Abstract
This article examines the extent and intensity of Facebook usage among African American college students and investigates their reasons for using Facebook. As expected, 98% of students in the survey had a Facebook account, and a large number of Facebook “friends.” Younger users spent significantly more time on Facebook than older ones. Our findings underscore the importance of cultural influence for African American online users. Displaying photographs and personal interests on Facebook signals racial identity among African American college students. Personality traits, such as self-esteem, trust in people, satisfaction with university life, and racial identity, were not significant predictors on the time spent on Facebook.
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