The privacy paradox in the context of online social networking: A self‐identity perspective

Abstract

Drawing on identity theory and privacy research, this article argues that the need for self‐identity is a key factor affecting people's privacy behavior in social networking sites. I first unpack the mainstream, autonomy‐centric discourse of privacy, and then present a research model that illustrates a possible new theorization of the relationship between self‐identity and information privacy. An empirical study with Facebook users confirms the main hypotheses. In particular, the data show that the need for self‐identity is positively related to privacy management behaviors, which in turn result in increased self‐disclosure in online social networks. I subsequently argue that the so‐called “privacy paradox” is not a paradox per se in the context of online social networking; rather, privacy concerns reflect the ideology of an autonomous self, whereas social construction of self‐identity explains voluntary self‐disclosure.