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Facebook as a communication

channel of diverse ideas that are not

presented in traditional media

Tena aid, Ph.D.

Science and Modern University 2012

2nd International conference (NISUN 2012)

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Content

Subject and purpose of the presentation

Structural characteristics of Facebook

Research: Uses and gratifications of Facebook Results of online survey conducted on

Facebook

Conclusion

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Subject and purpose of the

presentation

Idea...

Iniciative...

Project...

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Facebook

Social network site

Complex nonlinear system

Scale free network Power law

Self-organization and order

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Research

Aim:

determine the intensity (frequency of access

and time spent on Facebook)

Uses and gratifications of Facebook among

users who understand Croatian language (Net

generation)

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Research

part of a larger study within the dissertation entitled SocialNetwork Sites and Culture of the Netgeneration (aid,2012)

Conducted online

June 2010 - December 2010 Self-selected sample

Respondent-riven sampling (snowball) SurveyMonkey.com

15.5% of incomplete surveys SPSS 17.0

nonparametric statistics (spearman's correlation, ANOVA,Chi-square test)

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Jay Blumler Elihu Katz

Users of communication media

have unique sets of

psychological and social needs,

as well as a range of resourcesthat can be used to gratify

these needs.

Research methodology- theoretical

approach

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Entertainment

Interpersonal

Self-expressionSocial

environment

Experiental

Media content

GRATIFICATIONS(satisfaction)

USES

(motives, needs)

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Results

Figure 1: Distribution of respondents according to age

? Duration of generation is shortening as the tempo of change accelerates (Tulgan

and Martin, 2001)

? Time of birth determines the members of a generation

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Results intensity of Facebook use

use it several times a day (ritual)

difference in frequency of access was

statistically significant with regard to three age

groups - mostly it is used by older than 23,

younger than 17 even less than expected

10-30 min spend at each visit

difference in time spent on Facebook was not

statistically significant in the three age groups

FACEBOOK USERS:

l d f f

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Less frequent motives of Facebook use

meeting new people (17%) communication within the group ( 22%) organizing events ( 6%) entertainment ( 17%)

Finding people with similar interests ( 10%)

Results uses and gratifications ofFacebook

Frequent motives of Facebook use: maintaining of existing relationships ( 50%) posting images ( 40%) watching other people's photos ( 64%)

commenting on photos ( 50%) involvement in the group (40%)

tracking news ( 60%)

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ConclusionFacebook as a communication channel of diverse ideas, projects...

small number of very active users are the driving force for success

it is effective to publish on own wall, like interesting photos

it is not recommended to launch an application, quiz or game

important : personal and more permanent approach

it is important to gain the trust of "hubs willingness to dialogue and change of own attitudes the message must be interesting, valuable and credible

Advantage compared to traditional media:

ease of spreading messages

large number of users

instant feedback

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