Zywica, J., and Danowski, J.. (2008). The Faces of Facebookers: Investigating Social Enhancement and Social Compensation Hypotheses; Predicting Facebook and Offline Popularity from Sociability and Self-Esteem, and Mapping the Meanings of Popularity with Semantic Networks. Journal of Computer-Mediated Communication, 14 (1), 1-34.
◎要約
本研究は先行研究から導かれた二つの対立する仮説を検証するー1)社会的増進（富者が富む）仮説：フェースブックでの人気が高まることで、オフラインでの人気も高まる、2)社会的補償（貧者が富む）仮説：ユーザーはオフラインでの不人気をカバーしようとしてフェースブックでの人気を上げようとする。研究参加者は米国中西部の大規模で都市にある大学の学生614人で、回答はオンライン調査で求めた。回答者を下位群に分け分析された。外向的（社交的）で自尊心の高い人は社会的増進仮説を支持し、オフラインでもフェースブックでも人気があった。オフライン人気の低い人は社会的補償仮説を支持した。かれらは内向的で自尊心が低く、フェースブックでの人気を高めるべく努力している。自由回答のセマンティックネットワーク分析は、これらの二つの下位群でオフライン人気とオンライン人気の意味も異なることを明らかにした。さらに回帰分析はオフライン人気の分散がフェースブック人気の二倍近いことを明らかにした（おまけ：自尊心はオフライン人気に有意に寄与していたがオンライン人気はそうではなかった、社交性はオンライン人気に有意に寄与していた）。このことはフェースブック人気はオフライン人気では説明できないことを示している。
This research investigates two competing hypotheses from the literature: 1) the Social Enhancement (“Rich Get Richer”) hypothesis that those more popular offline augment their popularity by increasing it on Facebook™, and 2) the “Social Compensation” (“Poor Get Richer”) hypothesis that users attempt to increase their Facebook™ popularity to compensate for inadequate offline popularity. Participants (n= 614) at a large, urban university in the Midwestern United States completed an online survey. Results are that a subset of users, those more extroverted and with higher self-esteem, support the Social Enhancement hypothesis, being more popular both offline and on Facebook™. Another subset of users, those less popular offline, support the Social Compensation hypotheses because they are more introverted, have lower self-esteem and strive more to look popular on Facebook™. Semantic network analysis of open-ended responses reveals that these two user subsets also have different meanings for offline and online popularity. Furthermore, regression explains nearly twice the variance in offline popularity as in Facebook™ popularity, indicating the latter is not as socially grounded or defined as offline popularity.
◎付録1 ネットワーク分析ソフト
Netdraw（Win用フリーソフト）
http://www.analytictech.com/netdraw/netdraw.htm
◎付録2 Contents of Online Questionnaire
1. How long have you been using Facebook?
a) less than 1 month b) less than 6 months c) less than a year d) more than a year e) I do not use Facebook
2. How important is it for you to look popular on Facebook?
a) very important b) important c) somewhat important d) neutral/neither e) not very important f) not important at all
3. Compared to other Facebook users, are you more popular, less popular, or about the same?
a. more popular
b. less popular
c. about the same
4. How popular would you consider yourself on Facebook?
a) very popular b) popular c) somewhat popular d) neutral/neither e) some- what unpopular f) unpopular g) very unpopular
5. How popular would you consider yourself offline?
a) very popular b) popular c) neutral/neither d) unpopular e) very unpopular
6. How popular were you in high school?
a) very popular b) popular c) neutral/neither d) unpopular e) very unpopular
7. How popular would other people consider you on Facebook?
a) very popular b) popular c) neutral/neither d) unpopular e) very unpopular
8. How popular would other people consider you offline?
a) very popular b) popular c) neutral/neither d) unpopular e) very unpopular
9. What does it mean to you to be popular on Facebook?
10. Do you know someone who tries to be popular on Facebook?
a. yes
b. no
If yes, what are they like?
11. What types of people want to be popular on Facebook?
Do you agree or disagree with the following statements?
12. Users with friends from more schools are more popular.
a) strongly agree b) agree c) neither agree nor disagree d) disagree e) strongly disagree
13. Users who have more pictures tagged by friends are more popular.
a) strongly agree b) agree c) neither agree nor disagree d) disagree e) strongly disagree
14. Age differences affect who tries to look popular online.
a) strongly agree b) agree c) neither agree nor disagree d) disagree e) strongly disagree
15. How outgoing are you offline?
a) Very outgoing b) Outgoing c) Neutral/Neither d) not outgoing e) not out- going at all
16. How outgoing are you on Facebook?
a) Very outgoing b) Outgoing c) Somewhat outgoing d) Neutral/Neither e) not outgoing f) not outgoing at all
17. Do you think you reveal more about yourself to people you know from the Internet than to real-life (non-net) friends?
a. A lot b. A little c. Not very much d. Not at all
18. Are there things your Internet friends know about you that you cannot share with real-life (non-Net) friends?
a. A lot b. A little c. Not very much d. Not at all
19.Do you express more facets, or sides, of yourself and personality to friends online than you do with those in ‘‘real life’’? Never 1...2...3...4..5..6..7 All the Time
20. Would your friends and family be surprised if they were to read your Facebook profile or Facebook postings?
Not at all surprised 1...2...3...4..5..6..7 Extremely surprised
What would surprise your friends and family?
21. Do you ever exaggerate or make up information and put it in your profile?
a. Often
b. Sometimes
c. Not very often d. Never
22. Have you ever purposely done something to look cool or popular on Face- book?
a. Often
b. Sometimes
c. Not very often
d. Never
If yes, what have you done to look cool or popular?
23. Do you ever change your profile on Facebook?
a. no
b. yes
If yes, what motivates you to change your profile?
24. Why do you log onto Facebook?
BELOW IS A LIST OF STATEMENTS DEALING WITH YOUR GENERAL FEELINGS ABOUT YOURSELF. IF YOU STRONGLY AGREE, CIRCLE 1. IF YOU AGREE WITH THE STATEMENT, CIRCLE 2. IF YOU DISAGREE, CIRCLE 3. IF YOU STRONGLY DISAGREE, CIRCLE 4.
1. STRONGLY AGREE 2. AGREE 3. DISAGREE 4. DISAGREE STRONGLY
1. I feel that I’m a person of worth, at least on an equal plane with others.
2. I feel that I have a number of good qualities.
3. All in all, I am inclined to feel that I am a failure.
4. I am able to do things as well as most other people.
5. I feel I do not have much to be proud of.
6. I take a positive attitude toward myself.
7. On the whole, I am satisfied with myself.
8. I wish I could have more respect for myself.
9. I certainly feel useless at times.
10. At times I think I am no good at all.
BELOW IS A LIST OF STATEMENTS DEALING WITH YOUR SOCIABILITY. IF YOU STRONGLY AGREE, CIRCLE 1. IF YOU AGREE WITH THE STATEMENT, CIRCLE 2. IF YOU DISAGREE, CIRCLE 3. IF YOU STRONGLY DISAGREE, CIRCLE 4.
1. STRONGLY AGREE 2. AGREE 3. DISAGREE 4. DISAGREE STRONGLY
1. I prefer to do things alone.
2. I almost always prefer to work and study with others
rather than alone.
3. I have more friends than most people.
4. I am very sociable.
5. I like to feel independent of people.
6. I tend to be a loner.
7. I prefer parties with lots of people.
8. I make friends very easily and quickly.
9. I tend to be shy.
To what extent are your friends on Facebook friends of one another?
a. Nearly all are friends of one another
b. Most are friends of one another
c. Some are friends of one another
d. A few are friends of one another
e. none are friends of one another
Approximately what percentage of your friends on Facebook are friends of one another?
0–10%
11–20%
21–30%
31–40%
41–50%
51–60%
61–70%
71–80-%
81–90%
91–100%
Demographic Information:
What college or university do you attend?
What is your race/ethnicity?
a. White
b. Black or African American
c. Mexican American
d. Hispanic or Latino
e. Asian American or Pacific Islander
f. American Indian or Alaskan Native
g. Other (please specify)_________
What is your gender?
a. male
b. female
How old are you?
What is your year in college?
a) freshman b) sophomore c) junior d) senior e) alumni: graduation year________
