why we share: the contextual accomplishment of privacy Kelly Quinn Zizi Papacharissi @_kquinn_ @zizip university of illinois at chicago
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why we share: the contextual
accomplishment of privacy
Kelly Quinn Zizi Papacharissi
@_kquinn_ @zizip
university of illinois at chicago
privacy is contextual
uses and gratifications
• media use is goal-directed
• individuals actively select media
• social and psychological factors
mediate behavior
• media compete with functional
alternatives
• what are salient motives for using
social media sites?
• what tools for privacy management
do individuals use as they navigate
social environments?
• how do tools for privacy management
relate to motives for social media use?
sample
n = 353
38.5% male, 61.2% female
mean age = 21.2 years
diverse: 5% african-american, 22% asian,
40% white, 24% hispanic, 7% other
79% two or more profiles
87% accessed social media at least 1x/day
uses social media • voyeurism
• information sharing
• connection
• companionship
• entertainment
• affect
• professional
• escape
• habit
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Image by Ewan-M
doing privacy online
privacy
basic • block pop ups,
clear cookies, check url
application • use privacy
settings, block people, restrict profile
social • untag, filter
stealth • proxies,
encryption, plug ins
multiple multivariate regression
multiple multivariate regression
Factors Influencing
Use
Mother’s Education, Gender, Privacy Concern
Uses of Social Media
•Affect •Companionship •Voyeurism •Info Sharing •Habit •Entertainment •Communication •Professional Use •Escape
Social Media
Frequency
Stealth
Social
Application
Basic
original model
*p<.05, **p<.01, ***p<.001
Variable
Multivariate Tests
Wilks’ λ F4, 335 Male .906 8.697*** Mother’s Education .952 4.190** Social Media Frequency .970 2.627* Privacy Concern .875 11.993*** Affect .981 1.648 Companionship .945 4.870** Voyeurism .985 1.318 Information .983 1.450 Habit .957 3.785** Entertainment .999 .096 Connection .962 3.319* Professional Use .921 7.141*** Escape .984 1.373
adjusted model *p
<.0
5, *
*p
<.0
1, *
**p
<.0
01
Variable
Multivariate Tests Univariate Analysis
Wilks’ λ
F4, 340 Basic Security
(β)
Application Level
(β)
Social Curation
(β)
Stealth (β)
Male .903 9.132*** 0.158** -0.149** -0.015 0.054 Mother’s Education .954 4.095** -0.001 0.038 -0.05 0.172** Social Media Frequency .971 2.559* -0.123* -0.061 0.057 0.026
Privacy Concern .878 11.855*** 0.303*** 0.298*** 0.177** 0.235*** Companionship .946 4.881** -0.163** -0.176** -0.024 0.045 Habit .957 3.862** 0.074 0.040 0.177** -0.116 Connection .952 4.295** 0.026 0.184** 0.066 -0.086 Professional Use .928 6.613*** 0.073 0.030 0.026 0.264*** R2 .125 .181 .102 .172 Adjusted R2 .105 .162 .081 .153 F8, 343 5.043*** 9.472*** 4.845*** 7.810***
liquid privacy
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