Setting Boundaries Between Interpersonal Messages and Mass Communication Messages in Social Networking Sites

SETTING BOUNDARIES 2
TITLE: SETTING BOUNDARIES BETWEEN INTERPERSONAL

MESSAGES AND MASS COMMUNICATION MESSAGES
IN SOCIAL NETWORKING SITES
AUTHOR: LIEZL R. ATIENZA
COURSE: BACHELOR OF SCIENCE IN MASS COMMUNICATION
SCHOOL: MANUEL S. ENVERGA UNIVERSITY FOUNDATION
DATE: MARCH 2011
ADVISER: DR. CLAUDIA AYALA
ABSTRACT
The primary purpose of this study was to set the boundaries between interpersonal
messages and mass communication messages found in social networking and also to find out the
ethical and issues behind the usage of these sites without the boundaries.
The study was conducted among the facebook.com and twitter.com users that are
included in the personal account of the researcher. The researcher copied homepage from two
social networking sites in three weeks and asked five coders to analyze the conversation that
were found in the said site. The researcher also interviewed 25 respondents that frequently
accessed their account.
Findings shows that majority of the features and settings in the social networking sites
affects the communication that happen in the web, conversation that are meant for interpersonal
communication even, intrapersonal communication turns to mass communication of the said
features, on the other hand, this features also serves as the boundaries for users to where they
should expose the communication in the web.
Social networking sites are uncontrollable, it is up to the user whether he will let the
system take over him.

CHAPTER I
THE PROBLEM AND ITS SETTING
Background of the Study
One of the characteristics of people is to communicate with each other. It is an important
activity in their everyday lives. There are different types of communicating and these processes
are applied every time the technology evolves, from simply chatting with friends face to face to
sitting in front of the computer and starting a conversation over the net.
Communication is not simply talking to someone but it is also gathering of information
through a specific source of media and decoding what it means. It does not only occur between
two people. It can happen among a large number of people using the same medium or mass
communication. These types of communication are easily differentiated. According to Foulgar
(2004), interpersonal communication includes the social construction of self, perception of self
and other language, non-verbal communication, listening, conflict management, intercultural
communication, relational communication, and various communication contexts including work
and family, while mass communication texts includes media literacy, media and culture, new
media, media industries, media audience, advertising, public relation, media effects, regulation
and media ethics. Clearly, it means that interpersonal communication has more limitation as
compared to mass communication.

Message is the most important element in every communication process. It is the
substance of any communication. Interpersonal messages are meant for two or more identified
people with the same interest in a topic. On the other hand, mass communication messages are
made to be given to random people using the same media such as newspaper, radio and
television (Ables, 2003).
Everything changed when the Internet was discovered. Hannes (2007) stated that the
previously well-defined lines between interpersonal and mass communication tend to blur.
Internet users typically engage in both kinds of communication over email or instant messaging
while watching video content or reading news online. Yet the Internet does not only provide
information that is just a click away. Through internet, people can also create their own website
or page and give news in an instant. According to Paul (2004), internet users have increased
access to variety of media to interact with others who are online so the impact of such traits on
media use may even be more relevant online than television or print. It means people prefer to
create their own news rather than use other means of communication to give it to them which
focus more on self–interest and preference. One particular type of this kind of media according
to Boyd and Ellison (2007), which blurs interpersonal and mass media is the Social Networking
Sites (SNS).
Boyd (2007) defined SNS as web-based services that allow individuals to (1) construct a
public or semi-public profile within a bounded system, (2) articulate a list of other users with
whom they share a connection, and (3) view and traverse their list of connections and those made
by others within the system. The nature and nomenclature of these connections may vary from
site to site. These websites includes the Facebook, Myspace and Twitter, but before all of these
became popular to internet users, there are sites that tried to break through.
The first social networking site was in 1997 called SixDegrees.com that allowed users to
create profiles, list their Friends and, beginning in 1998, surf the Friends lists. Each of these
features existed in some form before SixDegrees,com.
Most of the Social Networking Sites that Internet users are fond of visiting are used as
their daily journal and sometimes an alternative to text messaging and email in communicating
with their family and friends despite the features of many sites which shows personal messages
and discussions among friends to the rest of the world.
Today, with the popularity of the Facebook, Myspace and Twitter social networking sites
had a different impact on its users. On a survey in 2006, MySpace.Com was declared the most
popular website in the US claiming 83 M total users (Metz, 2006). People had spent more time
on time on the net rather on other types of media like TV or Radio. This theory gave the
businesses to reach their consumers through the SNS. One technique employed to accomplish
this goal is to purchase social networks outright. News Corporation, the media giant, purchased
MySpace on July 19, 2005 for $580 million dollars (www.bbcnews.com, 2005). This same
scenario is beginning to happen in the country with the popularity of Facebook. Social
networking became many companies’ tool in advertising their products online using the fan
page.
SNS like Facebook and Twitter do not only serve as tool in the world of advertising,
these sites are also use as a reliable source of news especially in the entertainment industry.
Since these sites are very in demand, celebrities and known personalities enjoy the features that it
offer. They occasionally post announcements that no other medium of communication can easily
get, and before they know it is broadcast to the world.
In this study, the researcher will focus on the difference between interpersonal messages
and mass communication messages in the social networking sites. The researcher will identify
and analyze the factors that differentiate interpersonal messages and mass communication
messages in social networking sites and its effect to its users and the other form of media.
Statement of the Problem
The study aims to find out the boundaries between interpersonal messages and mass
communication message in social networking sites.
Specifically, it seeks to answer the following questions:
1. What is the content of the of the selected social networking sites in terms of:
a. privacy settings?
b. features?
c. application?
2. What are the topics found in the selected social networking sites?
3. What are the linguistic approaches used in the selected social networking sites?
4. What is the context of the languages used in the selected social networking sites?
5. What is the communication objectives of interpersonal messages and mass
communication messages found in the social networking sites?

Significance of the Study
As a future media practitioner and at the same time frequent user of social networking
sites, the researcher will use this study in scrutinizing the impact of the popularity of social
networking sites to the society. The results of the study will also be able to help the users
distinguish whether the messages they post are meant for public viewing or merely personal
conversation that can be done using IM.
On the other hand, the results of the study will let the media practitioners measure the
relevance of the information found in the social networking sites for their news. The results will
set limitations and clarity of how they will use the features and applications of social networking
sites.
Finally, results of the study will help clarify the distinction between interpersonal
messages and mass communication messages found in the social networking sites.
Scope and Limitations
This research study focuses on setting the boundaries of messages found in selected
social networking sites specifically the most visited sites on the web Facebook, Myspace and
Twitter. This includes the topics, the linguistic approaches, and context of the languages used in
social networking sites.
The researcher will rely on the perception of mass communication majors in determining
the difference between interpersonal communication and mass communication found in the

The results will be based on a month long monitoring of communication on selected
Conceptual / Theoretical Framework
There are many means of communication like newspaper, book, magazine, radio and
television but the newest form of communication is internet. Although the youngest form of
communication, internet is the medium that is mostly used by the audience. Hamilton (2000)
stated that the Net’s demographic have undergone a dramatic shift, for example, in 1996, 62% of
US Internet users were men. Four years after, Kim (2004) stated that women in every age group
use the internet more than men, not surprisingly, the younger a person, the greater the likelihood
he or she has access to the Net (Baran, 2006). The sites that these people mostly enjoy are the
social networking sites like Facebook and Twitter.
The idea of being a member of these sites is like having a personal online, which
sometimes people normally forget to anticipate. In this study, the researcher will differentiate
interpersonal messages and mass communication messages using the most complicated means of
communication, the Internet. With the wide range of users of this type of medium, it is hard to
separate factors that affect the communication process that happens in it especially, mass media
does not require identifying its audience or in this case its users.
Social Networking Sites is the most preferable means of communication nowadays for
the fact that it is easier to access as compared to the traditional way of electronic mail. According
to Corriere (2009), today, IM isn’t enough. Users want real time streaming status updates
from the members of their communities. Facebook and Myspace introduced the concept of the
status update, but Twitter in 2008 took it to another level of popularity and spurred the launch of
several other new websites designed to help people keep track of their updates or “Tweets”.
People become fond of spending time on these sites, not only to keep in touch with their
colleagues but also to keep their selves updated on the latest happening on the world. This
concept shows that the usage of other types of media is becoming less and less demanding to the
public. This does not only include news and entertainment but also advertising. One of the
features of Facebook is the fan page. This application is what companies take advantage of in
order to gather more consumer. It is cheaper but it sure can reach a lot of audience.
In this, study the researcher aims to set the boundaries of messages sent and received by
the users of the found in the social networking sites through a set of criteria that she had
identified. This includes the topics, the linguistic approaches, context of the language and
objectives found in social networking sites. Messages that are posted by its users or members
that are mostly intended for interpersonal communication but are shown to the public making it
somehow mass communication.
This concept can be justified by the attitude change theory, which according to Baran
(2006), almost everyone draws a dime too small. People look at a dime as a very tiny object like
a coin, with a perception that it smaller than it really is and through this belief it serves as a
foundation on how people behave towards the idea. Even though everyone has real-world
experience with dimes, our attitudes toward that coin shape behavior regarding it (Baran, 2006).
In this case, people know that they use social networking site as a personal means of
communication without realizing that almost half the globe is using the same thing. This
perception becomes a catalyst on how this type of medium is consumed. Internet users access
SNS for self- interest. While in other part of the world, others are doing the same creating a
collaboration of different and large scope of information. Another theory that can be related is
the dependency theory, which states that the more people are exposed to media the more that
they need it. There is no doubt that when people started to discover Twitter and Facebook, they
just can’t get enough of using it. Even other forms of media depend on the information and
entertainment that they can get from these whether it is meant for interpersonal communication
or mass communication.
The conceptual paradigm is illustrated on the next page.

SOCIAL NETWORKING SITES
Privacy Features Application

settings
MESSAGES
Topics
Interpersonal communication B Mass Communication

O
U
N
D
A
R
IE
S
Linguistic approaches
Context of the language

Figure 1. Conceptual Paradigm
Objectives
Definition of Terms
The following terms are defined for clarity and understanding:
Social Networking sites are web-based services that allow individuals to (1) construct a
public or semi-public profile within a bounded system, (2) articulate a list of other users with
whom they share a connection, and (3) view and traverse their list of connections and those made
by others within the system. The nature and nomenclature of these connections may vary from
site to site (Boyd, 2005).
Internet a network that links computer networks all over the world by satellite and
telephone connecting users with service networks and use as the a new form media.
Interpersonal Communication is a communication between two or more people with
the same ideas and interest.
Mass Communication is a communication in a large number of random audience using
a medium.
Net is a short term for internet.
Boundaries are the limitation or line drawn to differentiate interpersonal communication
and mass communication.

Users are the people who access Social networking Sites or someone who consumes the
information or create them.
Messages are the substance in a communication process or the information being sent
and received in a communication process.

CHAPTER II
RELATED STUDIES AND RELATED LITERATURE
This chapter presents a discussion of related literature and studies conducted here and
abroad which have been found significant to the present study. The researcher was guided by
books, thesis, magazines, websites and other relevant sources of information in preparing this
chapter.
This discussions of related literature are digested from books related from the problem,
gathered information are put together for this research study.
Related Literature
If there is one thing that people cannot avoid, it is to communicate. Communication is
one of the primary needs of the people in their everyday lives. It is part of the human action from
the moment that they are born, and as people change, the way of their communication also
changes. One factor that change the manner of human communication is technology, different
inventions change the way people communicate with each other that also slowly changes the
traditional definition and distinction of different types of communication (Baran,2003).
Nowadays, people are so caught up in the idea of using the internet as their means of
communication, and the most popular way is using the Social Networking Sites. These sites are
designed to let the people keep in touch with their friends and relatives in the World Wide Web.
People have become more and more dependent with this sites that they spend most of their time
in front of the computer rather than doing usual chores at home (Baran,2003).
Since these social networking sites became the center of attention, more and more
improvements and innovations to these are being done to keep the users thrilled to access their
sites, making other medium of communication out of the picture. As the development in the
social networking sites happens, people are spending more time using as compared to
newspaper, radio and television (Boyd,2005)
Slazai (2010) said CNN sees threat in social networking sites, the said article states that
CNN U.S. president Jonathan Klein, is concerned that Social Networking Sites are more of a
threat as compared to other cable networks. He had mentioned on the interview that social
networking sites are alternative that pulls away people from tuning in to their show, he also
added that Facebook friends and Twitter members are “trusted news sources”. This case does
not only happen on the United States, but also in our country. Most of the time, issues are more
believable to the audience if their news source came from these social networking sites. This
article is considered by the researcher because it contains information wherein social networking
sites having a new role in the society, removing the boundaries between interpersonal and mass
communication especially in the news and public affairs world.
Another competitive world in the mass media is advertising. Different companies spend a
lot of money in advertisement in different types of medium in order to sell their products.
Millions of money was spent just to show their products in 30 seconds and a minute airtime on
the radio or television. But the advertisers discovered a new way advertising that surely reach
their target audience in a cheaper way. Advertisers took advantage of people spending most time
on the sites by creating advertisement on the web. One example here is the Proctor and Gamble
launched a viral campaign intended to target teenage girls for their Tampax product. They
released a series of non-branded viral videos on MySpace and YouTube depicting the trials and
tribulations of a young teenage boy who woke up one day to find his “boy parts” had been
replaced with “girl parts”. Subsequent videos show the character dealing with the trauma of his
first period, and eventually becoming a fan of Tampax tampons. Proctor and Gamble set up
profiles for the character on social networking sites where he blogged and “tweeted” updates on
the drama of dealing with his new body (Clausen, 2009). P&G choose to maintain anonymity
initially, in order to create intrigue and capture audience’s attention. Marketers believed that
Social Networking Sites are effective marketing tool. In one article, Dholakia, and Durham
(2010) said that companies that use the popular social-media site Facebook and its fan page
module to market themselves to customers can increase sales, word-of-mouth marketing and
customer loyalty significantly among a subset of their customers. They also mentioned that
through this medium, company does not only create patronage from their customers but also
emotional ties that let them continually purchase the said products. In the Philippines, most the
product being aired on the television includes information that they have facebook fan page that
customers can access anytime. This is one sign that Social Networking Sites are being more and
more in demand to our society.
Advertisements are not the only mass media element that uses these social networking
sites to keep their audience. Other means in mass communication also treat social networking
sites as a tool in improving their connection with people rather than a threat. For instance, most
of the primetime shows in the Philippine entertainment have their own fan pages on Multiply,
Facebook and Twitter. Radio stations also use this strategy. Two identified stations here in
Lucena City’s 100.7 Love Radio and 103.9 Spirit FM. Each station has different techniques in
reaching their audience. The 100.7 Love radio has a fan page in the social networking sites
wherein users will just click “like” and they will be able to post their opinions on the topic for
the day of the station. On the other hand, 103.9 Spirit FM created their own account wherein they
have a livestreaming that their Facebook friends can access. This case shows that social
networking sites that were originally designed for interpersonal communication is now becoming
a tool in the development of mass communication.
As the researcher mentioned above, social networking sites are originally designed for
interpersonal communication among its members. Yet its features enable a vast number of
people with an account to access one’s personal information unintentionally. This shows that
interpersonal and mass communication is hard to distinguish with the use of social networking
sites.
Arsenalo (2010), he discussed that the internet has become a factor that makes
interpersonal communication and mass communication almost the same. He mentioned that
though some information was only meant for specific group of people, the features of this
medium does not restrict others from gaining the information freely. The researcher find this
article as a source that interpersonal and mass communication in the social networking sites are
becoming different from what was originally defined a long time ago.
With the free and unrestricted access to these sites, privacy has been an issue in the
communication process of this medium. If the researcher will define one important factor that
distinguishes interpersonal communication from mass communication, it is the existence of
privacy in interpersonal communication. But with social networking sites, privacy is very limited
to its users. An article stated that the survey of Individual Privacy and Personal Information
shows that 43 percent of internet users now use a social networking site such as Facebook or
Twitter. This is an enormous increase from the 14 per cent recorded three years ago. Clearly,
these sites provide a welcome service to large numbers of happy customers. They are projections
of natural social interaction from the real world into cyberspace where people can meet, chat,
and share news about friends and mutual interests. But there is a big difference which Privacy
Commissioner Marie Shroff highlighted with the release of the survey results. She pointed out
that more than half of those who used social networking sites assumed them to be private spaces.
However, this was really an illusion of privacy; personal details or pictures could be easily
obtained by third parties, creating the real possibility of unintended, unacceptable and even
dangerous consequences. Ms Shroff particularly emphasized the danger to children who
might give away too much information about themselves without understanding the
consequences. (Herald, 2010). This article shows that privacy as boundary in the interpersonal
and mass communication in Social Networking Sites is up to the users’ awareness and
responsibility. In the case of the Philippines, majority of the Facebook users are fond of posting
personal information on their walls forgetting that these information are being accessed by
anyone who have the account on the said social networking sites. One example is the case of an
actor who posted a controversial conversation with a friend in one of the popular social
networking sites in the country which led to a big buzz and talk of the town in the entertainment
world, a fact that he

can’t deny because he was using his personal account. This case was written in the entertainment
section of the Manila Bulletin where the tweets that was related to was revealed to the public.
Related Studies
Social networking Sites are one of the newest invention today, being available in the
youngest means of communication, the researcher also found a number of researches related to
the problem she is discussing in this paper in the same means of communication.
In a study conducted by Par ( 2003) in the perceived effects of computer mediated
communication on traditional face-to-Face communication, it revealed the effects of text
messaging to the traditional way of interpersonal communication. Text messaging as defined is a
way of communication with the use of cellphone. Through a set of questionnaires distributed to
selected students of the university he was able to answer the question on how textmate
communication affects the interpersonal communication skills of the students. As a result, her
study shows that textmate communication greatly affects the communication skills of students’
specifically face-to-face communication.
This related to the study because mentioned the development of technology as it affects
the way of communication among people. The study also mentioned that machine-assisted
interpersonal communication combines characteristic of both interpersonal and mass
communication situations. This statement is very applicable to social networking sites. Text
messaging has more limits as compared to the new technology that young generation is now
using.
Another study was conducted Corriere (2009) of University of Arkansas. The study was
conducted to answer the questions such as how does the public use these social networking sites?
how can consumers make sense of this new media, how are these new media messages being
used and what media literacy skills are required to interpret them appropriately. This was done
by observation of how the users access such social networking sites. He identified people that are
into social networking sites and conducted a test on how they consume this media. He explained
that social networking sites have played a very important role in development of communication
in the World Wide Web. He also mentioned its effect to other medium of communication such as
television and print. He explained how today’s media utilizes new techniques to reach audiences
in the face of new technologies and the evolving “mediascape”. He concluded that social
networking sites communities provide an endless resource of “friends” who can help you get
started if one don’t know how. In the end, the consumer carries the burden of educating
themselves in all forms if media in order to be truly literate in this space Corriere, 2009).
He also recommended several media literacy, like, The Internet is a big place, but tools
exist that can be used to help customize the user’s experience online and help limit the flow of
information received. Users must take steps to proactively limit media content to messages that
are important to them. Learn to apply the knowledge of genre conventions of all the other forms
of media. This study provides information on the limitations of the social networking sites and
setting boundaries between interpersonal communication and mass communication in the said
medium.
Another related study done by Cain (2007) tackles about issues of online social
networking in higher education by drawing upon articles in both the lay press and academic
publications. These issues include the foremost criticisms of online social networking that
students may open themselves to public scrutiny of their online personas and risk physical safety
by revealing excessive personal information. Some questions that were answered in the in the
research were the legal and ethical implications involved with using and/or ignoring public
postings on social networking web sites or whether in the cyber arena on personal time should
be left alone, is it incumbent on pharmacy colleges/schools to educate students regarding the
issues surrounding social networking sites which could have a negative effect on their future
career as a pharmacy professional, how students can balance free speech with responsibility,
what kind of image students' use of Facebook present to employers, alumni, parents, and other
students. This was done by choosing a number of students and following what they are posting in
a period of time.
These questions do not only reflect the exposure of pharmacy students but also any
student around the globe that uses these social networking sites. As a conclusion Cain (2007)
stated that Social networking sites such as Facebook provide individuals with a way of
maintaining and strengthening social ties, which can be beneficial in both social and academic
settings. These same sites, however, also pose a danger to students' privacy, safety, and
professional reputations if proper precautions are not taken. Colleges and schools of pharmacy
would be advised to consider how these issues might affect their students. At a minimum,
schools should take appropriate steps to educate students about these matters. Research is needed
on professional students' usage and attitudes toward online social networking sites. Monitoring
and usage of these sites by institutions venture into legal grey areas concerning the Fourth
Amendment, the right to privacy, and duty of care, and should be approached with caution.
Discussion is warranted on how, if at all, material found on student social networking sites
should be used in colleges of pharmacy admissions decisions and/or matters of a disciplinary
nature. Further research is needed on how best to address the issues surrounding online social
networking.
This researcher finds that this study is relevant to the problem of how messages
found in the social networking sites can be identified between interpersonal and mass
communication.
Another research that discussed about the issue of privacy in the social networking sites
was conducted by Gross and Aquisti (2005) of Carnegie Mellon University in Pittsburg. The
research focused on information revelation in online social networks (The Facebook Case),
which discussed the exposure of selected students to the social networking sites and how they
use the privacy settings of this site. The questions they have mentioned in the said study are as
follows, first, the pretense of identifiability changes across different types of sites. The use of
real names to (re)present an account profile, second, the type of information revealed or elicited
often orbits around hobbies and interests, but can stride from there in different directions,third,
visibility of information is highly variable. These are the important information that a user
should take note of when using SNS.
The researchers concluded that, online social networks are both vaster and looser than
their offline counterparts. It is possible for somebody’s profile to be connected to hundreds of
peers directly, and thousands of others through the network’s ties. Many individuals in a person’s
online extended network would hardly be defined as actual friends by that person; in fact many
may be complete strangers. And yet, personal and often sensitive information is freely and
publicly provided (Gross & Aquisti, 2005).
In the study of more than 4,000 CMU users of the Facebook the researchers have
quantified individuals’ willingness to provide large amounts of personal information in an online
social network, and they have shown how unconcerned its users appear to privacy risks. While
personal data is generously provided, limiting privacy preferences are hardly used only a small
number of members change the default privacy preferences, which are set to maximize the
visibility of users profiles. Based on the information they provide online, users expose
themselves to various physical and cyber risks, and make it extremely easy for third parties to
create digital dossiers of their behavior. These risks are not unique to the Facebook. However,
the Facebook’s public linkages between an individual profile and the real identity of its owner,
and the Facebook’s perceived connection to a physical and ostensibly bounded community (the
campus), make Facebook users a particularly interesting population for research. The study
quantifies patterns of information revelation and infers usage of privacy settings from actual field
data, rather than from surveys or laboratory experiments. Still, the relative importance of the
different drivers influencing Facebook users’ information revelation behavior has to be
quantified. The evidence is compatible with a number of different hypotheses. In fact, many
simultaneous factors are likely to play a role. Some evidence is compatible with a signalling
hypothesis: users may be pragmatically publishing personal information because the benefits
they expect from public disclosure surpass its perceived costs. Yet, the evidence is also
compatible with an interface design explanation, such as the acceptance (and possibly ignorance)
of the default, permeable settings. Peer pressure and herding behavior may also be influencing
factors, and so also myopic privacy attitudes and the sense of protection offered by the
(perceived) bounds of a campus community. Clarifying the role of these different factors is part
of our continuing research agenda. (Gross&Aquisti, 2005). This study shows the exposure of
internet users to social networking sites which is one of the primary questions of the researcher
in this study.
The mentioned related studies and literatures that reliable sources in identifying the
different boundaries between interpersonal and mass communication which includes privacy and
media literacy.
CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the methodologies or procedures that the researcher used in order to
gather data in setting the boundaries between interpersonal messages and mass communication
messages in social networking sites.
Research Design
Since the researcher would like to set the boundaries between interpersonal messages and
mass communication messages in social networking sites, the study used quantitative and
qualitative type of research to gather the necessary data.
The researcher is basically quantitative as it will use a content analysis on the structure. It
is qualitative as it will identify the specific messages found in social networking sites.
Sampling Procedure
The researcher analyzed the homepage of the most visited sites (Facebook, and Twitter)
everyday for three weeks.
Unit of Analysis
The researcher prepared a set of criteria to serve as the basis in setting the boundaries of
messages found in the social networking sites. The following are the criteria:
1. The options of the selected social networking sites in terms of:
a. Privacy Settings
b. Features
c. Applications
2. The linguistic approaches used in the messages found in social networking sites.
3. The context of the language used in the messages found in social networking sites.
4. The objectives of messages found in the social networking sites.
Research Instrument
The research used a set of criteria and a coder sheet to analyze the messages found in
social networking sites and set the boundaries between interpersonal communication and mass
communication.
Data Gathering Procedure
Using the instrument she prepared, the researcher copied the homepages of the three most
visited social networking sites and analyze the messages among its members for a month. They
were analyzed according to the criteria set to define the boundaries between interpersonal
messages and mass communication messages found in the social networking sites.
CHAPTER IV
Presentation, Interpretation of Analysis of Data
This chapter presents the interpretation and analysis of data gathered through interview
and content analysis done between December 21, 2010 until January 11, 2011 using two of the
most famous social networking sites.
PART I. Profile of Respondents
This part will show the three categories of respondents interviewed by the researcher.
SET A
The first group respondents are teenagers that belong to high school level.
The researcher chose these users because one of the controversial issue is cyber-bullying
that affects the mostly teenagers.
 Respondent 1 is a 16- year old, male fourth year high school student.
 Respondent 2 is also male fourth year high school student, he is 15 years
old.
SET B
The second group is mass communication students and graduates, the
researcher chose this group of people because their primary training is to clearly define
the differences of interpersonal and mass communication, this research will measure if
the theories that they learned are applied by the mass media practitioners-to be.
 Respondent 3 is 22 years old, male and a fourth year BS Mass
Communication Student.
 Respondent 4 is female; she is a disc jock at local Radio Station in
Lucena, she is a graduate of AB Broadcasting.
 Respondent 5 is male; he is a PR Practitioner in an educational institution.
 Respondent 6 is a female; she is an 18 –year old 3rd year BS Mass
Communication student.
 Respondent 7 is male and a graduate of BS Mass Communication.
 Respondent 8 is male; he is a 22-year old graphic designer and a graduate
of BS Mass Communication.
 Respondent 9 is female; she is a 20 year old AB Communication Student.
 Respondent 10 is female; she is a Mass Communication professor.
 Respondent 11 is male; he is a BS Mass Communication graduate.
 Respondent 12 is male; he is a 19 year old forth year BS Mass
Communication student.
 Respondent 13 is female, she is also a Mass Communication student and
also into filmmaking.
 Respondent 14 is male; he is a 17 year old BS Mass Communication
student.
 Respondent 15 is male; he is a 18 year old BS Mass Communication
student.
SET C
The next group is composed of college students with different courses.
The researcher chose this group because college students are mostly the users of social
networking sites.
 Respondent 16 is male; he is a 19 year old Business Administration
student.
 Respondent 17 is female; she is a 20 year old BS Psychology student.
 Respondent 18 is male; he is a BS Psychology student.
 Respondent 19 is male; he is a 22 year Entrepreneur student.
 Respondent 20 is male; he is a 20 year BS Nursing student.
 Respondent 21 is male; he is a 24 year AB Political student.
SET D
The last group includes professionals who are users of the social
networking sites. The researcher chose these people to concretize the trivia that most
companies rely their impression on their employees through their SNS account and
professionals are making sure to give a good image to the public.
 Respondent 22 is male; he is an overseas Filipino worker.

 Respondent 23 is female; she is a call center agent.
 Respondent 24 is male; he is a registered nurse.
 Respondent 25 is male; he is part time computer studies professor.
PART II. Transcriptions of the Interview with the Respondents
Table I.
Websites where the respondents have their account
CODES / CATEGORIES TRANSCRIPTION

Interactive Sites "Facebook, tumbler and friendster"
"Facebook,Twitter and Friendster"
"fb. fs. tumblr. twitter. plurk."
"FACEBOOK, PLURK, TWITTER"
"Facebook"
"fb"
"FacebOok"
"facebook, friendster, flixster"
"Facebook and Twitter"
"facebook, friendster, tinier me"
"FB and FS"
"FB and twitter (friendster, meron pa ba
nun? haha)"
"friendster,facebook,formspring.me,twitter"
"Facebook, Friendster"
Interactive and Media Related "Facebook, Multiply, and some other social
Sites networking that i'm managing for my band
like Myspace, youtube, soundcloud and
here again in facebook."
"a. 3 accounts on Facebook

b. 4 accounts on Friendster
c. 1 account on Multiply
d. 1 account on Blogger
e. 1 account on Myspace
f. 1 account on Youtube
g. 1 account on Twitter
h. 1 account on Tagged
i. 1 account on Tumblr
j. 1 acoount on Plurk"
multiply,friendster,facebook,twitter"
"i have accounts at facebook, friendster,
twitter, plurk, and myspace."
"fb, fs, twitter, multiply"
"fb,fs,multiply,tweeter,un lng ata hehehe
dapat kc maychecklist.."
"myspace, facebook, friendster, tagged,
plurk and twitter."
"FB, MYB, DL, Multiply & FS"
"Facebook, twitter, tumblr, friendster,
formspring, and multiply"
"fb, fs, tagged, twitter, socialyze, multiply,
experience project, etc"
"facebook, multiply, friendster"
Table 1 shows that 100 percent of the respondents have their SNS account on interactive
sites specifically Facebook.com that focuses on networking , while others also created account
on media-related sites such as youtube.com, multiply.com and myspace.com that features
different music, photos and videos revolving in the entertainment industry.
According to a research conducted in Paris by Faber Novel entitled Facebook: the “social
media” revolution A study and analysis of the phenomenon, Facebook.com has reached 270%
growth between June 2006-2007 and was listed as the sixth most trafficked site in US which
explains why the respondents have their own account in Facebook.com.

Table II.
How often the respondents access their account
Regularly "everyday"
"FB : everyday Twitter: occasionally
Friendster: seldom"
"everyday"
"It depends. But its very frequent (daily).
The longest time i could remember that i
didn't logged-in would be 2weeks or so but
i always update my page especially here
on facebook."
". EVERYDAY"
" everyday"
"depending on the site. 5 to 6 days a week
and 8 hours a day on facebook since it is
needed for my job. on other sites,
depending on mood, once a week or twice
a month."
"3-4 times a week"
"it’s an everyday routine!!! Harhar"
"everyday"
"araw araw"
"everyday"
". fb- every day
fs- seldom
flixster--whenever i felt bored.
"
"Everyday, on my break time at the office."

"everyday"
"as of now, everyday"
"Everyday sa FB sa FS once a month"
"daily"
"everyday"
"everyday with facebook"
Occasionally "At least thrice a week"
"twice or thrice a day"
"maybe once a day if i have spare time."

"depende hmmmm..cgro 2x to 3x a week )
nd nmn ako adik lol"
"Leisure time"
Table 2 shows that 19 out of 25 access their regularly which is everyday while others
access their account occasionally.
The higher number of users belongs to those members who included accessing their
account to their daily routine.

Table III.
Respondents’ friends on their Social networking sites’ account

Everyone "many to mention"
"marami, too many to mention. Lol"
"madame mahirap isa isahin e...."
Colleagues "my hs. barkada and friends from work and
school"
". hmmm.. what do you mean by
who?..categories like college friends and
officemates"
"Friends that i know"
Colleagues and Relatives "people that i have known, family, new
friends"
"Relatives, childhood friends & barkadas,
officemate/PCAPI and elem/HS/college
classmates, profs & friends only"
"those who i personaly know"
"family and relatives, elementary,
highschool and college classmates,. I only
add people I know."
"They were Friends, classmates, relatives,
my students, and my Honey of course."
"family,close friends and classmates."
"my close friends, family, relatives,
classmates, friends of friends"
"friends from highschool, college, my
students, workmates and relatives"
Colleagues and Strangers "amm high school, college saka ung iba ko
pa nakilala"
"mostly previous classmates, may mga
foreign din at mas marami sa kanila hindi
ko kilala"
Colleagues, Relatives and

Strangers "people from work,early childhood,
highschool,college, neighbors,past
boardmates,housemates,local and
international cheerleading
community,acquaintances,model
wannabe's and hot guys na im not
personally acquainted with"
"usually my classmates, relatives and
strangers. ?"
"(do i really need to give you a list of them

all? )
mostly batchmates in highschool, people
from my college years, music mates i know
and met in gigs and concerts, famous band
members, famous personalities (not
"artista" <eww>), and a bunch of i-dont-
knows-but-i-like-your-profile-pic folks..
"
"PERSONAL ACCOUNT: RELATIVES,
CLOSE FRIENDS, COLLEAGUES. 2ND
ACCOUNT: CAMPUS RADIO
LISTENERS"
"In Facebook, anyone who I really know
and familiar with (relatives, real-life friends,
classmates, etc.) In other accounts,
anyone except non-Filipino citizens."
"my family/relatives, my friends, people i
know, and some people i don't know"
"ung friends ko hehe family, classmates
past and present ahmf xbf ang family couz
ewan madame..hehe friends ng friends
mga fresh.. nd ko na alam kung cnu ung
iba m2m"
"family/relatives, friends, officemates,
acquaintances"
"classmates, relatives,strangers haha"
Table 3 shows that 9 out of 25 respondents prefer to include their relatives, colleagues
and strangers on their friend list while 8 respondents includes their colleagues and relatives , 3
would add just anyone , the other 3 prefers just their colleagues and the last 2 add their
colleagues and strangers

Table IV.
Respondents’ presentation of their self in their account

Discreet "using my nickname"
"I just use screen name and I don't display
any confidential details. I also added
photos in order to recognize me."
"very discreet"
"limited info"
Casual "Casual"
"CASUAL LANG. VERY SPONTANEOUS.
I PRESENT THE REAL ME."
"same as who i am in person. I only add
friends, whom I know personally."
"it’s the real me (info/pix/etc.) but with the
exception that I don’t use my real name on
my profile. (anita kasi eh haha)"
"casual lang, ung normal user lng"
"that i am just looking for more friends"
"that i am a responsible blogger and that i
share whatever it is to share"
Revealing "as i am"
"presentable, ung ka aya aya sa paningin
ng friends ko"
"papano ko pinepresent sarili ko? uhm
kung ano talaga ako, how i feel ganon, i
don't really overrate things"
"i usually have a picture that is updated
and i present myself transparently,
meaning to say, no fake pictures, no fake
infos, my profile depicts 100% me."
"hmmm ewan ko emo daw pero nd nmn
hehe basta ung trip ko twitams pa nga eh
joke"
"I share basic information about myself that
i feel comfortable sharing to the public"
"as myself the real me"
"I presented myself on being Who I am,
The way I am."
"kng anu ako sa totoong buhay"

"yes"
"approachable and pretty"
"Anyway. IDC"
Undecided "hmmmmm..i don't know…"
"uhm"
Table 4 shows that 11 out of 25 users present their self in a revealing way which means
that they show their self transparently. They are willing to give all the information that they can
think about including their thoughts and feelings.
Seven (7) respondents on the other hand present their self casually wherein they give the
necessary information at the same make sure to provide enough security settings on their
account.
Four (4) respondents are discreet , showing that they give limited information about their
self and are aware of the consequences of giving too much information.
Two (2) respondents are undecided.

Table V.
The first thing that the respondents’ do when they access their account
CODES/ CATEGORIES TRANSCRIPTION

Updates "check my notifications"
"notifications, mga friends n ng add,
mga comments"
"check out the posts from my
contacts..see if there's anything
sensible or who's online at the
moment.."
"CHECK FRIENDS' STATUSES."
"check the notifications and
updates"
"check if there are new updates,
friend requests, messages, etc."
"see notifications"
"depending on the site, in fb,
notification and then messages and
then wall. In plurk, wall then
notication, in tagged profile same
with fs, in twitter, syempre no
choice kundi ung wall. Lol"
"check for notifications, messages,
and requests"
"see the notification icon"
"i usually check updates and
messaging upon logging in"
"tingin ng mga picture…"
"check for notification"
"read notifications"
Messaging "chat with my online friends."
"check mail"
"Messages"
"check my personal messages"
Updates/ Messaging "check for msgs and notifications"
"Update status and chat"
"view ng comments and

notifications then reacts hehehe"
"First thing? hmmmn. checking
messages, status updates, tweets
and photos."
"answer PMs (personal messages)
and comments tapos accept friend
requests. Chat"
"check for notifications, messages,
and updates about my friends"
Updates/ Games "i check my notifications and play
games"
Table 5 shows that the first thing that respondents do when they access their account is to
check the notifications to check what the new updates on their account are. They also exchange
messages with their friends using chatbox, inbox and the likes. Some play games once they are
logged in. Some check new pictures and videos that their friends had uploaded.
14 out of 25 respondents check the updates on their account upon logging in.
Five (5) sends messages, the other five (5) sends messages at the same time check
updates.
Only one respondent check updates at the same time play games.
Table VI.
Applications use by the respondents on their account
CODES/ CATEGORIES
TRANSCRIPTION
Games "horoscopes. Cityville"
"usually farmville, cityville, ffs, pet
society, baking life, happy island,
tag your friends, horoscope,
phrases."
" Farmville"
"games, particularly zynga games
on my space and fb as well as in
tagged."
"game apps"
"night club city"
"games"
"games"
"Games. (Zynga Poker, Photo
apps)"
"resto city, farm ville"
"games"
"tinierme (game)"
Media "photo/video uploader"
Messaging "im not using any application for
facebook, multiply and friendster, i
only use apps for twitter like
echofon and snaptu"
"Chat, notes"
"chat"
Media and Messaging "photos and videos. messaging.
saka pla chatting"
Games/ Media
"BEFORE: FARMTOWN,
FARMVILLE, PET SOC, TEXAS
HOLDEM POKER, MAFIA WARS,
RESTO CITY. NOW: MUSIC
"CHALLENGE AND STATUS
SHUFFLE
Games, Media and Messaging "PMs, Sharing Links, Games, etc."

Too Many "madame masyado kung anong in
heheh"
None
"not much..i was in to games when i
first started using facebook but
now..really just want to update
myself on what's happening with my
facebook environment.."
"I used to play with real time games
then, but now... none."
"none, because for me SNS are
purely communication and
socialism"
"before, games. now, wala"
"Not fond of it"
Table 6 shows that 17 out of 25 respondents use games as their application in the account
in the Social Networking Sites.
Five (5) out of 25 do not use any application in Social Networking Sites.
Three (3) out of 25 use messaging as application in their while the rest use more one
application in their account.
Table VII.
Messages post by the respondents on their account

Intrapersonal Messages "the changes regarding my

environment"
". (sa wall) something
momentous,significant
event,personal misfortunes or
experience,current state of mind,"
"Anything to do with my personal
routine."
"i update people with what i do,
what i feel, and what's up with me, i
also post some quotations"
"basically, i post what i feel, what i
want to enunciate, and happenings
in that particular day that i have
accessed my account"
"my activity that time or my activity
of the day"
"ung patama heheh ung feel ko
ipost go na un na un"
"depending on my mood, but I post
very rare on fb, I comment on
different status most of the time but
I do not post regularly"
"different things. sometimes, these
can be real time status, sometimes
these can be funny or inspirational
quotes."
"my current state of mind, sari sari
walang specific na category"
"Love messages, daily updates,
frustrations in life"
"only the important ones"
"anything. usually, my thoughts and
feelings"
"my everyday thoughts...happy

thoughts most often"
Interpersonal Messages "ON MY FRIENDS' FB WALL? HI'S
AND HELLO'S AND I MISS YOU
BAKLA!!!!."
"personal messages for certain
people that I want to get in touch to"
Media-Related Messages "qoutes, lyrics ng song"

"i dont post that often..but when i
post..i would mostly be music or
videos..or something sensible..like
poem lines..or something obscure
or humurous..more or less: typical
posts.."
"qoutes…"
"Quotation from famous persons
and what I am feeling that day."
"quotes from fave authors"
"about online gaming"
Intrapersonal/ Media Related "messages about my daily routine, i
Messages mean update of my latest
pinagkakaabalahan... if not, about
music…"
Nonsense Messages "ll about non-sense, I'll kept serious
things to be private"
Table 7 shows that 14 out of 25 respondents post messages that are meant for
intrapersonal communication, these are usually their current experiences, their thoughts and
feelings.
Seven (7) out of 25 respondents post messages that revolves around the mass media
industry,
Three (3) out of 25 respondents post messages meant for interpersonal communication.
Social networking sites serves as the online journal of the users of the web, although they
are aware that whatever they post can be shared to almost half of the globe, they tend to overlook
this situation and continue to post personal things as if talking to their self.
Table VIII.
Messages posted by others that catch the attention of the respondents

Misery of others "their problems"
"kadramahan hehehehe...."
"if they are sad or have problems"
"About friends Problem"
Important events
"any significant event na nangyari
sa kanila (especially with those na
im really close with), newly posted
photos or videos, or conversations
and posts sa private groups that im
in"
"if the subject used is very catchy or
important, announcements from
friends and replies from whom i
messaged first."
"announcement about gatherings, "
Media-related Topics "qoutes or lyrics ng kanta n pinost
nila, result nung applications n
tinake nila."
New and Unique Updates "unsual lines or news..songs
also..or special events like concerts,
sales..etc"
"Depende eh, If the topic is a trend
in the site or in the cyber world, yun
pero depende rin, it realy depends
on the topic trend and on mood as
well."
"same as no. 7- different things.
sometimes, these can be real time
status, sometimes these can be
funny or inspirational quotes."
"new videos and news updates"
"quotations and learnings in life"
Interesting Topics "INTERESTING AND FUNNY
ONES"
Senseless Topics "Senseless statements"
"Usually more on nonsense things."
Gossips "When they are talking about
someone whom I know."
"what they are doing... un... mejo
my pagka chismockers ako eh...
ung latest update s kanila"
"posts that i could relate to, and

some gossips that i find interesting
haha"
Funny "madalas ung comedy n mga post"
Others personal info "their personal life"
"ung emo hehe lovelife nila ung
feelings nila ganun"
"shoutouts about their current
situation"
"same thing. their thoughts and
feelings"
Not Specified "nothing in particular"
Table VIII shows different messages that usually catch the attention of the respondents.
Specifically they are interested on the personal information about other people,
sometimes others misery or problems,
Other posts that catch the attention of the respondents are important events, and new
updates.
Others are interested on funny, unique and senseless topics, also with gossips.
Table IX.
Favorite Topics of the Respondents in Social Networking Sites

Personal "past memories"

"anything under the sun (current
events, day to day experience, or
nostalgic memories)"
"events coming, love"
"Anything which has been done.
(Places to go, things to do, mostly
experiences."
"all interesting discussions, but i
usually focus on issues about love,
as many teenagers do."
"Too many eh, but most of the time,
yung pambasag na status and funny
photos. Lol"
"ung tipong kalokohan na may
sense"
"love life"
"chismis. Hahahah"
Updates "depende kung anong in basta
nakakarelate ako heheh"
"hmm. school works and change of
schedule."
"work, travel"
"Recently my fave is, the topic bout
our alumni homecoming because
everyone was so excited."
"boys haha jwk korean pop
upcoming videos"
"school projects"
Media "MUSIC AND OTHER TOPICS
THAT I FIND INTERESTING."
"music"
"amm anime, gaming and about sa
course ko"
Trivia "current issues (ex. the new
philippine peso notes; personal
issues of someone i know; etc.)"
Not Specified "nothing specific"
"nothing in particular;it can be
anything"
" likewise, nothing in particular"
"kpg meron d un…"
"NOTHING IN SPECIFIC"
Table IX shows that nine (9) out of 25 respondents are interested on personal topics being
discussed on the Social Networking Sites these includes discussions among family and friends
about everyday experiences, daily routine, feelings and thoughts
Six (6) out of 25 are interested on updates specifically those announcements and events
that they are involve at.
Three (3) are interested on topics that revolves around media, majority of the respondents
prefers music discussions.
Four (4) did not specify their favorite topic while one of the respondents like trivia.
Table X.
Reasons and Purposes of Respondents in sending and reading

Messages in Social Networking Sites

Hobby "to kill time"
"I THINK THERE'S NO PURPOSE... BUT IT'S
MORE LIKE....TRIP-TRIP LANG MOST OF THE
TIME. NAKIKIUSO. JOWK! TO RELIEVE
STRESS AND KILL BOREDOM AND
COMMUNICATE WITH FRIENDS"
"I used to play with real time games then, but
now... None"
"hmm wala lng heheh Masaya"
"i really dont know"
"To play prank"
Be Updated "just to be updated..food for thought also"
"just to know some info"
"to get information"
"just to keep an update on my friends'
whereabouts"
"I sent messages to my friends to get updates."
"para ma upadte sa mga bagay bagay"
" i post it to update my friends on what keeping me

busy... vice versa, i read such type of message to
update myself about my friends…"
"to help others and to know more about them"
"for updates"
Communication Purposes "To basically connect with friends"
"i don't know. i just want to answer a message like
this. it's somehow interesting"
"communication, first and for most, and also to get
in touch with friends and relatives"
"to be connected with my friends and to know what
is happening with their life, also to know that I am
actively checking my account everyday and for me
it is a form of socialization as well."
"for personal message, because I think it’s an

opportunity of getting in touch with old
friends/relatives especially to those people who
are abroad. I just want to say hello and see/check
if they’re ok or what"
Express oneself "expressing myself, expressing what i feel and
what's on my mind"
"self-expression, and making it a way of
connecting with friends"
"wala lng...guz2 qu lng magshare s problem ng
iba....."
"i read msgs if its controversy and i post msgs to
inform everyone , i want to let my friends know my
status or what am i doing."
For profession "i need it in my profession"
Table 10 shows that nine (9) out of 25 respondents sends and read messages in Social
Networking Sites to be updated in the happenings around his/her environment.
Six (6) do it just to kill time or just mere hobby.
Five (5) read and sends messages to communicate and connect with friends and relatives.
While the remaining four respondents do this to simply express their self.
Table XI.
Language use by the Respondents in the Social Networking Sites


Regional "tagalog ."
"tagalog syempre"
"tagalong"
Formal "filipino and English"
"filiipino and english because i have friends abroad
which oftentimes comment on my posts, i don't
know howthey became interested on what i feel, i
wonder why…"
"English"
"English"
"english."
"Filipino"
"madalang n akong magtagalog eh... english... s
post lng h hindi dito s interview n to…"
"English"
"filipino. sometimes english."
"English"
"English"
"English"
Informal "taglish"
Regional and Formal "english and tagalong"
"oftentimes english..sometimes tagalog.."
"English/Tagalog"
"english and tagalog: lines na ginamit sa movie
hahah...pambasag palague tapos puro
hahahahahaha at hehehehehe at :') heheh"
"Tagalog and english."
"English and Tagalog"
Formal and Informal "ENGLISH AND TAGLISH"
Formal and Slang "english/Filipino/ and most often, gay lingo (bekiry
much)"
Formal, Regional and Slang "filipino, english and gay lingo"
Table 11 shows that 12 out of 25 respondents use formal language or Filipino and
English language which is easy to comprehend.
Six (6) use formal (English) and regional ( Tagalog) language in their post.
Three (3) use regional language or tagalog which is spoken in Luzon.
Others use slang language usually gay lingo.
The rest use the combination of all.
Table XII.
Content of the Messages of the Respondents in Social Networking

Intrapersonal Messages "day to day experience, current mood or state of mind"
"Just check out my statuses"
"yon nga, most are about me, what i feel, think and do, and
some are quotations"
"my own thoughts and some quotations"
"lyrics ng song hehe at emo joke lol.."
"Depende talaga sa mood and what comes on my mind and
sometimes experiences"
". real-time status, inspirational or funny quotes"
"my current state of mind like my answer in #7"
"drama...."
"my feelings."
"about everyday experiences"
"the things that i do"
"Same answer with question number 7- my everyday
thoughts...happy thoughts most often"
Interpersonal Messages "message sa sister ko and family"
"Non-sense"
Mass Communication Messages "usually quotes"
"i dont post that often..but when i post..i would mostly be music
or videos..or something sensible..like poem lines..or something
obscure or humurous..more or less: typical posts.."
"phrases/quotes (life-inspiring, funny, satirical ones)"
"quotes"
"videos"
Intrapersonal and Mass "trivia . and my feelings that time"
Communication Messages
"FOR STATUS: STUFF ABOUT MY BOARDWORK,
PERSONAL ANGSTS, STUFF I'M UP TO, JOKES,
QUOTATIONS. FOR WALL POSTS: PICS, VIDEOS, LINKS
OF INTERESTING ARTICLES."
"feelings, happenings, news, announcements"
"Whatever comes to my mind, photos and shared links."
"(kagaya ata to nung number 7) un nga kung anu
pinagkakaabalahan ko, if not music…"
Table 12 shows that 15 out of 25 respondents post messages that are meant for intrapersonal
communication, these are usually their current experiences, their thoughts and feelings.
Eight (8) out of 25 respondents post messages that revolves around the mass media
industry,
Two (2) out of 25 respondents post messages meant for interpersonal communication.
Table XIII.
Perception of Respondents towards Advertisement in Social Networking Sites


Interested "sometimes. for contests; marchandise sales; events and
concerts..but this is very seldom"
"i just look onto the ads that catches my attention, i click on
them because i am curious"
"yes. because i'm interested with it."
"Sometimes, I clicked ads as my way of giving back to the site"
"wala maki tingin lng"
"yes, i look for ads like invitations to events and special
discount offers on stuff i like"
Neutral "neutral…. I just don’t want to?"
Uninterested "no, time wasting"
"No"
"Nope"
"NO. I'M NOT INTERESTED"
"No"
"no, i don't really click ads on SNS"
"no, i don't have time on clicking those tabs,"
"no.."
"nd ehhh"
"No."
"no. I do not log in to social networking sites to check out the
ads, so I really don't mind them at all."
"nde qu pinapansin yang advertisement n yan...."
"no..waste of time"
"nah, i found them annoying, especially ung itatagged p sau
ung ibinebenta nila... i go to ebay if i want to see one..."
"no, because most of the ads are spam or fraud"
"i dont"
"i dun like~"
"No"
Table 13 shows that 18 out of 25 respondents are not interested on clicking or looking ads
that are present in social Networking Sites because they find it a waste of time.
Seven (7) out of 25 respondents are in interested on looking at ads that they can relate to.
One respondent is either interested or uninterested.

Table XIV.
Reasons of Respondents for exchanging private conversation in Social Networking Sites

Exchanges Private Conversation "yes, to enhance social capabilities"
"yes. its more personal that way. somehow you
can catch up with each other's lives even if you
are far from each other or havent seen each
other for sometime"
"yes."
"sometimes. for contests; marchandise sales;
events and concerts..but this is very seldom.."
"YES. BUT WITH PERSONAL FRIENDS ONLY.
TO COMMUNICATE WITH THEM OF COURSE
AND KNOW WHAT THEY'RE UP TO."
"Yes, because I can communicate with my
friends in bulk or in group, and most of all, it's
free."
"yes, sometimes i do it because i don't have the
person's contact number and i think it's casual
lang naman to talk with someone privately sa
mga SNS and it's faster, kasi pag online ka at
online siya, you'll have the response immediately
but i don't really talk to people that i don't know"
"sometimes, if the topic is very much private,"
"yes... for further contacts"
"minsan ata"
"yes, because not all messages should be known
by most people or by the public."
"i do, because these are usually the only times to
reconnect with some of my friends (when they
are online)"
"yes, because it’s a much easier & cheaper way
of conversing with others without compensating
the effectiveness/value of the communication
itself."
"yes, because sometimes i have to do it
privately, and pm-ing someone is the fastest way
of communicating thru internet"
"yes. sometimes, there are things that only two
people should know"
"yes..just to let them know that you're still part of
the circle"
"Yes, especially when you were away from your

love ones."
"YES... kaya nga private eh... confidential ung
mga topic... "
"yes. for privacy and confidentiality"
". yup especially if its too private to show on
public"
"Yes, Banal conversation"
"yes, i have to get in touch with them, especially
to my students with their queries"
Does Not Exchange Private Conversation "nde e...."
"wala nmn"
"no, because it is not that safe"
Table 14 shows that 22 out of 25 respondents are comfortable exchanging private
on Social Networking Sitesto basically connect with long friends or to keep in touch
with them.
Three (3) respondents do not exchange private conversation on Social networking
Sites.
Table XV.
Experiences and Perception of Respondents towards Cyber- bullying in Social Networking Sites

Bullied "yes,"
". yes. left my friendster account logged-in in a

internet shop, someone change the account
details. i ended up creating a new account."
"oo.minsan delete ko xa sa friend list ko

blocked agad"
"yes in online games, i want to punch them in
the face"
"yes, i have to change account name"
Not Bullied "Nope. ako yung nambbully"
"hmm..fortunately i haven't.."
"NOPE."
"NEVER EVER."
"i haven't had any experience of cyber-
bullying"
"no, but i think the consequences of cyber-
bullying is eternal cyber-shame"
"no... i haven’t"
"Not yet, but most of my office mates are
bullying other people in fb. Lol"
"no."
"nope, because I’m the one who do it"
"nope!!"
"not yet."
"nope.. i am the bully.. (just kidding)"
"NO"
"wala din"
"not yet"
"not really, simply prank jokes."
"not yet~"
"No"
Not Familiar ". i don't understand the question, is it i am the
one being bullied or i am the one bullying
somebody else??? anyway, i think i haven't or i
unconsciously doin' it... (actually i haven't
heard about "cyber-bullying"... i don't know
about it)"
Table 15 shows that 19 out of 25 respondents did not experiencing any type of cyber-
bullying while Five (5) have experience this and the other one is not familiar with this issue.
Table XVI.
Perception of Respondents towards Invasion of Privacy in Social Networking Sites

Privacy Invaded
"yes, when my friend uploaded an embarrassing
picture and tagged me "
"somehow. nkkita nla kung ano un pinost ko sa
wall nun friends ko."
"YES. BEING ON SNS IS LIKE BEING NAKED IN

FRONT OF A HUGE CROWD. ON SNS, IT
SEEMS LIKE EVERYONE KNOWS EVERYONE.

YOU CAN'T HIDE! HAHA! ESP ON FB. NO
MATTER HOW PRIVATE YOUR ACCOUNT IS,
YOUR NAME AND PIC WILL STILL APPEAR ON
OTHERS' NEWS FEEDS. SOMETIMES FB
APPLICATIONS PULL INFORMATION FROM
YOUR PROFILE EVEN WITHOUT YOUR
PERMISSION. AND I'VE READ AN ARTICLE
WHICH STATES SOMETHING LIKE...THE PICS
UPLOADED ON FB CAN'T BE PERMANENTLY
DELETED. THOUGH YOU HAVE DELETED
THEM, THE PICS REMAIN ON FB DATABASE
WHICH MAKE THEM VULNERABLE TO CYBER
CRIMINALS. SO THERE IS NO PRIVACY AT ALL!
HEHEHE. "
"Yes, I don't like some friends to see my status due
to its confidentiality that's why almost half of my
friends in Facebook are
disabled to see my status.
"
"yes oo naman,sobrang daming hackers ngayon at
super daling manghack, ako i really confess na i do
stalk on SNS plus yung mga developers netong
mga SNS na to could easily access to your
account. there was a time sa kagustuhan kong
mangstalk, i tried hacking someone's account,
ayon at account ko ang nahack haha"
"yes sometimes, but i don't fret, particularly in
uploading pictures, that's all.."
"yes... through my pictures"
"minsan oo sobra heehhe "
"of course, if afraid they might get some infos
about me and use them against me"
". yes...there are people who post comments even
if i don't know them personally…"
"kaya nga sha tinawag na SOCIAL, once you
joined a SNS your privacy had already been
invaded... the fact na ngshare k ng birthday mo,
address, contact information, etc. any information
about urself your privacy had already been
invaded... that is why before you sign up to a SNS,
you where asked if you agree in the terms and
conditions of the SNS you are joining to... if you
agree, u can have the privilege to use the SNS, but
if not you cannot... hindi naman pwdng u don't

agree pero pwd k p ding mag sign up db??? that
fact already invades your privacy... but, after
signing up, the SNS provides this privacy setting
where in you can chose what informations about
you ang pwd mung i-share... it's a YES-NO for
me... YES, kasi you agreed to be invaded when
you signed up, because you are force to... NO,
because it is not a privacy invasion, you give
permission to the SNS to access your privacy...
ikaw p nga ang ngfill up ng signing up form... ETO
LANG YAN SINCE SOCIAL NEWORKING SITES
NGA SHA, DEFINITELY WALA KA NG
PRIVACY... YOU ARE FORCED TO SHARE IT
EVEN IF YOU DON'T WANT IT... KC KUNG HINDI
MU NAMAN BIBIGAY UNG PERSONAL
INFORMATION MU HINDI KA NAMAN
MAKAKAACCESS SA SNS...
YES - 60%
NO - 40%
"
"yes, in a way that your account can be accessed
anytime and your posts can be seen around the
world…"
"sometimes, when you are hiding something about
yourself but usually once you had an account you
should know your limitations as a user."
"yes. sometimes because some areas of chatting
is
appearing on the news feeds of others
"
"yes, like for those people whom i really dont know
can look after my profile so i keep it a little low, i
dont post anything so personal about my life...like
bank account number and home address"
Privacy Secured
"no. you can only share what you chose to share.
you can still keep your privacy the way you wanted
it. you always have the choice. its just a matter of
being aware of your usage of the networking sites"
". not really because i dont poke around that much
with the SNS thing..and i believe other people
aren't that much invaded also..you can filter what
goes in and what goes out from these SNS-
es..you'd really have to be a total moron to post
something so incriminating that it puts you in
danger.."
"No, i always believe that if you publish, share or
you post something it is really for public viewing. Di
kung ayaw mong maivade ang privac mo di wag
kang magshare, magpost o gumawa ng sn
account. Lol"
"no, because i don't post things that i don't want to
be put out in public (for example, my cellphone
number)"
"Nope, because it depends on how you choose

your privacy settings. I have a private profile
setting which means, only my friends (people that I
know & know me) can view my profile/pix, only my
friends can search me on fb and not everyone can
add me up on fb. In addition, I reject request from
people that I don’t know… (taray effect lang)"
"nde p!!"
"not really"
". No."
"hindi nmn"
"No, I know how to keep confidential things."
Table 16 shows that 15 out of 25 respondents felt that their privacy are being invaded
through Social Networking Sites, they think that information that should not be broadcast to the
world are available to the public. Like what one article’s title Facebook,: Even when you don’t
share , you may be sharing.
On other hand, ten (10) respondents knows how to handle their account that they do not
feel that their privacy are being invaded by having an account in Social Networking sites.
Part III. Transcription of Content Analysis
Table XVII.
Structural Analysis
Privacy Settings Things that I share
Features Profile (wall)
Application What’s on your mind
Content Analysis
Topics Peers Discussions
Linguistic Approach Informal
Context of the Language Impressive

Communication Objective To inform
Facebook (December 21, 2010- January 11, 2011)
Table 17 shows the structural analysis and content analysis of Messages sent in the Social
Networking Sites Facebook.com. These messages where posted from December 21, 2010-
January 11, 2011, using her account, the researcher copied, paste and printed the homepage of
her Facebook.com account.
Through the categories set, the coders identify the dominant privacy settings, features,
application, topics, linguistic approach, context of the language and communication objective
that exist in the Social networking Sites.

The most dominant privacy setting is “things that I share” , it is one setting that we use in
our facebook account., through this setting the user can filter and control the posts that he/ she
can share. The user can choose sharing his/her posts to either just friends or everyone. In this
case, the posts shown seems to lack enough security that everyone can easily see them,
The feature that users always use is profile (wall) this is an application wherein you can
post conversation with SNS friends. Users usually exchange conversation using wall to wall as if
they are exchanging SMS messages.
The favorite application of the users is “what’s on your mind” this involves posting just
anything on your mind, placed beside your name, usually the option where people base your
emotion/ mood of the day. This application is their favorite because they treat the SNS as their
online journal where they can freely express their feelings and thoughts, forgetting or maybe
ignoring the fact that the whole world can see it.
Topic that always exists in the social networking sites is the peers discussion which
define as topics discussed among friends, this usually starts when a user posts his/her current
state of mind, thoughts or feelings when a friend reacted to this, the conversation among peers
starts.
The usual language use in the posts is Informal meaning use of language with humor or
easily understood by others. Since most users wanted to attract attention to start conversation
with others, they tend to posts messages that are funny or something that almost everyone can
relate to.
The contexts of the language in most posts are impressive which is defined as making
deep and usually favorable impression on the mind or senses. Obviously, the users would post
messages that are favorable to attract others to communicate and start a conversation with others.
Most of the posts’ objective is to inform, objective means to educate or give information
through messages. Though most the messages are informal and does not educate much, still they
can be classified as to inform because these messages give information on the updates about the
users.
Table XVIII.
Twitter (December 21,2010- January 11, 2011)
Structural Analysis
Privacy Settings Things that I share
Features Profile (wall)
Application What’s on your mind
Content Analysis
Topics Peers Discussion
Linguistic Approach Informal
Context of the Language Impressive
Communication Objective To inform
Another Social Networking Site that the researcher used to gather data is Twitter.com.
Using the same process, the researcher identify the dominant privacy settings, features,
application, topics, linguistic approach, context of the language and communication objective
that exist in the Social networking Sites last December 21,2010 to January 11, 2011.
The difference between the two SNS is that Twitter. Com is famous for its feature
“follow’ and users usually follow celebrities like what the researcher does.
The most dominant privacy setting is “things that I share” , it is one setting that we use in
our facebook account., through this setting the user can filter and control the posts that he/ she
can share. The user can choose sharing his/her posts to either just friends or everyone. Things
that I share limits the people that can view your post that does not apply much in this website
because once you are being followed by other users they can easily read your posts no matter
how private it is, like what is happening in our local celebrities that creates issue through the
things they share.
The feature that users always use is profile (wall) this is an application wherein you can
post conversation with SNS friends. In this site, users are familiar with the option “mentions”
where they can talk wall to wall , asking questions, giving updates with each other.
The favorite application of the users is “what’s on your mind” this involves posting just
anything on your mind, placed beside your name, usually the option where people base your
emotion/ mood of the day. This application is their favorite because they treat the SNS as their
online journal where they can freely express their feelings and thoughts, forgetting or maybe
ignoring the fact that the whole world can see it. Celebrities act as if only their friends can see
their post.
Topic that always exists in the social networking sites is the peers discussion which
define as topics discussed among friends, this usually starts when a user posts his/her current
state of mind, thoughts or feelings when a friend reacted to this, the conversation among peers
starts.
The usual language use in the posts is Informal meaning use of language with humor or
easily understood by others. Since most users wanted to attract attention to start conversation
with others, they tend to posts messages that are funny or something that almost everyone can
relate to.
The contexts of the language in most posts are impressive which is defined as making
deep and usually favorable impression on the mind or senses. Obviously, the users would post
messages that are favorable to attract others to communicate and start a conversation with others.
Celebrities use this context because they have to create a good image and reputation to the
public.
Most of the posts’ objective is to inform, objective means to educate or give information
through messages. Though most the messages are informal and does not educate much, still they
can be classified as to inform because these messages give information on the updates about the
users. This may also include the plugging of the celebrities’ show using their account.
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of findings, conclusions and recommendations to set
the boundaries between interpersonal and mass communication messages found in the Social
Networking Sites.
The study aimed to set the boundaries between interpersonal messages and mass
communication messages through the following criteria:
1. What is the content of the of the selected social networking sites in terms of:
a. privacy settings?
b. features?
c. application?
2. What are the topics found in the selected social networking sites
3. What are the linguistic approaches used in the selected social networking sites?
4. What is the context of the languages used in the selected social networking sites?
5. What is the communication objectives of interpersonal messages and mass communication
messages found in the social networking sites?
SUMMARY OF FINDINGS
1. 100 percent of the respondents have their SNS account on interactive sites specifically
Facebook.com that focuses on networking , while others also created account on media-
related sites such as youtube.com, multiply.com and myspace.com that features different
music, photos and videos revolving in the entertainment industry.
2. The higher number of users belongs to those members who included accessing their
account to their daily routine.
3. Most respondents prefer to include their relatives, colleagues and strangers on their
friend list while 8 respondents includes their colleagues and relatives , 3 would add just
anyone , the other 3 prefers just their colleagues and the last 2 add their colleagues and
strangers
4. Majority of the users present their self in a revealing way which means that they show
their self transparently. They are willing to give all the information that they can think
about including their thoughts and feelings.
5. The first thing that respondents do when they access their account is to check the
notifications to check what the new updates on their account are. They also exchange
messages with their friends using chatbox, inbox and the likes. Some play games once
they are logged in. Some check new pictures and videos that their friends had uploaded.
6. Most respondents use games as their application in the account in the Social Networking
Sites.
7. Most respondents post messages that are meant for intrapersonal communication, these
are usually their current experiences, their thoughts and feelings.

8. Social networking sites serves as the online journal of the users of the web, although they
are aware that whatever they post can be shared to almost half of the globe, they tend to
overlook this situation and continue to post personal things as if talking to their self.
9. Most respondents are interested on the personal information about other people,
sometimes others misery or problems,
10. Most respondents are interested on personal topics being discussed on the Social
Networking Sites these includes discussions among family and friends about everyday
experiences, daily routine, feelings and thoughts
11. Most respondents send and read messages in Social Networking Sites to be updated in
the happenings around his/her environment.
12. Most respondents use formal language or Filipino and English language which is easy to
comprehend.
13. Most respondents post messages that are meant for intrapersonal communication, these
are usually their current experiences, their thoughts and feelings.
14. Most respondents are not interested on clicking or looking ads that are present in social
Networking Sites because they find it a waste of time.
15. Most respondents are comfortable exchanging private on Social Networking Sites to
basically connect with long friends or to keep in touch with them.
16. Most respondents did not experiencing any type of cyber-bullying while Five (5) have
experience this and the other one is not familiar with this issue.
17. Most respondents felt that their privacy are being invaded through Social Networking
Sites, they think that information that should not be broadcast to the world are available
to the public.
18. The most dominant privacy setting is “things that I share” , it is one setting that we use in
our facebook account., through this setting the user can filter and control the posts that
he/ she can share.
19. The feature that users always use is profile (wall) this is an application wherein you can
post conversation with SNS friends
20. The favorite application of the users is “what’s on your mind” this involves posting just
anything on your mind, placed beside your name, usually the option where people base
your emotion/ mood of the day.
21. Topic that always exists in the social networking sites is the peers discussion which
define as topics discussed among friends, this usually starts when a user posts his/her
current state of mind, thoughts or feelings when a friend reacted to this, the conversation
among peers starts.
22. The usual language use in the posts is Informal meaning use of language with humor or
easily understood by others.
23. The contexts of the language in most posts are impressive which is defined as making
deep and usually favorable impression on the mind or senses
24. Most of the posts’ objective is to inform, objective means to educate or give information
through messages.
CONCLUSIONS
After researching and gathering sufficient data in getting the information needed to set
the boundaries between interpersonal and mass communication messages. The researcher came
up with the obvious but overlooked conclusion.
1. Every Social Networking Sites has its own privacy settings that users can easily
access and secure the information that public can see. But most users seem to
overlook this information that exists in the information. The features and
applications that is present in the social networking sites are too entertaining that
users tend to forget the limitations that they have to apply in using their account.
2. The most dominant topic found in social networking sites are intrapersonal and
interpersonal messages that become mass communication. This process begins
when a user post a message that is not meant for any direct conversation but when
someone felt that they can relate to, they begin to comment on the said post and
begin a conversation and since it has no enough security setting everyone can see
the said conversation intentionally or unintentionally.
3. The linguistic approach mostly use in the social networking sites is informal,
this is use by most users to easily understand the messages being post in SNS.
Most conversation is like real life setting that users freely post messages using the
language that everyone can understand.

4. The common context of the language is impressive which means that users use
deep and favorable impression towards the senses and feelings of others, this
context of language can easily start a conversation and easily makes instant
connection with others even strangers.
5. Like any other communication device the social networking sites has the same
objective, it is to inform but this objective is somehow informal because it is not
generally meant for educating but merely informing others what are the updates
of the users.
RECOMMENDATIONS
1. The researcher recommends further and in depth research on how users present their
self in their account and how it affects them especially professionals.
2. The researcher also recommends thorough data gathering on the communication going
on, using more one account.
3. The researcher also recommends conducting a research on social networking sites
being online journal of users, in a way that most messages found on social networking sites are
for self interest or intrapersonal communication.

IMPLICATIONS OF THE STUDY
The study reveals the social networking site as one innovation in the technology wherein
users can easily send and receive messages free given that you have the right tool. But with the
easy access, there is a corresponding consequence, and it is to uncontrollably expose you to the
public. Exposing one’s self in the public can also lead to public humiliation if unnecessary
information is given. There also cases that uncontrolled use of SNS can harm you, emotionally
through cyber-bullying or financially through cyber theft.
Once you post something on the net it automatically becomes a public domain, you
cannot claim that it is for personal purposes because it is obvious that you allow everyone to
access that post. It is only in the hand of the user whether he can control the overwhelming effect
of SNS in the society.
There are aspects that can affect communication that exist in the social networking sites.
The use of language, if a user use slang or regional linguistic approach, only few can relate to the
topic discuss because there would be only few who can understand the messages posted. The
security settings that exist in the social networking sites can be set by the users to limit the
information that SNS friends can access.
This study will help users especially media practitioners to set boundaries how they will
limit their selves and set boundaries on messages that they send and receive. As media
practitioners, they have the ability to easily make the people believe what they are saying, that is
why there is a need to limit the messages or the usage of social networking sites in
communication.
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scholarship,”Journal of Computer–Mediated Communication, volume 13, number 1,
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SETTING BOUNDARIES 2

TITLE: SETTING BOUNDARIES BETWEEN INTERPERSONAL

COURSE: BACHELOR OF SCIENCE IN MASS COMMUNICATION

SCHOOL: MANUEL S. ENVERGA UNIVERSITY FOUNDATION

DATE: MARCH 2011

ADVISER: DR. CLAUDIA AYALA

accessed their account.

communication even, intrapersonal communication turns to mass communication of the said

should expose the communication in the web.

system take over him.

THE PROBLEM AND ITS SETTING

Background of the Study

One of the characteristics of people is to communicate with each other. It is an important

Communication is not simply talking to someone but it is also gathering of information

communication. These types of communication are easily differentiated. According to Foulgar

and other language, non-verbal communication, listening, conflict management, intercultural

communication, relational communication, and various communication contexts including work

compared to mass communication.

Message is the most important element in every communication process. It is the

television (Ables, 2003).

features existed in some form before SixDegrees,com.

and discussions among friends to the rest of the world.

get, and before they know it is broadcast to the world.

Statement of the Problem

communication message in social networking sites.

Specifically, it seeks to answer the following questions:

5. What is the communication objectives of interpersonal messages and mass

communication messages found in the social networking sites?

Significance of the Study

conversation that can be done using IM.

Scope and Limitations

social networking sites.

social networking sites.

The results will be based on a month long monitoring of communication on selected

social networking sites.

Conceptual / Theoretical Framework

social networking sites like Facebook and Twitter.

somehow mass communication.

The conceptual paradigm is illustrated on the next page.

SOCIAL NETWORKING SITES

Privacy Features Application

Interpersonal communication B Mass Communication

Context of the language

The following terms are defined for clarity and understanding:

site to site (Boyd, 2005).

Interpersonal Communication is a communication between two or more people with

the same ideas and interest.

Mass Communication is a communication in a large number of random audience using

Net is a short term for internet.

Boundaries are the limitation or line drawn to differentiate interpersonal communication

and mass communication.

information or create them.

and received in a communication process.

RELATED STUDIES AND RELATED LITERATURE

gathered information are put together for this research study.

If there is one thing that people cannot avoid, it is to communicate. Communication is

traditional definition and distinction of different types of communication (Baran,2003).

newspaper, radio and television (Boyd,2005)

communication especially in the news and public affairs world.

more in demand to our society.

a tool in the development of mass communication.

distinguishes interpersonal communication from mass communication, it is the existence of

dangerous consequences. Ms Shroff particularly emphasized the danger to children who