Table of Content
- Introduction & Research Set-Up - Methodology
- Quantitative Findings - Qualitative Findings - Conclusion
- Practical Relevance
Introduction & Research Set-Up (1)
Rapid growing world of social media and online activity - What about people their privacy?
Privacy paradox; do users really care about their privacy or do they only care in theory? (Norberg, Horne & Horne, 2007)
Introduction & Research Set-Up (2)
Key concepts of ‘risk’ and ‘trust’ identified by Norberg et al. (2007) most important to study on societal level
Cambridge Analytica scandal; Facebook sold personal data of 87 million users to the Cambridge Analytica company
Cambridge Analytica in 2018 scandal identified as crisis and context of the study
Methodology
Longitudinal frame analysis of three major British
newspapers, the Guardian, the Telegraph, and the Daily
Mail.
Three different frames identified; ‘Facebook is connecting the world’, ‘Facebook is a fraudulent company’ and ‘Facebook remains’
Quantitative Findings
For ‘risk’: with one-way ANOVA, the dependent
variable ‘risk’ was significant (F(2,15) = 6,34, p < 0,05). ).
A post hoc test reveals that there is a significant
increase in the words belonging to the ‘risk’ dictionary, from time period 1 to time period 2.
For ‘trust’: with one-way ANOVA, the dependent
variable ‘trust’ was significant (F(2,15) = 5,1, p < 0,05).
Qualitative Findings (1)
Three different frames in chronological order: ‘Facebook is connecting the world’, ‘Facebook is a fraudulent
company’ and ‘Facebook remains’.
Facebook starts as an ideal, almost non-profit company with its main aim to connect the world.
Qualitative Findings (2)
Conclusion
Privacy paradox on the societal level almost the same as on the individual level
People continue using social media platforms, like
Facebook, despite knowing about the high risk perception and low level of trust
Practical Relevance
With the power of social media still rising everyday, this study helps giving insights in:
- How social media companies should arrange their crisis
management procedure (tools from Bachmann & Inkpen (2011)) - How public institutions can know beforehand how the public will react and what these institutions can do to manage the public reaction - The urgent need for new social media laws and how these laws
Limitations & Future Research
Only assumptions; use questionnaires
British newspapers used only; use newspapers from across
the world
No findings for 2019; incorporate results from 2019 Only Facebook; check other social media websites
Selection of articles not exclusive enough; limit to only
