The Impact of Context Collapse and Privacy on Social Network Site Disclosures

TLDR

Research indicates that self‑presentation varies by audience, yet social network sites compel users to disclose to multiple audiences simultaneously, raising questions about how they manage this and whether engagement yields benefits. The study investigates whether users adopt a lowest common denominator disclosure strategy or use tools to disaggregate audiences, and models the relationships among network composition, disclosures, privacy strategies, and social capital. The authors constructed a model incorporating network composition, disclosure patterns, privacy‑based strategies, and social capital to analyze these relationships. Results show that larger and more diverse audiences increase disclosures and advanced privacy setting use, privacy concerns and settings influence disclosures differently, and audience and disclosure characteristics predict bridging social capital. Statistical significance is indicated by *p < .05; **p < .01.

Abstract

Abstract A large body of research argues that self-presentation strategies vary based on audience. But what happens when the technical features of Web sites enable—or even require—users to make personal disclosures to multiple audiences at once, as is often the case on social network sites (SNSs)? Do users apply a lowest common denominator approach, only making disclosures that are appropriate for all audience members? Do they employ technological tools to disaggregate audiences? When considering the resources that can be harnessed from SNS interactions, researchers suggest users need to engage with their network in order to reap benefits. The present study presents a model including network composition, disclosures, privacy-based strategies, and social capital. Results indicate that (1) audience size and diversity impacts disclosures and use of advanced privacy settings, (2) privacy concerns and privacy settings impact disclosures in varying ways; and (3) audience and disclosure characteristics predict bridging social capital. Notes Note. *p < .05; **p < .01.