OFcom referance (794221), страница 10
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Again this taps intoBoyd’s (2008) observation of social status and jockeying for social position. However, thepublic display also has consequences for people trying to navigate social relationships in anonline environment.I deleted my friend from Bebo because she only put me 8th on her Top Friends list, and I feltupset and betrayed. She put [pop star] before me! I was really hurt - Girl 14, urban/suburbanAn efficient way to manage existing relationshipsOfcom’s qualitative research showed that for respondents of all ages and both genders,social networking sites were an efficient way to manage existing social relationships in a funand colourful way.
Users liked the fact that their friend lists were instantly accessible to them.It is a fun and social way to keep up with all your friends - Female 27, rural/semi-ruralIf you have a party to organise, you can do it within a couple of minutes – Male 18,rural/semi-ruralI think it was the basic premise of social networking is about managing your relationshipsand it has developed from there – Female 32, urban/suburbanThe ability to send messages instantly to a wide circle of friends was a significant advantage,as it was cheaper than texting and easier than email.Lenhart and Madden (2007) reported that social networking sites helped teens to managetheir friendships, although there were some differences between boys and girls in how thiswas achieved. The majority of all social networking teens surveyed said they used socialnetworking sites to stay in touch with friends they saw a lot, as well as those they rarely saw,38Social Networkingalthough girls were more likely to say this than boys.
The level of contact with friends isconsistent with Ofcom’s quantitative research (see Figure 20).An easy way to link up with old friendsUsers in their late twenties and thirties enjoyed the chance to link up with old friends theyhad lost touch with, often from school, university or travelling. Facebook was the mostpopular site for this purpose. Facebook’s popularity among students and the fact that manyof its networks are based around universities, schools and colleges has contributed to this.Many of the Facebook users we spoke to mentioned that they were aware that it wasoriginally founded as a service for students.The other night I got a message from an old friend I met whilst I was travelling on my gapyear, we had lost touch for the past 5 years, and it was so wonderful to hear from her again.She had got married and had a baby in that time - Female 25, urban/suburbanHowever, for some people, social networking sites have become an important way ofmeeting new people and developing new and existing relationships.
This tool was notavailable to nearly the same extent before social networking sites were widespread.For several years people have been able to catch up with old friends using sites like FriendsReunited. Those looking for romance have also been able to use online dating sites. Socialnetworking sites combine both these facilities on one site – with the added benefit that theyare free at the point of use.This may help partly to explain the popularity of social networking sites among adults.
Manypeople said they enjoyed renewing friendships with people they had lost contact with. Also,some people who found it difficult to get out of the house to meet people thought that socialnetworking sites were a great way to meet new people and be sociable.Further information on the use of social networking sites in these ways can be found insection 6.3.A tool to build confidenceYounger and less confident users reported that the virtual nature of the communication theyhad through these sites had allowed them to express themselves more confidently.
Theseusers also reported using MSN and texting in a similar way. Social networking sitesappeared to allow less confident individuals, particularly teenage boys and girls and oldersingle women, to express themselves in new ways and to talk confidently to people theyknew, and also to contact people they didn’t know.I moved to a new school and I am quite shy, but through Bebo I have made friends withloads of new people and it is so much easier to approach them when I have chatted withthem online - Female 17, urban/suburbanPeople can get to know folks [on social networking sites] and they can see past the façadeof what they look like; you’re actually getting to know what the person’s all about - Male 35,urban/suburban39Social NetworkingShy or introverted people can feel that they are able to communicate more easily via onlinefora such as social networking sites than face-to-face; this is known as the socialcompensation theory.
Withers (2007) discusses this and contrasts it with the theory thatthose who are already rich in communication skills and confidence get richer; i.e. socialnetworking sites benefit only those who already have confidence and/or are extrovert andwhose communication on these sites is simply an extension of this trait.Consistent with Withers’ research analysis, Ofcom’s qualitative research does not findevidence to support unequivocally either of these theories. While the majority of usersinterviewed were relatively confident, and portrayed this confidence in their communications,a few respondents felt that the online environment allowed them to meet people theywouldn’t be able to meet face-to-face, because of their shyness.
Similarly, people have theopportunity to project the image they want to, free from the constraints that they may feel intheir physical environment.Treating profiles as a tool for self-promotionThis was not a drawback that people recognised for their own profiles. However, severalusers we spoke to were highly critical of others who spent a lot of time personalising theirpages and who placed a lot of significance on the way they portrayed themselves on theirprofiles.For many users, others’ efforts at ‘self-promotion’ made their own use of social networkingsites less enjoyable.
They reported finding such behaviour ‘distasteful and annoying’. Thiswas particularly the case among users aged 20+.It’s so embarrassing when people I know try too hard to make themselves look a certainway; it really changes my opinion of them! - Female 26, rural/semi-ruralBasically making themselves look popular, centre of attraction, look at me, I go to this nightor I go here, look how popular I am I’ve had eighteen visits and things like that, they’re justcreating this kind of feel-good factor about themselves - Male 30+, urban/suburbanSpending too much time on social networking sitesSome teenagers and adults in their early twenties reported feeling ‘addicted’ to socialnetworking sites and were aware that their use was squeezing their study time.
Many usershad experienced this drawback, although to differing degrees.Some users described how they might go onto their site just to check for messages and thenemerge a few hours later – having been drawn into commenting, searching and generallyhaving fun.6.3Communicating with othersBuilding one’s social network is an ongoing process. However, after setting up a site onecan start communicating with whoever has access to one’s site (the level of access othershave depends on the level of privacy settings, covered in section 7).As previously mentioned, communication can be in many forms, including sending symboliccues, or putting photos and videos on one’s site which others can comment on. Socialnetworkers can also send emails which are private between the sender and the recipient(s)of the email.
Written communication can also be in a public forum, such as writing on40Social Networkingsomeone’s ‘wall’, or comment board. This communication can then be seen by anyone whohas access to the user’s profile.Communicating is the most-mentioned activity on social networking sites - talking to friendsand family who users see often, those they see rarely, and looking for old friends who theyhave lost touch with.It is worth noting that when people communicate through social networking sites it is mostlywith people they know in some way.
About two-thirds reported talking to friends and family,47% looked for old friends and 35% talked to people who were friends of friends. Incomparison, 17% talked to people they didn’t know. However, those who reported talking topeople they didn’t know were significantly more likely to be 16-24 (22%) year olds than 2534 (7%) year olds.
In terms of ethnic minority users, Black Caribbean and Black Africanusers are more likely to talk to people that they don’t know via the sites.40However, using social networking sites is not exclusively about communication.Respondents also reported looking at others’ sites without leaving messages (40%) andlistening to music/finding out about bands (29%). 16-24 year olds (42%) and males (34%)were more likely than others (29% UK average) to say they used social networking sites tolisten to music.Figure 19: Features people use on social networking sites69%Talk to friends / family I talk to a lotTalk to friends / family I rarely see65%47%Look for old friends I have lost touch with40%Look at other peoples sites without leaving a messageTalk to people who are friends of friends35%29%Listen to music / find out about bands17%Talk to people I don't knowLook at campaigns and petitions6%4%Other uses0%20%40%60%80%100%Q.
Do you regularly use these sites for any of the things shown on this card?Base: All adults who have a current social networking page or profile (347)Source: Ofcom media literacy audit December 2007Figure 20 shows that more than nine out of ten children use social networking sites to stay intouch with friends or family with whom they are in regular contact and 79% use the sites tocommunicate with friends and family who they rarely see.41For children, browsing their own and others’ profiles is also a key reason behind their socialnetworking site use, and 92% reported doing this.40Source: Ofcom Media Literacy Audit among Ethnic Minority Groups (to be published in summer2008).41Caution should be exercised in comparing Figures 19 and 20.
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