NATIONAL UNIVERSITY OF SINGAPORE

FACULTY OF ARTS AND SOCIAL SCIENCES

AY 2008/2009, SEMESTER 1
NM2101: Theories of Communications and New
Media

Final Paper: Uses and Gratifications of SNS

Done by:

Lim Sui Shan Sarah U073249A

Md Khairul Azmi B Suhaimi U071772M
Mohammad Ridza B Salim U071716H
Seow Weiqiang Jerome U071710M
Thiang Xuefen U072904A

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Contents Page

1. Abstract Page 3

2. Introduction Page 3

3. Literature Review Page 4

3.1 Discussion of the theory

3.2 Chosen Framework and Justifications

4. Analysis Page 9

4.1 Chosen SNS

4.2 Needs satisfied

4.3 Needs not satisfied

5. Discussion Page 20

5.1 Recommendations

5.2 Summary

5.3 Limitations of study

5.4 Additional applications

5.5 Future trends

6. Reference List Page 25

7. Appendix Page 28

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1. Abstract

Online Social Networking Sites (SNS) have become a pervasive phenomenon in

Singapore. The surge in number of users has been propelled by their needs for social

integration, which is closely tied to individual identity formation. Increasingly, excessive

usage and potential addiction to such sites have led to calls for studies to investigate more

about SNS. This paper will analyze how the usage of Facebook fulfills the individual‟s

need for social integration.

A literature review was done on the Uses and Gratifications theory to pick a

framework. This was then used to determine what needs were fulfilled by Facebook.

Further, we explored the needs that were not satiated and put forward recommendations

to improve Facebook.

2. Introduction

Social network sites (SNS) such as Facebook, Friendster and MySpace have

widespread following the world over. Since their inception in 1997, studies have been

conducted to study this phenomenon and the reasons why users participate in them. For

the purpose of our study, we define SNS as online services that allow users to create an

open profile within a system. Direct links to users‟ friends are provided and their

extended networks are readily accessible to fellow users (Boyd and Ellison, 2007).

Amidst the abundance of SNS that have sprung up in recent years, one has

managed to stand tall among its competitors. Facebook is the emerging force in recent

trends of SNS. Garnering a 50% year over year growth in the United States over the past

year, Facebook now commands about 20% of the market share for SNS over there
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(“Facebook visits,” 2008). Here in Singapore, a similar trend has caught on. Despite its

relatively later advent, Facebook are now only second to the incumbent Friendster

network, recording more than half a million unique visitors in August 2008 (“Friendster

#1,” 2008).

There is thus a need to study this trend of increasing involvement in SNS. The

effects of SNS involvement could eventually have economic, social and even political

impacts. Business operations will be transformed (Cheney, 2008), relationships between

people taken into a new sphere (Magid, 2008) and politicians will have new ground to

spread their ideologies (Sullivan, 2008). These latent potentials of SNS, coupled with

increasing participation in Singapore, afford significance to the issue.

Involvement in SNS can be attributed to the various needs of users that are

gratified by SNS. Our study will focus on the social integrative aspect of needs and why

increasingly, people turn to SNS to fulfill them.

3. Literature Review

3.1 Discussion of the theory

The Uses and Gratifications (U&G) literature provides an inexhaustible list of

research foci. In our research, several journals that discussed differing communication

mediums were reviewed. Our main focus, however, was directed towards research

pertaining to users of the Internet.

For a start, scholars recognize the need for television audience research to shift

away from the hypodermic needle model of the early years. The new approach calls for

the utilization of the U&G approach to provide a more accurate analysis (Abelman,
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Atkin, & Rand, 1997; Ivala, 2007; Jamal & Melkote, 2008; Svennevig & Firmstone,

2000). This illustrates the fundamentals of U&G theory, where users are not regarded as

passive and immediately accepting of the content. Instead, they evaluate and respond in

an interactive manner with the medium involved (Shin, 2009). The similar response is

also valid for Radio as a communication medium (Lin, 2006; Towers, 1985). For the

purpose of this paper however, these framework are unsuitable. The loopholes are

apparent given the differing traits between the communication channels of the Television,

Radio and the Internet, where SNS are situated.

The scale of the gratification framework has also been taken into account in the

reviewing the literature. The translation of traditional media motives to the Internet is

studied under the gratification of diversion (Ferguson & Perse, 2000; Ogan & Cagiltay,

2006). The diversion needs cited under the framework are “entertainment” &

“relaxation”. However, this gratification framework used is too focused. When applied to

a wide-ranged list of needs applicable to SNS, it might prove insufficient for a

meaningful and elaborate discussion. A single gratification framework of diversion

would limit a comprehensive review of the other possible motivations that might occur

with SNS usage.

Some U&G literatures covering the Internet medium were also found unsuitable

as a theoretical framework. This is due to the context of the particular research focus.

One such aspect is the uses and gratification of individuals in their search for political

information on the Internet (Kaye & Johnson, 2002; Yan, 2006). It is not a suitable

framework due to the act of finding political information online having, comparatively, a

decreased social interactivity gratification vis a vis social networking sites.

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 Linking the framework of U&G to how it contributes towards Internet

dependency echoes a similar limitation (Sun, Rubin, & Haridakis, 2008). The framework

focus is essentially geared towards motivations, which may lead to online dependency. In

addition, Media Involvement and Media Dependency frameworks were combined in the

analysis in determining causes of such dependency. Thus, the needs frameworks are more

focused towards finding causes of dependency, which is unsuitable as it does not match

with our paper‟s focus.

Latent Gratification is also a framework reviewed for viability (Wenner, 1983). A

discussion of the uses and gratifications of wireless portable Internet in Korea focuses on

a particular framework of Latent Gratification (Shin, 2009). The argument is that such a

framework is unique to wireless broadband use. The basis is that the user has a

psychological need and readiness to access Internet resources at any point in time. The

framework of Latent Gratification, though appealing, provides a problem of tangible

determinism of the needs. This is due to its stance on the psychological aspect directed

towards the wireless factor of the broadband medium, and not the content of the medium.

Five key motivations for Internet use are explored and used to provide distinctions

between purposeful and ritualized Internet use (Papacharissi & Rubin, 2000). The

framework is aptly suited towards a study of motivations of users in SNS. However,

although the needs were found to be suitable, a more recent study provided an added

dimension to the framework.

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3.2 Chosen Framework and Justifications

The selected study builds upon previous research by describing three key

frameworks of consumer use of the Internet (Stafford, Stafford, & Schkade, 2004). It

asserts that earlier researches are not as comprehensive due to the missing factor of

Internet-specific gratifications. Empirical studies were conducted on customers of a

prominent Internet Service Provider (ISP) to achieve the results. The study yielded 45

motivations (or needs) for Internet use, which were categorized into the three frameworks

mentioned above. The terminology of the needs followed that of LISREL 8.12, a

management model (Joreskog & Sorbom, 1993).

The table (see Fig. 1 below) provides an analysis of the different needs,

attributing differential coefficients to each, depending on the framework it relates to. A

higher coefficient would indicate a better match, with items having higher or equal to 0.5

coefficient highlighted in bold. Such needs were then compartmentalized into the 3

frameworks:

Process (termed as “to Pass Time” in Papacharissi & Rubin) describes the

experience of the media use, to search for something just to pass time. The main needs in

this framework included the items: resources, surfing & searching.

Content (termed as “Information Seeking” in Papacharissi & Rubin) describes the

actual purposeful use of the content carried by the medium. Here, the main needs are the

items labelled as education, information, knowledge, learning and research.

Social is a new framework proposed by the study. This describes the act by users

in turning the Internet into a virtual environment, and not simply a medium. The main

needs described in this framework are chatting, making friends and interaction.
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Figure 1: Following the LISREL 8.12, a management model (Joreskog & Sorbom, 1993),
the terminology of the needs yielded 45 motivations (or needs) for Internet use, which
were categorized into the three frameworks mentioned above.

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 All three frameworks are user-centric, exploring the needs that users want to

gratify when they use the Internet. The Social framework is proposed for our study

because previous U&G studies have been based on the Process-Content frameworks.

Thus, it is imperative that the Social framework is to be developed through future

research. Older frameworks are beginning to be increasingly incompatible for studies on

Internet use. A study of the Social gratification framework therefore allows for a better

understanding the realm of new communications medium and also interactivity amongst

users. This is useful for evaluating possible avenues in improving e-commerce and online

applications, affording users a better online experience once their needs are gratified

(Stafford, Stafford, & Schkade, 2004).

Social gratification was chosen as our framework because of its relevance to the

scope of SNS, which is essentially a platform enabling enhanced social interactivity.

Additionally, the framework provides ample scope for analysis. The needs under the

umbrella of the framework would provide a comprehensive review of SNS.

4. Analysis

4.1 Chosen SNS

As mentioned in the introduction, Facebook usage has been on the rise on a global

level. Thus, we have decided to focus on Facebook, applying the social gratification

framework to predict how users‟ needs could be satisfied.

Since Facebook opened to the public in September 2006, more than 10 million

people have used it worldwide (Stern and Taylor, 2007).

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 A study by comScore showed that Facebook received only half the number of

unique visitors in Singapore when compared to Friendster for August 2008. However, it

is worthy to note that the relatively younger Facebook is rapidly gaining popularity in

Singapore (“Friendster is,” 2008). In August 2008, a social media researcher at

OgilvyOne conducted a Google Insights analysis to find out the popularity of SNS. This

was done by finding out how often Facebook and Friendster is searched using the Google

search engine, in Singapore. Results proved that Facebook was being searched more

times than Friendster. The researcher highlighted the rising popularity of Facebook in

Singapore, with frequent mentions in the news media and even the Prime Minister‟s

National Day Rally speech (Guan, 2008).

Facebook is able to meet the social integrative needs of users, enabling users to

communicate, interact and keep in contact with family and friends. On another spectrum,

Facebook can also aid a user's character and identity development. This occurs as users

react and adjust to the people in the virtual environment of the online community.

Facebook combines various functions and services that are available on other

sharing websites on a single, easy to navigate interface. Within Facebook, users are

afforded a combination of features from the best websites, in order to meet their needs.

Facebook‟s instant messaging function is a representation of the Windows Live

Messenger, allowing users to have online chats with contacts. Online storage and sharing

of photographs and videos are reminiscent of Flickr and YouTube. Users‟ status updates

work similarly to Twitter. A Gmail-like concept, where messages are displayed in

threads, is used for its messaging function.

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4.2 Needs Satisfied

Communication and interaction

Facebook satisfies a user‟s need to communicate and interact with friends and

family. Users value online communities because it caters for easy communication at

relatively low prices (Etzioni & Etziono 1997). Facebook users are able to utilize the

staggering abundance of features available that helps and facilitates communication and

interaction.

Users‟ needs to communicate are fulfilled by Facebook‟s applications. The

“Wall” function allows for public messages between friends. Messages can be composed

and sent to a person or a group of friends. Users can also update their status via “status

updates” and even extend event invites through the “Events” application.

The recipient of the message has the choice to reply. As such, communication on

Facebook can be one-way or two-way. This is linked to the idea of freedom of choice and

speech over the Internet, because recipients of messages may choose not to respond.

Herein lies the hyperpersonal advantage of Facebook.

Facebook allows the need to interact to be gratified instantaneously through

Instant Messaging. The function allows a user to chat with friends who are online.

Although the interface is relatively simple, the chat function still fulfils the basic need for

synchronous two-way interaction in a dominantly asynchronous environment of

Facebook.

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 On the whole, the communication that Facebook affords comes in a dual nature.

Be it synchronous or asynchronous, the bottom line is that users are able to communicate

with friends and family at minimal costs, improving communication and enhancing

interaction simultaneously.

Homophily

At the individual level, Facebook users may, by the principle of homophily,

which states that people select friends who have values similar to them (Lane, 1978),

develop a sense of belonging to certain groups or community. Groups reflect the values

of the user.

Facebook users may choose to be a member of certain groups that are associated

with one's personality, character, beliefs and cultural values. Users are also able to create

a new group and invite their friends to join the group. Additionally, there is a function

showing the groups recently joined by a user‟s friends, which increases the visibility of

shared beliefs.

Users join groups because of the association and sense of belonging that they are

able to feel and gain. One's school and employer, groups for political or social causes,

and groups for hobbies and interests are examples of groups on Facebook.

Group, social or cultural norms

At an individual level, Facebook users are able to reinforce certain group, social

or cultural norms through the practice of self-censorship. As with any community,

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Facebook users may endeavour to adhere to norms or standards set by the culture they

subscribe to in order to maintain group membership.

Facebook gives users the choice of revealing and editing the information to be

shown on their profile. This would include basic information such as birthday,

relationship status, political and religious views. At a deeper level, personal information

such as interests, favourite books, contact information and work details. Users may

choose to disclose information about them, which they think is regarded as socially

acceptable, or appealing to others. This is done in order to adhere to group, social or

cultural norms.

Identity formation

Virtual communities are platforms for individuals to shape and form identities

through online interaction (Wilson and Peterson, 2002). As Facebook requires one's self-

disclosure, this might help a person to develop his character or personality. This is crucial

for social integration into the society or dominant culture he believes in. For example,

one may indicate one's status as single and this might be a signal to other Facebook users

that the former may be looking for a potential partner for a relationship.

Also, the applications that people choose to display on their profiles, is a way of

asserting identity. The “My Room” application allows users to furnish their “rooms” on

Facebook. Depending on the design of the walls selected, one can be seen as fun, boring

or unconventional by his/her friends. In choosing the wall design, these thoughts process

through the user‟s mind, helping them satisfy their need for managing their own identity.

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Association of self

Users are able to associate themselves with prestige groups, reinforcing offline

associations in the process. This may also lead to aspiration creation, where the need to

buy or own a material something is realized.

This is made possible through various applications that enable users to express the

brands that they would like to be associated with. "HotLists" allows users to add insignias

or logos of brands that they support. Features such as the “send Louis Vuitton Gifts"

enable users to send images of various products to friends as virtual gifts.

At the risk of promoting consumerism, this function actually enables one to

experience the material things that may not be within one‟s financial reach in reality.

Consequently, it may also help to satisfy one's desire to own such products.

Fun and entertainment

The numerous interactive features on Facebook might satisfy the need for a user

to relax, have fun and be entertained. A myriad of interactive features such as games,

notes, photographs, videos, enable users to take pleasure by engaging in the numerous

activities available.

Facebook users are able to install applications and play a wide selection of games.

Users are also able to upload and view personal videos and photographs, which are

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shared easily with friends and family within one's circle. Users are able to comment on

the videos and photographs. The interactive and engaging features satisfy a user‟s need to

have fun and be entertained.

4.3 Needs not satisfied

Indeed, some social integration aspects of user needs are satisfied through the use

of Facebook. Nevertheless, it is noteworthy that there are limitations to the use of this

social networking site as well. The specific aspects of user needs identified as not

fulfilled are as follows:

Communication and freedom of choice/speech

Wall posts, Super wall and even albums posted online serve as a constant

reminder of the past. The human brain is innately structured to remember more happy

memories than bad ones. However, bad experiences we may have had online in Facebook

will be preserved in perpetuity (Boyd and Allison, 2007). Thus, free speech is not really

free speech, as it often bounds users to things that they have said in perhaps, a heat of the

moment.

One of the limitations of Facebook is that it renders users liable for things they

have said. Whilst it remains a good informal medium for communication, users have to

think through what they have to say before posting. In this process, the spontaneity that

Facebook is supposed to provide is reduced.

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 The album function presents an added complexity to this issue. Whilst it may be

easy for albums to be deleted, it is harder for users to delete photos that they have been

tagged in. The reason being albums are created by the user, whereas tagged photos of

them need not necessarily belong to them. Taking the event of a break-up for example,

photos of a couple together on Facebook would be available online for as long as it is left

there.

Interaction

Interaction on Facebook can be of both synchronous and asynchronous nature.

This depends on whether the users involved are online at the same time. While

synchronicity is desirable at times, it may prove otherwise in some instances. Sometimes,

in a bid to satisfy a certain need at that particular moment in time, a user may end up

doing something worthy of regret. Though Facebook makes it possible to retrace the

action, the same cannot be said of its “blabbermouth” newsfeed service. Instantaneous

updates are often provided when someone does something. This service goes further in

providing users with the additional option of viewing activity in terms of status and

photos uploaded as well. This keeps users in the loop of things while affording them the

honour of being headline subjects too, reducing the need for privacy.

Homophily

The extended networks and actions performed by users are made known to friends

in their network via the newsfeed function. With this increased visibility beckons a threat

to users, especially those who possess very distinct multiple identities. Some users carry

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out public conversations with their friends using wall posts, which can be viewed by

everyone. This allows for different groups of friends to witness a side of the user that was

previously unknown to them. A conflicting view of their friends is the result of this wall

function. In turn, homophily is reduced, leading to users feeling more distant from each

other. Though in truth, this might not prove to be the case.

Group or Cultural norms through self-censorship

Users often openly announce their public associations with groups/individuals.

This leads to the issue of privacy often surfacing as a result of this openness of

information. Allowing other users access to one's profile may be seen as an invitation to

voyeurs and perhaps, even stalkers. Thus, this notion of public versus private sphere

information (that "only friends" can have access to) becomes a difficult issue for users.

Users undergo a decision-making process, compromising on comparative weigh-offs in

the midst of doing so. Users may struggle with the permission settings, in the process,

becoming over-protective of their own data, and being unable to utilize potential

Facebook gratifications effectively.

An example where a user failed to practice self-censorship and as a result lost his

job is Kyle Doyle, who boasted about “chucking a sickie” on his Facebook status

(Cazzulino & Saurine, 2008). This is a perfect example of how adhering to an online

group norm of rampant information disclosure has led to repercussions for a user in the

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offline setting, reducing the gratifications of using Facebook. This demonstrates how a

lack of censorship and the ease of information access on Facebook can limit group

membership.

Identity formation

The Facebook profile serves as an excellent example of impression management

online. Users are able to select facets of themselves to display online, much to the

satisfaction of their egos. However, this also means that this personification is often

biased and untruthful. This will in turn fail to satisfy other users' need to know the

"different, unseen" sides of their friends.

Furthermore, posting and tagging photos reduces an individual's control over what

is done with photos that contain themselves. In some instances where the photos are very

private in nature, uploading them leads to embarrassment on the part of the user. In the

same way, unfavourable or inaccurate facets of a person might be portrayed online. When

misinterpreted by others as a perceived accuracy, it can cause dire consequences to a

person's reputation.

Consumerism

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 On Facebook, real life consumer products are being made virtually available.

Users can now “purchase” gifts that they would otherwise not be able to afford.

Increasingly, luxury products are being associated with the masses because everyone on

Facebook already has them. In the process, the sense of worth consumers get when they

buy the real gift is diminishing. Therefore, product placement and advertising on

Facebook might cause less satisfaction for a Facebook user who purchases the real thing.

Fun and Entertainment

Enjoying game applications allows users to fulfill their need for healthy

competition with their friends in the name of fun. However, in adding the application,

users often find themselves having to grant the creators of the application access to their

information. Enticed by the need to have fun with their friends, users are oftentimes

compelled to comply without thinking twice. Advertisers‟ defense is that individuals are

presented with a choice of whether or not to grant access. However, the true situation is

that, more often than not, out of convenience, users would permit access to their personal

information. However, this may increase dissatisfaction about Facebook as the privacy of

users' information is not as guarded as promised.

In addition, some applications have an inherent clause that friends must be

invited. This „blackmail‟ results in users spamming their friends, which might not be the

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intention of the user. Rather, it is a consequence of the workings of the application‟s

"catch".

The information paradox is pervasive online and seemingly unavoidable. Users,

while complaining of the overload of information, constantly seek more information.

Case in point―newsfeeds―users complain about it, but continue to read it religiously.

This is due to the fact that newsfeeds provide a channel for quick information attainment

and entertainment, satisfying the some users‟ need for timely “gossip” or updates about

their friends in the process.

5. Discussion

5.1 Recommendations

Privacy

Although Facebook enables its users to maintain their privacy by deciding who

can view their profile, there are certain drawbacks. Complains of Facebook‟s failure to

protect its users have been reported in the news (“Canadians Investigate,” 2008).

Moreover, the newsfeed function reveals all user online activities on Facebook to

other members of the group. This function renders intimate details of users as being only

a click away for others (Dickson, 2006). Facebook can improve by providing it users with

tools to control their information in both the news and RSS feeds. Users‟ privacy would

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very much be kept in check with a function that enables them to control the viewing of

RSS feeds generating from their home pages.

The ease of connectivity that Facebook facilitates presents another complexity.

Friend requests from strangers are commonly accepted to prevent embarrassment. This in

turn may lead to a barrage of requests from the stranger who has now gained connectivity

via being accepted as a friend (Perez, 2008). All these arise from the hyperpersonal

nature of online communication, and users‟ needs of wanting to portray an amiable public

image.

In addition, Facebook should provide its users with tools that enable them to keep

online interaction with one friend from being revealed to others.

All these additions to heighten the level of privacy on Facebook would ensure that users‟

privacy needs are adhered to.

Realness

Facebook facilitates the gratification of the need to interact instantaneously

through Instant Messaging. The function allows for users to chat with a friend who is

online. However, there are no provisions for group chats or the use of a webcam.

Availability of webcam functions will enhance the realness element of online interaction,

much like how Skype operates. Video posts attempt to plug this gap by allowing

members from users‟ networks to view the videos. The realness factor, however, has to

be inculcated into online interactions with friends. Another drawback, which is inherent

in all online chat functions, is that there is a need for users to be online to enable

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synchronous conversation. A novel development would be for Facebook to invent a tool

that improves this in offline contexts as well. This would serve to further enhance the

interaction needs of users.

Multiple profiles

Users are able to comply with their group, social, or cultural norm through the

nature of information they want to reveal on their profile. Facebook users may desire to

join different groups and in doing so, need to conceal some personal information. The

facility to create multiple profiles will enable users to fulfill their social integrative need.

Currently, users have to create a separate account in order to create another profile.

These days, social networking is centred on the individual. Personal information revealed

in users‟ profiles influences the acceptance of the user by their cultural group. Whilst

there remains a presence of websites catered to communal interests, the focus of SNS is

on people, rather than interests (Boyd and Ellison, 2007). Adhering to cultural norms is

an important part of social integration. Facebook can further enhance its help to users to

join these different groups by facilitating multiple profiles within a single account.

System clutter

The functions on any social network site should be simple to cater to the digital

immigrants. Digital natives are proficient with technology and are able to operate the

various functions provided by Facebook with ease. Facebook should simplify this process

for digital immigrants as well, in order to provide optimum usability. This will ensure

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that, irrespective of technological competency, users will enjoy the full gratifications of

Facebook. Also, it would very much aid the digital immigrants in social integration, as

they will be on an equal playing field with digital natives.

SNS are generally evolving very quickly, with new features being made available

frequently. Users may actually be inundated with the sheer amount of new functions that

may clutter the simplicity and impair the pleasure of surfing SNS. Thus, abundance in

simplicity is what designers should aim for in order to gratify user needs without adding

inconveniences.

5.2 Summary

The meteoric rise in Facebook membership can be credited to the fact that it

fulfills many needs of users. As seen in our study, Facebook caters in particular to the

social integration needs of users. With its various functions, Facebook allows users to

obtain much gratification. There is room for improvement though, as witnessed in the

shortcomings that we explored. However, we foresee that the membership of Facebook

will continue to grow. This is due to the value of gratification being greater than the

obstacles that one has to face when using Facebook.

5.3 Limitations of Study

In spite of the extensive literature on the U&G of SNS, the full understanding of

the phenomenon is not yet achieved. The prime reason would be the relative youth of

SNS and the fact that it has only rose to prominence in recent times. Thus, the effect that

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studies may be discovering now could only be a novelty effect. In order to explore the

true effects of SNS, long-term studies have to be conducted in the years ahead.

Existing literature tend to investigate the impact of the Internet on a selected group of

people or country. This points to a lack in transnational understanding of the issue. The

Internet transcends geographical boundaries. As such, future studies could research on

the impact of the Internet and SNS on different groups of people beyond national borders.

5.4 Additional Applications

This study can be further expanded to include other SNS in Singapore and

beyond, perhaps providing a fuller picture of the uses and gratifications of SNS in

general.

Another related area of research to consider is to examine the interplay of the 3

frameworks of process, content and social on the uses and gratifications of SNS. A

scenario would be when a user uses SNS to pass time (process framework), by checking

on updates of his friend (content framework), but the user ends up sending a message to a

friend via SNS instead (social framework). Extensive studies can be conducted to explore

the relationship between the three.

5.5 Future trends

The use of SNS is likely to continue to grow, in accordance with today‟s trend.

With this growth, the importance of studying them increases accordingly. Therefore, it is

imperative that broader studies are required with regards to SNS.

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There is an increasing global awareness that SNS plays a pivotal role in establishing and

maintaining relationships in both the offline and online contexts. Hence, the study of

social gratification through SNS must be expanded and covered in greater breadth and

depth. A clearer picture of the phenomenon of SNS will have profound effects in the

social, economic and political aspect.

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6. Reference List

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7. Appendix

Figure: A screenshot of a typical Facebook interface.

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