Tensions between Individual Use and Network Adoption of Social Media Platforms

Abstract

Social media have diffused into the everyday lives of many but still pose challenges to individuals regarding use of these platforms. This paper explores the multiple manners in which social media platforms gets employed by individuals based on an examination of 4 vignettes generated by interviewing individuals within a university context. An analysis of the vignettes and individual use behaviors highlights the tension between network-based adoption of social media platforms and the constraints that the network places on individual use of the platform.Keywordssocial mediaadoptionusesocial networktensions