The Proceedings of theEuropean Conference on

Social Media

ECSM 2014

University of BrightonBrighton, UK

10 11 July 2014

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Analysis of Facebook Privacy Settings of Young People With an Emphasis on Czech Republic and France

Radim Cermak1, Zdenek Smutny1 and Vaclav Janoscik2 1Faculty of Informatics and Statistics, University of Economics, Prague, Czech Republic 2Academy of Arts, Architecture and Design in Prague, Czech Republic radim.cermak@vse.cz zdenek.smutny@vse.cz vaclav.janoscik@vsup.cz

Abstract: This paper aims to examine the difference in the approach to the privacy of the young generation in the Czech Republic and France. We investigate the profiles of 531 Facebook users. The visibility of each profile was recorded in two ways – from the perspective of a friend and from the perspective of a random Facebook user. The main aim is to find in which country the young people are more responsible in approach to the publication of their personal data on the social networking site Facebook, both in relation to their list of friends as well as to the general internet public. We analyze significant differences between the settings of the service of young people in the Czech Republic and France. While the French Facebook users show more effort to protect their information in general, in case of the key items the opposite is true (email, location). Despite of a greater tendency to publish a large number of surveyed items, the Czech users very strictly protect information that makes them identifiable at other levels (phone number, email, location). Differences in the data indicate a different role that the social network plays. In France, the network is more tightly linked with other layers of identity of users. This naturally makes pressure for greater control of the published data. In the Czech Republic, social networks follow more logic of remediation – rather than create a supplement to real identity, it acts as an alternative. Furthermore, we discuss the possible implications in terms of the usability of these data by other entities (e.g. marketing) including possible misuse of available data (e.g. cyberbullying, mobbing, bossing, staffing). In conclusion, we identify the greatest risks based on the analysis and discuss the results with philosophical opinions of M. Foucault and T. W. Adorno.

Keywords: Social media, Facebook, Privacy, France, Czech Republic

1. IntroductionThe paper presents two perspectives on privacy in the environment of social networks based on the Internet both from the theoretical and philosophical point of view on the other hand, from a practical research on the social network Facebook carried out among young people (15-30 years) in the Czech Republic and France. The final part aims to synthesize views and discuss the positives and negatives towards the actual phenomena occurring in this environment during social interaction.

Current literature deals with the problematic of privacy on social networks mainly just by using freely available data, i.e. data, that can be reached by some automatic analytic services via Facebook application programming interface. It means that the subject of the research is data that are freely available to the public view. Acquiring of private data is much more difficult. The result is that our general knowledge of the privacy on the social networks is at least incomplete. In contrast to these classical approaches to this issue at the level of processing large amount of freely available data about users within a particular service (Facebook, Twitter, etc.) (Bohmova, Malinova 2013), (Pavlicek, Pechar, 2012) or the use of a questionnaire survey (Debatin et al., 2009), (Ibrahim et al., 2012), we decided focus qualitatively different direction this is why the number of Facebook users involved in our research will be lower. We wondered what differences between the information visible only for friends and those which are available to anyone in the Facebook environment within individual profiles. We have identified several research questions, see the section Aims and methodology, which we discuss in the context of the selected service. This theme is viewed also from the perspective of philosophy, under which points out the issue of privacy in the context of changes in society in the second half of the 20th century, particularly in the context of mass culture and the media. An ethic view on this issue is mentioned e.g. in (Sigmund, 2013). In the polemics T. W. Adorno and M. Foucault we trace patterns or models that can be applied to contemporary issues in privacy associated with the phenomenon of social networking sites on the Internet such as Facebook.

The aim of this paper is to compare the approach of young people to their privacy in two different countries, to discuss the possible implications with regard to usability of these data to other entities (with emphasis on their possible misuse) and to utilize the theoretical viewpoint of philosophy in the context of social media.

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2. Philosophical and theoretical backgroundThe phenomenon of the Internet, virtual environments, and social networking in particular not only poses new challenges for our privacy and its protection (Young, Quan-Haase, 2013), but our very notion of privacy is fundamentally transformed in an entirely new perspective. In a sense the hypermedia reality is brought to its pinnacle. This means that the Web environment as a medium absorbs all other media that are directed towards plurality and heterotopia content and forms, thus creating a new logic of transparency of media content. (Bolter, Grusin, 1999) Among such contents personal data and privacy as space at all plays an important role.

(1) If we ask the question from the beginning how the situation of current web environment differs from that of a private in the past, we need to build on some philosophical traditions that address this problem. One of these lines is a critique of consumer culture. Perhaps the most radical formulation was stated by the so called Frankfurt School and specifically Theodor Adorno. In book Minima Moralia he states in the fragment Asylum for the homeless: "The predicament of private life today is shown by its arena. Dwelling, in proper sense, is now impossible. (..) It is part of morality not to be at home in one`s home." (Adorno, 2005, pp 38-39) Throughout the entire book Adorno aims at analysis of alienation, particularly in terms of consumerist culture. He concludes that, due to mass reproduction penetrating into all spheres of life, even our privacy is not the domain of individual freedom. In 1951, when the book was first released, he provides an insight into prospective development of reproductive technologies and their impact on the privacy. This process has not only stimulated specific media, in the case of Adorno are mainly film and radio. It also implies, that separation of public and private, once clear, is increasingly questioned. Indeed our whole idea, our very definition of private space has been changed. According to Adorno, the false identity of individual and general is inferred here - our privacy on the one hand and the public sphere based on the uniformity of individuals on the second. Uniformity of the private sphere is thus foisted as a means of identification with the community. Along these lines and particularly with Adorno we can formulate a basis of our research. Privacy in terms of mass media and especially social networking is not sphere, which would be only opposed to the threat of misuse, and thus driven by the dynamics of protection against the logic of the media. But it also works in reverse dynamic through pressure to publish the contents private by the user. He is motivated by a desire to identify himself with others just on the basis of common or uniform private contents (holiday or celebration pictures, as well as information about the school or hobbies). (2) In addition these dynamics interact with the further development of the media in the sense that new possibilities of the interactive media given into the hands of individual users, not broaden their freedom, but rather they are used for deeper penetration of the media mechanisms into our lives and specifically our privacy. In the words of Michel de Certeau and Reading as poaching chapter from his book The Practice of Everyday Life: "In any event, reader`s increased autonomy does not protect him, for the media extend power over his imagination, that is, everything he lets emerge from himself into the nets of the text - his fears, his dreams, his fantasized and lacking authorities. This is what the powers work on that make out of "facts" and "figures" a rhetoric whose target is precisely this surrendered intimacy." (de Certeau , 1984, p 176) Though the text of 1980 was directed towards the medium of text and reading, we see the actuality in the perspective of social networks. De Certeau here shows that the new options, such as accessibility to dispose of their own personal data may not be an increase of privacy protection. Because our will to limit this access to our personal data is based on the idea ("imagination") about our privacy, which is already incorporated in the logic of the social media networks. In addition this phantasm of "surrendered intimacy" allures through the promise of authentic human presence within otherwise highly impersonal communication in a virtual environment.

(3) This second level of media logic thus draws our attention to the issues of power, surveillance or influence in shaping our personality. At this level, it is almost indispensable to take recourse in the analysis of Michel Foucault. In his work he dealt with the particular techniques of discipline in modern societies and institutions. He analysed the rise of modern hospitals (Foucault 1973), psychopathology (Foucault 1972), prisons (Foucault 1975) or the history of sexuality (Foucault, 1976). Along his entire oeuvre Foucault warns against the reification or objectification of power as such. It cannot be simply seen as mere repression or particular institution. Power does not present only invasion into the freedom of individuals. It is interplay of forces that have been already shaping our concept of freedom. It is ubiquitous and thus we cannot escape. Not because it always surrounds us, but because the power itself helps to shape our individuality, which seeks to resist the power (Foucault, 1976). Foucault's analysis is even more

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appropriate in the perspective of Internet environment and the issue of privacy. He invites us not to reduce abuse and the protection of privacy on the Internet as two opposites. Undoubtedly we enter play of intersecting forces, which themselves constitute the entire sphere of privacy in the web environment. There is not only a counterweight or the result of our actions in the virtual environment, but rather its condition and constantly changing basis.

Even from such a brief cursory view, we see that power in Foucault`s view is not an overburdened problem or prime focal point of research. It is a subtle medium of human relationships and Foucault himself points out that he deals far more with people or agents - in general subjects - who are shaped by that power, rather than with the power itself (Foucault, 1982). Research on privacy and personal data in a web environment must therefore monitor not only the distribution of personal information or the mere possibility of leakage and misuse. We need to trace user behaviour itself, as we saw in Adorno and de Certeaua already. It is necessary to describe and compare the formation of user subjectivity in social networks with respect to its own priorities and attitudes in the protection of their personal data. Finally - it is necessary to replace the binary model (repression - protection; abuse - restriction of access) by functional model: tracing the behaviour of the user, its strategy of identifying and sharing, conditioned by his very notion of privacy.

3. Aims and methodologyIn the following section shifts our attention towards our research and comparison between Facebook users in two countries. Between different countries and cultures, there are differences that are often discussed in areas such as psychology, business or marketing. These cultural differences have been studied for many years and are reflected in virtually all spheres of human activity. Many studies are focused on the comparison of two (sometimes three) countries. In the literature, the most frequently chosen countries are U.S. and China. These are the typical representatives of the Western (Euro-American), respectively Eastern (Asian) culture (meaning worldwide). For example, the study (Cheong et al., 2010) points out significant differences in the (cultural) values presented in the context of marketing communication as well as in the strategies. The article (Chung-Shing et al., 2005) explores the differences in a perception of the importance of the most debated issues of the contemporary world (AIDS, alcoholism, accidents, crime, etc.). Cultural congruence of websites is the main topic of the study (Li et al., 2009). The authors focus on, as in the previous examples, comparison of the culture of the U.S. and China, here in terms of efficiency in e-business. In terms of social networking can we name at least study (Wan-Hsiu, Men, 2011), in which the authors explore cultural differences in communication of companies on social networks.

The reason for the formation of this article is, beyond above presented facts, especially large importance of privacy, which is today in the context of the Internet and social networking widely discussed topic. ICT and internet changes our lives in several ways, e.g. increases our freedom of speech, changes job demands, shifts abilities that are valued in the society and so on. (Doucek et al., 2011) (Novotny, Jasek, 2013) Nowadays, we do not see information technologies and the internet only as thing that makes our life easier, increases the extent of our freedom and makes a democracy more effective. Their downsides are also mentioned increasingly. We can mention for example easy availability of personal (sometimes even intimate) details of individuals, the possibility of misusing of these data, the potential of concentration of power in the hands of individuals or organizations that own these data. (Reznicek et al., 2013) Every Internet user is forced to share some of his personal data just by a usage of various internet services. The number of services, which request these data, is constantly increasing, as well as demands on number and degree of our privacy. (Smutny et al., 2013) The most often users enter their personal data in their profiles on social network sites. These profiles are also increasingly using for logging in to other services on the Internet (Facebook, Twitter, Google+). Thus users' personal data spreads further to other Internet applications.

Comparison of Czech Republic and France was chosen because, despite the uniformity of fundamental values in Europe, both countries have undergone different historical development in the past century, which of course affects the value system of each country's population.

The actual research aims to explore the differences in approach to the privacy of the young generation in Central and Western Europe, namely in the Czech Republic and France. Are there between selected European countries any differences? In which country have people more responsible approach to the disclosure of their personal data on the Internet?

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For the analysis of these problems, we have developed several research questions. Then, on this base, we gathered the data. We were interested in the following research questions:

What kind of information is the most often freely available?

What information is most often available to friends but on the contrary hidden to other users?

What is the most frequently shared information on the wall of Facebook in each country and if the information is only visible to friends or even to other users?

The data were collected in spring 2013 from February to April. We have analysed totally 531 profiles of Facebook of people aged 15-30 years. It was a younger generation, which is the main age group of Facebook users. 277 profiles belonged to the people from the Czech Republic, 254 profiles belonged to the people from France. For each profile was gathered visibility of monitored data in two cases. The first was the visibility of data from the perspective of friend (i.e. we explored an account from a profile, which was in friends list). The second was the visibility from the perspective of a random user of Facebook, i.e. the user that was not included in the circle of friends in the monitored Facebook account.

4. Results The complete results are in Table 1. The table includes majority of the items that can a user of Facebook put into his profile and then disclosure outside of the circle of friends. The most significant and the most interesting differences in results between the Czech Republic and France are shown in the graphs below.

Table 1: Complete percentage results of completed items in the two views – public and private (view as friend).

CZ PUBLIC CZ PRIVATE FR PUBLIC FR PRIVATE

Name 98 % 98 % 73 % 73 %

Project 17 % 36 % 8 % 16 %

Position 9 % 21 % 11 % 20 %

City/Town 7 % 15 % 12 % 24 %

Length of time (project) 7 % 17 % 7 % 13 %

Projects 18 % 35 % 6 % 14 %

School/University 43 % 82 % 35 % 74 %

Length of time (school) 18 % 34 % 10 % 25 %

Courses 5 % 13 % 5 % 8 %

Degree 3 % 24 % 7 % 27 %

Schools/universities 43 % 67 % 34 % 65 %

Present project/university 39 % 79 % 12 % 19 %

Present or last stated school/university 41 % 82 % 24 % 45 %

Present or last stated project 13 % 32 % 2 % 3 %

Current location 40 % 68 % 52 % 76 %

Hometown 31 % 56 % 44 % 59 %

Relationships status 19 % 58 % 16 % 38 %

Family 21 % 73 % 22 % 66 %

About you 21 % 22 % 23 % 49 %

Gender 82 % 91 % 70 % 71 %

Birthday 4 % 69 % 24 % 74 %

Interested in women/men 14 % 40 % 10 % 22 %

Languages 8 % 31 % 14 % 20 %

Religion 1 % 23 % 6 % 9 %

Political beliefs 1 % 12 % 6 % 6 %

E-mails 2 % 45 % 18 % 60 %

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CZ PUBLIC CZ PRIVATE FR PUBLIC FR PRIVATE

Phone 0 % 15 % 1 % 6 %

Instant Messaging 1 % 26 % 5 % 29 %

Address 1 % 7 % 2 % 5 %

Town/city 1 % 13 % 11 % 25 %

Zip 0 % 1 % 0 % 2 %

Website 14 % 17 % 7 % 10 %

Networks 11 % 11 % 21 % 24 %

Favourite Quotations 8 % 19 % 3 % 8 %

Posts from personal life 23 % 96 % 37 % 93 %

Occupational posts 7 % 49 % 18 % 63 %

Post - comments of current events 22 % 94 % 28 % 79 %

Post - fun 29 % 97 % 25 % 65 %

Photos (not only profile picture) 33 % 100 % 51 % 93 %

Number of friends 61 % 90 % 46 % 71 %

Liked pages 58 % 92 % 45 % 76 %

In the following text, we will focus on answering of three research questions, that we have proposed in the previous section.

4.1 What kind of information is the most often freely available?

To answer this question, please consider the following two graphs. The first chart shows us the data, which are the most often available for the public view. The graph shows that most freely published data are name, gender, friends, liked pages, current location, school/university and posts on the wall related to personal experiences, posts containing entertaining content and comments of current events. I.e. the data of general character. In contrast, data containing contact information, such as address, phone number or e-mail and data relating to personal beliefs (religion, political beliefs) are published at least.

Graph 1: The most frequently published information in the public view. The second graph shows the data for which the largest differences were found between the users from Czech Republic and France, when comparing published data in the public view in both cases. The biggest differences in the published data are in the publication of present project/university, as well as in name, birthday, e-mail, types of contributions published on the wall of user, photos and friends. Interestingly, users from France do

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not publish in more than a quarter of cases their true name. I.e. they use a profile under a different name or nickname. But (against the Czech) the French frequently publish their e-mail address, date of birth and information about their current location and hometown. Czech users disclose more information about present school/university, as well as about their friends and pages they like.

Graph 2: The biggest differences in the published information in the public view between France and Czech Republic.

4.2 What information is most often available to friends but on the contrary hidden to other users?

To answer the questions, let's look at the following graph. It shows the difference between information released to friends and released to general public, always separately for both countries. The graph subsequently shows a comparison of both countries, where the greatest differences were found.

Graph 3: The most interesting differences (difference between friends and public view) in the availability of information.

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When comparing the differences among public and private data available in each country, the most significant differences were found out in posts on the wall, date of birth and photos presented on Facebook. In the Czech Republic is the difference about 70% (for example 96% of users from the Czech Republic make posts from personal life available to their friends, but only 23% to general public), in France it is about 50%. Approximately 40% difference was found out in data relating to family, employment position, e-mail, school and pages that user likes. For these data the differences are more or less the same for users from the Czech Republic and France. The most significant differences in data availability between France and the Czech Republic relate to the current employment position (33%), funny posts on the wall (28%), information about user (25%) and published pictures (25%).

4.3 What is the most frequently shared information on the wall of Facebook in each country and if the information is only visible to friends or even to other users?

Our third question concerns data published on a user's wall. Here we can see that in the case of public posts the French frequently publishes posts about their personal life, work and past events. Czech people let more often available to public only the posts with funny character compared to the French. In the case of posts published for a circle of friends, majority of Czechs and the French writes on the wall posts from their personal life. The differences can be found in other types of posts. Czech people more than the French publish on their wall posts commenting current events (news) and posts that are funny. On contrary the French publish more posts associated with their employment. In the overall comparison, Czechs publish their posts frequently only in circle of friends, while the French often leave their posts freely available.

Results from evaluation of publishing pictures, information about friends and favourite websites show that in the case of friends the information are more often published by Czech users in all cases. In case of publishing to general public, it is the same except for pictures that are more frequently published by French.

5. Discussion and conclusionIn the context of this paper, an important issue is a use and a possible misuse of the freely available data that can be automatically harvested by bots (data-harvesting bot) and further processed by third parties. Although our research also confirms universally accepted fact that Facebook users have less of their data freely available to public than available only to friends. However, it is necessary to highlight some data that can be used for HR – see (Bohmova, Malinova, 2013) – and marketing, or vice versa abused for various forms of cyberbullying inthe school environment or bullying in workplace. In an environment of Facebook service, it is primarily three types of data:

Personal data: belief, orientation, references to family, political opinions, contact information, what theuser likes, employment/school (HR), partially pictures and multimedia content

Information on location: address, current position (marketing - sending e-mail offers)

Data on interaction: a post on the wall, partially pictures and multimedia content, comments

These data can be mis/used most often for unfair marketing practices. On the one hand, these data are used by Facebook itself for targeted advertising. On the other hand, the publicly available data are misused through their harvesting and subsequently selling to third parties. These include e-mail, phone and instant messaging, which can be supplemented with additional information (e.g. physical location) of the subject that owns it and used for targeting in an unfair commercial communications campaign. From the perspective of our research, it can be seen that in this context the French are more at risk because they make these data publicly available to a greater extent. Especially they do not protect their e-mail so often unlike the Czechs. In addition to unfair business practices, these data may be secondarily misused to gain control over the profile, for example due to previously gained control over an e-mail of a user.

Equally important are the social consequences when these data are used by any person for the purpose of discrediting or damage the reputation of a particular individual. It could be personal data, available posts, comments and pictures that are a gate into the private activities of a man. In the school environment the information can be used for cyberbullying of a student in a particular group. An example: an innocent photo from Facebook can be simply modified and send anonymously to group members. In the working collective there are especially the following types of bullying:

Mobbing – bullying by colleagues in a team

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Bossing – bullying by superiors

Staffing – bullying by the subordinates to the superior, the effort to unseating

Misuse of selected data (beliefs, political opinions, etc.) along with other forms of pressure - underestimation of work performance, constant criticism, assigning meaningless actions that have nothing to do with the working position - may amplify the negative effects. Our study shows that 51% of users from the France have their photos publicly available in comparison of 33% users from the Czech Republic. In France, they don't protect their e-mail so much and they often have publicly available their personal posts. These are only some of the problems arising from the use of private information available about a person and it is only one side of the coin. Other problems related to this topic are generated in a societal context and we will concern about them below. Toward our topic it is appropriate to refer to other resources where authors deal with consequences associated with data available via social media – (Lashkari et al., 2010), (Young et al., 2013) or (Ibrahim et al., 2012). Towards a philosophical basis sketched in the introduction, we can continue in a particular archaeology of subjectivity in environment of social networks on the internet. Based on our data collection, there is an obvious difference not only in the actual administration of users' personal data, but also in their relationship to the network as a whole. While the French Facebook users show more effort to protect their information in general, in case of the key items in relation to the profile in the network and their real lives, the opposite is true (see email, location, posts on the wall). Despite of a greater tendency to publish a large number of surveyed items, Czech users very strictly protect information that make them identifiable at other levels (phone number, email, location). For most of these items, the publishing rate by the Czech users is around 1%, some items such as telephone number or zip are not published at all. Against the premature conclusion that could only quantitatively evaluate the French privacy, we provide more accurate insight. Differences in the data indicate rather a different role that the social network plays. In France, the network is more tightly linked to other layers of identity of users. This naturally puts pressure on better control of the published data. In the Czech Republic, social networks follow first the logic of remediation – rather than create a supplement to real identities, so they act as an alternative to real identities: Social network is a space in which the users do not follow their identification data but rather generate new relationships on media basis. This can explain less pressure on protecting the remaining items of personal data that are involved in the creation of an alternate reality (e.g. status, friends, favourite pages). The survey results are therefore consistent with philosophical basis. (1) At the level of criticism of consumer culture we can use Adorno's conceptualization of the attack on privacy in data analysis. This happens not only through the threat of misuse, but from the opposite side by putting pressure on the publishing of personal data by a user. (2) At the level of media reflection along with Michel de Certeau, we see that the media (in our case social networks) extend the possibilities of user behaviour in relation to their data, but do not add autonomy of their users. Media logic penetrates the user's imagination, forms "his fears, his dreams, his fantasized and lacking authorities" (de Certeau, 1984, p 176) and thus also his idea of privacy. (3) We can expand together with Michel Foucault these media penetration mechanisms into individual ideas. He tries to conceptualize the phenomenon of power not as a unity or centralization, which attacks on our individuality, but like the fabric of the network which helps to create it, including our ideas about privacy and its protection. In the study of outlined power we cannot only monitor cases of penetration to privacy. It is necessary to describe and assess the acts of users themselves, who are always already shaped by that power. In general, we can summarize that the social networks on the internet are at a very specific level at which the individuality of the user interferes with the invasion of transpersonal structures, which are characterized here: (1) their mass, (2) media logic and (3) nature of power. Naturally, this issue raises the need for specialized interdisciplinary elaboration. It can not only provide the analysis, description and evaluation of the dangers that are hidden in the accessibility of personal data published by users, but also develops some considerations (Adorno, Foucault) about development of the human personality in today's dynamic environment. Thus, although our data are relatively limited and comparison only bilateral we consolidated general perspective of how to approach the problem of privacy on social media and its use in further research. That can include not only enlarging the data to certain representative extent or including other social networks, but also inquiry into different areas of the field. In this perspective deeper research of intentionality and agency in virtual environment, cultural stereotypes, influence administrator intrusion or actual data-mining abuses and

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various other projects need to be drawn.

Acknowledgements This paper was prepared thanks to the IGA grant VSE IGS F4/18/2014.

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