Social media chapter 6 notes Humprehys

Uses and benefits of social media

  • Uses and gratifications theory is that people consume media for a purpose and to receive a reward.
  • Goal: a goal is an end state. Something people want to accomplish or avoid.
  • Goals can be conscious or nonconscious.  Posting a picture online is a conscious act whereas routinely checking Instagram can be nonconscious.
  • Self: a collection of attributes.
  • Self-presentation: We are always presenting ourselves for a certain audience. We tend to create an ideal self online. The self is a performance. We have a front stage where we show the best side of ourselves, and a backstage where we tend to show a more real side of ourselves and are less self-conscious.
  • Social comparison theory: we compare ourselves to others. We compare feedback such as likes with others feedback.
  • The different selves are performances that are different depending on the context.
  • Dramaturgical theory of self: We are always putting on a mask. We perform different roles for different audiences.
  • Context collapse: when our different selves from different social worlds collide.
  • Extended self: using social media to extend our abilities. We use phones to find directions, to see the weather report, and find the best restaurants.
  • Using phones, a lot can lead to information overload. That is when existing abilities are diminished. The capability to concentrate or analytical thinking can be damaged. Using phones can also hinder the learning process in class.
  • Self-disclosure: users are expected to share personal information online.
  • Anonymity: when someone’s actions online can’t be tracked to a personal identity.
  • Pseudonymity: someone’s actions can be linked to a name, but not tracked to an offline person.
  • Anonymity can lead to antisocial behavior. Anonymous posts tend to have more graphic and offensive content.
  • Flaming: flaming is using hostile language online. It includes swearing, insults and offensive language. It is more common in text-based communication.
  • Disinhibition is the impulsive behavior when a user acts without regard to social norms or consequences. Anonymity is associated with disinhibition.
  • Privacy: a boundary online which you can regulate. It regulates the amount of interaction and privacy shared with others.
  • Communitas: the feeling of being in a social group, part of a group of like-minded individuals.
  • Users want to get gratifications from learning new things. However, some tend to stick to content they are already familiar with. It is called confirmation bias.
  • Social media can also be used for a therapeutic purpose. Users who share the same illnesses or face the same problems offer support online.
  • The dark side of social media is cyberbullying. This is bullying over social media and includes spreading rumors, sending photos and name-calling. In some cases cyberbullying had led to suicide.
  • People enjoy social media for their own sake, the motivation is intrinsic. Play is an activity with no end goal and is pleasurable and spontaneous.
  • Flow: the sense of Flow is total absorption in a task. The user can forget about time and space. They get so caught up in the flow. This can lead to addiction.
  • Checking our phones can trigger the same rush similar to the feeling that people experience when they are using drugs, eating junk food or playing video games.
  • Self-regulation: to be able to control impulses of checking your phone. A lot of people are addicted to social media or are dependent on it.

Emily Hesselmark


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