OFcom referance (794221)
Текст из файла
Social NetworkingA quantitative and qualitative research report intoattitudes, behaviours and useResearch DocumentPublication date:2 April 2008Main HeadingContentsSectionPage1Introduction12Executive summary53Overview of social networking sites104Engaging with social networking sites145Understanding behaviours and attitudes towards social networkingsites286How people use social networking sites347Privacy and safety518Literature review of harm and offence in social networking57AnnexPage1Glossary of terms and definitions642Research methodologies663Ofcom social networking sites qualitative research is publishedseparately from the main document and can be found at:www.ofcom.org.ukSocial NetworkingSection 1Introduction1.1BackgroundThe rapid growth of social networking that has been observed over the last two to threeyears is indicative of its entry into mainstream culture and its integration into the daily lives ofmany people.
In parallel with this, there has also been considerable media coverage of thegrowth of social networking, its potential positive outcomes and concerns about the way thatsome people are engaging with it.Social networking sites offer people new and varied ways to communicate via the internet,whether through their PC or their mobile phone. They allow people to easily and simplycreate their own online page or profile and to construct and display an online network ofcontacts, often called ‘friends’.
Users of these sites can communicate via their profile bothwith their ‘friends’ and with people outside their list of contacts. This can be on a one-to-onebasis (much like an email), or in a more public way such as a comment posted for all to see.For the purpose of this research report we have purposely focused on the social andcommunications aspects of social networking sites. We have deliberately not included eitheronline networks dedicated to business networking, or user-generated content (UGC) sites(as the latter’s primary focus is on content creation and sharing rather than the developmentof online social networks).Like other communications tools, social networking sites have certain rules, conventions andpractices which users have to navigate to make themselves understood and avoiddifficulties.
These range from the etiquette of commenting on other peoples profiles tounderstanding who one does and doesn’t add as a ‘friend’. Social networking sites also havesome potential pitfalls to negotiate, such as the unintended consequences of publicly postingsensitive personal information, confusion over privacy settings, and contact with people onedoesn’t know.Several of the issues around the use of social networking sites are important from a medialiteracy standpoint. Section 11 of the Communications Act 2003 requires Ofcom to promotemedia literacy.
We define media literacy as ‘the ability to access, understand and createcommunications in a variety of contexts’. In practice, this means that we are seeking to bringabout and encourage better public understanding and awareness of the digital media in usetoday.One element of Ofcom’s Media Literacy Strategy is to provide a robust evidence base tohelp define future priorities for Ofcom.
Research helps us identify the issues, direct ouractivity and inform progress towards achieving our goals. The purpose of this report istherefore to provide evidence-based insights into the social networking phenomenon whichcan be used to inform current understanding of usage and behaviour in the UK, and to helpidentify some of the current and potential future issues around people’s use of socialnetworking sites.1.2ObjectivesThis report is the first dedicated look at social networking that Ofcom has undertaken.
Itseeks to understand how people are using social networking sites as well as their attitudesto this form of communication.1Social NetworkingThe objectives of this report are as follows:1.3•to set social networking sites in the wider media literacy, online and communicationscontext;•to profile the use of sites;•to understand people’s use of sites; and•to investigate concerns about privacy and safety.The research basis of the reportThis report draws on a variety of qualitative and quantitative research sources. These aredetailed in the box below.
Full details of the Ofcom research used in this report are availablein Annex 2.Social Networking research: A qualitative look at behaviours, attitudes and barriers(September – October 2007)This in-depth qualitative research project investigated behaviours, attitudes and barriers tothe use of social networking sites among 39 users and 13 non-users. The study includedchildren and adults, users and non-users, and covered each of the four nations of the UK.While the qualitative nature of this research means that findings are not necessarilyrepresentative of all those who use or do not use social networking sites, the results dopresent us with rich insights around people’s use of, and attitudes to, social networking.All quotes in blue boxes are taken from this piece of research.Children, young people and online content research (October 2007)This quantitative research was carried out to inform Ofcom’s submission to the ByronReview1 on the risks to children and young people from exposure to potentially harmful orinappropriate material on the internet and in video games.
This survey looked at currentexposure to potentially harmful or inappropriate online content as well as differences inonline behaviour between parents and children. The survey looked at 653 parents, 653children from the same households and 279 non-parents.Ofcom’s submission to the Byron Review Annex 6: Literary Review2As part of Ofcom’s submission to the Byron Review, Andrea Millwood Hargrave, SoniaLivingstone and David Brake compiled this review of the literature on harm and offence inmedia content.Ofcom Media Literacy Audit research (September – December 2007)This report includes quantitative data relating to social networking taken from Ofcom’s Auditof Media Literacy among adults and ethnic minority groups . The Audit looked in detail at1The Byron Review is an independent review commissioned by the government looking at the risks tochildren from exposure to potentially harmful or inappropriate material on the internet and in video games.Full details can be found at http://www.dfes.gov.uk/pns/DisplayPN.cgi?pn_id=2007_0158.2Ofcom’s submission to the Byron Review can be found athttp://www.ofcom.org.uk/research/telecoms/reports/byron/.2Social Networkingownership, use and understanding of media among 2905 UK adults aged 16+, and 2068children aged 8-15.3Ofcom Communications Tracking Survey (Q3 2007)This continuous research provides Ofcom with continued understanding of consumerbehaviour in the UK communications market.
2235 adults were surveyed across Q3 2007.Ofcom Young People and Media Tracking Survey (Wave 3 2007)This survey provides Ofcom with continuous trend data on children and the media market.The report uses data from 1047 children across wave 3 (Sept 2007) of this survey.Nielsen Online (August 2007)All audience data referenced in this report are taken from Nielsen Online.Third-party researchThis report also draws on several other pieces of third-party research:Withers, K, ‘Young People and Social Networking Sites: Briefing to guide policy responses’Institute of Public Policy Research (IPPR, 2007).Boyd, Dana.
‘Why Youth Love Social Network Sites: The Role of Networked Publics inBuckingham, D (ed.), Teenage Social Life’ Youth, Identity and Digital Media’, The John Dand Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge,MA: (The MIT Press, 2008) pp. 119-142.Boyd, D and Ellison, N, ‘Social Network Sites, Definition, History and Scholarship’, Journal ofComputer Mediated Communication (October, 2007),http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.Lenhart A.
and Madden M. (2007) Social Networking Websites and Teens: An Overview.Pew Internet and American Life ProjectGoad, R and Mooney, T, ‘The impact of Social Networking in the UK’ (Hitwise Experian,2007), http://mel.hemstone.com/wp-content/uploads/2008/01/hitwise-social-networkingreport-2008.pdfOECD 2007 ‘Participative Web and User-Created Content: Web 2.0, Wikis and SocialNetworking’ ISBN 978-92-64-03746-5Get Safe Online Report 2007 http://www.getsafeonline.org/nqcontent.cfm?a_id=1469Williamson, A. (2004, Apr). Getting ready for eDemocracy: A five-stage maturity model.Paper presented at the Australian Electronic Governance Conference, Centre for PublicPolicy, Melbourne, VIC.3The media literacy audit research used in this report relates only to findings about social networkingfor adults and ethnic minority groups. It forms part of a much wider body of research among severaldifferent groups and across a range of media platforms.
The full audit will be published in severalparts in spring and summer 2008.3Social Networking1.4Structure of the reportSection 3 places social networking sites within a wider structural and societal context andlooks at the origins of social networking sites, their development and recent events.Section 4 looks quantitatively at people’s engagement with social networking. It includesawareness of social networking sites, use (looking at users and non-users) and the types ofsites used.Building on this, section 5 uses Ofcom’s qualitative study to look at the behaviours andattitudes towards social networking sites and the wider issues that arise from this.Section 6 draws on qualitative and third-party research to look at how people use socialnetworking sites, and also explores some of the benefits and concerns about socialnetworking sites.Section 7 specifically examines the privacy and safety issues relating to social networkingsites.
Характеристики
Тип файла PDF
PDF-формат наиболее широко используется для просмотра любого типа файлов на любом устройстве. В него можно сохранить документ, таблицы, презентацию, текст, чертежи, вычисления, графики и всё остальное, что можно показать на экране любого устройства. Именно его лучше всего использовать для печати.
Например, если Вам нужно распечатать чертёж из автокада, Вы сохраните чертёж на флешку, но будет ли автокад в пункте печати? А если будет, то нужная версия с нужными библиотеками? Именно для этого и нужен формат PDF - в нём точно будет показано верно вне зависимости от того, в какой программе создали PDF-файл и есть ли нужная программа для его просмотра.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
