Facebook as a communication channel of diverse ideas that are not presented in traditional media
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This is part of a larger study within the dissertation entitled „Social Network Sites and Culture of the Net – generation” (Čačić, 2012). The study was conducted from June by December 2010. and attempts to answer whether and how could diverse ideas that are not significantly presented in traditional media, reach a wider audience through the communication channel of Facebook. To achieve this goal, it was necessary to investigate structural characteristics of Facebook and to see what motivates users to communicate through that communication channel.
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Facebook as a communication channel of diverse ideas that are not presented in traditional media
- 1. Facebook as a communication channel of diverse ideas that are not presented in traditional media Tena Čačić, Ph.D. Science and Modern University 2012 2nd International conference (NISUN 2012)
- 2. Content • Subject and purpose of the presentation • Structural characteristics of Facebook • Research: Uses and gratifications of Facebook • Results of online survey conducted on Facebook • Conclusion
- 3. Subject and purpose of the presentation Idea... Iniciative... Project...
- 4. Facebook • Social network site • > 800 mil. Users (March, 2012) • Complex nonlinear system • Scale – free network • Power law • Self-organization and order
- 5. Research Aim: • determine the intensity (frequency of access and time spent on Facebook) • Uses and gratifications of Facebook among users who understand Croatian language (Net – generation)
- 6. Research • part of a larger study within the dissertation entitled „Social Network Sites and Culture of the Net – generation” (Čačić, 2012) • Conducted online • June 2010 - December 2010 • Self-selected sample • Respondent-driven sampling („snowball”) • SurveyMonkey.com • 15.5% of incomplete surveys • SPSS 17.0 • nonparametric statistics (spearman's correlation, ANOVA, Chi-square test)
- 7. Jay Blumler Elihu Katz Users of communication media have unique sets of psychological and social needs, as well as a range of resources that can be used to gratify these needs. Research methodology- theoretical approach
- 9. Results Figure 1: Distribution of respondents according to age ? Duration of generation is shortening as the tempo of change accelerates (Tulgan and Martin, 2001) ? Time of birth determines the members of a generation
- 10. Results – intensity of Facebook use • use it several times a day (ritual) • difference in frequency of access was statistically significant with regard to three age groups - mostly it is used by older than 23, younger than 17 even less than expected • 10-30 min spend at each visit • difference in time spent on Facebook was not statistically significant in the three age groups FACEBOOK USERS:
- 11. Less frequent motives of Facebook use • meeting new people (≈17%) • communication within the group (≈ 22%) • organizing events (≈ 6%) • entertainment (≈ 17%) • Finding people with similar interests (≈ 10%) Results – uses and gratifications of Facebook Frequent motives of Facebook use: maintaining of existing relationships (≈ 50%) posting images (≈ 40%) watching other people's photos (≈ 64%) commenting on photos (≈ 50%) involvement in the group (40%) tracking news (≈ 60%)
- 12. Conclusion Facebook as a communication channel of diverse ideas, projects... • small number of very active users are the driving force for success • it is effective to publish on own wall, like interesting photos • it is not recommended to launch an application, quiz or game • important : personal and more permanent approach • it is important to gain the trust of "hubs“ • willingness to dialogue and change of own attitudes • the message must be interesting, valuable and credible Advantage compared to traditional media: • ease of spreading messages • large number of users • instant feedback
Notes de l'éditeur
- This presentation attempts to answer whether and how could diverse ideas that are not significantly presented in traditional media, reach a wider audience through the communication channel of Facebook. To achieve this goal, it was necessary to investigate structural characteristics of Facebook and to see what motivates users to communicate through that communication channel.
- Facebook is the biggest social network site with more than 800 mil. users reported in March 2012. Facebook is a complex nonlinear systems with feature of a scale – free network. This means that it is decentralized, although it looks very arranged and simple. It is self-organizing, has extremely numerous parts, FB profiles, so it is impossible to establish cause - effect relationship between them. Its elements are set into a loop with feedback effect which means that the contents of the profile is constantly changing due to feedback from users. The structure of Facebook is basically the same as the structure of living cells, the Internet, social networking sites, blogs, forums and portals. Scale – free network is characterized by existence of hubs (concentrators), growth and preferential binding.
- The aim of conducted research was to determine the intensity (frequency of access and time spent on Facebook) and why Croatian language Facebook users (Net – generation) use Facebook. This was done in order to answer the question whether and how could diverse ideas that are not significantly presented in traditional media, reach a wider audience through the communication channel of Facebook.
- The study was conducted from June by December 2010. using the online survey service SurveyMonkey.com. Of the total of 343 surveys collected, 53 were incomplete (15.5%) and were excluded from further study. The data was processed using SPSS 17.0. Since it has been shown that the data in the online survey are not distributed according to the normal distribution, methods of non-parametric statistics were used.
- Uses and gratifications approach is often applied to Internet research. It was placed by Jay Blumler and Elihu Katz 1974. within the theory of communication. And it assumes that users of communication media have unique sets of psychological and social needs, as well as a range of resources that can be used to gratify these needs. More precisely, it refers to the motives and sense of satisfaction, gratification, which appear using the media. Although motives and gratifications, that traditional and new media provide, are basically overlapping, typology of motives and gratification developed for the traditional media can be only partially used due to the interactive nature of Internet. Specifically, it meets more needs than traditional media.
- This research developed a typology based on the assumption that motives for the use of Facebook arise from the sense of satisfaction that comes from the media content (satisfaction with content), that arises from the experience of use (experience pleasure) and the form of satisfaction that comes from using the Internet as a social media (satisfaction with the social environment). So, using Facebook, users satisfy their interpersonal needs, the need for entertainment and self-expression.
- The main criterion for selection of respondents was that respondents can understand Croatian language, have an active profile on Facebook, and thus to share cultural norms shaped by digital technology era. Net - generation is divided into three age groups in order to examine if there were differences in the intensity of Facebook use in net - generation due to the wide range of birth years that define the start of generation (from 1978th to 2005th). The assumption of Tulgan and Martin says that duration of generations shortens as the pace of change accelerates. I wanted to see if the assumption were correct, also to test the assumption that the time of birth is not what determines the members of a generation.
- Facebook users log in Facebook several times a day, approximately spend 10-30 min at each visit and research showed Although it appeared that there was a statistically significant difference in the frequency of accessing Facebook, it was wrong to interpret that it is caused by the time of birth. Rather, the reason for that could be material conditions, available time, psychosocial factors, and social (in) equality.
- If the initiator of an initiative, project, etc. wants information to reach the most Facebook users, he should specifically look for profiles of those who are extremely active and get them to engage his own friends who will actively continue to forward information. When transmitting information great effect has publishing on the wall since most members tend to follow news (53%). Another important feature is that Facebook does not tolerate bureaucracy, enforced authority, self-sufficiency, control, nor it provide predictability in spreading the message. This means that the promoter has to gain the trust and sympathy of users and to be ready for dialogue and change his views considering to what you he learn from this dialogue. In order to message spread like a virus it must contain something interesting, valuable, and first of all credible.
- Ukoliko se sagledaju obilježja društvenih medija u okviru interneta, načini uspješne komunikacije i interakcije njihovih članova, može se zaključiti da je na pomolu zanimljivo razdoblje kulture u kojem će nesumnjivo dominantne vrijednosti biti temeljene na integraciji moralnih i kulturnih vrijednosti sa svojstvom samoregulacije u interesu kolektivne dobrobiti i stvaranja pravednijeg svijeta.