A Theory of Media Power and a Theory of Media Use: Different Stories,Questions, and Ways of Thinking

In this article, I compare the assumptions, concepts, and propositions of media system dependency (MSD) theory and uses and gratifications (U&G) theory at the microlevel of analysis. The epistemological origins of these theories are situated within the differing social and personal contexts that affected their development. Those MSD assumptions that serve as background to this comparison are specified, and major hypotheses concerning the social ecology of microeffects processes are discussed, particularly as they pertain to public opinion concerns. Following this elaboration of MSD theory, basic differences between MSD and U&G conceptions of the audience, interpersonal networks, the media system, and the nature of media power are addressed. I conclude with a brief comment on the implications of the Internet for theorizing micro media effects.     

MySpace Politics: Uses and Gratifications of Befriending Candidates

This study examines the uses and gratifications (U&G) of accessing political candidate profiles on social network Web sites. An online survey of visitors to the MySpace profiles of 2008 primary candidates revealed that voters are drawn to this source of political information mainly by the desire for social interaction with other like-minded supporters, followed by information-seeking, and entertainment. While information seeking and entertainment are common U&G of consuming online political content, they were weaker factors compared to the social interaction factor that seems to distinguish MySpace, possibly SNSs in general, from other online sources of political content.     

Podcasts and Productivity: A Qualitative Uses and Gratifications Study

Through analysis of five focus groups with people who “usually (more often than not) listened to at least one podcast episode a week” in the last two months, this uses and gratifications (U&G) study uncovers several prominent themes among podcast listener experiences. In an effort to integrate old and new media use typologies within U&G research, our results are presented in two parts: emerging typologies and expansions of existing typologies. The emerging section includes reasons for podcast displacement of other media, customizable experiences, and multitasking (which involves both temptation bundling and feeding the brain). The expansion builds on the existing typologies of companionship and interaction by analyzing avenues for parasocial relationship formation and identifying social opportunities as well as social frustrations surrounding podcasts. We ultimately conclude that podcasts offer an endless supply of engaging content that travels with listeners, allowing them to be “productive” in various physical and mind-expanding ways. The enjoyment is facilitated in part by forging connections with hosts and other listeners.     

The Desire for Fame: An Extension of Uses and Gratifications Theory

Social network sites (SNSs) enable users to self-disclose to broad and anonymous audiences. Drawing on social cognitive theory (SCT) and the uses and gratifications (U&G) approach, this study investigates how reality television (RTV) cultivates desire for fame in its audience, which is operationalized as a human desire motivating nondirected self-disclosure (NDSD) online, a technique seeking fame. Results from an online survey (N = 221) show that whether watching RTV with friends interacted with time spent viewing RTV to affect desire for fame, which in turn affected the use of SNSs to pursue fame. In addition, exhibitionism, a motive of SNS use for the purpose of fame, fully mediated the relationship between desire for fame and NDSD. These results have implications for refining U&G and new media research.     

Determinants of citizens' intention to engage in government-led electronic participation initiatives through Facebook

The research work on understanding whether citizens will readily accept to engage with governments in e-participation initiatives through social media remains limited. Therefore, this study investigates the factors that are influencing citizens' intention to engage in government-led e-Participation initiatives through Facebook. To that end, the study proposes and validates a citizen-centric acceptance model. The proposed model extends the model primarily established on the theory of planned behavior, by incorporating additional factors that emerged from relevant literature. The research data were collected from a survey of 400 Facebook users in Jordan using a probability sample technique. The results revealed that the factors with the most significant influence on citizens' intention to engage in government-led e-participation initiatives through Facebook are: the citizens' attitude, participation efficacy, and perceived behavior control. Subjective norms and perceived value, however, have no direct effect on citizens' intention to engage in government-led e-participation initiatives through Facebook. Furthermore, the results showed that the citizens' attitude is primarily determined by participation efficacy, perceived usefulness and compatibility of Facebook, and perceived value. In contrast, the factors perceived ease of use of Facebook, citizens' trust in government, and citizens' trust in Facebook, have no significant impact on citizens' attitude. These factors have rarely been empirically tested in the context of e-participation. Consequently, this study paves the way towards a better understanding of the important factors that influence citizens' intention to participate, which, in turn, will inform the design and implementation of e-participation initiatives.     

Age Differences in Online Social Networking: Extending Socioemotional Selectivity Theory to Social Network Sites

This article extends socioemotional selectivity theory to online social networking by examining age differences in the size and composition of Facebook networks across a wide age range of Facebook users (18 to 93 years old) in a nationally representative sample. Findings suggest increasing selectivity of Facebook social partners with age. Compared to younger adults, friend networks of older adults are smaller but contain a greater proportion of individuals who are considered to be actual friends. Moreover, a higher proportion of actual to total Facebook friends is associated with lower levels of social isolation and loneliness across the life span.     

Do you Facebook? Usage and applications of Facebook page among academic libraries in Malaysia

This paper explores the use and application of Facebook among Malaysian academic libraries in order to provide academic libraries with ideas for best practices in using social networking sites to better profile themselves and communicate effectively with their users. The research questions guiding this study were: (a) What are the extent and nature of institutional Facebook use by Malaysian academic libraries? (b) What information do Malaysian academic libraries deliver through Facebook page? This study employs content analysis to examine current uses of the library Facebook page. A checkpoint was developed to analyze the libraries’ usage and application of Facebook page. A total of 14 academic libraries in Malaysia are using Facebook page as part of their services to users. However only three libraries are fully utilizing their Facebook page, and they have been identified as “Skaters” based on the 8-S Framework of Category Development for Facebook user. Most libraries are using their Facebook page for marketing and creating awareness of library services to their users.     

Determinants of social media information credibility among university students

This research explored the perceptions of university students about the credibility of information being shared on Facebook. The data were collected using an online questionnaire from university students who were Facebook users. A total of 325 usable responses were received which were analyzed using SPSS. The results revealed that these students perceive information shared on Facebook as credible and of good quality. The source credibility, medium credibility, and information quality had positive and significant relationships with each other. The age, social background, and educational level of students appeared to predict the credibility of information shared on Facebook. These results are useful for information professionals and social media managers in extent to understand and cater to the demands of information consumers. These findings would also be helpful for teachers, information providers, and researchers to understand the perspectives of developing countries' students on the credibility of social media information. Furthermore, this study is supposed to be a valuable addition in existing literature which could provide guidelines for novice researchers, interested in exploring the area, especially in the context of Facebook users in a developing country's context.     

Facebook as a Communication Tool for an Academic Library: East West University Library,Bangladesh Perspective

The primary objectives of this research article are to explore the concept of communication tools using Facebook, and to evaluate the performance of the East West University (EWU) Library Facebook page as a communication tool. The EWU Library Facebook page uses a variety of strategies and techniques to engage with its patrons. The author's intention is to examine this library Facebook page, which is explored using a case study method. This article also focuses on how Facebook facilitates collaborations between the library and the patron's community, as well as the implications for academic libraries in the future. This case study reviews the literature on the use of social networking while focusing on Facebook as a communication tool and engaging libraries in social networking. The article emphasizes the author's experience of working in an academic library to identify the main trends in providing services based on posting various topics through the Facebook page of the EWU Library, Bangladesh. The numerous issues in adapting Facebook as a communication tool and an exploration of the opportunity and drawbacks of the use of the Facebook application in academic libraries are also discussed.     

Social media as a platform in academic library marketing: A comparative study

Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL's Facebook page and the reasons affecting users' interest and participation in the page are evaluated, in order to suggest better strategies for the library to deal with the needs of library users in the future. Other university libraries can also gain new insights from the study.This research has the following key findings: 1. The marketing practices of HKUL's Facebook page generally did not receive adequate attention and reactions from users; 2. Students were more engaged than faculty members in HKUL's Facebook page, as students use more varieties of library services than faculty members; 3. User needs, social media content, and interactions generally affected user acceptance of the library's Facebook marketing.     

Need for relatedness: a self-determination approach to examining attachment styles,Facebook use,and psychological well-being

Employing attachment theory and self-determination theory, this study argues that attachment style represents essential innate needs for social connection among individuals and an important antecedent factor in social media research. Thus, attachment style influences how individuals use Facebook for social interaction to satisfy their need for relatedness and achieve psychological well-being. The results from university and national samples showed that individuals with high secure attachment gain satisfaction of the need for relatedness and perceive positive well-being, individuals with high attachment avoidance do not use Facebook for need satisfaction and perceive negative well-being, and individuals with high anxious attachment gain a sense of community through Facebook but still perceive loneliness. Indirect analyses showed that individuals with high secure and anxious attachment dimension lead to higher Facebook use, which provides a higher level of satisfaction of relatedness needs and results in more positive psychological outcomes. Additionally, communication with good friends on both Facebook and offline predicted higher well-being. These results successfully linked attachment theory to the self-determination process and extended both theories into the realm of social media. This study also provided a theoretical framework for future studies to examine the association between Facebook use and well-being. After controlling for personality traits including extraversion and self-esteem, attachment style still had considerable influence on psychological well-being, showing that attachment style is a distinct factor in predicting variances in well-being and further showing that innate need for relatedness is important when studying the need satisfaction process in social media. Future directions are discussed.     

Facebook Use and Its Role in Shaping Access to Social Benefits among Older Adults

Adults who are 65 years or older have increasingly adopted social network sites (SNSs), Facebook in particular. Yet the ramifications of SNS use in this population remain understudied. Using a nationally representative sample of U.S. adults (N = 2,003), this study focuses on Facebook users (N = 1,138) and examines patterns of Facebook use by younger (aged 18–65 years) and older users (aged 65 or older), as well as the social benefits associated with older users’ Facebook use. Findings show that older users have different network structures, but the frequency of their visits and engagement in Social Media Relationship Maintenance Behaviors (SMRMB), a measure of perceived likelihood to engage with others via social media, do not significantly differ from those of younger users. Moreover, our results suggest that among older users (N = 98), the number of self-reported “actual” friends on Facebook and SMRMB positively predict perceived support, while SMRMB contributes to perceptions of access to useful information. Overall, the study highlights unique usage patterns and social benefits associated with Facebook use among older adults. As such, its findings provide insights for the future design of technological interventions to help older adults better access social benefits associated with SNS use.     

“Friend” or Foe? Why People Friend Disliked Others on Facebook

This study explores the disconnection that exists between the number of friends and relationships people maintain in their face-to-face interactions and the number of connections people establish on social networking sites. Specifically, we examined the extent to which Facebook users “friend” people they dislike and find annoying on Facebook and the reasons people offer for engaging in these seemingly nonintuitive behaviors. The results indicate that, in a sample of college students (N = 305), the majority of Facebook users are friends with people they dislike on Facebook (61%) and actively read the postings of individuals even though they find their postings annoying (85%). Participants’ sex, intensity of Facebook use, and general relational anxiety all independently predicted the occurrence of friending disliked others and actively reading annoying postings. A uses and gratifications framework was adopted to develop a typology of reasons why people engage in these behaviors. Monitoring, surveillance, downward social comparison, and other explanations were provided by participants to account for their behavior on Facebook. How engaging in these online behaviors might affect the psychological well-being of individuals and quality of interpersonal relationships is discussed, and future directions for research are offered.     

An analysis of secondary school libraries in Israel

This paper explores the use and application of Facebook among Malaysian academic libraries in order to provide academic libraries with ideas for best practices in using social networking sites to better profile themselves and communicate effectively with their users. The research questions guiding this study were: (a) What are the extent and nature of institutional Facebook use by Malaysian academic libraries? (b) What information do Malaysian academic libraries deliver through Facebook page? This study employs content analysis to examine current uses of the library Facebook page. A checkpoint was developed to analyze the libraries’ usage and application of Facebook page. A total of 14 academic libraries in Malaysia are using Facebook page as part of their services to users. However only three libraries are fully utilizing their Facebook page, and they have been identified as “Skaters” based on the 8-S Framework of Category Development for Facebook user. Most libraries are using their Facebook page for marketing and creating awareness of library services to their users.     

From Loving the Hero to Despising the Villain: Sports Fans,Facebook, and Social Identity Threats

This research explored how University of Cincinnati football fans used Facebook to manage a social identity threat arising from head football coach Brian Kelly leaving the school to become the head coach at the University of Notre Dame. A thematic analysis of 717 wall postings in the “Get Out of Our City Brian Kelly” Facebook group was conducted. Results revealed that fans responded to this social identity threat in the following ways: (a) rallying, (b) stigmatizing, (c) victimization, (d) intimidation, and (e) degradation. The results suggest that social media sites are prime vehicles for sports fans to collectively manage social identity crises. Social media enables fans to perpetuate messages that elevate group distinctiveness, minimize in-group issues, and derogate out-group members.     

Investigating the influence of student–teacher Facebook interaction in Thailand

ABSTRACT

In Thailand, older individuals or ‘Phu Yai’ are people with higher social status and power as compared to younger people or ‘Phu Noi’ (Komolsevin &; Knutson, 2010). In the realm of education, teachers are considered Phu Yai while students are considered Phu Noi. This concept reinforces Hofstede’s (1991) major finding on Thailand being categorized as a high power-distance culture. The current study examines students’ perspective of the effect of student–teacher Facebook interactions on intercultural communication concepts such as power distance and submission to authority within the Thai student–teacher relationship. Questionnaires were administered to 353 students (N?=?353) at a large international university in Thailand. The study found that social media use between Thai students and teachers influence how students view the face-to-face power dynamics between them and their teachers. Specifically, the more students and teachers interact on Facebook, the lower students perceive the power distance between them and their teachers.     

Does Facebook Use Predict College Students’ Social Capital? A Replication of Ellison,Steinfield, and Lampe’s (2007) Study Using the Original and More Recent Measures of Facebook Use and Social Capital

In 2007 Ellison, Steinfield, and Lampe published an article on the positive association between Facebook use and social capital that started a decade of research on the social outcomes of social network site use. Although cited almost 9,000 times, it received critique on the conceptualization and operationalization of Facebook use and social capital. In this study we replicate Ellison et al.’s study with original and alternative measures of social capital and Facebook use, thereby shedding light on the robustness, stability, and ecological validity of the original findings. We found that Facebook intensity positively predicts the original social capital measures, lending support to the validity of the original findings. Its relationship with structural measures, however, was weak for bridging and absent for bonding social capital.     

Influences on TV Viewing and Online User-shared Video Use: Demographics,Generations, Contextual Age,Media Use,Motivations, and Audience Activity

People are increasingly viewing, providing, and recommending video content through the Internet. Applying the uses and gratifications framework, along with contextual age and generational theory, this study identifies and compares motivations for, and their influence on, traditional TV viewing and online user-shared video use among a U.S. sample of adult Internet users. Further, this study explores the form and role of audience activity through online user-shared video recommendations (type, channel, and social relation). Overall, the basic U&G motivations also apply to the new online media world, but differ in levels and influence.     

Characterizing University Library Use of Social Media: A Case Study of Twitter and Facebook from Australia

The work presented here characterise the engagement of one university library with two social media platforms popular with academic libraries. The collected data are analysed to identify the forms of Twitter and Facebook activity that engage library stakeholders in social media conversations. Associations were observed between: i) directed tweets from the library and mentions of the library by others on Twitter; and ii) comments from the library and comments from others on Facebook. Three broad classes of Twitter user interacting with the library were revealed: i) accounts strongly linked to the library with multiple to/from tweets; ii) those weakly linked to the library with, typically, a single tweet; and iii) those indirectly linked to the library through tweets mentioning the library and sent by other users. Two divergent forms of Facebook interaction with the library were highlighted: i) a library post generating a large sequence of comments, typically in response to a competition/challenge; and ii) a library post with no comments, typically a photo post or a post inviting readers to click a link to find out more about an event/service. The work presented here is an initial investigation that provides useful insights, and offers a methodology for future research.