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Benefiting from sharing on social network media: A socio- ethnic comparative study in Flanders

Benefiting from sharing on social network media: A socio- ethnic comparative study in Flanders Cédric Courtois, Hadewijch Vanwynsberghe , Anissa All, Pieter Verdegem - iMinds -MICT-Ghent University. Introduction: Social media commonplace in youth culture

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Benefiting from sharing on social network media: A socio- ethnic comparative study in Flanders

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  1. Benefiting from sharing on social network media: A socio-ethnic comparative study in Flanders Cédric Courtois, HadewijchVanwynsberghe, Anissa All, Pieter Verdegem- iMinds-MICT-Ghent University

  2. Introduction: • Social media commonplace in youth culture • Consumption, but also production and sharing • Not only risks, also opportunities: what about promotion of cultural participation? • Our aims: • Build a generic explanatory model of social media sharing, based on literature on digital divide and online media attendance • Subject to socio-ethnic comparisons and link sharing with cultural participation

  3. Digital divide: (cf. Van Dijk; Verdegem) • Three basic, cascading components that underlie the decision to engage with the Internet, in this case social media applications: • Access: the ability to connect (in a comfortable environment) • Skills: the competencies to handle the applications • Attitudes: the willingness and the perception of value • Why? Ultimately to experience positive outcomes, rewarding experiences: socially, monetary, self-reactive, pleasant activities, novelties, and status

  4. Socio-cognitive model of media attendance • Purpose: explain media behaviors • A merger of uses-and-gratifications and social-cognitive theory by Bandura, first operationalized by LaRose et al.

  5. Conceptual model Sharing Behavior Habit Strength Indirect effect (mediated by…) Access Quality Direct effect Skills Positive Outcomes Attitudes/beliefs Controlling all relations for… Social Influence

  6. Method • Online survey, predominantly in class rooms (N = 837) • Spread among age, gender, ethnic origin • Measures of habit // sharing behavior // expected outcomes // positive outcomes // social influence based upon earlier operationalizations of the MMA/TAM • Skills: communicative/creative • Access quality: ad hoc

  7. Analysis: path model to test generic model • 2(2) = 7.39, p > .06, CFI = .983, CFI = .998, RMSEA = .04, St. RMR = .03(61% of variance explained in outcome experience) • Direct effects of skills ( = .16) and beliefs ( = .41) • Access quality has an indirect effect through skills ( = .13) • Habit mediates the effect of beliefs ( = .14) and has a direct  = .29 • Sharing behavior is not a significant mediator • Social influence matters (affects all components and explains additional variance in outcomes  = .16)

  8. Socio-ethnic classes (latent class analysis) • Higher SES (48%): • Higher chances of general secondary education (53%) • High chances of both parents born in Belgium (66%) • Comfortable to reasonable financial situation at home (92%) • Lower SES (52%): • Higher chances of vocational secondary education or drop-out (56%, 18%) • High chances of both parents born abroad (63%) • Only 69% comfortable to reasonable financial situation (7% hard to very hard, 24% rather does not say)

  9. Socio-ethnic classes: multi-group analysis • Stronger direct effects of beliefs and skills; more reflexive? • Stronger indirect effect of social influence, through skills and beliefs • Stronger direct effects of habit and social influence; less reflexive?

  10. About participation… • Use social media to build and maintain social and cultural capital • In this case: connection between offline cultural participation and online participation, in terms of sharing on social media? • Cultural participation: sum variable of various types of cultural consumption: from library visits to concerts • Correlations between cultural participation and sharing of text (.25), photo’s (.22) and video (.22) on that participation

  11. About participation… • Similar diversity of cultural participation last6 months • Higher SES: marginally more exhibitions, cinema, theater, less sport and game events • Lower SES posted significantly more text messages, photo’s and videos on what they did

  12. Conclusions • Access, skills and attitudes matter for social media participation, either direct or indirectly • Socio-ethnic background is related to differences: indication of differential reflexivity, prone to social influence • Only modestly tied to cultural participation, but lower SES tend to communicate more about it • Future research: social media as stepping stones? Thank you for listening! Contact: cedric.courtois@ugent.be Website: www.mict.be

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