sociogeek - usages et pratique du web social
TRANSCRIPT
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SociogeekUsages et pratiques du web social
Dominique Cardon, Laboratoire des usages, Orange Labs
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A project born in the co-working space La Cantine
An open & cooperative survey
An experimentation : results that must be interpreted cautiously
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exposition de soi et capital social
Que donnons-nous à voir sur les sites de réseaux sociaux ? Et pourquoi ?
Sur quels critères choisissons-nous d'entrer en relation avec d'autres ?
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une enquête en forme de jeu
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http://sociogeek.com
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part 1. Si vous étiez sur la photo…
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We asked respondents to choose one picture thatthey could publish on their personal pages in 20 series of 4photos ranging from the most conventional to the mosteccentric, immodest, nude, etc
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2 part. Questions
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Stecher K., Counts S., 2008, “Thin Slices of OnlineProfile Attributes”, Proceedings of ICWSM’08, Seattle
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3rd of october 2008
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9-15 octobre : Libération
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15 000
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12 354 répondants
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l'échantillon
71,1% hommes
28 ans en moyenne 11,6% moins de 20 ans 9,4% plus de 40 ans
46,9% ont une éducation supérieure 33,4% d'étudiants 13,4% d'ingénieurs, 8,6% de
techniciens Entrepreneurs (2,2%), consultants
(4,8%), cadres sup (9%), universitaires et chercheurs (2,3%), artistes (3,6%)
Les employés (5,5%) et ouvriers (1,1%) sont sous-représentés
NON représentatifde la pop. française
Internautes très actifs
Des réponses sérieuses
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niveau d'exposition
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20% 49% 12% 19%
54% 13% 10% 23%
29% 24% 11% 36%
35% 30% 12% 23%
9% 34% 20% 37%
61% 28% 7% 5%
62% 28% 6% 4%
39% 38% 19% 4%
59% 32% 3% 6%
29% 19% 7% 45%
46% 48% 3% 3%
65% 19% 6% 9%
76% 7% 10% 7%
36% 23% 21% 20%
17% 16% 37% 30%
31% 46% 8% 15%
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une distribution cohérente
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A moderate and controlledlevel of self exposure
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A score of self exposure (1 to 4) 2,04
2,1
1,9♀
♂
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A significant correlation betwwen self-exposition and…
…age (r=.114)
…extraversion index (r=.224) ability to contact strangers or to introduce new people to
friends in different situations (bars, associations, conferences, parties…).
…socializing index (r=.14) frequency of participation in social events such as family
meetings, cinema, restaurant, visiting friends, etc.
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principal component analysis
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exposition traditionnelle
impudeur corporelle
trash
exhib'
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cinq groupes
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traditional self-exhibition
bodily immodesty
provocative
show off
24 %
20 %
24 %
13 %
modest
19 %
exposition traditionnelle (24%) Plus féminin et âgé que la
moyenne Conservateur Religieux Cadres supérieurs, professions
libérales, entrepreneurs, ingénieurs
Strictement hétérosexuels 72 amis
exhib' (24%) Plutôt masculin <30 ans Progressistes Hétérosexuels et homosexuels Non-croyants Etudiants surreprésentés + niveau d'éducation faible ou moyen 83 amis
pudiques (19%) Plus féminins que la moyenne Plus âgés (> 41 ans) Education supérieure Cadres supérieurs,
enseignants, chercheurs 60 amis
impudeur corporelle (20%) Hommes <25 et >41ans Homo and bisesexuels
surreprésentés Statut social bas: employés, ouvriers,
techniciens Niveau d'éducation faible 86 amis
trash (13%) Très masculins Pas de dominante d'âge Etudiants + niveau d'éducation faible ou moyen 103 amis
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traditional self-exhibition
bodily immodesty
provocative
show off
24 %
20 %
24 %
13 %
Modest (19%) More women Older (41+ years old) High level of education Senior executives,
teachers and researchers 60 friends
modest
19 %
Trad self-exhibition (24%) Women over-represented Older Conservative Religious Senior executives, liberal
professions, entrepreneurs, engineers
Strictly heterosexual 72 friends
Bolily immodesty (20%) Men <25 and 41+ years old Homo and bisesexual over-represented Low social status: employees, workers
and technicians Low level of education 86 friends
Show Off (24%) Rather male <30 years old Liberal Bisexual Nonbelievers Students Average education levels 83 friends
Provocative (13%) Very masculine No age differenciation Undergraduate students Low education levels 103 friends
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traditional self-exhibition
bodily immodesty
provocative
show off
24 %
20 %
24 %
13 %
Discrets
19 %
Traditionnalistes (24%) Plus féminin et âgé que la
moyenne Conservateur Religieux Cadres supérieurs, professions
libérales, entrepreneurs, ingénieurs
Strictement hétérosexuels
Statut social bas: employés, ouvriers,
Démonstratifs (24%) Plutôt masculin <30 ans Progressistes Hétérosexuels et homosexuels Non-croyants Etudiants surreprésentés + niveau d'éducation faible ou moyen 83 amis
Provocateurs (13%) Très masculins Pas de dominante d'âge Etudiants + niveau d'éducation faible ou moyen 103 amis
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Exposition de soi et usage des sites sociaux
Pas de corrélation entre niveau d'exposition et fréquence d'usage du web 2.0…
Mais corrélation entre niveau d'expostion et nombre d'amis
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comment choisit-on ses amis ?
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0,00
1,00
2,00
3,00
4,00
5,00
6,00
Anne-
Carole
Ghanin
a
Adrie
n
Lilian
Judi
th
Simone
Tabat
a
Jérô
me
Lydia
Nathal
ie
Trista
n
Louis
Jean
-Phili
ppe
Jean
-Fra
nçois
Mar
ie
Mar
tine
Ravac
hol
Kevin
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des choix homophiles
Be my friend: subject's choice is largely guided by sociological homophily, a tendency to bond with similar others
Variables: preference level (number of positive choices: 0 to 7)
standardized subject-target distance on a characteristic
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Preferred targets: age
age
,15
,16
,17
,18
,19
,20
,21
0 1 2 3 4 5 6 7
rejected <---------------- (target choice level) -----------------> preferred
sim
ilar
<-(
targ
et-
sub
ject
) ->
diff
ere
nt
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Preferred targets: education
diploma level
,29
,30
,31
,32
,33
,34
,35
0 1 2 3 4 5 6 7
rejected <---------------- (target choice level) -----------------> preferred
sim
ilar
<-(
targ
et-s
ubje
ct)
-> d
iffer
ent
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Preferred targets: socio-economic status
SES
,40
,41
,42
,43
,44
,45
,46
,47
0 1 2 3 4 5 6 7
rejected <---------------- (target choice level) -----------------> preferred
sim
ilar
<-(
targ
et-s
ubje
ct)
-> d
iffer
ent
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Preferred targets: gender
Gender
,46
,47
,48
,49
,50
,51
,52
,53
0 1 2 3 4 5 6 7
rejected <---------------- (target choice level) -----------------> preferred
sim
ilar
<-(
targ
et-s
ubje
ct)
-> d
iffer
ent
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Gender heterophily: a sample artifact
in fact, all subjects prefer female targets
although males seem more "flirt oriented"…
2
2,2
2,4
2,6
2,8
3
3,2
male female
reje
cte
d <
--
(ta
rge
t ch
oic
e le
vel)
-->
pre
ferr
ed
male target
female target
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0.770.980.890.690.640.61Diploma
0.780.850.750.740.850.72Number of friends
1.021.071.271.060.760.85Groups
1.061.030.991.180.991.08Favorite TV
1.341.591.111.421.211.47Political views
1.651.991.531.711.401.68Personal content
1.731.361.361.532.532.07Gender
1.751.752.291.841.171.44View by my friends
2.122.522.501.881.811.71Occupation
2.131.701.571.783.292.68Sexual preferences
2.172.941.972.121.822.05Favorite book
2.462.702.172.722.272.48Favorite movie
2.522.502.143.022.382.58Favorite music
3.042.463.003.013.603.20Age
3.073.183.743.012.422.75About me
3.123.273.363.162.703.04Wall
9.618.439.809.6610.439.65Photo
TotalModestyTraditional exhibition
Show-offBodily
immodestyProvocative
Attribute
Trad self-exhibition
Wall About Me Occupation View by my friend Diploma
Modest About Me Favorite Book Occupation Diploma Personal content
Bodily immodesty Photo Age Sexual preference Gender Relationship status
Show-off Favorite music Favorite movie Personal content Quotes Favorite TV
Provocative Sexual preferences Gender Favorite TV
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synthèse
l'exposition de soi en ligne est une stratégie sociale ni aléatoire, ni incontrôlée, ni déterminée par l'outil
… mais par des facteurs sociaux (sexe, âge, niveau social, niveau d'éducation, sexualité)
un contrôle réflexif et stratégique de son image
… en fonction de ce qu'on attend du réseau social
les réseaux sociaux reproduisent les clivages on choisit ses "amis" parmi ceux qui nous ressemblent
plus on a de capital culturel et social, plus on contrôle
mais un certain gain en termes d'hétérogénéité du réseau social