Social media’s have-nots: an era of social disenfranchisement

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Date
2018Author
Page, Xinru
Wisniewski, Pamela
Knijnenburg, Bart P.
Namara, Moses
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Show full item recordAbstract
The purpose of this paper is to investigate the motivations, concerns, benefits and consequences
associated with non-use of socialmedia. In doing so, it extends Wyatt’s commonly used taxonomy of non-use by
identifying new dimensions in which to understand non-use of social media. This framework encompasses
a previously unidentified category of non-use that is critical to understand in today’s social media environment.
Design/methodology/approach – This is an exploratory interview study with 17 self-identified social
media non-users distributed across age groups and socioeconomic backgrounds. A thematic analysis
is conducted based on a novel extension of Wyatt’s framework and the risk-benefits framework. This is
supplemented by open coding to allow for emerging themes.
Findings – This paper provides empirical insights into a formerly uninvestigated population of non-users who
are prevented from using social media because of social engagement (rather than functional) barriers. It identifies
how these individuals face social consequences both on and off social media, resulting in social disenfranchisement.
Research limitations/implications – This is an initial exploration of the phenomenon using an interview
study. For generalizability, future research should investigate non-use with a broader and random sample.
Practical implications – This paper includes design recommendations and implications for social media
platform designers to mitigate the consequences experienced by socially disenfranchised non-users.
Social implications – Addressing concerns of this newly identified class of non-users is of utmost
importance. As others are increasingly connected, these non-users are left behind and even ostracized – showing
the dark sides of social media use and non-use.
Originality/value – This work identifies types of non-use of social media previously unrecognized in
the literature.