Exploring selective exposure and selective avoidance behavior in social media

Sanna Malinen, Aki Koivula, Teo Keipi, Ilkka Koiranen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

1 Citation (Scopus)

Abstract

This study investigates social media users’ preferences of encountering or actively avoiding undesired content and conflicts in social interaction with others. Based on a nationwide survey (N=3706) conducted in Finland and using principal component analysis, we identify three different types of social media use in relation to online information sharing and social interaction: conformist, provocative and protective. We then modelled those variations according to demographic variables and subjective life satisfaction. We found that women are more likely to use social media in a conformist and protective way whereas men have a higher probability to be provocative. We also found that younger and more educated people have a higher probability to use social media in a conformist and protective way. Finally, we suggest that subjective life satisfaction more powerfully predicts provocative use compared to age or education.

Original languageEnglish
Title of host publicationProceedings of the 9th International Conference on Social Media and Society, SMSociety 2018
PublisherACM
Pages350-354
Number of pages5
ISBN (Print)9781450363341
DOIs
Publication statusPublished - 18 Jul 2018
MoE publication typeA4 Article in a conference publication
EventInternational Conference on Social Media and Society - Copenhagen, Denmark
Duration: 18 Jul 201820 Jul 2018
Conference number: 9

Conference

ConferenceInternational Conference on Social Media and Society
Abbreviated titleSMSociety
Country/TerritoryDenmark
CityCopenhagen
Period18/07/201820/07/2018

Keywords

  • Selective avoidance
  • Selective exposure
  • Social media
  • Social networking

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