Differences between Males and Females on Facebook Behaviour - Research Paper Example

Differences between Males and Females on Facebook Behaviour Abstract Social networking sites have served to transform the way people live their lives in the modern day. This is because virtual communication has become an integral part of the modern society society. The continued use of social websites has introduced a new level of global connectivity. However, there are evident differences in the frequency and the ways in which males and females use these social networking sites. Previous studies have sought to understand the salient differences exhibited by males and females in their continued use of their social websites. It emerges that, although such sites are used by both males and females, there are salient differences in the purpose and frequency of use of such sites. The differences are evident across the two genders. A coverted study was carried out in one of the popular social networking sites namely Facebook. This coverted observation aimed at analysing the difference in behaviour as exhibited by males and females when it came to the types of posts, comments and likes. Finding from this research reveal that females have a higher frequency of spending their time on social websites and register a higher level of activity in their likes, comments and posts .it also emerged that, females relied on Facebook for communication and maintaining friendships. The socialization and social context theories serve to explain the differences in behaviour between males and females in their use of social networking sites and specifically Facebook in this study. Introduction The increased access to the internet has increased the traffic to social networking sites. This has made social networking sites a popular mode of communication in the global front. Evidently, social sites have transformed the way many people communicate eliminating barriers of communication such as distance. Without doubt, the use of social networking sites has had multiple impacts in the society, a factor that has prompted many researchers to carry out different studies of understanding the behaviour of people on such sites. There is evidence suggesting that males and females behave differently on social networking sites as previous researches have highlighted. Studies of confirming such findings are still in place and the emerging findings prove intriguing. Just as males and females exhibit different behaviours in the real world, such differences are also evident in the virtual world (Junco, 2013). Therefore, Facebook was identified as one of the social networking sites that could highlight the differences in public behaviours exhibited by males and the females. The focus of the study was to understand the existing gender differences in the use of social networking sites. Therefore, the study analysed different activities of both males and females on Facebook highlighting the frequency of such activities and hence producing data of comparison of both genders. In order to understand the differences in behaviour exhibited by males and females, it is important to view such differences in the perspective of certain social theories that govern the behaviour of males and females (Junco, 2013). Most of the people on Facebook and those observed in this study are adults. However, in order to understand differences in behaviours across gender, it becomes significant to analyze the development of social identities and preferences of males and females from childhood. Such a broad view provides an in depth understanding of the way males and females are likely to behave in public. Social networking sites offer a public, platform whereby such behaviours can be reflected (Kimbrough et al, 2013). Social norms in the society serve to define the development of different behaviours in boys and girls. As they grow up, girls and boys adopt different social behaviours as defined by the society in which they live in. Social behaviour varies depending on whether the individual is interacting with people of the same sex or people of the opposite sex. This difference is evident in small boys and girls and only becomes more evident as they grow up (Junco, 2013). For example, boys are likely to prefer solitary and competitive play while girls prefer activities that involve cooperation. From a tender age, boys exhibit their assertive nature through the use of language by offering commands and posing challenges to their peers. On the other hand, girls are likely to be more affiliative and supportive factor that is evident in their use of language in strengthening their friendships with peers (Kimbrough et al, 2013). All these differences in social behaviour are likely to be portrayed in public by adults as they have been learned from a tender age. Therefore, this approach serves to explain the different behaviour exhibited by males and females on Facebook. One of the theories used to explain the differences in behaviour between males and females on Facebook is the social context theory (Junco, 2013). According to this theory, the context determines the behaviour exhibited by males and females in terms of language used and the communication means. This theory also places emphasis on the basis that males and females do not have the same status in the society (Leman, 2010). In many societies, men are viewed to be in a higher status in the society. Therefore, their language use and the mode of communication is likely to depict this status. This is the reason why males are likely to exhibit their assertive behaviour in some contexts, especially when addressing people of the same sex. The dominating aspect of men is evident in their behaviour on Facebook (Leman, 2010). On the other hand, females exhibit heir subordinate nature through their use of language and their mode of communication in their bid to promote closeness to their peers (Kimbrough et al, 2013). Although there are many researches that have been made in the past concerning the use of social networking sites, only a limited percentage of such studies have sought to explain the existing gender differences in the behaviour of the males and the females in Facebook (Leman, 2010). In accordance with the socialization theory, the current study seeks to explore the basis of such differences in a bid to fill in the existing gaps in the research. According to this theory, it is expected that males and females would exhibit a varied use of language regardless of the context. This is in contrary to the social context theory which places emphasis on the significance of context in determining the type of language used (Thompson & Lougheed, 2012). This research sought to obtain data on the frequency with which the males and females liked, commented or posted photos, links, videos, status updates or relationship status changes on Facebook. Understanding the different frequencies of all this between the males and females would help in analyzing the factors that contribute to such differences (Kimbrough et al, 2013). As the social context theory highlights, females are likely to indulge more in Facebook activities that seek to strengthen their relationship with others. On the other hand, males indulge in different Facebook activities for different purposes and their frequencies to indulge in activities that increase connectivity with others are limited (Moore & McElroy, 2011). Methodology In this research a covert observation was adopted as the appropriate methodology of investigating the public behaviours of the people in Facebook. Covert observations have become common especially with the increased access to the internet. In the case of social networking sites, covert observations prove very appropriate because the researchers easily become participants by registering memberships on such sites and then privately observing the behaviours of the people. Usually, the other participants have no idea that the researchers are observing their behaviour. This was the case in this study as the behaviour of people on Facebook needed to be analyzed without their knowledge (Herrera, 1999). Therefore, the issues of consent did not have any significance in this study. All the researchers tasked with this study had profiles on Facebook and were able to monitor the news feed on this site during an identified busy hour of the day. Such monitoring went on for five days. The researchers settled on 8 pm of each evening for five consecutive days between 24th of February and 7th of March. The research took place within this span of time. The recorded data was later recorded using SPSS, which is a reliable analytic tool. Each researcher compiled the observed news feed in a table categorizing the records according to the activities and the gender frequency in each activity. Each researcher was also required to maintain a close monitoring of the news feed from an identified person of the opposite sex during the period of the study. Identification of Participants in the Study As highlighted above, this study took the form of a covert observation a factor that presented no need to seek consent from all the participants. However, there were five males and five females who were required to give their consent prior to completing some questionnaires sent to them. The consent form indicated that they had the freedom to withdraw from the research at their convenience and also highlighted the stringent confidentiality and the anonymity to be maintained in the study (Herrera, 1999). Moreover, upon the completion of filling in the questionnaires, the participants were to receive a debriefing that would elaborate the aims of the study. Ethical Considerations in the Study When a covert observation is adopted as a preferred methodology in any study, it eliminates the need to eliminate consent but under certain conditions. In this case, a consent form was filled in only by the participants who granted the researchers permission to analyze their news feed. However, in the case of the other data observed from other Facebook users, they were not required to give their consent. The rationale for this was that, newsfeed data from Facebook falls under the category of public data. Therefore, the fact that it is public data makes it possible for it to be analyzed without the need of the users giving consent (Herrera, 1999). According to the guidelines of covert observations, it is not unethical to do such. In any case, a high level of confidentiality was maintained in the study and the study avoided obtaining any specific details concerning the posts and the likes of Facebook users. The researchers only tallied a chart and a high level of anonymity in the data from the chart was maintained. Such anonymity made it impossible for the data on the chart to be associated with any specific user on Facebook (Moore & McElroy, 2011). From a psychological perspective, covert observations do not any pose any adverse psychological effects to the participants. For the participant who gave their consent, confidentiality was maintained and the data obtained did not have the potential of causing them any form of embarrassment (Herrera, 1999). Results Male Female Sign. Chi-square r value Liked Photos 522 1082 .000 195.51 .349 Wall posts 404 696 .000 77.51 .265 Videos 796 663 .000 12.12 .091 Status updates 249 530 .000 101.36 .361 Articles 371 277 .000 13.64 .145 Groups 81 154 .000 22.68 .311 Relationship status changes 104 177 .000 18.96 .260 Friendships 50 66 .14 2.21 .138 Shared links 954 77 .000 746 .851 Commented Photos 433 710 .000 67.12 .242 Wall posts 352 450 .001 11.975 .120 Videos 617 546 .037 4.33 .06 Status updates 338 715 .000 134.97 .35 Articles 293 392 .000 14.308 .144 Groups 49 67 0.95 2.793 .155 Relationship status changes 87 158 .000 20.58 .290 Friendships 31 40 .285 1.14 .127 Shared links 375 645 .000 71.47 .265 Posted Photos 588 925 .000 75.062 .222 Wall posts 349 743 .000 142.15 .36 Videos 634 374 .000 67.06 .258 Status updates 307 678 .000 139.74 .377 Articles 273 178 .000 20.01 .211 Groups 33 22 .138 2.20 .200 Relationship status changes 10 8 .637 .22 .111 Friendships 32 56 .011 6.55 .273 Shared links 944 514 .000 126.82 .295 Description of te results Size of effect Activity liked Males Females Chi-square r-value Large Shared Links 954 77 746 .851 Photos 522 1082 195.51 .349 Status Updates 249 530 101.36 .361 Medium Wall Posts 404 696 77.51 .265 Groups 81 154 22.68 .311 Relationship Status Changes 104 177 18.96 .260 Small Articles 371 277 13.64 .145 Vedios 796 663 12.12 .091 Friendships 50 66 2.21 .138 Size of effect Activity Commented Males Females Chi-square r-value Large Status Updates 338 715 134.97 .35 Shared Links 375 645 71.47 .265 Photos 433 710 67.12 .242 Medium Relationship Status Changes 87 158 20.58 .290 Articles 293 382 14.308 .144 Wall Posts 352 450 11.975 .120 Small Vedios 617 546 4.33 .06 Groups 49 67 2.793 .155 Friendships 31 40 1.14 .127 Size of effect Posts Males Females Chi-square r-value Large Wall Posts 349 743 142.15 .36 Status Updates 307 678 139.74 .377 Shared Links 944 514 126.82 .295 Photos 588 925 75.062 .222 Vedios 634 374 67.06 .258 Medium Articles 273 178 20.01 .211 Small Friendships 32 56 6.55 .273 Groups 33 22 2.20 .200 Relationship Status Changes 10 8 .22 .111 Discussion After a monitoring the news feed from Facebook from different users for five days at 8pm each day, the above table was tallied. From the above table, it emerges that females register a higher activity rate on Facebook compared to males. Females are more likely to like photos, wall posts, status updates, groups, relationship status changes and friendships. According to the indicated chi-square values indicated in the table, all the differences are significant (Leaper & Ayres, 2007). Males exhibited a higher preference of liking videos, shared links and article. In the case of commenting, females exhibited a higher frequency of commenting on photos, wall posts, status updates, articles, groups, relationship status changes, friendships and shared links. On the other hand, males only exhibited a higher preference to comment on videos. According to the chi-square values, the differences were of great significance. A close analysis of the posts from different Facebook users revealed that females posted more photos, wall posts, status updates and friendships. On the other hand, males posted more videos, articles, relationship status changes, groups, and shared links (Moore & McElroy, 2011). As the results tabled above revealed, males make use of social networks for purposes different from those prompting females to use social networks. It emerges that, females rely on social networks such as Facebook majorly to strengthen the already existing relationships with other people. This explains why females are more likely to like and comment different posts from their friends in Facebook (Leaper & Ayres, 2007). The act of liking or commenting ones post on Facebook serves to strengthen the existing relationship. The frequency with which females do this is overwhelming a factor that emphasizes their salient need for nurturing relationships (Lin et al, 2013). Although females may have fewer friends, they exhibit deep concerns with Facebook activities that serve to nurture their relationships with friends. The preference of females to Facebook activities that enrich friendships is considerably high as the chi-square values above indicate. This is true in accordance to the socialization theory which highlights that there are evident differences of public behaviour between males and female (Leaper & Ayres, 2007). However, the social context theory proves more appropriate because the context is significantly a powerful determinant of the activities of males and females on Facebook (Smith, 2011). On the other hand, males are likely to use social networking sites in a bid to foster their chances of gaining a higher status in the society. Moreover, the context is very critical in determining the activity rate on Facebook (Leaper & Ayres, 2007). They exhibit a preference for videos, articles, and shared links. This may be because of the desire to obtain new knowledge and hence gain a better stand in the society (Lin et al, 2013). Although the above table presents data used to highlight the differences in behaviour exhibited by males and females on Facebook, it presents some setbacks. The data obtained from the study proves to be of a higher level of diversity and extremity. This is because a minimal count of 18 was recorded while the highest value was above 1000. Such diversity presents challenges in interpreting the data. In a bid to address that issue, an appropriate significance level for chi-square was determined indicated by the r2 column in the table above. Despite such efforts of determining the r2 value, the data presenting high counts remained highly significant. However, the data obtained serves to highlight the evident differences of behaviour exhibited by the males and females in Facebook hence meeting the objectives of the study. Conclusion As highlighted above, males and females who are Facebook users exhibit different behavioural patterns in their activities on that social website. According to the results obtained from a covert observation of the varying behaviour, it became evident that females have a higher activity rate a factor that supports their need to nurture and strengthen relationships. On the other hand, males are likely to exhibit a higher activity level when the activities involved generate new information or foster their status in the society. References Herrera, C. D. (1999). Two arguments for 'covert methods' in social research. British Journal Of Sociology, 50(2), 331-343. Junco, R. (2013). Inequalities in Facebook use. Computers In Human Behaviour, 292328-2336. doi:10.1016/j.chb.2013.05.005 Kimbrough, A. M., Guadagno, R. E., Muscanell, N. L., & Dill, J. (2013). Gender differences in mediated communication: Women connect more than do men. Computers In Human Behaviour, 29896-900. doi:10.1016/j.chb.2012.12.005 Leaper, C., & Ayres, M.M. (2007). A meta-analytic review of gender variations in adults’ language use: Talkativeness, affiliative speech, and assertive speech. Personality and Social Psychology Review, 11(4), 328–363. Leman, P. J. (2010). Gender, Collaboration, and Children’s Learning. In K. Littleton & C. Howe (Eds.), Educational Dialogues: Understanding and Promoting Effective Interaction (pp. 216-239). Oxford, UK: Taylor and Francis. Lin, X., Li, Y., Califf, C. B., & Featherman, M. (2013). Can Social Role Theory Explain Gender Differences in Facebook Usage?. 2013 46Th Hawaii International Conference On System Sciences, 690. doi:10.1109/HICSS.2013.125 Moore, K., & McElroy, J. C. (2011). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behaviour,28(1), 267-274. Smith, A. (2011). Why Americans use social media. Pew Internet and American Life Project. Retrieved July 30th, 2013 from http://www.pewinternet.org/Reports/2011/Why-Americans-Use-Social-Media/Main-report.aspx Thompson, S. H., & Lougheed, E. (2012). Frazzled by facebook? an exploratory study of gender differences in social network communication among undergraduate men and women. College Student Journal, 46(1), 88-98. Tifferet, S., & Vilnai-Yavetz, I. (2014). Gender differences in Facebook self-presentation: An international randomized study. Computers In Human Behaviour, 35388-399. doi:10.1016/j.chb.2014.03.016 Yang, C., & Brown, B. (2013). Motives for Using Facebook, Patterns of Facebook Activities, and Late Adolescents' Social Adjustment to College. Journal Of Youth & Adolescence, 42(3), 403-416. doi:10.1007/s10964-012-9836-x Read More