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why we share: the contextual
accomplishment of privacy
Kelly Quinn Zizi Papacharissi
@_kquinn_ @zizip
university of illino...
privacy is contextual
uses and gratifications
• media use is goal-directed
• individuals actively select media
• social and psychological factor...
• what are salient motives for using
social media sites?
• what tools for privacy management
do individuals use as they na...
sample
n = 353
38.5% male, 61.2% female
mean age = 21.2 years
diverse: 5% african-american, 22% asian,
40% white, 24% hisp...
uses social media
• voyeurism
• information sharing
• connection
• companionship
• entertainment
• affect
• professional
•...
doing privacy online
privacy
basic
• block pop ups,
clear cookies,
check url
application
• use privacy
settings, block
peo...
multiple multivariate regression
multiple multivariate regression
Factors
Influencing
Use
Mother’s Education, Gender, Privacy Concern
Uses of
Social
Media
...
original model
*p<.05, **p<.01, ***p<.001
Variable
Multivariate Tests
Wilks’ λ F4, 335
Male .906 8.697***
Mother’s Educati...
adjusted model
*p<.05,**p<.01,***p<.001
Variable
Multivariate Tests Univariate Analysis
Wilks’
λ
F4, 340 Basic
Security
(β...
liquid privacy
thank you!
kelly quinn
@_kquinn_
kquinn8@uic.edu
zizi papacharissi
@zizip
zizi@uic.edu
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Why we share: The contextual accomplishment of privacy

Our findings on uses and strategies for privacy online, as presented during the Amsterdam Privacy Conference October 2015

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Why we share: The contextual accomplishment of privacy

  1. 1. why we share: the contextual accomplishment of privacy Kelly Quinn Zizi Papacharissi @_kquinn_ @zizip university of illinois at chicago
  2. 2. privacy is contextual
  3. 3. uses and gratifications • media use is goal-directed • individuals actively select media • social and psychological factors mediate behavior • media compete with functional alternatives
  4. 4. • what are salient motives for using social media sites? • what tools for privacy management do individuals use as they navigate social environments? • how do tools for privacy management relate to motives for social media use?
  5. 5. sample n = 353 38.5% male, 61.2% female mean age = 21.2 years diverse: 5% african-american, 22% asian, 40% white, 24% hispanic, 7% other 79% two or more profiles 87% accessed social media at least 1x/day
  6. 6. uses social media • voyeurism • information sharing • connection • companionship • entertainment • affect • professional • escape • habit Imagebyhojusaram ImagebyPaleo Image by Ewan-M
  7. 7. doing privacy online privacy basic • block pop ups, clear cookies, check url application • use privacy settings, block people, restrict profile social • untag, filter stealth • proxies, encryption, plug ins
  8. 8. multiple multivariate regression
  9. 9. multiple multivariate regression Factors Influencing Use Mother’s Education, Gender, Privacy Concern Uses of Social Media •Affect •Companionship •Voyeurism •Info Sharing •Habit •Entertainment •Communication •Professional Use •Escape Social Media Frequency Stealth Social Application Basic
  10. 10. original model *p<.05, **p<.01, ***p<.001 Variable Multivariate Tests Wilks’ λ F4, 335 Male .906 8.697*** Mother’s Education .952 4.190** Social Media Frequency .970 2.627* Privacy Concern .875 11.993*** Affect .981 1.648 Companionship .945 4.870** Voyeurism .985 1.318 Information .983 1.450 Habit .957 3.785** Entertainment .999 .096 Connection .962 3.319* Professional Use .921 7.141*** Escape .984 1.373
  11. 11. adjusted model *p<.05,**p<.01,***p<.001 Variable Multivariate Tests Univariate Analysis Wilks’ λ F4, 340 Basic Security (β) Application Level (β) Social Curation (β) Stealth (β) Male .903 9.132*** 0.158** -0.149** -0.015 0.054 Mother’s Education .954 4.095** -0.001 0.038 -0.05 0.172** Social Media Frequency .971 2.559* -0.123* -0.061 0.057 0.026 Privacy Concern .878 11.855*** 0.303*** 0.298*** 0.177** 0.235*** Companionship .946 4.881** -0.163** -0.176** -0.024 0.045 Habit .957 3.862** 0.074 0.040 0.177** -0.116 Connection .952 4.295** 0.026 0.184** 0.066 -0.086 Professional Use .928 6.613*** 0.073 0.030 0.026 0.264*** R2 .125 .181 .102 .172 Adjusted R2 .105 .162 .081 .153 F8, 343 5.043*** 9.472*** 4.845*** 7.810***
  12. 12. liquid privacy
  13. 13. thank you! kelly quinn @_kquinn_ kquinn8@uic.edu zizi papacharissi @zizip zizi@uic.edu

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