Università della Svizzera Italiana, Institute of Marketing and Communication Management, 6900 Lugano, Switzerland;
Faculty of Economics and Management, University of Lucerne, 6002 Lucerne, Switzerland.
Proc Natl Acad Sci U S A. 2017 Nov 7;114(45):11902-11907. doi: 10.1073/pnas.1706913114. Epub 2017 Oct 25.
With the advent of social media, the impressions people make on others are based increasingly on their digital disclosures. However, digital disclosures can come back to haunt, making it challenging for people to manage the impressions they make. In field and online experiments in which participants take, share, and evaluate self-photographs ("selfies"), we show that, paradoxically, these challenges can be exacerbated by temporary-sharing media-technologies that prevent content from being stored permanently. Relative to permanent sharing, temporary sharing affects both whether and what people reveal. Specifically, temporary sharing increases compliance with the request to take a selfie (study 1) and induces greater disclosure risks (i.e., people exhibit greater disinhibition in their selfies, studies 1 and 2). This increased disclosure is driven by reduced privacy concerns (study 2). However, observers' impressions of sharers are insensitive to permanence (i.e., whether the selfie was shared temporarily versus permanently) and are instead driven by the disinhibition exhibited in the selfie (studies 4-7). As a result, induced by the promise of temporary sharing, sharers of uninhibited selfies come across as having worse judgment than those who share relatively discreet selfies (studies 1, 2, and 4-7)-an attributional pattern that is unanticipated by sharers (study 3), that persists days after the selfie has disappeared (study 5), is robust to personal experience with temporary sharing (studies 6A and 6B), and holds even among friends (studies 7A and 7B). Temporary sharing may bring back forgetting, but not without introducing new (self-presentational) challenges.
随着社交媒体的出现，人们给他人留下的印象越来越依赖于他们的数字披露。然而，数字披露也可能带来麻烦，这使得人们难以控制自己给人留下的印象。在参与者拍摄、分享和评价自拍照（“自拍”）的现场实验和在线实验中，我们表明，具有讽刺意味的是，这些挑战可能会因防止内容永久存储的临时共享媒体技术而加剧。与永久共享相比，临时共享会影响人们是否以及透露什么信息。具体来说，临时共享会增加遵守拍摄自拍请求的可能性（研究 1），并引起更大的披露风险（即人们在自拍照中表现出更大的去抑制，研究 1 和 2）。这种增加的披露是由隐私担忧减少驱动的（研究 2）。然而，观察者对分享者的印象并不敏感于永久性（即，自拍是临时共享还是永久共享），而是由自拍中表现出的去抑制程度驱动（研究 4-7）。因此，由于临时共享的承诺，那些发布无拘无束的自拍的分享者给人的印象是判断力比那些分享相对谨慎的自拍的分享者差（研究 1、2 和 4-7）——这种归因模式是分享者意料之外的（研究 3），在自拍照消失数天后仍然存在（研究 5），对临时共享的个人经验具有鲁棒性（研究 6A 和 6B），即使在朋友中也是如此（研究 7A 和 7B）。临时共享可能会带来遗忘，但不会带来新的（自我表现）挑战。
