Stop Creeping on Me: How do Humber Public Relations Students' Notions of Online Privacy Influence Their Use of Social Networking Sites for Academic and Business Purposes?

Abstract: This research study answers the question, “How do Humber public relations students’ notions of online privacy influence their use of social networking sites for academic and business purposes?” The main objective being:

1. To explore public relations students’ perceptions of privacy in an online space
2. To determine if there is a difference in how social networking sites are used between public relations certificate and diploma students
3. To examine if public relations students self-identify as ‘digital natives.

Research was conducted with Humber College public relations students at the Lakeshore Campus, in two stages. The first stage was a self-reporting 22-question questionnaire completed by 126 of the 150 certificate and diploma students. The second stage was a qualitative telephone interview follow up. A total of 59 interviews were conducted through a convenience sample drawn from the 126 completed surveys. The results of this study suggest that students appeared to be aware of personal online representation, even in perceived ‘private’ spaces such as Facebook, expressing concern about parent/employer perceptions of ‘drinking’ pictures. Some indicators suggest that certificate students use social networking sites more strategically, leaning toward a greater understanding of social media as a strategic tool for education and the workplace, versus diploma students’ higher propensity to use social media for social/entertainment purposes. In terms of digital native status, the majority of respondents agreed with the term.