Sarah Elizabeth Hollis

Major: Communication Studies

Honors in Communication Studies

Supervisor: Dr. David E. Weber

“OTHER PEOPLE’S LIVES”: THE USE AND IMPACT OF FACEBOOK AMONG “TRADITIONAL” UNDERGRADUATES AT UNCW

In this project, two research questions launched the inquiry: (a) How specifically are current undergraduates of “traditional” college age using Facebook (the social networking website) and (b) What effect is Facebook having on the current cohort of “traditional” college students? “Traditional” here refers to the age range, 18 to 24 years old, that has long been the one most commonly represented among college students. UNCW undergraduate involvement with Facebook was used as a case study. Data were gathered by a triangulation of methods: two hundred eight undergraduates were surveyed; ten additional undergraduates participated in qualitative interviews; and the researcher included data derived from autoethnographic reflection. The theoretic grounding for the inquiry included the Media Equation theory, the Media Ecology perspective, the concept of digital noesis, and the concept of the four functions of human communication. Key findings included the following: (a) students use Facebook primarily for maintaining personal and social relationships; (b) posting photos is the most popular function in Facebook; (c) avoiding Facebook “addiction,” maintaining privacy and favoring personal safety in social networking decisions are primary concerns among Facebook users; (d) interviewees and survey respondents report spending an average of about an hour a day in Facebook, but anecdotal reports routinely counter a figure that low; and (e) Facebook’s popularity will likely increase and endure because social networking is a way of life for college students in this cohort. Notable conclusions included these: (a) this study is a starting point for future inquiry concerning the integration of Facebook into UNCW programming; (b) various UNCW units and personnel (e.g., faculty members, administration, International Programs, student groups) should establish presences in Facebook; (c) despite its popularity, Facebook breeds a number of dissatisfactions.