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Abstract

Social network sites like MySpace are increasingly important environments for expressing and maintaining interpersonal connections, but does online communication exacerbate or ameliorate the known tendency for offline friendships to form between similar people (homophily)? This article reports an exploratory study of the similarity between the reported attributes of pairs of active MySpace Friends based upon a systematic sample of 2,567 members joining on June 18, 2007 and Friends who commented on their profile. The results showed no evidence of gender homophily but significant evidence of homophily for ethnicity, religion, age, country, marital status, attitude towards children, sexual orientation, and reason for joining MySpace. There were also some imbalances: women and the young were disproportionately commenters, and commenters tended to have more Friends than commentees. Overall, it seems that although traditional sources of homophily are thriving in MySpace networks of active public connections, gender homophily has completely disappeared. Finally, the method used has wide potential for investigating and partially tracking homophily in society, providing early warning of socially divisive trends.

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Abstract

In 2007, the social networking Web site MySpace apparently overthrew Google as the most visited Web site for U.S. Web users. If this heralds a new era of widespread online social networking, then it is important to investigate user behaviour and attributes. Although there has been some research into social networking already, basic demographic data is essential to set previous results in a wider context and to give insights to researchers, marketers and developers. In this article, the demographics of MySpace members are explored through data extracted from two samples of 15,043 and 7,627 member profiles. The median declared age of users was surprisingly high at 21, with a small majority of females. The analysis confirmed some previously reported findings and conjectures about social networking, for example, that female members tend to be more interested in friendship and males more interested in dating. In addition, there was some evidence of three different friending dynamics, oriented towards close friends, acquaintances, or strangers. Perhaps unsurprisingly, female and younger members had more friends than others, and females were more likely to maintain private profiles, but both males and females seemed to prefer female friends, with this tendency more marked in females for their closest friend. The typical MySpace user is apparently female, 21, single, with a public profile, interested in online friendship and logging on weekly to engage with a mixed list of mainly female friends who are predominantly acquaintances.

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Date

4.12.2006 12:12:22

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Date

22. 1.2011 14:27:06