Why do women bloggers use social media? Recreation and information motivations outweigh engagement motivations + New Media and Society - Gina M. Chen / 조연희 x 2015 Spring

1. /hy do Comen 1logger? u?e
?o2i0l medi0? -e2re0tion 0nd
in5orm0tion motiv0tion?
outCeigh eng0gement
motiv0tion?
+ NeC +edi0 0nd So2iety
- Gin0 + Chen
/G연희
x 2015 Spring

2. * Ranking:Communication 4 out of 74
* 5-Year Ranking:Communication10 out of 74April 2015; 17 (4)
* 평균 1년에 8번
(2/3/5/6/8/9/11/12월)
* 평균 1회에 약 8개
New media & society

3. New media & society

4. New Media & Society engages in critical discussions of the key issues arising from
the scale and speed of new media development, drawing on a wide range of
disciplinary perspectives from communication, media and cultural studies, as well
as sociology, geography, anthropology, economics, the political and information
sciences and the humanities and on both theoretical and empirical research
New media & society

5. https://docs.google.com/spreadsheets/d/1Q1CGYCHJ02pQN_yuyJ-Vnl6pO8hMw9S_H_fXICpSRNM/edit#gid=0
New media & society
Num. Title Journal Year
1 The role of Facebook users’ self-systems in generating social relationships and social capital effects 2015.04
2 Vlogging about school on YouTube: An exploratory study 2015.03
3 The backer–developer connection: Exploring crowdfunding’s influence on video game production 2015.02
4 Mobile phones and the good life: Examining the relationships among mobile use, social capital and subjective well-being 2015.01
5 Making sense of innovations: A comparison of personal computers and mobile phones 2014.12
6 Places nearby: Facebook as a location-based social media platform 2014.11
7 What’s the cultural difference between the West and the East? The consumption of popular “cute” games in the Taiwanese market 2014.09
8 Do online communication attitudes mitigate the association between Facebook use and relational interdependence? An extension of
media multiplexity theory
2014.08
9 Technologies of memory: Practices of remembering in analogue and digital photography 2014.06
10 Morality and involvement in social virtual worlds: The intensity of moral emotions in response to virtual versus real life cheating 2014.05
11 The business and politics of search engines: A comparative study of Baidu and Google’s search results of Internet events in China 2014.03
12 User-generated visibility: Secondary gatekeeping in a shared media space 2014.02
13 YouTube and the social archiving of intangible heritage 2013.12
14 Mobile voice communication and loneliness: Cell phone use and the social skills deficit hypothesis 2013.11
15 Social media and mobilization to offline demonstrations: Transcending participatory divides? 2013.09
16 A culturalist critique of ‘online community’ in new media studies 2013.08
17 Framing and praising Allah on YouTube: Exploring user-created videos about Islam and the motivations for producing them 2013.06
18 The role of academic publishers in shaping the development of Web 2.0 services for scholarly communication 2013.05
19 What was Web 2.0? Versions as the dominant mode of internet history 2013.03
20 Live research: Twittering an election debate 2013.02
3년간 총 170개 분석

6. Others: Patterns and inequalities of use, Consumption and citizenship, Innovation, regulation and control, Community and
identity in electronic space, Time and space in global culture and everyday life
New media & society
Digitalization
and
convergence
The politics of
cyberspace
The Cultures
of the Internet
Interactivity
and virtuality
New
Media &
Society
부모의 인터넷 사용에 있어 아이들의 역할
10대들이 소셜미디어에서 컨텍스를 교류하는 방법
동양과 서양의 문화적 차이
온라인상의 Utah의 토론
iWar의 부상
정치적 Tweets
온라인 감정이 정치에 미치는 영향
스웨덴 정치가와 뉴 미디어
중국어의 사이버 공간
페이스북 타임
가상 세계의 신념
가상 골프 시뮬레이터의 현존
학교의 Youtube Vlogging
브렌드 상호성과 그것이 게임에 주는 영향
키워드의 부상 (web 2.0)
페이스북 방법론과 온라인의 신분
혼합된 방식의 접근
1
3 2
4

7. New media & society
relationship
China
online/Internet
Crowdfunding
Online politics
Mobile phone
Facebook
Digital Culture
Game
Mobile News
Search engines (Baidu, Google)
China (weibo, online gaming)
Digital Economy
Computer game
Internet Studies (racism, governace, historiography)
Web 2.0
Internet politic campaign
2013년 2014년 2015년
단어 빈도수
Politic 21
Internet 21
Web 19
Facebook 17
Game 11
Relation 9
New media 8
Computer 6
China 5
Youtube 3
특정 단어 및 빈도수

8. Why do women bloggers
use social media? Recreation
and information motivations
outweigh engagement
Motivations
new media & society
2015, Vol. 17(1) 24–
40
© The Author(s) 2013
Reprints and permissions:
sagepub.co.uk/journalsPermissions.nav
DOI: 10.1177/1461444813504269
nms.sagepub.com
Gina M Chen
The University of Southern Mississippi, USA
Keywords
Affiliation, blogging, Facebook, gender, need theory, self-disclosure, social media, Twitter
New media & society

9. Abstract
New media & society
Recreation
(Social media in general)
InformationEngagement
Affiliation Self-disclosure

10. “Why people use social media to the
identification of specific needs people
gratify by frequenting social media sites?”
Facebook and Twitter
Affiliation and self-disclosure
computer mediated communication (CMC)
New media & society
Introduction

11. frequency of
social media
use
New media & society
Women’s
motivation
Goal
Women’s
motivation
??
??
??
??
??
??
1
2

12. New media & society
1) what are the primary motivations for using social media?
2) what motivations are the strongest predictors of frequency of social media use?
3) how do motivations for social media use very depending on which medium is
preferred?
Research Question
For women bloggers,
4) how do need for affiliation and need for self-disclosure predict motivations for
social media use while controlling for the other need?
H1: needs for affiliation and self-disclosure will positively correlate.
Table3
Table2Table1

13. New media & society
Methods
A 62-question online survey, 1 ~ 5 scale
random sample of women
Spring 2010
1500 bloggers were randomly selected out of 22,098 blogs
E-mail, “contact me”, using blog
Question
Date
Subject of study
Format Contents
who use BlogHer, BlackWomenBylogs.com,
BlogsByWomen.org, blogadera.com
14th blog from 18,781 blogs listed on BlogHer, every 5th
blog form others’ lists
Process
Survey

14. Sample
New media & society
A total of 392women
Social Media Use
294 women
20%
Facebook (70.4%)
Twitter (21.1%)
Flickr (2%)
Linked In (1.1%)
6.35 hours per week

15. Need for self-disclosure
New media & society
Need for affiliation
“I frequently express my personal beliefs and opinions”
“I often discuss my feelings”
M = 3.78, SD = .79
“I am a ‘people’ person,”
“When I have a choice, I try to be in a group instead of by myself”
“I spend a lot of time with other people”
M = 3.32, SD = .78

16. New media & society
상대를 보기 위하여
Factor들은 Varimax rotation을
사용하여 분석
information 28.1%
recreation 18.9%
engagement 15.25%
Results
1
1
2
3
4
많은 사람과 동시간대에
소통하기 위해서
…
2
3
4
Q1 what are the primary motivations for using social media?
동기와 질문의 분류

17. New media & society
동기부여와 빈번도의 상관관계
Q2 what motivations are the strongest predictors of frequency of social media use?
Ordinary Least Squares(OLS)
회귀분석
Results
Recreation이 가장 상관
관계가 높음
1
2
1
2 Model2에서 나이, 활동시
간, 등을 포함
3
3
Negative means
Younger women
blogger4
4
통제 변수 추가는 소셜미
디어의 사용시간을 증가
시킴

18. New media & society
동기부여와 플랫폼간의 관계분석
Q3 how do motivations for social media use very depending on which medium is preferred?
Analysis of Variance(ANOVA) - 분산분석
Facebook
207
Twitter
63
others
24
검점
방법
적용
예시
가설
설정
• 분산분석은 서로 독립된집단이 셋 이상인
경우, 집단간의 평균이 서로 차이가 있는지
확인하기 위한 검정방법
• 분산분석만으로는 집단간 평균이 세부적으
로 어떻게 차이가 있는지 확인 할 수 없으
므로 다중비교(Multiple Comparison)을
통해 확인 가능함
• 분산분석 : 인스턴트 커피 A에 대한 연령별
(20대, 30대, 40대, 50대 이상) 선호도 차
이 유무를 검정
• 다중 비교 : 어느 연령대에서 선호도가 가
장 높고 낮은지 세부적으로 확인할 수 있는
분석 방법
• 귀무 가설 : 셋 이상의 집단간 평균은 차이
가 없음
• 대립가설 : 적어도 하나이상의 집단은 다른
집단과 평균의 차이가 있음
Engagement
Facebook
(M=4.27, SD=.58)
Twiteer
(M=3.29, SD=.66)
Others
(M=3.40, SD=.91)
Information
Twitter
(M=3.95, SD=.66)
Facebook
(M=3.23, SD=.80)
Recreation
모두 비슷함

19. New media & society
소속감(affiliation)과 자기노출(self-disclosure)의 상관관계
H1 needs for affiliation and self-disclosure will positively correlate.
Q4 how do need for affiliation and need for self-disclosure predict motivations for social
media use while controlling for the other need?

20. New media & society
Discussion
2. how needs for affiliation and self-disclosure
1. women’s motivations and frequency of social media use
Practical implications
The goal of this research was:
Twitter information-exchange medium
Facebook more social
clients and customers1. Marketers and public relations practitioners
2. different computer-mediated platforms for different reasons
3. social media may be “social”
4. younger bloggers spend more time on social media
5. to understand that voice of women is the most important, rather than by
measuring it by the hegemonic norm of the male CMC experience.
Facebook

21. New media & society
Meslow 5 Stages
Affilitation,
self-disclosure

22. Limitation and future research
New media & society
Conclusion
1. All participants were women who already actively blog
—> leaving recreation
2. Many more needs and motivations may play a role (unexplained 40%)
3. More study is needed to link specific needs to specific motivations and specific
social media

23. Wrap-up
New media & society
결론을 미리 정한다음에 실험하여 형식적으로 맞춘 느낌이 들었던 연구
정성적인 연구도 통계분석을 통해 정량적데이터로 보여줌으로써 그 신뢰성이 더 높아지는 것
같다고 생각함
필요한 정보만 보여줌으로써, Article을 잘 support 해주지만, 불투명한 성격을 띄고 있음
Communication 이나 인문 사회 분야와 오히려 성향이 잘 맞는 Jonurnal 이라는 생각
개인적 Insight
여성 소셜 블러거들의 동기는 크게 3가지 (흥미, 관계, 정보)였음
이 중에, 흥미 동기부여가 가장 큰 부분을 차지하며,
그 목적에 따라 다른 플랫폼을 사용함을 발견.
Facebook - Engagement, Twitter - Information
또한, Engagement 동기에서 소속감과 자기 노출등의 이유로 소셜 미디어를 이용함을 확인함
여성 블러깅을 중심으로 연구한 최초의 연구라는 거에 의의
향후, 이론정립을 통해 발전가능성이 있다고 판단