Authors: Eden Litt and Eszter Hargittai
Download: PDF (1.09 MB)
Citation: Litt, E., & Hargittai, E. (2016). “Just Cast the Net, and Hopefully the Right Fish Swim into It”: Audience Management on Social Network Sites. In Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing (pp. 1488–1500). San Francisco, CA: ACM.
When users post on social network sites, they can engage in audience-reaching strategies, in an effort to reach desired audience members, as well as audience-limiting strategies, in an effort to avoid unwanted audience members. While much research has focused on users' audience-limiting strategies, little research has explicitly focused on users' audience-reaching strategies. Additionally, little work has explored either strategy at the post level. Using mixed methods involving a diary study and follow-up interviews focused on a diverse group of users' posts, this article reveals several audience-reaching strategies users engaged from altering their content to tagging. However, users in this study rarely used strategies to exclude people proactively and technologically outside of their targeted audiences, and instead broadcasted widely. Participants described several rationales for sharing broadly from skill-related issues to a reliance on the audience or site to filter the content.
Note: You may not post a copy of the article pdf on any Web sites or distribute it on any mailing lists. You can point people to its online location here: http://www.webuse.org/p/p01.
If you would like to copy, distribute or reprint this paper “for any purpose other than private study, scholarship, or research” (see Title 17, US Copyright Code) then please contact the publisher to secure permission.