Understanding online self-disclosure through emerging privacy concerns and norms: A mixed-method approach

Every month, millions of people log onto social network sites (SNSs) to disclose billions of pieces of data. These social tools offer many benefits and affordances, but they also require users to negotiate significant privacy risks and liabilities. Previous research has highlighted inconsistencies and discrepancies between online self-disclosure behaviors and privacy concern. To better understand the nature of online self-disclosure, this thesis undertook a two-part, mixed-method study measuring the relationship between online privacy concern and self-disclosure behaviors, and analyzing SNS users‘ discourse about their disclosure and privacy management practices. A survey of N=366 college-aged SNS users indicated an overall insignificant relationship between privacy concern and self-disclosure behavior at the composite level. However, a small but significant correlation was observed at the dimension level, between the dimensions Concern About Victimization and Awareness, r(361) = .241, p \u3c .001. Regression analyses revealed that greater awareness of self-disclosure behaviors predicted higher levels of concern over online victimization, and that greater online victimization concerns also predicted greater awareness. Thematic analysis of N=23 in-depth semi-structured (mediated) interviews with SNS users revealed emergent normative standards articulated for appropriate and inappropriate self-disclosure, concerns about control of communication in mediated space, and identified self-censorship as a key strategy for managing online communication in social network spaces. SNS users‘ discourse led to the identification of four cultural scripts that guided self-disclosure behaviors: (a) avoid negative responses; (b) maintain positive self-presentation; (c) protect personal safety; and (d) contribute to a positive communication environment. These findings confirm and extend Social Information Processing and Privacy Calculus theories, among other contributions to the current theoretical landscape. The theoretical and practical implications of the findings are discussed within the context of emerging and dynamic online communication spaces. Keywords: self-disclosure, privacy, social network sites, online communication, computer-mediated communication, norms, scripts, mediated spac