TENSION BETWEEN SOCIAL CAPITAL AND PRIVACY ON FACEBOOKSandra Hsu

Hsuan-Ting Chen

Purpose of the Study

New social network and form of interpersonal relationship have emerged in the new media era.

Social capital and privacy are two important concepts and represent pros and cons of this emerged network.

This study is aimed to bridge these two important fields of research and to find their relationship in the online environment.

Context

Changing communication technologies and changing social networks—social relationship/network built/maintained via face-to-face mass media the Internet social media/social network site.

The nature of social network built/maintained through social media and that through face-to-face:

Similarity: Information passes from one person to another and circulates within the network.

Difference: Information passes through SNS is shared to “the public” or almost all members in the network immediately and the entry of cost-time is limited.

Connection of Two Concepts

Privacy: the way to share information within the network has changed & personal data/information is invaluable privacy concern.

Social Capital: trust and reciprocity are the foundation of a stronger network, and they are gained and built through frequent mutual interaction on SNS: changing information (feelings, opinions, chatting) that is highly personal.

Therefore, how to balance between gaining social capital and privacy and what are the relationship between social capital and privacy is the key of this study.

Social Capital

Definitions:

Bourdieu (1986): “the aggregate of the actual or potential resources which are linked to possession of a durable network of more or less institutionalized relationships of mutual acquaintance and recognition—or in other words, to membership in a group—which provides each of its members with the backing of the collectivity-owned capital, a ‘credential’, which entitles them to credit, in the various senses of the word.”

Lin (1999): an “investment in social relations by individuals through which they gain access to embedded resources to enhance expected returns of instrumental or expressive actions (italic added).” The embedded resources include information, influence, social credentials, and reinforce.

Social Capital

Definitions: Putnam (2000): “Social capital refers to

connections among individuals—social networks and the norms of reciprocity and trustworthiness that arise from them.”

Online social capital studies: Williams, Ellison et al., Zhu et al.

Our focus on social capital gained/maintained via FB:

--network intensity --network diversity (bridging vs. bonding)--network size

Privacy

Privacy The right to be let alone (Brandeis, 1890) The right to control information about themselves (Fried, 1968) A dynamic process of continuous negotiation and a dialectic process of

regulation that is conditioned by people and by those of others with whom they interact in network environments.

Privacy issue on Facebook Privacy paradox: Facebook users may be concerned about their personal privacy;

however, the majority will continued to disclosed personally identifying information as a signaling tool to their peers (Barnes, 2006).

People are more likely to give up their privacy by voluntarily providing personal information and actively sharing it for the benefits of SNSs such as maintaining or building relationships.

Need for popularity is one of the reasons young adults are more likely to be visible within a social network and disclose information to build relationships (Christofides, 2009).

Benefit-risk ratio: Privacy concerns were overridden by the expected gratifications (Debatin, Lovejoy, Horn, & Hughes, 2009)

Invisible others: “Like being in a movie theater without a view of other seats” (Zittrain, 1997, p.496)

Privacy awareness/concern (cognitively) Systematic dimension

FB releases users’ data Ads/Game applications may obtain personal data Some FB functions may release your information, such as photos Awareness is reduced in a day-to-day interactions with friends

(what kinds of friends? What types of social capital that reduce or enhance users privacy awareness) (Lipford, Besmer & Watson, 2008)

Privacy skills/practices (behaviorally) Personal dimension

Privacy paradox (Barnes, 2006) Public or private profile. To what extent? Detailed privacy setting in your profile How often do you leave comments or posts on others’ walls? Do

you allow others to leave comments or posts on your walls?

However, previous studies on privacy awareness/concern and privacy skills/practices mainly examine the relationships with gratifications on SNSs which are primarily relationship maintaining and building. Nor has research to date investigate the relationship as a type of social capital, such as bridging and bonding social capital that can influence users privacy awareness/concern and privacy skills/practices.

Research Questions

RQ1: What is the relationship between network intensity and privacy awareness?

RQ2: What is the relationship between network diversity and privacy awareness?

--RQ2a: What is the relationship between bridging social capital and privacy awareness?

--RQ2b: What is the relationship between bonding social capital and privacy awareness?

Research Questions

RQ3: What is the relationship between network intensity and privacy skill?

RQ4: What is the relationship between network diversity and privacy skill?

--RQ4a: What is the relationship between bridging social capital and privacy skill?

--RQ4b: What is the relationship between bonding social capital and privacy skill?

Research Design (Measurement) Social capital (network intensity; network

diversity; network size). Facebook use. Privacy awareness/concern. Privacy risk perception Privacy skill and practice