The multimodal nature of Snapchat in close relationships: Toward a social presence-based theoretical framework

Abstract

This study uses social presence theory and media multiplexity theory to explore Snapchat use and closeness in interpersonal relationships, between family members, in friendships, and in romantic relationships among college students. Snapchat, as a multimodal communication technology, is integral to understanding the role of multimodal technologies’ ability to enhance relational closeness and extends prior research by shifting the focus from monomodal to multimodal communication. College students (N = 49, m = 20.71, SD = 1.65) completed daily diary surveys (N = 441) to examine the multimodality of Snapchat, and how relational closeness is associated with the frequency of Snapchat use and social presence. Participants completed an initial survey and at least five daily diary surveys reporting on the same interpersonal partner throughout the study. We found that relational closeness is positively associated with the frequency of Snapchat use and that using Snapchat on one day predicts relational closeness on the following day. Further, Snapchat use increases social presence and closeness in romantic relationships and friendships. Finally, Snapchat use is multimodal and more strongly associated with relational closeness than the use of multiple monomodal media. This study extends prior research on media multiplexity theory in close, mixed-media relationships, and it helps to develop a social presence-based theoretical framework for why some communication technologies are more conducive of maintenance than others.