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

thank you!

kelly quinn

@_kquinn_

kquinn8@uic.edu

zizi papacharissi

@zizip

zizi@uic.edu