Web 2.0
The conglomeration of television and Internet and increasing interactivity in Reality television reflect the newly accessible media environment of the Web 2.0 era in which media consumers are not just audience members, but also multimedia producers. With the development of social media, media users are increasingly becoming active “content creators”According to recent studies, younger people are increasingly engaged with social technologies and over half of internet-using teens are “content creators” who use social networking sites, create websites or blogs, share original media such as photos and videos, or remix content into new creations.6 One of the most predominant, and interesting factors in this media trend of content creation lies is the rise of social network sites.
Social Networks
Since the development of the Internet in the early 1990’s the popularity of social network sites represents one of the fastest noted uptakes in communication technology. By definition, social network sites are web-based services which enable users to construct a public profile and upload content, as well as message in multiple forms and communicate with other users within a bounded system. Over the past decade, multiple social network sites such as linkden, Facebook (check yours) and MySpace have experienced an explosion in popularity and influx of users. As of March 2009, 2 of the top ten websites were social networking sites ( MySpace and Facebook) according to Alexa top sites.6 While previously MySpace dominated the social network site landscape, now Facebook is the principal site. In 2007, Facebook reported its 30 millionth user, with a year on year increase in unique users of 89% (Joison 1). Social network sites have most heavy usage amongst young people, a recent PAC survey reporting over 95% of college students have active profiles (PAC 2007).
The increase in popularity of social networks over recent years is important to study as well as the changing in complexity and functionalities of such sites in the entrance to the Web 2.0 era and the creation of the “new social network sites” as they are known today. In her book ‘Life on The Screen” Sherry Turkle explores the idea of early public internet, in which the absence of physical cues gave individuals the ability to freely construct and deconstruct their virtual or “online” identities. As early social networks took the form of chat rooms, in the text-based medium, users can construct an online persona completely separate from their online selves. For example, if follows the idea that “online no one knows that you are a dog”. In contrast today, new computer mediated communication technologies rather than allowing viewers to experiment and mould their identity, these technologies tie users even closer to their physical, offline selves. Therefore, much computer-mediated communication today is marked by an increasing emphasis on existing offline relationships, physical and nonverbal communication cues and their manipulation (Stefannone 509). In current social networks, users attempt to navigate the social environment with their on and off-screen identities in harmony, nurturing friendships on and offline as well as constructing their image as to be an appropriate virtual portrayal as well as reflects their offline personality and interests. In social network media, users attempt to build an “online identity” through self-disclosure in the form of pictures, information and blogs to the mass virtual community they chose to engage in. This ability of the average media consumer to communicate and self disclose to a mass audience in social networks parallels the trends of self-disclosure seen in reality TV culture and implies a relationship between these two media trends.
Social Networks
Since the development of the Internet in the early 1990’s the popularity of social network sites represents one of the fastest noted uptakes in communication technology. By definition, social network sites are web-based services which enable users to construct a public profile and upload content, as well as message in multiple forms and communicate with other users within a bounded system. Over the past decade, multiple social network sites such as linkden, Facebook (check yours) and MySpace have experienced an explosion in popularity and influx of users. As of March 2009, 2 of the top ten websites were social networking sites ( MySpace and Facebook) according to Alexa top sites.6 While previously MySpace dominated the social network site landscape, now Facebook is the principal site. In 2007, Facebook reported its 30 millionth user, with a year on year increase in unique users of 89% (Joison 1). Social network sites have most heavy usage amongst young people, a recent PAC survey reporting over 95% of college students have active profiles (PAC 2007).
The increase in popularity of social networks over recent years is important to study as well as the changing in complexity and functionalities of such sites in the entrance to the Web 2.0 era and the creation of the “new social network sites” as they are known today. In her book ‘Life on The Screen” Sherry Turkle explores the idea of early public internet, in which the absence of physical cues gave individuals the ability to freely construct and deconstruct their virtual or “online” identities. As early social networks took the form of chat rooms, in the text-based medium, users can construct an online persona completely separate from their online selves. For example, if follows the idea that “online no one knows that you are a dog”. In contrast today, new computer mediated communication technologies rather than allowing viewers to experiment and mould their identity, these technologies tie users even closer to their physical, offline selves. Therefore, much computer-mediated communication today is marked by an increasing emphasis on existing offline relationships, physical and nonverbal communication cues and their manipulation (Stefannone 509). In current social networks, users attempt to navigate the social environment with their on and off-screen identities in harmony, nurturing friendships on and offline as well as constructing their image as to be an appropriate virtual portrayal as well as reflects their offline personality and interests. In social network media, users attempt to build an “online identity” through self-disclosure in the form of pictures, information and blogs to the mass virtual community they chose to engage in. This ability of the average media consumer to communicate and self disclose to a mass audience in social networks parallels the trends of self-disclosure seen in reality TV culture and implies a relationship between these two media trends.
Reality TV as a model for confessional behavior in social media
The presence of non-directed self-disclosure in social networks points to the idea that social network sites provide a unique platform for the replication of confessional behavior observed and modeled by reality TV show. It can be argued that the rise of reality TV and subsequent wave in a newly defined “celebrity culture” and mediated voyeurism influenced a shift in social network usage patterns expressing the same trends. Using the social cognitive theory, studies have attempted to prove a relationship between behavior modeled on increasingly popular reality television and user behavior modeled on social networking sites, as social networking site users attempt to emulate reality tv star behavior through self-disclosure and friend accumulation online.
The social cognitive theory, or social learning theory proposed by Bandura, attempts to explain how and why people acquire and maintain behavior as a function of a variety of personal and environmental influences. The theory uses the term “modeling” to explain the process in which individuals observe and interpret the behavior of others and adjust their own accordingly. It must be strongly emphasized that this theory sees modeling more than a simple act of mimicry, but a more complex process with multiple processes and influences. The observational learning process requires a model, a learnable behavior and/or attitude and a conducive personal and environmental context. In this case the protagonists of reality TV act as the model, and the web 2.0 digital environment as the context for encouraging the enactment of the observed behavior. In addition to the model and context, the theory includes motivational forces in the reproduction of behavior, and that perceived incentives and incentives are factors in the how and if the reproduction of behavior observed is carried out.
The presence of non-directed self-disclosure in social networks points to the idea that social network sites provide a unique platform for the replication of confessional behavior observed and modeled by reality TV show. It can be argued that the rise of reality TV and subsequent wave in a newly defined “celebrity culture” and mediated voyeurism influenced a shift in social network usage patterns expressing the same trends. Using the social cognitive theory, studies have attempted to prove a relationship between behavior modeled on increasingly popular reality television and user behavior modeled on social networking sites, as social networking site users attempt to emulate reality tv star behavior through self-disclosure and friend accumulation online.
The social cognitive theory, or social learning theory proposed by Bandura, attempts to explain how and why people acquire and maintain behavior as a function of a variety of personal and environmental influences. The theory uses the term “modeling” to explain the process in which individuals observe and interpret the behavior of others and adjust their own accordingly. It must be strongly emphasized that this theory sees modeling more than a simple act of mimicry, but a more complex process with multiple processes and influences. The observational learning process requires a model, a learnable behavior and/or attitude and a conducive personal and environmental context. In this case the protagonists of reality TV act as the model, and the web 2.0 digital environment as the context for encouraging the enactment of the observed behavior. In addition to the model and context, the theory includes motivational forces in the reproduction of behavior, and that perceived incentives and incentives are factors in the how and if the reproduction of behavior observed is carried out.
Confessional tendencies in social media take the form of non-directed self-disclosure, in which personal revelations and information is not targeted toward a specific individual others, but rather to a complete abstract audience. Historically, the “media” was defined as the domain for the celebrity, however due to the plethora of new social media technologies of the Web 2.0 such as media sharing and blogging and especially social networks, a broad range of “average” media consumers are able to create mediated identities. The creation of a social networking site profile enables the “average Joe” to become a mediated character to others. Similar to reality TV, the emergence of social networking sites propelled a fundamental shift in the definition and construction of the celebrity. Now, as the acquisition of fame is perceived as more attainable, members of the mass media will most likely engage in modeled activities that are perpetuated by these aspirations. Consequently there is a noted trend of self-disclosure in social networking site usage. Social network users mirror the behaviors of reality TV stars in disclosure of personal information, pictures and other media content to the undefined, abstract virtual community. For example, users post statuses on Facebook or post daily, 140 character micro-experiences on Twitter for the whole world to see. Twitter has grown with astounding speed, attracting 17 million visitors in April of last year, an 83 percent gain over the previous month, according to the research from com Score (Farhi 6). Twitter is a prime example of media users disclosing information non-directionally to the “followers” in their account. In addition, Twitter is a site in which “mere mortals” and celebrities alike update their whereabouts and feelings and demonstrate the blurred line between the celebrity world and that of the average media user. Celebrities use twitter to disclose information with their followers and consequently foster a closer perceived relationship with fans. Self-disclosure trends are also increasingly apparent in other social networking sites such as Facebook. In, two thirds of Facebook users stated “ letting my friends know about my life” as well as “surveillance of that of my peers” as the primary purpose of site use.
The second behavior that may result in reality TV modeling, present in social networking use is promiscuous friending. First it is important to understand the nature of “friending” in the context of social networks. Adding a friend on a social network simply requires the clicking of a mouse versus any investment in social support or conversation, therefore the effort involved in the process is very low and depending on privacy settings, the barriers to do so are low as well. While many social network site users maintain on site friends who lie within their external social networks, other users have social networking site friend networks that contain many people they have not met in the flesh or have no external relationship with. This promiscuous friending may be reproducing the fame seeking behavior that is modeled by reality TV show characters (Stefanone 513). In addition, the attainment of a large number of friends ( social network) on a social networking site may be construed as a sign of popularity, therefore an incentive for modeling such behavior. However, under the traditional sense of friendship these virtual connections hold little social value. A term relevant to this social capital, which refers to the resources accumulated from relationships an individual has with others. Computer mediated communication has been argued to both decrease or increase social capital, as it may computer use may draw time away from face to face interaction. However, social networking sites may bring about new forms of social capital, focuses primarily on interaction which support loose social ties, but allows users to create and maintain larger, diffuse networks of relationships from which they could potentially draw resources Many social network site users find the accumulation of social capital a pivotal, beneficial part of being a member of that computer mediated communication community. In a study study carried out within a body of Michigan State University students. In surveys students articulated using Facebook as a way to increase social capital, by maintaining long distance friendships, rekindling previous friendships and making new friendships. In addition, half of freshmen reported using Facebook as a way to accumulate friends and that they had at some point friended peers they had not met in person in order to expand their contact list and possibilities to meet new people their first couple of weeks on campus (Ellison).
The role of promiscuous friending seen in Facebook sheds insight into the motivational processes that must be recognized in looking at behavioral modeling. This idea supports Bandura’s theory, that considers that not all observed behaviors are reproduced and this is attributed to the presence of motivational processes like positive anticipated outcomes. In Calvarts studies, he suggests that our confessional culture demonstrates a value system that equates fame and celebrity status with personal value and social prestige. In addition, reality TV spreads the idea that anyone can be a public celebrity- a special set of talents, skills, or looks not required. Furthermore, the development of accessible, powerful tools of self expression made possible by Web 2.0 gave individuals the opportunity to “mediate” themselves and reach mass audiences to the same scale as a traditional celebrity. As we study these two trends together, we can identify the motivations as well as predicable outcomes for online behavior in the age of reality television. For example, heavy reality TV viewers who are exposed constantly to the benefits of celebrity culture may spend more time online managing and constructing their virtual image. Additionally, heavy viewers are more likely to engage in promiscuous friending with the imperative of self-promotion and sharing photos and other media content with larger audiences.
Media tools and strategies traditionally employed solely by celebrities, airbrushed photos, carefully coordinated social interactions as well as concerns with privacy exposure and discretion are now in a sense available and applicable to everyone.
Research
Studies conducted to prove the above proposed social cognitive framework showed a positive correlation between reality television viewing and time logged into social networking sites as well as likelihood to engage in promiscuous friending. In the Stasis study, aggregate television watching was a significant predictor in time logged into to social network sites. In addition, increased television viewing increased the participants likelihood that they would “friend” people they had never met. These results show a connection between increased reality television consumption and increased social network site use.
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The second behavior that may result in reality TV modeling, present in social networking use is promiscuous friending. First it is important to understand the nature of “friending” in the context of social networks. Adding a friend on a social network simply requires the clicking of a mouse versus any investment in social support or conversation, therefore the effort involved in the process is very low and depending on privacy settings, the barriers to do so are low as well. While many social network site users maintain on site friends who lie within their external social networks, other users have social networking site friend networks that contain many people they have not met in the flesh or have no external relationship with. This promiscuous friending may be reproducing the fame seeking behavior that is modeled by reality TV show characters (Stefanone 513). In addition, the attainment of a large number of friends ( social network) on a social networking site may be construed as a sign of popularity, therefore an incentive for modeling such behavior. However, under the traditional sense of friendship these virtual connections hold little social value. A term relevant to this social capital, which refers to the resources accumulated from relationships an individual has with others. Computer mediated communication has been argued to both decrease or increase social capital, as it may computer use may draw time away from face to face interaction. However, social networking sites may bring about new forms of social capital, focuses primarily on interaction which support loose social ties, but allows users to create and maintain larger, diffuse networks of relationships from which they could potentially draw resources Many social network site users find the accumulation of social capital a pivotal, beneficial part of being a member of that computer mediated communication community. In a study study carried out within a body of Michigan State University students. In surveys students articulated using Facebook as a way to increase social capital, by maintaining long distance friendships, rekindling previous friendships and making new friendships. In addition, half of freshmen reported using Facebook as a way to accumulate friends and that they had at some point friended peers they had not met in person in order to expand their contact list and possibilities to meet new people their first couple of weeks on campus (Ellison).
The role of promiscuous friending seen in Facebook sheds insight into the motivational processes that must be recognized in looking at behavioral modeling. This idea supports Bandura’s theory, that considers that not all observed behaviors are reproduced and this is attributed to the presence of motivational processes like positive anticipated outcomes. In Calvarts studies, he suggests that our confessional culture demonstrates a value system that equates fame and celebrity status with personal value and social prestige. In addition, reality TV spreads the idea that anyone can be a public celebrity- a special set of talents, skills, or looks not required. Furthermore, the development of accessible, powerful tools of self expression made possible by Web 2.0 gave individuals the opportunity to “mediate” themselves and reach mass audiences to the same scale as a traditional celebrity. As we study these two trends together, we can identify the motivations as well as predicable outcomes for online behavior in the age of reality television. For example, heavy reality TV viewers who are exposed constantly to the benefits of celebrity culture may spend more time online managing and constructing their virtual image. Additionally, heavy viewers are more likely to engage in promiscuous friending with the imperative of self-promotion and sharing photos and other media content with larger audiences.
Media tools and strategies traditionally employed solely by celebrities, airbrushed photos, carefully coordinated social interactions as well as concerns with privacy exposure and discretion are now in a sense available and applicable to everyone.
Research
Studies conducted to prove the above proposed social cognitive framework showed a positive correlation between reality television viewing and time logged into social networking sites as well as likelihood to engage in promiscuous friending. In the Stasis study, aggregate television watching was a significant predictor in time logged into to social network sites. In addition, increased television viewing increased the participants likelihood that they would “friend” people they had never met. These results show a connection between increased reality television consumption and increased social network site use.
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6Stefanone, Michael, Derek Lackaff, and Devan Rosen. "The Relationship between Traditional Mass Media and "Social Media": Reality Television as a Model for Social Network Site Behavior." Journal of Broadcasting & Electronic Media (2010):18.
