Blinded by the light: Illuminating the dark side of social network use through content analysis

The present study reveals the results of a content analysis of the descriptive, textual communication, and photo content found in 208 college student Facebook profiles. An a priori coding scheme was developed for this investigation based on (1) news reports and stories on controversies surrounding online social network use, (2) research on social uses of the Internet, and (3) insights from the author, a longtime Facebook user. Results show that all categories of controversial content were more frequent than any of the prosocial content categories, suggesting that there is an overrepresentation of negative content on Facebook, even though many of the specific frequencies are low. In addition, the vast majority of students did not disclose personal contact information on their profiles, and males and females differed in the amount of personal contact information and controversial content disclosed. The study results document the nature of online social network content and point to possible effects of displaying and/or being exposed to controversial content online.