1. >>0 >>1 >> 2 >> 3 >> 4 >> Privacy and SNS in China Comundus-European Master of Arts in Media, Communication and Cultural Study Jin PENG the case of xiaonei.com

2. >>0 >>1 >> 2 >> 3 >> 4 >> Social Network Sites (SNS) Facebook Xiaonei.com According to the data up to Apr. 2009, xiaonei had in possession of more than 52 million real registered users and 500 million page view. Besides, the login amount also represents tremendous influence which is 33 million per day

3. >>0 >>1 >> 2 >> 3 >> 4 >> Research question A fact: technology provide better environment for communication, but at the same time, privacy and its security become an important question for current technology enabled-communication. A paradox: the public character of internet nature and private engagement of online individuals How do the Chinese SNSs users consider the privacy in SNSs and in which way they manage their privacy online?

4. >>0 >>1 >> 2 >> 3 >> 4 >> Framework of research Privacy online (safety) Privacy situation Privacy protection Privacy conscio- usness Content analysis Structured interviews

5. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis Privacy situation Structured interviews Privacy conscious- ness

6. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis Data sources: one cyberspace’s campaign named ‘find parting truelove’ which focuses on how to find old friends in xiaonei.com. Actually, it’s a public message board opened for xiaonei.com’s members where participator can post his own information or friends’ information to help them to find each other. This cyberspace’s campaign lasted 20 days from Oct.30 th to Nov.18 th in 2009 and the following comments are 470 pages amount to more than 4500 replies

7. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis 1. Privacy situation in SNS 1197 replies (25%) refer to private information of themselves or their friends. Fig.1 Gender Distribution of disclosed information on Xiaonei.com’ campaign

8. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis 1. Privacy situation in SNS 1.1 Name （ 991 messages ） 1.2 Address information （ Detailed vs Blurry ） 1.3 Experience information (Education vs Working) Address information Amount% Experience information Amount% Detailed4414%Education background 30684% Blurry27786%Working experience 5716% Totally321100%Totally363100% Tab. 1 The distribution of address and experience information Fig.2. The distribution of full name and nickname

9. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis 1. Privacy situation in SNS 1.4 Contact information Among 423 replies referring to contact information Fig. 3 The distribution of contact information

10. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis 1. Privacy situation in SNS 1.5 Personal story (286 messages) it indicates a special way in which people communicate with other people and transfer information to specifically group in social network sites. One comment told a warm story about poster and his ex- girlfriend. He described what had happened when they were together in detail and wanted to find her again, but he did not leave any other explicit information about his contact information or address except nickname.

11. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis 1. Privacy situation in SNS The privacy consciousness in SNS represents different levels Fig 4: Sequence of privacy consciousness online

12. >>0 >>1 >> 2 >> 3 >> 4 >> Content analysis Privacy situation Structured interviews Privacy conscious- ness

13. >>0 >>1 >> 2 >> 3 >> 4 >> Structured interviews Interviewee 1: Yang, male, has 267 friends in xiaonei.com since 2006. He provides gender, birthday date, hometown, detailed education and working experience, habit, favorite movie, music, book and sports, also different kinds of contact information such as personal website, instance message account and cell phone number. Interviewee 2: Wu, male, only has 4 friends during the nearly two years using time. He discloses no personal information except name in his profile. Interviewee 3: Zhang, female, has 64 friends in xiaonei.com with two and half years using experience. Name, Gender, hometown and primary education background are disclosed on profile.

14. >>0 >>1 >> 2 >> 3 >> 4 >> Structured interviews 2. Privacy consciousness The choices, motivations and preference about proving personal information when they shape personal profiles in SNS; The function, role of personal information in SNSs when they friend people or be ‘friended’ by other people; The realization about risk of privacy in SNSs and the methods they used to avoid potential hurt;

15. >>0 >>1 >> 2 >> 3 >> 4 >> Structured interviews 2. Privacy consciousness NameAgeGenderBirthdayHabitEducation In-1 YYY In-2 YYYY In-3 Personal story AddressFamily situation Cell phone Instant message account E-maill In-1 YYYYYY In-2 YYYYYY In-3 YYYY Tab.2 The choice of what the privacy is

16. >>0 >>1 >> 2 >> 3 >> 4 >> Conclusion privacy paradox The paradox between people’s attention and actual behavior on privacy ‘Privacy paradox’ as the relationship between what people say to limit disclosure and what they do actually to provide personal details (Norberg, etc, 2007) Privacy paradox is very common in daily life, that although the overwhelming majority of people claim to be concerned about their privacy, in fact most people do very little to protect it (Oomen ＆ Leenes, 2008) ‘privacy paradox’ is the contradiction between attitudes towards privacy and actual behavior (Pötzsch, 2009:230)

17. >>0 >>1 >> 2 >> 3 >> 4 >> Conclusion privacy paradox A quantitative research about awareness, information sharing and privacy on Facebook (Acquisti ＆ Gross, 2006). Privacy onlinePrivacy paradox Privacy protection ? Privacy situation Privacy consciousness

18. >>0 >>1 >> 2 >> 3 >> 4 >> Privacy protection to disclose nickname instead of full name on SNSs to disclose online information instead of offline information to describe one experience or personal story in detail including time, place and what happened, but don’t refer to much identities of story’s actor to disclose former or old information instead of current information (Education experience, working experience)

19. >>0 >>1 >> 2 >> 3 >> 4 >> Conclusion Privacy protection Users would like to provide blurry information instead of exact information Users prefer online information to offline information when they make choice about which should be left on SNS Online lifeOffline life ……

20. >>0 >>1 >> 2 >> 3 >> 4 >> Conclusion Privacy online (safety) Privacy situation Privacy protection Privacy conscio- usness privacy paradox

21. >>0 >>1 >> 2 >> 3 >> 4 >> Thank you for listening!