Facebook: Social Information Processing Theory
University of Wisconsin Milwaukee - VY Cannis Majoris
Kevin Hurst, Troy Shaw, Jared Bachman, Erin Van Derven
Introduction
Facebook has over
1 billion visitors per month, and is the 2nd most visited website on earth. (Desilver, 2013) The social networking site has achieved
massive popularity, not only being the 2nd most visited website, but also
expanding its sphere of influence into all aspects of daily life for not just
most Americans but for the entire world.
Looking at how
Facebook builds relationships, and also how it relates to the theory of social
information processing, it is important to first:
·
Look into some of the media characteristics of
Facebook.
·
Relate it to Social information processing
theory, and-
·
Find out more information through the use of
interviews.
These three
aspects will help to explain why Facebook and its relationship building aspects
are important to look at, and will help to show the connection between Facebook
the theory of social information processing. Considering the fact of Facebook’s
widespread usage for a variety of reasons, it is essential to understand
Facebook’s role in computer mediated communication.
The Technology of Facebook
Looking at the
media characteristics of Facebook requires looking at the different ways that
users communicate on the website. Firstly, it is important to look at how people
use the functionality of their instant-messaging system and private
messages. Additionally, Facebook
provides an avenue for self-disclosure using its different systems of posting
to their “wall” or “timeline”. The Facebook timeline allows for people to
provide information and communicate with not just one person, but groups of
people or even all users who can access Facebook.
Significantly more
than its predecessor MySpace, Facebook has become its own verb. This is the one computer meditated communication
that has transcended into a completely new world of possibilities, and it has as
a result become the birthplace of many imitations. Instagram, Snapchat, and even Foursquare can
be said to have been fostered from Facebook.
While some users
will solely post updates over using the private messaging and vice versa, we
can assume that those users are not in the majority. Some of the
characteristics that are unique to Facebook compared to other forms of social
media include a more personal experience, instant self-disclosure, and status
and cue updates.
The first
characteristic that Facebook displays is a uniquely personal experience for
users. Users update a social profile complete with personal information,
pictures, and updates on what they are doing at that moment. Because it uses
printed text, without even the texture of paper to lend it individuality,
electronic communication tends to seem impersonal.
“Communicators
must imagine their audience, for at a terminal it almost seems as though the computer
itself is the audience.” (Kiesler, Siegel, & McGuire, 1984) Facebook seeks to overcome this with its
layout and functions, such as the fact that users posting a status update will
receive feedback from a variety of people in the form of likes and
comments. This allows for users to look
at who is viewing their posts. Additionally,
users who reply are also able to look at the poster’s profile in order to lift
the veil from over their eyes and attempt to provide a more personal electronic
communication.
Social information processing theory
Looking at Social
information processing theory and its relationship to Facebook first requires
an understanding of the theory. Social
information processing theory seeks to explain relationship building over
computer mediated communication, and additionally explains how people share
information with each other without the luxury of nonverbal communication. Fulk writes that, “The basic promise of Social
information processing theory is that meaning is socially constructed. Although objective characteristics and
constraints in the work environment do influence perceptions and behavior
information provided by the social environment is of at least equal
importance.” (Fulk, Steinfield, Schmitz, & Power, 1987)
Facebook lets
users provide their own information about their social environment, and that is
one of the reasons why Social information processing theory relates so well to
Facebook. The idea behind the theory is
simply put that people using computer mediated communication can create
relationships that are the same to relationships that are formed using face to
face communication, however the length of time required for computer mediated
relationships is greater than that of face to face relationships. Walther
describes the theory as this: “This
theory asserts that communicators using any medium experience the similar needs
for uncertainty reduction and affinity, and to meet these needs CMC users will
adapt their linguistic and textual behaviors to the solicitation and
presentation of socially revealing, relational behavior.” (Walther
& Anderson, 1994)
Walther uses this
theory to show that no matter the medium, people will always want to reduce
uncertainty and build relationships. Facebook,
as will be shown, strives to ease both of those processes. Therefore, as it stands, Social information
processing theory is a very broad theory that describes the interpersonal
relationship building process as it relates to computer mediated communication.
Upon learning about Facebook and some of its media characteristics, the next
step would be to look into how Facebook relates to the Social information
processing theory. Facebook lessens the
time required to make relationships as genuine as face to face relationships in
a variety of ways. Users on Facebook can
disclose information about themselves as much or as little as they would like. This allows for a user to disclose a lot of
personal information such as likes or dislikes, hobbies, and other interests
they have, and also for anyone who is communicating with them to have access to
that information. This allows for people
to both learn more about someone they already know, and in the case of a
stranger looking at a person’s page for the first time it will allow for them
to reduce uncertainty by looking at the interests and photos of that other
person. As a result we can say that
Facebook allows for users to lessen the time required to form relationships by
making information easy to access, allowing users to disclose their information
on their own time, and to take enough time to craft a clear message.
Facebook also implements the more traditional form of CMC of instant messaging
and private messaging. These functions
go hand in hand with the profile portion of the website, thus allowing for
users to see information such as relationship statuses and common friends,
before or after sending a message. One
of the downsides of an instant messaging application is, as Kielser writes,
that “Availability of instantaneous electronic
communication, for example, might
lead people to expect immediate responses.” (Kiesler, Siegel, & McGuire, 1984) That can be the cause for some tension in the
relationship. A similar phenomenon
happens with the use of text messaging. However, this application allows for a
more timely messaging system and can create an environment that will allow for
an easier and faster avenue of communication.
The absence of cues is something that hinders the development of computer
mediated communication, however Facebook employs a variety of methods to
address this. One of the most widely
thought of methods are emoticons, which portray a facial expression. Today, emoticons are programmed to provide a
small graphic in the instant messaging application of Facebook. These simple images allow for senders to
convey a simple facial expression, which paired with photos of themselves can
allow for the receiver to form a reasonable image of the sender and to enhance
some sort of cues. Additionally, the use of language acronyms, an example being
“LOL” for laughing out loud, can also portray cues in the conversation in some
form. While these cues are not as
pronounced as face to face communications, they do serve some purpose in
creating meaningful communication.
“Caution, however,
must be exercised with paralinguistic cues in CMC, for they have localized
meanings” (Olaniran,
Rodriguez, & Williams) What Olaniran means by this is that cues such
as emoticons and acronyms do not have the same meaning to every person who uses
CMC, specifically Facebook. So while the
use of those types of cues can be helpful, they can also be harmful and can
distort the message.
The use of nontraditional cues such as emoticons, the use of profiles to reduce
uncertainty, and the ability to transfer messages instantaneously all link
Facebook with Social information processing theory. As evidenced, Facebook has employed numerous
methods relating to the theory in an effort to make easier the building of
relationships using computer mediated communication.
Interview Results
Through
interviews conducted with three individuals, it became apparent that users placed
significant effort into creating an online persona, as Social information
processing theory would suggest. The
specific audience of an interviewee’s message was less important than was the
effect of maintaining their online persona.
Three people were interviewed:
·
Nancy, a 58 year old mother. (Julich, 2014)
·
Nick, a 26 year old young professional. (Simmons, 2014)
·
Jessica, a 17 year old high school student. (Parnell, 2014)
As expected,
their answers for general use information questions varied widely. Though not particularly noteworthy, I felt
this showed the range of backgrounds, making shared answers more significant.
Interviewees
chose Facebook because of its rich sharing capabilities. They enjoyed the ability to share photos,
thoughts, feelings, and information, and the fact that they could control the
audience of this information. All of
this combined helps to maintain the image and persona of the online user. While it can take longer to form a
relationship online, the ability to frame the conversation and to better
control the back and forth flow of information can help to reduce conflict and
grow relationships more deeply.
Younger users
appeared to show more concern with their online persona, especially as it related
to business contacts. Nancy, at age 58, has
established herself professionally and was complete unconcerned with what
business contacts might see. Nick and
Jessica, on the other hand, were concerned with what business contacts might
see to the point where they indicated they would discontinue using Facebook if
business contacts had access to their posts.
What was
interesting was that, despite their friend group or motivation to be on
Facebook, all three had a clear idea of how they wanted to present themselves
online. It became clear that the motivation behind using different modes of
communication on Facebook – private messages, sharing stories, status updates, and
wall posts – shared the intent to uphold their online persona. It also became clear that the way the user
interacted with any individual wasn’t based on the other user, but based on the
user’s “Facebook audience” as a whole.
Conclusions
Social
information processing theory suggests that while online relationships can take
more time to develop than a traditional face-to-face relationship, once
established they can demonstrate the same qualities. (Walther
& Anderson, 1994)
As
evidenced, Facebook has evolved to become perhaps the largest host of mediated
communication in the United States, with global reach as well. Research has shown that through use of the
wall, timeline, private messages, emoticons and other multimedia, members can
use Facebook to grow, maintain, and build relationships.
Through
use of the sharing functionality on Facebook, users can create a persona
largely of their choosing. By choosing
what pictures, posts, and communications are posted online, they can shape the
view of themselves that others will see.
While these relationships may as a result be ‘different’ than what might
have formed traditionally face-to-face, there is no doubt that they can share
an equal level of richness and quality.
If not for this fact, it’s doubtful that billions of people would
continue visiting Facebook every month.
Bibliography
Desilver, D. (2013, October 4). Chart of the
Week: The world’s most popular web sites. Retrieved from Pew Research
Center:
http://www.pewresearch.org/fact-tank/2013/10/04/chart-of-the-week-the-worlds-most-popular-web-sites/
Fulk, J., Steinfield, C.,
Schmitz, J., & Power, J. (1987). A social information processing model of
media use in organizations. Communication Research, 14(5), 529-552.
Julich, N. (2014, October).
Interview on Facebook Use. (E. Van Derven, Interviewer)
Kiesler, S., Siegel, J.,
& McGuire, T. (1984). Social psychological aspects of computer-mediated
communication. American Psychologist, 39(10), 1123.
Olaniran, B., Rodriguez, N.,
& Williams, I. (n.d.). Social Information Processing Theory (SIPT): A
Cultural Perspective for International Online Communication Environments.
Parnell, J. (2014, October).
Interview on Facebook Use. (E. Van Derven, Interviewer)
Simmons, N. (2014, October).
Interview on Facebook Use. (E. Van Derven, Interviewer)
Walther, J., & Anderson,
J. (1994). Interpersonal Effects in Computer-Mediated Interaction. Communication
Research, 21(4), 448-60.
Appendix A- Interview Schedule
I.
Opening
A. (Establish
Rapport) [shake hands] My name is Erin, and I am doing some research on
technology and relationships for my communications course.
B. (Purpose)
I would like to ask you some questions about your experience using Facebook to
establish and maintain relationships both socially and professionally.
C. (Motivation)
I hope to use this information to better understand how different people
utilize Facebook
D. (Time
Line) The interview should take about 10 minutes. Are you available to respond
to some questions at this time?
(Transition: Let me begin by asking
you some questions on how you get interested in Facebook)
II.
Body
A. (Topic)
General Use Information
1.How
long have you used Facebook?
(Question 1. Interviewees were selected based on the fact that they use Facebook)
(Question 1. Interviewees were selected based on the fact that they use Facebook)
a. What
was your motivation to sign up?
2.How
often do you log in?
a. How
much time do you spend logged in on average?
b. What
do you like to do on Facebook?
(Transition to the next topic: Many
people have been using Facebook to keep in touch or get back in touch with old
friends…)
B. (Topic)
Relationship building/maintaining
1.
Is your contact group on Facebook mainly friends, family or business contacts?
a. Is
this different than when you originally signed up. If so, why?
2.
How do you interact with others on Facebook (wall posts, private messages,
comments)?
a. Does
your message or tone change depending on the medium?
3.
Do you have any business contacts as friends on Facebook? (Note answer for
topic C)
4.
How do you use Facebook to maintain to influence relationships?
(Transition to the next topic: (react to last
answer) I think it’s fair to say that online relationships allow the user a lot
of power in how they are perceived…)
C. (Topic)
Online Persona
1.
How do you think others perceive you based solely on your profile?
a. Do
you make a conscious effort to appear a certain way?
2.
What influences your “online persona?”
a. When
interacting on Facebook, which has a greater influence to you, the task you are
trying to achieve, or who you are interacting with?
b. Can
you elaborate on that?
3.
Lastly, (choose a or b)
a. (If
the interviewee has business contacts as friends) how do you think your persona
is affected by having business associates as friends on Facebook?
b. (If
the interviewee does not have business contacts as friends) How would you
change your approach to Facebook if you knew that business associates were
looking at your profile?
(Transition: Well, it has been a pleasure
speaking with you today. To make sure I recorded your answers properly, let me
briefly summarize the information that I have recorded during our interview.)
III.
Closing
A. (Summarize)
The way you use Facebook is mainly by ________ and your friends group largely
consists of _________. You consider
your online persona to be ________ and this is influenced by _________.
B. (Maintain
Rapport) I appreciate the time you took for this interview. Is there anything
else you think would be helpful for me to know?
C. (Action
to be taken) I should have all the information I need. Would it be alright to
call you at home if I have any more questions? Thanks again!
Appendix B- Interview Notes
Interview with Nancy Julich
I.
Body
A. (Topic)
General Use Information
1.How
long have you used Facebook?
5 Years
5 Years
a. What
was your motivation to sign up?
To keep in touch with family, and my sons.
To keep in touch with family, and my sons.
2.How
often do you log in?
Every few days.
Every few days.
a. How
much time do you spend logged in on average?
About 30 minutes.
About 30 minutes.
b. What
do you like to do on Facebook?
Look at pictures and posts. I send messages with my siblings.
Look at pictures and posts. I send messages with my siblings.
B. (Topic) Relationship building/maintaining
1.
Is your contact group on Facebook mainly friends, family or business contacts?
Family.
Family.
a. Is
this different than when you originally signed up. If so, why?
No.
No.
2.
How do you interact with others on Facebook?
I mostly comment on other posts or send private messages
I mostly comment on other posts or send private messages
a. Does
your message or tone change depending on the medium?
Private messages are more personal than other more public content.
Private messages are more personal than other more public content.
3.
Do you have any business contacts as friends on Facebook?
Yes
Yes
4.
How do you use Facebook to maintain to influence relationships?
I like to look at pictures and send messages. Sometimes will use what’s seen on Facebook in phone conversations.
I like to look at pictures and send messages. Sometimes will use what’s seen on Facebook in phone conversations.
C. (Topic) Online Persona
1.
How do you think others perceive you based solely on your profile?
They probably think I don’t know what I’m doing!
They probably think I don’t know what I’m doing!
a. Do
you make a conscious effort to appear a certain way?
Not too much.
Not too much.
2.
What influences your “online persona?”
I honestly don’t think about it.
I honestly don’t think about it.
a. When
interacting on Facebook, which has a greater influence to you, the task you are
trying to achieve, or who you are interacting with?
Who I’m interacting with.
Who I’m interacting with.
b. Can
you elaborate on that?
Well, if I know someone really well I might be more casual but otherwise I just kind of say what I want.
Well, if I know someone really well I might be more casual but otherwise I just kind of say what I want.
3.
How do you think your persona is affected by having business associates as
friends on Facebook?
Not too affected. At this age, there’s not too much coworkers can’t know about me.
Not too affected. At this age, there’s not too much coworkers can’t know about me.
Interview with Nick Simmons
I.
Body
A. (Topic)
General Use Information
1.
How long have you used Facebook?
Since 2007, 7 years.
Since 2007, 7 years.
a. What
was your motivation to sign up?
My older brother introduced it to me, some of my friends in high school started using it.
My older brother introduced it to me, some of my friends in high school started using it.
2.
How often do you log in?
Daily until I finished college, now only about twice per week.
Daily until I finished college, now only about twice per week.
a. How
much time do you spend logged in on average?
No longer than 30 minutes.
No longer than 30 minutes.
b. What
do you like to do on Facebook?
Look at what my distant friends are up to, and check in on family.
Look at what my distant friends are up to, and check in on family.
B. (Topic) Relationship building/maintaining
1.
Is your contact group on Facebook mainly friends, family or business contacts?
Friends, but mainly family.
Friends, but mainly family.
a. Is
this different than when you originally signed up. If so, why?
When I originally signed up, only friends were on Facebook. Now my family is the bigger user group of Facebook.
When I originally signed up, only friends were on Facebook. Now my family is the bigger user group of Facebook.
2.
How do you interact with others on Facebook?
I generally only comment on other people’s posts.
I generally only comment on other people’s posts.
a. Does
your message or tone change depending on the medium?
It changes more based on the person I’m contacting.
It changes more based on the person I’m contacting.
3.
Do you have any business contacts as friends on Facebook?
I have no business contacts on Facebook, only on LinkedIn.
I have no business contacts on Facebook, only on LinkedIn.
4.
How do you use Facebook to maintain to influence relationships?
I usually comment on my old friend’s walls or pictures to keep a line of communication going.
I usually comment on my old friend’s walls or pictures to keep a line of communication going.
C. (Topic) Online Persona
1.
How do you think others perceive you based solely on your profile?
I haven’t thought of that really, probably, “He doesn’t care about Facebook.”
I haven’t thought of that really, probably, “He doesn’t care about Facebook.”
a. Do
you make a conscious effort to appear a certain way?
I try to appear funny instead of political or sad when I post.
I try to appear funny instead of political or sad when I post.
2.
What influences your “online persona?”
My family, friends or wife, things they think are funny.
My family, friends or wife, things they think are funny.
a. When
interacting on Facebook, which has a greater influence to you, the task you are
trying to achieve, or who you are interacting with?
The people I am interacting with.
The people I am interacting with.
b. Can
you elaborate on that?
I’m not trying to achieve anything on Facebook, so I just like have a conversation with my friends or family with my posts/comments.
I’m not trying to achieve anything on Facebook, so I just like have a conversation with my friends or family with my posts/comments.
3.
How would you change your approach to Facebook if you knew that business
associates were looking at your profile?
I would probably stop using Facebook altogether. I think business interactions are much more effective in person.
I would probably stop using Facebook altogether. I think business interactions are much more effective in person.
Interview with Jessica Parnell
I.
Body
A. (Topic)
General Use Information
1.
How long have you used Facebook?
5 years.
5 years.
a. What
was your motivation to sign up?
Friends had accounts.
Friends had accounts.
2.
How often do you log in?
Daily.
Daily.
a. How
much time do you spend logged in on average?
30 minutes.
30 minutes.
b. What
do you like to do on Facebook?
Look at other peoples’ pictures, and watch videos.
Look at other peoples’ pictures, and watch videos.
B. (Topic) Relationship building/maintaining
1.
Is your contact group on Facebook mainly friends, family or business contacts?
Friends.
Friends.
a. Is
this different than when you originally signed up. If so, why?
No.
No.
2.
How do you interact with others on Facebook?
Comments and ‘Likes’.
Comments and ‘Likes’.
a. Does
your message or tone change depending on the medium?
No.
No.
3.
Do you have any business contacts as friends on Facebook?
No.
No.
4.
How do you use Facebook to maintain to influence relationships?
Posts on walls and statuses, mainly with cousins.
Posts on walls and statuses, mainly with cousins.
C. (Topic) Online Persona
1.
How do you think others perceive you based solely on your profile?
Fun and active.
Fun and active.
a. Do
you make a conscious effort to appear a certain way?
I like people to think I’m always having fun.
I like people to think I’m always having fun.
2.
What influences your “online persona?”
Knowing that everyone at school can see it.
Knowing that everyone at school can see it.
a. When
interacting on Facebook, which has a greater influence to you, the task you are
trying to achieve, or who you are interacting with?
The people I am interacting with.
The people I am interacting with.
b. Can
you elaborate on that?
If it’s a close friend I might comment but if I don’t know them as well, maybe just a like
If it’s a close friend I might comment but if I don’t know them as well, maybe just a like
3.
How would you change your approach to Facebook if you knew that business
associates were looking at your profile?
I would probably get off Facebook. I don’t use it that much and it just seems too stressful to keep up appearance for work.
I would probably get off Facebook. I don’t use it that much and it just seems too stressful to keep up appearance for work.
