Why we share: The contextual accomplishment of privacy
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Our findings on uses and strategies for privacy online, as presented during the Amsterdam Privacy Conference October 2015
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Why we share: The contextual accomplishment of privacy
- 1. why we share: the contextual accomplishment of privacy Kelly Quinn Zizi Papacharissi @_kquinn_ @zizip university of illinois at chicago
- 3. uses and gratifications • media use is goal-directed • individuals actively select media • social and psychological factors mediate behavior • media compete with functional alternatives
- 4. • 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?
- 5. 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
- 6. uses social media • voyeurism • information sharing • connection • companionship • entertainment • affect • professional • escape • habit Imagebyhojusaram ImagebyPaleo Image by Ewan-M
- 7. 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
- 9. 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
- 10. 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
- 11. adjusted model *p<.05,**p<.01,***p<.001 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***
- 12. liquid privacy
- 13. thank you! kelly quinn @_kquinn_ kquinn8@uic.edu zizi papacharissi @zizip zizi@uic.edu