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On the Double-Sidedness of Facebook Users: The Desire to Hide vs. Peeping Voyeurism  

Lee, Eunji (광운대학교 산업심리학과)
Li, Hyung-Chul O. (광운대학교 산업심리학과)
Kim, ShinWoo (광운대학교 산업심리학과)
Publication Information
Journal of the HCI Society of Korea / v.9, no.1, 2014 , pp. 1-9 More about this Journal
Abstract
Use of smart phones and other means allowed ready access to social networking service (SNS) and its users have explosively increased. In the meantime, Facebook which has the largest user community has caused various social problems due to its conservative privacy policy; yet its users are continuously increasing and committed to the service although its privacy policy has not so much changed. In this research, we studied the irony of increasing popularity of Facebook despite its negative privacy policy in the light of its users' double-sided desire. That is, users use Facebook because they are curious about other users' personal information and activities although they are at the same time anxious about public exposure of their own personal information and activities. To test this conjecture, we investigated users' double-sided desire (privacy protection, viewing others' activities) using questionnaire and reverse scenario test and confirmed that proper balance of privacy protection and activity exposure is an important contributor to continued popularity of Facebook. Much research studied SNS focusing on self-presentation that is on the side of self-exposure. This research highlights the importance of balance keeping between hide-and-seek for SNS companies such as Facebook in the use of privacy policy.
Keywords
Facebook; Privacy policy; Voyeurism; Double-sidedness;
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