Media Theories and the Facebook Influence Model

Abstract

Social media are immensely popular among, and influential upon today’s youth. Previous media theories including Uses and Gratifications, Cultivation Analysis, and Media Ecology Theory have proposed ways in which media are used and can be influential. The rise of social media presents new challenges to existing behavioral and media theories. Recently, a new concept map called the Facebook Influence Model was developed to provide a conceptual approach to Facebook using primary data. This mixed-methods study applied concept mapping methodology, a validated five-step method to visually represent complex topics. The five steps include preparation, brainstorming, sort and rank, analysis, and interpretation. College student participants were identified using purposeful sampling. A total of 169 statements were generated during brainstorming and sorted into between 6 and 22 groups. The final concept map included 13 clusters. Interpretation of the data led to grouping of clusters into four final domains including: connection, comparison, identification, and Facebook as an experience. The Facebook Influence Concept Map illustrates key constructs that contribute to influence, incorporating perspectives of older adolescent Facebook users. While Facebook provides a novel lens through which to consider behavioral influence, it can best be considered in the context of existing behavioral theory. The concept map may be used towards development of potential future intervention efforts.