, ** p<0.01, *** p<0.001

Logistic Regression Modeling Odds of Using a Nickname of Facebook

The Previous Table Says: The Previous Table Says: For NicknamesFor Nicknames

African-Americans almost three times the African-Americans almost three times the odds of using a nickname on Facebookodds of using a nickname on Facebook

Descriptive: in 2006-7, about 94% used Descriptive: in 2006-7, about 94% used nicknames, in 2010 December about 90%nicknames, in 2010 December about 90%

Also, only 3.5% use multiple profiles on Also, only 3.5% use multiple profiles on FacebookFacebook

Not Shown:Not Shown:

Interaction with “near friends” has higher Interaction with “near friends” has higher association with untagging and deleting association with untagging and deleting information (suggests strategic action)information (suggests strategic action)

Disclosure levels have gone down from Disclosure levels have gone down from 06-07 but are still relatively high06-07 but are still relatively high

Romantic status disclosure also linked to Romantic status disclosure also linked to privacy related issues (esp. unwanted privacy related issues (esp. unwanted audiences)audiences)

ConclusionConclusion Facebook remains a dominant platform Facebook remains a dominant platform

and a strong social norm in Collegeand a strong social norm in College

Young adults in college are adapting and Young adults in college are adapting and changing their behaviors on Facebookchanging their behaviors on Facebook

Privacy related behaviors are associated Privacy related behaviors are associated with pro-active (concerns) rather than re-with pro-active (concerns) rather than re-active (personal incidents or observations) active (personal incidents or observations) considerationsconsiderations

Privacy/disclosure actions have a strong Privacy/disclosure actions have a strong strategic component.strategic component.

Instead: Strategic disclosureInstead: Strategic disclosure

Instead: Cost/benefit analysisInstead: Cost/benefit analysis

Instead: Impression ManagementInstead: Impression Management

Instead: Adaptation and ChangeInstead: Adaptation and Change

Thank you! Questions?Thank you! Questions?

By Zeynep TufekciAssistant Professor

University of North Carolina, Chapel Hill

Twitter: @techsoc

zeynep@unc.edu