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Facebook Friends as Social Capital: How Will They Respond to the Normative Request?

임동진
언론정보연구소 (Institute of Communication Research)|2011.08|언론정보연구 (Journal of Communication Research)|제48권 제2호|pp. 108-141|DOI 10.22174/jcr.2011.48.2.108

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초록

An experiment was conducted to test how social norms function online. In this experiment, the value of Facebook friends as social capital was measured by an actual amount of support received from them, and this evaluation is based on Bourdieu’s (1986) theory on social capital, which insists that the social capital needs to be helpful in promoting one’s intentional or purposeful action. Results suggest that people asked with strong provincial norms spend more time and energy fulfilling online requests than those asked without norms. The degree to which people are fulfilling online requests was also affected by tie strength, perceived level of reciprocity between sender and receiver, and receiver’s level of altruism. However, online helping behavior was not associated with support type - the provision of either pro-social or instrumental support.

Abstract

An experiment was conducted to test how social norms function online. In this experiment, the value of Facebook friends as social capital was measured by an actual amount of support received from them, and this evaluation is based on Bourdieu’s (1986) theory on social capital, which insists that the social capital needs to be helpful in promoting one’s intentional or purposeful action. Results suggest that people asked with strong provincial norms spend more time and energy fulfilling online requests than those asked without norms. The degree to which people are fulfilling online requests was also affected by tie strength, perceived level of reciprocity between sender and receiver, and receiver’s level of altruism. However, online helping behavior was not associated with support type - the provision of either pro-social or instrumental support.

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