1. A Proactive Generation Reacts: Privacy, Disclosure and Strategic Action on Facebook By Zeynep Tufekci Assistant Professor University of North Carolina, Chapel Hill Twitter: @techsoc zeynep@unc.edu

2. Reality versus Perception A loony, narcissistic generation inexplicably oversharing just because they’re different A loony, narcissistic generation inexplicably oversharing just because they’re different Facebook merely reflecting those changes Facebook merely reflecting those changes Numerous assertions by Facebook executives that “one identity, one social graph” is better, moral, normal Numerous assertions by Facebook executives that “one identity, one social graph” is better, moral, normal

3. Privacy and Disclosure are: Historically-situated Historically-situated Grounded by personal circumstances, identit(ies), context Grounded by personal circumstances, identit(ies), context Structured and played out through architecture, norms and affordances Structured and played out through architecture, norms and affordances Always include strategic action considerations Always include strategic action considerations

4. Popular Perception:

5. Background Facebook is a de facto norm among college students Facebook is a de facto norm among college students Facebook architecturally leans towards disclosure and a united social graph Facebook architecturally leans towards disclosure and a united social graph Facebook has made multiple privacy changes, often controversial Facebook has made multiple privacy changes, often controversial Disclosure levels tend to be high Disclosure levels tend to be high

6. What We Know Contrary to media perceptions, are struggling to adapt and figure out Contrary to media perceptions, are struggling to adapt and figure out Documenting struggle, strategy and change: Boyd & Hargittai (2010), Stutzman (2011), Raynes–Goldie, Kate (2010), Pew (2010) Documenting struggle, strategy and change: Boyd & Hargittai (2010), Stutzman (2011), Raynes–Goldie, Kate (2010), Pew (2010)

7. Strategies & Experiences: Questions How have young adult behaviors have changed over time? How have young adult behaviors have changed over time? What are their experiences with privacy and disclosure? What are their experiences with privacy and disclosure? What are their strategies? What are their strategies? Can we untangle experience (i.e. Bandura’s social learning theory) and anticipatory behaviors? Can we untangle experience (i.e. Bandura’s social learning theory) and anticipatory behaviors?

8. This Study College student sample College student sample Latest survey December 2010 (n=403) Latest survey December 2010 (n=403) Historical surveys on comparable (but not longitudinal) groups since 2006 (n>1000) Historical surveys on comparable (but not longitudinal) groups since 2006 (n>1000)m Diverse, mid-sized school, socio-economic range, sample generally representative of school Diverse, mid-sized school, socio-economic range, sample generally representative of school

9. N (%) Male53.3 Female45.6 White43.0 Black17.5 Hisp./Other13.0 Asian-Ame.26.5 MEAN General Privacy Concern (1-5) 4.06 MEAN Years on FB3.58 Sample Characteristics

10. EVER USE FACEBOOK FOR: (1-4) Keep in touch with friends in same school 3.1 Keep in touch with friends elsewhere 3.4 To find people with similar interests 1.5 To find potential friends 1.8 How concerned are you that people you do not want to see your profile would see your profile (1-5) 3.3 Sample Descriptives

11. EVER DONE THE FOLLOWING BECAUSE OF A PRIVACY OR VISIBILITY CONCERN? % Untagged themselves from a photo 73.9 Deleted info from profile 81.3 Unfriend someone 68.3 Deactivate their profile 19.6 Those who have: % Never changed privacy settings 9.4 Changed their privacy settings last month 36.7 Changed their privacy settings in the last year 82.9 Of those who changed ever privacy settings (n=363): Those whose last change was to make their profile LESS visible 90.3

12. Did the Following Happen to YOU? AT LEAST ONCE Lost a job0.8% Did not get hired0.5% Had issues at work2.5% Had a fight with a girlfriend/boyfriend28.7% Broke up with a girlfriend/boyfriend8.0% Had a fight with a friend25.7% Had a fight with a parent17.2% Had a legal problem0.8% Sample Descriptives

13. Did the Following Happen to SOMEONE YOU KNOW? AT LEAST ONCE Lost a job19.7% Did not get hired19.4% Had issues at work30.8% Had a fight with a girlfriend/boyfriend70.9% Broke up with a girlfriend/boyfriend51.2% Had a fight with a friend66.2% Had a fight with a parent53.2% Had a legal problem21.9%

14. Did Any of the Following Happen to You? (%)AT LEAST ONCE Someone you did not want found your profile73.9% Other people posted pictures of you that you wish they had not 70.0% Someone else got upset with you seeing a picture of you with someone else 25.7% You got upset with someone after seeing a picture of theirs with someone else 39.8% Someone harassed/stalked you online33.6% Someone much older contacted you54.6% You found out something very important about a friend77.8% You found that someone else had been lying to you by looking at their profile 59.6% You got caught in a lie by someone else through your profile 32.5%

15. Changes in Profile Visibility in Facebook 2006-2010 (December)

16. Privacy Concerns and Profile Visibility in Facebook 2006-2010 (December)

17. exp(b) exp(b) exp(b) exp(b) Female 1.583 1.732* 0.611 0.255** Black 1.032 0.684 0.428 1.232 Hisp/Other 0.693 0.929 1.828 1.192 Asian 0.676 0.934 0.680 1.861 Happened to me 0.988 0.980 1.044 1.016 I observed 1.099 1.023 1.079 1.085 Surveillance 1.049 1.004 0.754*** 0.937 Far friends 1.181 1.165 0.824 0.925 Near friends 0.892 1.538* 1.186 0.907 Find potential 1.002 1.283 0.740 1.031 Find similar 0.679 0.761 1.801* 1.337 Audience Concern 1.671*** 1.791*** 0.624* 0.375*** Years on FB 1.364** 1.047 0.803 0.773* _cons 0.097 0.008*** 22.286 8.462 N 383 383 383 383 ll -162.272 223.213 -97.021 -104.967 * * p<0.05, ** p<0.01, *** p<0.001 Logistic Regression Modeling Odds of Privacy Related Behaviors Less Visible Last Month Never Changed Public Profile

18. The Previous Table Says: Respondent’s concern over unwanted audiences IS significantly associated with privacy-preserving actions Respondent’s concern over unwanted audiences IS significantly associated with privacy-preserving actions Respondent’s experience with *or* observations of negative consequences is NOT strongly associated with privacy related actions Respondent’s experience with *or* observations of negative consequences is NOT strongly associated with privacy related actions

19. KnowDon’t Know exp(b) exp(b) Female -0.098 -0.141 Black 0.100 0.129 Hisp/Other 0.209 -0.021 Asian 0.243** 0.145 Someone else -0.007 -0.003 Me 0.015 -0.032 Surveillance 0.010 0.036*** Far friends -0.023 0.104 Near friends 0.017 -0.026 Find potential 0.039 0.156** Find similar 0.029 0.138* Profile concern -0.033 -0.164*** Years on FB 0.005 -0.015 _cons 3.219*** 1.494*** N 381 381 ll -365.679 -420.871 * p<0.05, ** p<0.01, *** p<0.001 Logistic Regression Modeling Odds of Accepting Friend Request from Person already known / not known

20. The Previous Table Says: When it Comes to Accepting Friend Request from Unknown Person: Respondent’s who are interested in finding similar people and expanding their networks more likely Respondent’s who are interested in finding similar people and expanding their networks more likely Respondents concerned about unwanted audiences less likely Respondents concerned about unwanted audiences less likely

21. Nickname exp(b) Female 0.527 Black 2.810* Hisp/Other 0.951 Asian 1.194 Someone else 0.929 Me 1.081 Surveillance 1.021 Far friends 0.920 Near friends 1.020 Find potential 1.386 Find similar 0.798 Profile concern 1.196 Years on FB 1.101 _cons 0.031* N 383 ll -103.802 * p<0.05, ** p<0.01, *** p<0.001 Logistic Regression Modeling Odds of Using a Nickname of Facebook

22. The Previous Table Says: For Nicknames African-Americans almost three times the odds of using a nickname on Facebook African-Americans almost three times the odds of using a nickname on Facebook Descriptive: in 2006-7, about 94% used nicknames, in 2010 December about 90% Descriptive: in 2006-7, about 94% used nicknames, in 2010 December about 90% Also, only 3.5% use multiple profiles on Facebook Also, only 3.5% use multiple profiles on Facebook

23. Not Shown: Interaction with “near friends” has higher association with untagging and deleting information (suggests strategic action) Interaction with “near friends” has higher association with untagging and deleting information (suggests strategic action) Disclosure levels have gone down from 06-07 but are still relatively high Disclosure levels have gone down from 06-07 but are still relatively high Romantic status disclosure also linked to privacy related issues (esp. unwanted audiences) Romantic status disclosure also linked to privacy related issues (esp. unwanted audiences)

24. Conclusion Facebook remains a dominant platform and a strong social norm in College Facebook remains a dominant platform and a strong social norm in College Young adults in college are adapting and changing their behaviors on Facebook Young adults in college are adapting and changing their behaviors on Facebook Privacy related behaviors are associated with pro-active (concerns) rather than re- active (personal incidents or observations) considerations Privacy related behaviors are associated with pro-active (concerns) rather than re- active (personal incidents or observations) considerations Privacy/disclosure actions have a strong strategic component. Privacy/disclosure actions have a strong strategic component.

25. Instead: Strategic disclosure

26. Instead: Cost/benefit analysis

27. Instead: Impression Management

28. Instead: Adaptation and Change

29. Thank you! Questions? By Zeynep Tufekci Assistant Professor University of North Carolina, Chapel Hill Twitter: @techsoc zeynep@unc.edu