"This is me" : a look at user self-presentation on Facebook : navigating tensions in the online world of identity creation : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Psychology (Endorsed in Health Psychology) at Massey University, Auckland, Aotearoa/New Zealand
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Date
2015
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Massey University
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Abstract
More than one in five people worldwide use Facebook on a regular basis. Since its
inception in 2004, it has grown to be the most popular social network in the world,
with huge profits and number of employees. There is little doubt that Facebook has a
major presence in our lives, and due to its relatively recent conception, an underresearched
one. Studies have included areas such as identity presentation, social
anxiety, health benefits and disadvantages and whether Facebook use changes our
offline behaviour. The aim of the present study was to hear the voices of Facebook
users, and find out what they think, feel and do when they use the platform. Analysis
of semi structured interviews with nine female participants from the Auckland area
aged 25-34 was conducted. One key finding was that rather than presenting a version
of their own identity on Facebook, people were creating identities using Facebook. A
second important finding was that they were doing so in a sea of contradictions and
tensions. Unease was apparent when users said they would not do a certain thing on
Facebook and then found evidence to the contrary, and also when their desire not to
appear judgemental was voiced in the midst of a judgement. Extremely visible was
the effect and presence of the ‘audience’ and associated expectations, while
participants also uneasily recognised the agent-like nature of Facebook as a part of
their identity creation. Finally, it was clear how important it seemed to be for users to
acknowledge the distinct existence of the ‘Facebook world’ as a distinct identity,
despite citing their struggle to remember this in their everyday lives. Future research
would help to understand more about the effects of Facebook, given its power and
non-neutral presence and the findings of this study that users are not always fully
aware of the details of Facebook, extending to their own usage of it.