Investigating the Facebook experience through Q Methodology: Collective investment and a Borg mentality

Fullwood, Chris ORCID: 0000-0002-7714-6783 (2014) Investigating the Facebook experience through Q Methodology: Collective investment and a Borg mentality. New Media and Society. doi:10.1177/1461444814530099

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Abstract

Several recent studies have explored social networking sites, such as Facebook, in light of the uses and gratifications approach. However, research has tended to ignore the latter part of this paradigm. This article uses Q methodology to explore user experiences of Facebook, allowing further exploration of gratification from site usage. Four distinct viewpoints were found: Facebook as a superficial environment; Facebook as a valid and valuable social environment; Facebook as an environment of surveillance; and Facebook as a destructive environment. Although the viewpoints show elements of user satisfaction, some users view Facebook in an almost entirely negative way. The article concludes by theorising a model of Facebook usage, drawing upon a metaphor from Star Trek, specifically an analogy with the Borg. It is argued that a level of ‘collective investment’ resides over social networks that may sometimes promote compliance.

Item Type:	Article
Article Type:	Article
Uncontrolled Keywords:	Facebook; Collective investment; Q methodology; Social networking
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Schools and Research Institutes > School of Education and Science
Research Priority Areas:	Health, Life Sciences, Sport and Wellbeing
Depositing User:	Chris Fullwood
Date Deposited:	11 Nov 2022 13:55
Last Modified:	06 Mar 2024 11:15
URI:	https://eprints.glos.ac.uk/id/eprint/11773

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