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Exploring the Role of Facebook in Re-Shaping Backpacker's Social

Interactions

Edward Alexander BergerUniversity of Copenhagen

DenmarkAlex@VirtualWayfarer.com

Dr. Cody Morris ParisMiddlesex University Dubai

United Arab Emiratesc.paris@mdx.ac

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Then and NowThe internet has radically re-framed our

ability to keep connected to people we meet while traveling.

Electronic communication is increasingly present even in the case of backpackers who were previously partially defined by their reduced access (Bowe, 2010; O’Regan, 2008; Steinfield et al., 2009).

Facebook aids in maintaining relationships with other travellers. Even when that connection is troublesome or unwanted.

Before Sunrise, 1995

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Purpose

• (re) explore how Facebook has impacted social relationships between backpackers and their personal, professional, and ‘fellow traveller’ networks, particularly in-light of recent changes to Facebook and the resulting reductions of anonymity while travelling.

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Key Concepts• Backpacker

– Budget traveler, typically utilizes hostels, and is usually between 18-35 years of age.

• Facebook Timeline (September 2011)– Timeline = significant increase in available user data.

• Facebook Open Graph (January 2013)– “Women from Sydney Australia named Jane studying at

Copenhagen Business School”.

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Literature

• Latest incarnation of research into how we define community and the impact of electronic tools (Mascheroni, 2007; Tufecki, 2008; Urry, 2000).

• These tools have created non-geographically limited spaces where a blended combination of “face-to-face interaction and mediated communication, co-presence, and virtual proximity, corporeal travel and virtual mobilities” (Mascheroni, 2007, pp 527) can occur.

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Online Identity and Social Behavior• The Proteus Effect (Yee & Bailenson, 2007)

– Extension of Bem‘s self-perception theory (1972)– Facebook profiles, a digital avatar, can have a very significant real world behavioural impact

and change a user's core identity.

• Front/Back Stage (Goffman, 1959)– In the words of Bennett and Regan the days of anonymity are fading and movement is no

longer, “a means of evading surveillance but has become the subject of surveillance” (2004, pp 453; Germann Molz, 2006).

• Social Capital (Ellision et al., 2007)– Facebook radically increases inter-connectedness of different social, romantic, and

professional groups adding value and probability of complication.– Allows for maintaing existing relationships over long distances.– Aids in keeping connected to weak ties.

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Facebook Research– Once added to an individual’s Facebook account, we opt into a constant co-sharing

of life events, key data, and extended interaction which allow us to take a lax, or pro-active approach to outreach and engagement. In so doing, we also open up elements of our existing social network to others, as they in turn grant us access to a large cross section of their social community (Germann Molz, 2006).

– Users utilize Facebook predominantly to explore and follow their friends and friend’s networks. The result of this surveillance leads to direct impacts on relationships (Golder et al., 2006; Vitak, 2008).

– A majority of people’s time spent on Facebook is used for network maintenance. Browsing profiles, photos, status updates, and keeping tabs on romantic interests are primary aspects of user’s regular activity (Mansson & Myers, 2011; Vitak, 2008).

– Vitak found that 13% of users surveyed stated that Facebook had damaged their relationships, an illustration of loss of social capital (2008, pp 89).

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MethodSurvey Design• Survey administered through Survey Monkey. • Questions built upon a previous survey by Berger& Paris (2013) and were supplemented based on

questions drawn from a review of the academic literature, and researcher‘s personal experience with the backpacker community.

• The survey consisted of pre-tested demographic and likert-type (1-5) scale questions.• Distribution was done using convenience and online snowball sampling.• 212 useable survey responses were collected over a 10-day period in spring, 2013.• Data was analyzed using SPSS.

Survey Distribution• Posted to 12 Facebook backpacker themed groups (28,277 members).• Posted to researcher‘s travel-centered twitter, and re-posted by Hostelworld and Hostelbookers

twitter accounts (50,748 total followers). Tweets used #hashtags to aid distribution.• Based on the Facebook Group Members and Twitter followers, an imprecise response rate would be

0.2%.

Other• Results were initially gathered as part of Berger’s Master’s Thesis research and reflect an analysis of

a subset of the data collected as part of the larger survey.

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Profile– All were Facebook users. 36% joined before 2006.

34.7% joined in 2007. Zero reported signing up after 2012.

– 69.8% were female, 30.2% were male.– 87.5% held University or Graduate degrees.– 69.9% were between 23 and 32.– 9.3% were beteen 18-22 and 11.6% were 37+.– 40 countries represented. Predominantly from

North America and Europe.

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Findings– Two thirds of respondents use Facebook at least several times a

week while traveling.– 23% reported that Facebook influenced their decision to join

Facebook.– Nearly half of new connections are added within the first 12 hours.

70.9% within first several days.– 63.7% reject friend requests based on a general dislike of an

individual while 47.3% do so based on lack of familiarity.– More than 50% share and access photos posted by other travelers.– More than 75% have used Facebook to re-connect in person at

least once.– Only 16% use custom lists to isolate travel friends from user‘s

primary social networks.

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Conclusion– Facebook is playing an increasingly essential role in facilitating and

maintaining travellers’ social relationships.– Despite some risk to backpacker's relationships the benefits of adding

other travellers is seen as a positive opportunity to maintain lasting relationships that were difficult, if not impossible, without Facebook.

– These benefits outweigh the occasional awkward Facebook encounter, but also suggest that there is an increased need for individuals to carefully engage in front-stage management of their online identities.

– Despite literature’s suggestion that individual’s awareness of being surveilled changes behaviour (threats to social/romantic/professional relationships), reported impact on actual behaviour is very low.

– Interconnectivity greatly increases backpackers’ social capital, but comes with some increases in the complexity of social interactions as backpackers are forced to pay increased attention to how they manage their front stage personas and craft their social identities.

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Next Steps– Expand research into a double-mode survey utilizing in-person

surveys and ethnographic interviews administered online and in-person.

– Explore cultural differences, particularly for non-western backpackers.

– Stand alone research into Facebook‘s impact on behavior in each of the three areas of influence (social, romantic/sexual, professional).

– Use this research to change the way we understand socialization within the backpacker community.

– Encourage increased mobility by highlighting the increased social connectedness available today vs. 20 years ago.

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Thank You! Any Questions?

Edward Alexander BergerUniversity of Copenhagen

DenmarkAlex@VirtualWayfarer.com

Dr. Cody Morris ParisMiddlesex University Dubai

United Arab Emiratesc.paris@mdx.ac