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Think about some ways that new media have changed the way you think about yourself and the way you think about and interact in your relationships. Have you ever given your Facebook page a “once-over” before you send or accept a friend request just to make sure that the content displayed is giving off the desired impression? The technological changes of the past twenty years have affected you and your relationships whether you are a heavy user or not. Even people who don’t engage with technology as much as others are still affected by it, since the people they interact with use and are affected by new media to varying degrees.
The explicit way we become conscious of self-presentation when using new media, social networking sites (SNSs) in particular, may lead to an increase in self-consciousness. You’ll recall that in Chapter 1 "Introduction to Communication Studies" we talked about the role that communication plays in helping us meet our identity needs and, in Chapter 2 "Communication and Perception", the role that self-discrepancy theory plays in self-perception. The things that we “like” on Facebook, the pictures we are tagged in, and the news stories or jokes that we share on our timeline all come together to create a database of information that new and old friends can access to form and reform impressions of us. Because we know that others are making impressions based on this database of information and because we have control over most of what appears in this database, people may become overfocused on crafting their online presence to the point that they neglect their offline relationships. This extra level of self-consciousness has also manifested in an increase in self-image and self-esteem issues for some users. For example, some cosmetic surgeons have noted an uptick in patients coming in to have facial surgeries or procedures specifically because they don’t like the way their chin looks on the webcam while chatting on Skype or because they feel self-conscious about the way they look in the numerous digital pictures that are now passed around and stored on new media. Since new media are being increasingly used in professional capacities, some people are also seeking cosmetic surgery or procedures as a way of investing in their personal brand or as a way of giving them an edge in a tight job market.Jessica Roy, “Facebook, Skype Give Cosmetic Surgery Industry a Lift,” BetaBeat.com, July 11, 2012, accessed November 8, 2012, http://betabeat.com/2012/07/facebook-skype-plastic-surgery-cosmetic-increase-07112012.
The constant availability of the Internet allows people to engage in a wide variety of cyberslacking at work, such as online gaming, shopping, and chatting.
Personal media devices bring with them a sense of constant connectivityA quality of personal media whereby we are “reachable” nearly all the time, which can be both comforting and anxiety inducing. that makes us “reachable” nearly all the time and can be comforting or anxiety inducing. Devices such as smartphones and computers, and platforms such as e-mail, Facebook, and the web, are within an arm’s reach of many people. While this can be convenient and make things more efficient in some cases, it can also create a dependence that we might not be aware of until those connections are broken or become unreliable. You don’t have to look too far to see people buried in their smartphones, tablets, or laptops all around. While some people have learned to rely on peripheral vision in order to text and walk at the same time, others aren’t so graceful. In fact, London saw the creation of a “text safe” street with padding on street signs and lamp poles to help prevent injuries when people inevitably bump into them while engrossed in their gadgets’ screens. Follow this link to read a story in Time magazine and see a picture of the street: http://www.time.com/time/business/article/0,8599,1724522,00.html. Additionally, a survey conducted in the United Kingdom found that being away from social networks causes more anxiety than being a user of them. Another study found that 73 percent of people would panic if they lost their smartphone.Brittney Fitzgerald, “Social Media Is Causing Anxiety, Study Finds,” Huffington Post, July 11, 2012, accessed November 8, 2012, http://www.huffingtonpost.com/2012/07/10/social-media-anxiety_n_1662224.html.
Of course, social media can also increase self-esteem or have other social benefits. A recent survey of fifteen thousand women found that 48 percent of the respondents felt that social media helped them stay in touch with others while also adding a little stress in terms of overstimulation. Forty-two percent didn’t mention the stress of overstimulation and focused more on the positive effects of being in touch with others and the world in general. When asked about how social media affects their social lives, 30 percent of the women felt that increased use of social media helped them be more social offline as well.Bonnie Kintzer, “Women Find Social Media Make Them More Social Offline, Too,” Advertising Age, July 9, 2012, accessed November 8, 2012, http://adage.com/article/guest-columnists/women-find-social-media-makes-social-offline/235712. Other research supports this finding for both genders, finding that Facebook can help people with social anxiety feel more confident and socially connected.Tracii Ryan and Sophia Xenos, “Who Uses Facebook? An Investigation into the Relationship between the Big Five, Shyness, Narcissism, Loneliness, and Facebook Usage,” Computers in Human Behavior 27, no. 5 (2011): 1659.
How do new media affect our interpersonal relationships, if at all? This is a question that has been addressed by scholars, commentators, and people in general. To provide some perspective, similar questions and concerns have been raised along with each major change in communication technology. New media, however, have been the primary communication change of the past few generations, which likely accounts for the attention they receive. Some scholars in sociology have decried the negative effects of new technology on society and relationships in particular, saying that the quality of relationships is deteriorating and the strength of connections is weakening.Kathleen Richardson and Sue Hessey, “Archiving the Self?: Facebook as Biography of Social and Relational Memory,” Journal of Information, Communication, and Ethics in Society 7, no. 1 (2009): 29.
Facebook greatly influenced our use of the word friend, although people’s conceptions of the word may not have changed as much. When someone “friends you” on Facebook, it doesn’t automatically mean that you now have the closeness and intimacy that you have with some offline friends. And research shows that people don’t regularly accept friend requests from or send them to people they haven’t met, preferring instead to have met a person at least once.Kathleen Richardson and Sue Hessey, “Archiving the Self?: Facebook as Biography of Social and Relational Memory,” Journal of Information, Communication, and Ethics in Society 7, no. 1 (2009): 32. Some users, though, especially adolescents, engage in what is called “friend-collecting behavior,” which entails users friending people they don’t know personally or that they wouldn’t talk to in person in order to increase the size of their online network.Emily Christofides, Amy Muise, and Serge Desmarais, “Hey Mom, What’s on Your Facebook? Comparing Facebook Disclosure and Privacy in Adolescents and Adults,” Social Psychological and Personality Science 3, no. 1 (2012): 51. As we will discuss later, this could be an impression management strategy, as the user may assume that a large number of Facebook friends will make him or her appear more popular to others.
Although many have critiqued the watering down of the term friend when applied to SNSs, specifically Facebook, some scholars have explored how the creation of these networks affects our interpersonal relationships and may even restructure how we think about our relationships. Even though a person may have hundreds of Facebook friends that he or she doesn’t regularly interact with on- or offline, just knowing that the network exists in a somewhat tangible form (catalogued on Facebook) can be comforting. Even the people who are distant acquaintances but are “friends” on Facebook can serve important functions. Rather than Facebook users seeing these connections as pointless, frivolous, or stressful, they are often comforting background presences. A dormant networkA network of people with whom users may not feel obligated to explicitly interact but may find comfort in knowing the connections exist. is a network of people with whom users may not feel obligated to explicitly interact but may find comfort in knowing the connections exist. Such networks can be beneficial, because when needed, a person may be able to more easily tap into that dormant network than they would an offline extended network. It’s almost like being friends on Facebook keeps the communication line open, because both people can view the other’s profile and keep up with their lives even without directly communicating. This can help sustain tenuous friendships or past friendships and prevent them from fading away, which as we learned in Chapter 7 "Communication in Relationships" is a common occurrence as we go through various life changes.
A key part of interpersonal communication is impression management, and some forms of new media allow us more tools for presenting ourselves than others. Social networking sites (SNSs) in many ways are platforms for self-presentation. Even more than blogs, web pages, and smartphones, the environment on an SNS like Facebook or Twitter facilitates self-disclosure in a directed way and allows others who have access to our profile to see our other “friends.” This convergence of different groups of people (close friends, family, acquaintances, friends of friends, colleagues, and strangers) can present challenges for self-presentation. Although Facebook is often thought of as a social media outlet for teens and young adults, research shows half of all US adults have a profile on Facebook or another SNS.Jessica Vitak and Nicole B. Ellison, “‘There’s a Network Out There You Might as Well Tap’: Exploring the Benefits of and Barriers to Exchanging Informational and Support-Based Resources on Facebook,” New Media and Society (in press). The fact that Facebook is expanding to different generations of users has coined a new phrase—“the graying of Facebook.” This is due to a large increase in users over the age of fifty-five. In fact, it has been stated the fastest-growing Facebook user group is women fifty-five and older, which is up more than 175 percent since fall 2008.Anita Gates, “For Baby Boomers, the Joys of Facebook,” New York Times, March 19, 2009, accessed November 8, 2012, http://www.nytimes.com/2009/03/22/nyregion/new-jersey/22Rgen.html. So now we likely have people from personal, professional, and academic contexts in our Facebook network, and those people are now more likely than ever to be from multiple generations. The growing diversity of our social media networks creates new challenges as we try to engage in impression management.
People fifty-five and older are using new media in increasing numbers.
We should be aware that people form impressions of us based not just on what we post on our profiles but also on our friends and the content that they post on our profiles. In short, as in our offline lives, we are judged online by the company we keep.Joseph B. Walther, Brandon Van Der Heide, Sang-Yeon Kim, David Westerman, and Stephanie Tom Tong, “The Role of Friends’ Appearance and Behavior on Evaluations of Individuals on Facebook: Are We Known by the Company We Keep?” Human Communication Research 34 (2008): 29. The difference is, though, that via Facebook a person (unless blocked or limited by privacy settings) can see our entire online social network and friends, which doesn’t happen offline. The information on our Facebook profiles is also archived, meaning there is a record the likes of which doesn’t exist in offline interactions. Recent research found that a person’s perception of a profile owner’s attractiveness is influenced by the attractiveness of the friends shown on the profile. In short, a profile owner is judged more physically attractive when his or her friends are judged as physically attractive, and vice versa. The profile owner is also judged as more socially attractive (likable, friendly) when his or her friends are judged as physically attractive. The study also found that complimentary and friendly statements made about profile owners on their wall or on profile comments increased perceptions of the profile owner’s social attractiveness and credibility. An interesting, but not surprising, gender double standard also emerged. When statements containing sexual remarks or references to the profile owner’s excessive drinking were posted on the profile, perceptions of attractiveness increased if the profile owner was male and decreased if female.Joseph B. Walther, Brandon Van Der Heide, Sang-Yeon Kim, David Westerman, and Stephanie Tom Tong, “The Role of Friends’ Appearance and Behavior on Evaluations of Individuals on Facebook: Are We Known by the Company We Keep?” Human Communication Research 34 (2008): 41–45.
Self-disclosure is a fundamental building block of interpersonal relationships, and new media make self-disclosures easier for many people because of the lack of immediacy, meaning the fact that a message is sent through electronic means arouses less anxiety or inhibition than would a face-to-face exchange. SNSs provide opportunities for social support. Research has found that Facebook communication behaviors such as “friending” someone or responding to a request posted on someone’s wall lead people to feel a sense of attachment and perceive that others are reliable and helpful.Jessica Vitak and Nicole B. Ellison, “‘There’s a Network Out There You Might as Well Tap’: Exploring the Benefits of and Barriers to Exchanging Informational and Support-Based Resources on Facebook,” New Media and Society (in press). Much of the research on Facebook, though, has focused on the less intimate alliances that we maintain through social media. Since most people maintain offline contact with their close friends and family, Facebook is more of a supplement to interpersonal communication. Since most people’s Facebook “friend” networks are composed primarily of people with whom they have less face-to-face contact in their daily lives, Facebook provides an alternative space for interaction that can more easily fit into a person’s busy schedule or interest area. For example, to stay connected, both people don’t have to look at each other’s profiles simultaneously. I often catch up on a friend by scrolling through a couple weeks of timeline posts rather than checking in daily.
The space provided by SNSs can also help reduce some of the stress we feel in regards to relational maintenance or staying in touch by allowing for more convenient contact. The expectations for regular contact with our Facebook friends who are in our extended network are minimal. An occasional comment on a photo or status update or an even easier click on the “like” button can help maintain those relationships. However, when we post something asking for information, help, social support, or advice, those in the extended network may play a more important role and allow us to access resources and viewpoints beyond those in our closer circles. And research shows that many people ask for informational help through their status updates.Jessica Vitak and Nicole B. Ellison, “‘There’s a Network Out There You Might as Well Tap’: Exploring the Benefits of and Barriers to Exchanging Informational and Support-Based Resources on Facebook,” New Media and Society (in press).
These extended networks serve important purposes, one of which is to provide access to new information and different perspectives than those we may get from close friends and family. For example, since we tend to have significant others that are more similar to than different from us, the people that we are closest to are likely to share many or most of our beliefs, attitudes, and values. Extended contacts, however, may expose us to different political views or new sources of information, which can help broaden our perspectives. The content in this section hopefully captures what I’m sure you have already experienced in your own engagement with new media—that new media have important implications for our interpersonal relationships. Given that, we will end this chapter with a “Getting Competent” feature box that discusses some tips on how to competently use social media.
Using Social Media Competently
We all have a growing log of personal information stored on the Internet, and some of it is under our control and some of it isn’t. We also have increasingly diverse social networks that require us to be cognizant of the information we make available and how we present ourselves. While we can’t control all the information about ourselves online or the impressions people form, we can more competently engage with social media so that we are getting the most out of it in both personal and professional contexts.
A quick search on Google for “social media dos and don’ts” will yield around 100,000 results, which shows that there’s no shortage of advice about how to competently use social media. I’ll offer some of the most important dos and don’ts that I found that relate to communication.Alison Doyle, “Top 10 Social Media Dos and Don’ts,” About.com, accessed November 8, 2012, http://jobsearch.about.com/od/onlinecareernetworking/tp/socialmediajobsearch.htm. Feel free to do your own research on specific areas of concern.
Be consistent. Given that most people have multiple social media accounts, it’s important to have some degree of consistency. At least at the top level of your profile (the part that isn’t limited by privacy settings), include information that you don’t mind anyone seeing.
Know what’s out there. Since the top level of many social media sites are visible in Google search results, you should monitor how these appear to others by regularly (about once a month) doing a Google search using various iterations of your name. Putting your name in quotation marks will help target your results. Make sure you’re logged out of all your accounts and then click on the various results to see what others can see.
Think before you post. Software that enable people to take “screen shots” or download videos and tools that archive web pages can be used without our knowledge to create records of what you post. While it is still a good idea to go through your online content and “clean up” materials that may form unfavorable impressions, it is even a better idea to not put that information out there in the first place. Posting something about how you hate school or your job or a specific person may be done in the heat of the moment and forgotten, but a potential employer might find that information and form a negative impression even if it’s months or years old.
Be familiar with privacy settings. If you are trying to expand your social network, it may be counterproductive to put your Facebook or Twitter account on “lockdown,” but it is beneficial to know what levels of control you have and to take advantage of them. For example, I have a “Limited Profile” list on Facebook to which I assign new contacts or people with whom I am not very close. You can also create groups of contacts on various social media sites so that only certain people see certain information.
Be a gatekeeper for your network. Do not accept friend requests or followers that you do not know. Not only could these requests be sent from “bots” that might skim your personal info or monitor your activity; they could be from people that might make you look bad. Remember, we learned earlier that people form impressions based on those with whom we are connected. You can always send a private message to someone asking how he or she knows you or do some research by Googling his or her name or username.