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The purpose of this dissertation is to explore social networking sites' structural affordances and their implications for identity creation, maintenance, performance, broadcast, and comprehension. Facebook is employed as a case study. By applying affordance theory, I argue that scholars should recognize Facebook as an ethic, or as a mediator, that employs moral choices when filtering input that is then displayed and aggregated through the site. By framing identity as narrative, I show that identities are on-going and are not only created via social expectations, but also work as reflexive tools used to write the self into being. Specifically, due to the large scope of this project, I explore the ways in which the structure and cultivated cultures of the site influence notions of, and expectations for, authenticity, agency, and anonymity. Breaking down Facebook into its constituent parts, I first completed a structural discourse analysis of the Sign Up Page, the About Page, Likes, Friends, Photographs, the Timeline, and Cookies. Next, I conducted focus group and one-on-one interviews with 45 emerging adults to learn how they recognize and work within Facebook's structure. Themes emerged that speak to the "cultures" that Facebook privileges and reifies through their granted affordances: Digitally Structured Culture, Visual Culture, Celebrity Culture, and Socially Divided Culture. I found that users generally adhere to Facebook's problematic conceptions of identification on the site, particularly through the ways in which they describe and perform authenticity, agency, and anonymity. Users have come to view the site as the official social space and thus feel pressured to perform a unitary, "accurate," and superficial self. The inherent trust placed in Facebook has led users to rely on the site's decisions regarding structural affordances and to not question the identity guidelines provided. This dissertation concludes with a call for a more rigorous understanding of social networking affordances and a wide-spread application of methods that recognize social media as non-neutral filters. I argue that the limited choices presented by Facebook compel users to build conceptions of identity that adhere to the cultural expectations privileged by the site. Although it is clear that my methods can be applied more generally to other social media and digital spaces, I also argue that Facebook is unique in that it is a "tentpole" of both interfaces and user content--the site offers a variety of identity performance tools and acts as the main place that users visit to "conduct research" on others. / Media & Communication

As the use of social networking sites (SNSs) has become more wide-spread, some age groups have taken to the media much more readily than other groups. Older adults are lagging behind in their adoption of SNSs, while this group of the population tends to be more socially isolated and lonely. In this thesis, the uses of SNSs have been broken down into different components such as the intimacy level of the message content, types of contacts, etc. A framework for social capital is utilized, in order to bridge the knowledge gap between how older adults use social networking sites to gauge its impact on loneliness. The findings suggest that the use of SNSs increases social capital but does not directly reduce loneliness. The impact of the increase of social capital by using SNSs on loneliness is negligible. However, increased social capital due to SNSs use tends to moderate the effects that health status, financial wellbeing and satisfaction with offline relationships have on loneliness. / Thesis / Doctor of Philosophy (PhD)

This thesis investigates how queer women on the social networking site (SNS) TikTok are expressing their cultural identity and building community. Previous research has shown that self-expression and self-presentation are important parts of defining one's identity and building community for queer individuals, and this study analyzes details specifically within the unique platform of TikTok. Its popularity and success as an SNS that utilizes an advanced algorithm justifies its examination and highlights its multifaceted benefits, such as ease of community building and accessibility to diverse content. In a thematic analysis of 66 TikTok videos using the song "girls" by Girl in Red, and consisting of female-presenting individuals, two themes were revealed and defined: color combinations communicating identity and viral trends as queer confirmation or communication. These themes reveal two ways those in the queer community are embracing small content details to find each other and practice cultural identity expression. Study findings outline the social and technological advancements of online community building, while also illuminating how stigma symbols defined by previous studies are continually employed in the TikTok videos examined in this study. Results also support previous TikTok research suggesting that queer users are developing self-organized practices in response to algorithmic functions. / MACOM / This study examines strategies employed by queer women on TikTok to express their identity and build community with one another. The mobile app, which allows users to post short video clips accompanied by audio, often songs that are popular or coordinated with the message of the video, has become an increasingly important channel of communication for members of various communities. For gender and sexual minorities, self-expression and self-presentation are important parts of defining one's identity and building community. Inspired by the growing popularity online of the Norwegian singer-songwriter Girl in Red, this study analyzes the contents of 66 videos using her song, "girls." The study illustrates how online community building has advanced since early social media, the influence of the innovative TikTok algorithm, and provides context for a popular trend on the app. Results show that queer women recognize and utilize TikTok affordances to their advantage, such as participating in trends or liking specific content to encourage cultural identity connections via the algorithm.

This study expands research on uses and gratifications by exploring political information-seeking uses of the Internet and social networking sites (SNS) and their relationships with political efficacy and political participation. Approximately 300 young adults completed a survey covering information-seeking, information access, and information sharing uses for local civic and political purposes. The study hypothesizes that young adults' political talk, particularly in their online social networks, is associated with political efficacy. Variables that support the relationship between information-seeking and political efficacy are also explored. Random and convenience samples of young adults were combined in this study to explore the cognitive (perceived efficacy) and civic (actual behavior) behaviors of undergraduate students at Virginia Tech in order to examine the role of political talk in individuals' opinion networks measured by the outcome of political talk. Results show considerable support for hypotheses emphasizing the predicted relationships between Internet and SNS for political information-seeking uses, political efficacy, and political participation gratifications. Future research exploring the broad range of political communication uses and their association with political efficacy and political participation is warranted. / Master of Arts

Yes / This research examines the extent to which immigrant consumers' use of social networking sites affect their socialization and political engagement in the Netherlands. The study uses self-administered questionnaires to collect data from 514 Turkish-Dutch respondents of various ages, occupations, levels of education and locations in the Netherlands. The study finds that the propensity to share information, the intensity of use, and privacy concerns positively impact socialization on online social networking sites. In addition, a significant positive relationship between socialization and political involvement positively impacts voting intentions. The study also examines the interaction effects of enculturation and acculturation orientations on the relationship between socialization and political involvement. The study's findings point to a positive moderating role of acculturation in this relationship but a negative one for enculturation. The study is the first to investigate simultaneously the drivers of socialization on social networking sites in the context of immigrant consumers and the impact of their socialization on political involvement and voting intention. The research further contributes to the scholarly work by exploring the interaction effects of acculturation and enculturation orientation. Theoretical and practical implications are discussed.

This thesis aims to explore three pre-teenage children’s text production in online social networking sites. Social networking is a mainstream youth activity in the UK, conducted by (at the time of writing) almost 50% of 10-12 year old internet users (Ofcom, 2011, p.44). While social networking has been the subject of much interest amongst scholars and policy-makers, little has been published that documents the use of social networking amongst pre-teenage children. The literature that does exist is largely concerned with documenting usage (Ofcom, 2011; Livingstone and Haddon, 2010), and children’s safety in these contexts (Department for Children, Schools and Families (DCSF)/Byron 2010; DCSF/Byron, 2008; Livingstone et al., 2011a). This study aims to explore children’s text production in social networking sites with rightful regard for this concern, but with a focus on how children behave as text producers in these contexts. Working from an interpretive qualitative research paradigm, a purposive sample of three children who used (at the time) the popular social networking site Bebo was selected. The children were interviewed using a semi-structured interview schedule three times between June 2008 and May 2009. Interviews were transcribed using a line by line coding method. To support these data and contextualise analysis, screenshots of the children’s profile pages were also collected at each interview. Using a constructivist grounded theory approach (Charmaz, 2006), these data were analysed within data sets around each interview incident, and then synthesised to build a case study for each participant. This recursive process involved initial and focused coding, where following the construction of key codes for each data set, the codes were organised under thematic headings and finally used to construct tentative categories that described how the children behaved as text producers. Four tentative categories were constructed to describe the participants’ behaviour: text production to achieve social positioning; text production to achieve social control; text production to enact a text producing role; and text production for pleasure. Based upon the elaboration of these categories, a model of text production as mastery is proposed. In this model, children’s text production is regarded in relation two spectrums of mastery: a spectrum of social control and a spectrum of textual crafting. This study concludes by recommending that the social networking context must be recognised by educators as a meaningful context in which children’s mastery of these critical skills can be developed in order that they can they learn to be critical and masterful text producers in the new digital age (Gee, 2011 and Hayes, 2011).

This thesis has several aims, the main to offer the reader an overview on specific social networks. To address the main aim, we will describe commonly used social networks, provide a general history of social networks, and list the most famous social networks in the world and Czech, as well as describe their main histories. Next, we are going to specify the main topic groups in which we can divide the social networks. The second aim is to introduce how we can use social networks for business and marketing intensions, including the techniques used by marketing employees. In the next part, we are going to discuss development trends from the users' perspective and we will also focus on main trends, which are important for the firms operating on social networks. In the last theoretical part, we will describe risks and hazards on social networks. In the practical part, we will demonstrate how people share their own private information and what area of interest is the most useful for gathering this information.