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UNIVERSITI TEKNOLOGI MARA

THE IMPACT OF FACEBOOK ON SOCIAL IMAGE, INTERACTION SKILLS AND DISCOURSE: A CASE STUDY OF UNIKL MICET STUDENTS

MARIATI BT. MOHD. SALLEH

MASTERS IN EDUCATION (TESL) FACULTY OF EDUCATION JULY 2012

UNIVERSITI TEKNOLOGI MARA

THE IMPACT OF FACEBOOK ON SOCIAL IMAGE, INTERACTION SKILLS AND DISCOURSE: A CASE STUDY OF UNIKL MICET STUDENTS

MARIATI BT. MOHD. SALLEH

Dissertation submitted in partial fulfillment of the requirements for the degree of Masters in Education (TESL) Faculty of Education July 2012
CANDIDATES DECLARATION

I declare that the work in this dissertation was carried out in accordance with the regulations of UniversitiTeknologi MARA. It is original and is the result of my own work, unless otherwise indicated or acknowledged as referenced work. This dissertation has not been submitted to any other academic institution or non-academic institution for any other degree or qualification.

In the event that my dissertation is found to violate the conditions mentioned above, I voluntarily waive the right of conferment of my degree and agree to be subjected to the disciplinary rules and regulations of UniversitiTeknologi MARA.

Name of Candidate Candidates ID No. Programme Faculty Dissertation Title

: : : : :

Mariatibt.Mohd. Salleh 2007131301 Master of Education (TESL) Education The Impact of Facebook on Social Image, Interaction Skills and Discourse: A Case Study of UniKL MICET Students

Signature ofCandidate : Date

Dedicated to my beloved parents,

Haji Mohd.Salleh Haji Ibrahim

and

Hajjah Fatimah Haji Ibrahim

ACKNOWLEDGEMENT

Alhamdulillah. I am grateful to Allah the Almighty, Most Beneficent, Most Merciful for bestowing me with the strength and perseverance to complete the dissertation. I would also like to express my deepest gratitude to my supervisor, Dr. Noor HanimRahmat, for her constant guidance and invaluable feedbacks in making this a reality. I would also like to thank all my lecturers, course mates, colleagues and friends for their support throughout my journey of wisdom.

I would also like to extend my heartfelt appreciation to my beloved husband, children, brothers and family members for their prayers, understanding and belief in me. Most

importantly, I would like to thank my parents, for without their never-ending love and support, I would not be where I am today.

Abstract With 900 million account holders, it is without doubt that Facebook is the most popular social networking site the world has ever witnessed. The users come from all walks of

life, without any discrimination on gender, ethnicity, age, religion or political affiliation it is a cyber-state with citizens that can present themselves, their views and ideas to a select circle of friends, not strangers. Considered a dominant, vibrant social networking site (Khaddage& Bray, 2011) in youths life today, Facebook allows its users to be the centre of the world in their own space (Dalsgaard, 2008, p.9). The study focuses on the impact of Facebook to its users social image, interaction skills and discourse. The research utilized a set of questionnaire as the instrument to measure the influence and role that Facebook plays on 136 young undergraduates in UniKL MICET, Melaka. The findings of the study is very interesting as it can be perceived that Facebook does influence the construction of a positive social image of its participants, as many respondents claim that they will only reveal the positive side of themselves to their Facebook audience. Other than that, it is observed that Facebook has helped the undergraduates improve their interaction skills, especially with friends and relatives they were not familiar with before. Finally, it is also perceived from the findings that

Facebook influences the use of discourse among the respondents, who feel that their English proficiency has improved due to the frequent use of the language on the social network. Therefore, it is hoped that with the findings, educators can engage young Facebookers to utilize the social network through activities that can improve their social image, interaction skills and discourse. Abstrak

Laman Facebook (FB) telah dikenalpasti sebagai laman Internet yang paling ramai pengunjung di alam siber kini. Dengan 900 juta pengguna dari seluruh dunia, tanpa diskriminasi dari segi jantina, etnik, umur, agama, atau fahaman politik Facebook

bagaikan sebuah negara siber yang memberi kebebasan penuh kepada warganegaranaya untuk menonjolkan diri, pandangan atau idea mereka tanpa sebarang kekangan. Sebagai laman sosial yang berpengaruh dan menarik dalam kehidupan pengguna dari golongan muda (Khaddage & Bray, 2011), FB turut memberikan kuasa kepada seseorang untuk merekacipta dan mengawal dunia rekaannya sendiri (Dalsgaard, 2008, p.9). Objektif kajian ini adalah untuk mengenalpasti samada penggunaan FB memberi impak kepada imej sosial, kemahiran berinteraksi dan penggunaan bahasa di kalangan pengguna FB. Borang soal-selidik telah digunakan sebagai instrument kajian, melibatkan 136 responden di kalangan pelajar UniKL MICET, Alor Gajah, Melaka. Dapatan kajian mendapati bahawa FB memainkan peranan dalam pembentukan imej sosial yang positif di kalangan pelajar, terutama dari segi menampilkan hanya perkara yang baik kepada rakan FB mereka. Selain itu, pengguna FB mendakwa bahawa kemahiran interaksi mereka semakin baik terutama dari segi hubungan dengan rakan-rakan dan ahli keluarga yang kurang dikenali sebelum ini. FB turut memberi impak kepada penggunaan bahasa, terutama dari segi kemahiran Bahasa Inggeris yang semakin baik kerana ia kerap digunakan di laman tersebut. Oleh itu, penulis berharap agar dapatan kajian ini boleh dijadikan panduan oleh para akademik untuk mengaplikasikan FB sebagai wadah dalam usaha meningkatkan imej sosial, kemahiran berkomunikasi dan bahasa di kalangan pelajar.
TABLE OF CONTENTS

CHAPTER ONE 1.1 1.2 1.3 1.4 1.5 1.6

THE RESEARCH

Introduction...1 Background to the Study...4 Statement of the Problem......5 Rationale for the Study.....7 Objectives of the Study........................8 Research Questions......................9

1.7 1.8

Significance of the Study......9 Limitations of the Study..10 LITERATURE REVIEW

CHAPTER TWO 2.1 2.2 2.3 2.4 2.5 2.6

Introduction..11 Constructing an Ideal Social Image.14 Interaction Skills..18 Use of Discourse..22 Past Research.......26 Conclusion...............31 METHODOLOGY

CHAPTER THREE 3.1 3.2 3.3 3.4 3.4.1 3.5

Research Design ..33 Population and Sample.....33 Validity and Reliability of the Research ..34 Instrumentation.....34 The Questionnaire.....34 Data Analysis........37 RESULTS AND ANALYSIS

CHAPTER FOUR 4.1 4.2 4.3 4.4 4.5 4.6

Introduction.....................38 Findings for Demographic Data......39 Findings for Social Image...............46 Findings for Interaction Skills..52 Findings for Discourse ...................................55 Conclusion....57 CONCLUSION AND RECOMMENDATIONS

CHAPTER FIVE 5.1 5.2 5.2.1 5.2.2 5.2.3 5.3 5.4 5.5

Introduction..58 Summary of Findings.......58 Social Image.....59 Interaction Skills..........61 Discourse..63 Pedagogical Implications.....65 Recommendations for Future Research ..66 Conclusion ...68

References .................................................................................................................viii Appendix ..............................................................................................................xiii

CHAPTER ONE THE RESEARCH

1.1

Introduction

The lives of millions of people connected to the Internet can easily become intertwined due the various interests, needs, hobbies, and information that they seek for through the wonderful world wide web (w.w.w.). From Google-ing for the latest information, purchasing or bidding for items you desire online, playing online games with a stranger from a foreign town you have never heard of, watching the latest hilarious You Tube video, downloading the map for your exotic excursion or even wiring money to a collegegoing kid in a country thousands of miles away, the Internet has undoubtedly become indispensible in the modern homo sapiens life. In fact, it is now acceptable to think that the Internet is some kind of replacement for the real world, becoming a meeting place for many netizens (Amichai-Hamburger, Wainapel& Fox 2002, p. 128).

Friendster.Myspace.Facebook. Twitter. Just to name a few of the social network sites whichdominate the lives of a lot of Internet users these days. Which individual that has access to the Internet is not familiar with these Social Network Sites (SNS)? What

started off as sites for people to hook up with interesting people online have spawned into places to look up for long-lost friends from high school or college buddies, or even tracking childhood friends you thought you would never meet again. The SNS have spread like wildfire, catching up everyones imagination. Most prominently, the sites have metamorphosed into the ultimate social staple in the lives of millions of netizens. From just announcing to so-called online friends of latest events and happenings, posting pictures of the latest holidays and chatting with friends; SNS have become the place where people get invited to events, buy products from abroad, receive promotional news

from companies, and even keep track of their favourite celebrities activities making it a one-stop social networking site (Loving & Ochoa, 2011, p. 121).

Facebook (FB) recently announced that its number of users has reached the 900 millionth milestone, with 50% active users (Facebook, 2012). A feat never before achieved by any website, it is undeniable that SNS are here to stay. If Facebook were a nation, it would be the third-most populous country in the world, just about a couple hundred million less than the population of India. In fact, mobile handphone manufacturers were quick to

chance upon the SNS users needs, by including the most popular SNS like FB, Twitter and YouTube as part of their handphone applications (or better known as apps), making it easier for mobile users to report their whereabouts, upload their latest endeavours,and track their friends activities as well, while on the move. It is no wonder that the Facebook social network keeps on evolving as a powerful resource for information (Pilgrim & Bledsoe, p.38).

First launched as a website for Harvard undergraduates to get connected, it has come a long way since its inception, or more apt to say, has grown by gigantic leaps and bounds in terms of monetary returns. In September 2011, many users were tricked into believing that Facebook would start charging its users, prompting Facebook to issue a statement that it was just a baseless rumour. Such is the impact of the site to peoples lives, that an award-winning movie chronicling the birth of FB and revolving around the lives of its founder, Mark Zuckerberg, was released in theatres in September 2010.

In early 2011, SNS like Facebook and Twitter even caused a furore in international relations when they were accused of playing a role in contributing to the revolts that took place in several North Africa and Middle East nations. In Tunisia, there were two million FB users (Beaumont, 2011) which means that the huge community had the might to influence the Tunisian netizens to act. FB and Twitter were also utilized by Egyptian citizens opposed to President Hosni Mubaraks long tyranny ruling. Users of the popular SNS in the country took to the cyberspace, where they posted and tweeted their plans, meeting points and other updates during the insurgence. The Egyptians responded by holding mass rallies in various meeting points across the nation, with the biggest turnout converging at the-now infamous site, Tahrir Square. After sometime, total shutdown of the social networks in the country was enforced by the government, with the aim of immobilizing the peoples communication. However, the motion was already set, and the people were unstoppable. When the Ben Ali regime fell, and Mubarak was ousted, many parties around the world lauded the role the SNS played in granting a platform to a people deprived of democracy.

Closer to home, at the end of 2010, Malaysia and her neighbouring country Indonesia were the finalists of the ASEAN Football Federations (AFF) Suzuki Cup, a regional tournament involving a number of South East Asia nations. When Malaysia won, the rivalry between the two countries on the football pitch spilled over to the cyber space, trending the top spot on Twitter for a number of days. Supporters from both divides aired their thoughts, with many tweets bordering on angry and fanatical rants.

These are just a few events that show testament to the growing popularity of SNS in networking communities with similar passion, be it in a friendly or hostile manner. SNS have truly become a part of the cyber-users life, a modern cultural phenomenon that is not going away soon, but might even develop into much more sophisticated ways ever dreamed of since the advent the Internet.

1.2

Background to the Study

The number of FB users (who call themselves Facebookers) has reached 900 million worldwide. FB is reported to have 9.5 million users in Malaysia (Bernama, 2011), which is about 30% of the nations population, making it the most popular SNS among Malaysians. As a site that started its humble beginnings in a university campus, it is not surprising that it appeals to university students across the globe, and Malaysian undergraduates as well.

At Universiti Kuala Lumpurs (UniKL) campus in Melaka, Malaysian Institute of Chemical and BioEngineering Technology (MICET), with a student population of 1,445, the undergraduates can easily access the website through the free wireless network connection (wi-fi), a facility provided on campus. With the introduction of smart phones that provide Internet access as a built-in app, it is even easier for the students to access the Internet, a trend popular among youngsters around the world (Khaddage& Lanham, 2009).

This study attempts to look at the impacts of Facebook onUniKL MICET students social image, interaction skills, and discourse. It aims to establish whether there were any impact on the teenagers social image, interaction skills, and discourse use due to their participation in the websites activities.

1.3 Statement of the Problem

When social networking sites started to gain a huge following, especially with the FB revolution that began in 2004, a number of studies on the effects of SNS to users were carried out by concerned parties. A few researchers were naturally intrigued with the possibilities of SNS impacting the lives of the social networkers, especially with the amount of hours spent on checking out their friends status updates, chatting, playing games, etc. In fact, FBclaims that its users log on to the site for 700 billion minutes in a month. In other words, it is similar to 45,000 thousand years of combined time on FB every day (Sarsar& Harmon, 2010, p. 715). Naturally, this leads to accusations that the amount of wasted hours spent on the site could harm the users in various aspects, such as academic achievements and the health of users (UtusanKonsumer, 2011).

There are worries among the Malaysian public that Facebook can impose hazards if the use is unchecked, as voiced by Malaysias former Women, Family and Community Development Minister Datuk Seri Shahrizat Abdul Jalil (Bernama, 2011). She claimed that family communication can greatly be hampered if they were taken over by online activities instead of using the time to foster family ties. In fact, some traditional scholars

opine that social technologies are a product of the devil, bound to do nothing but corrupt and destroy todays youth (Boyd, 2007, p.1).

However, if there were so many worries over the negative effects of FB to the users, why is it that millions the world over are enthralled by it? With new apps such as computer tablets, smart phones and androids all cashing in by including the popular SNS like FB and Twitter as part of their built-in apps, are they really that harmful?

In terms of social image, earlier researchers determined that using SNS have helped youngsters promote their image to their FB audience, be it positive or negative (Zhao, Grasmuck& Martin, 2008). SNS also allow people to nurture an image that might appeal to their friends, whether they are true or not (Dalsgaard, 2008; Livingstone, 2008). However, there are also claims that some teenagers exaggerate their exploits online to gain fame, especially in claiming of negative or risky behaviour (Brock, 2007). Then, there are also some egoists who use the platform to promote themselves (Buffardi& Campbell, 2008), making others pressured to keep up with them (Valkenburg, Peter & Schouten, 2006). This study looks into the aspects on whether the students of MICET portray their true image, whether they will harm their image or other peoples ima ge through their posting and comments made on the Facebook site, and also whether getting good responses or comments from their friends on FB would bolster their confidence.

The interaction skills of SNS users are said to have experienced better relationships online, which later leads to improved offline relations (Ellison, Steinfield& Lampe, 2007;

Mazer, Murphy &Simonnds, 2007; Subramahyam& Greenfield, 2008). This study looks into whether FB can improve the interaction skills of the MICET users when they communicate with their FB friends, especially the friends and relatives they are not familiar with before, and also their relationship with their lecturers.

Meanwhile, online communication has given birth to cyber speak and cyber text that use symbols, abbreviations and even acronyms to save typing space, which are often blamed for the rise in spelling and grammatical errors (Guardian, 2010). However, there are also research that determine that participating in SNS could improve the use of English (Kabilan, Ahmad &Jafre, 2010) and can even be utilized to teach languages (White, 2009; Benton, 2012). This research attempts to identify FBs influence on the students spelling, grammar, vocabulary, and whether it has influenced the students English proficiency and confidence in using the language. In UniKL MICET, the Facebook website is made inaccessible to students in the computer laboratories and library, due to the worry that students might waste their hours on the website instead of spending their time to study. The major reason the move was made is that some students did log on to the site when their lecturers were teaching. Of course, it was irresponsible of the few who did that, and the move by the universitys management had affected all of students as well. Contrary to what some might feel over the negative effects of FB, this study attempts to establish whether using Facebook would impact the social image, interaction skills and discourse use of UniKL MICET students when they log on to participate in activities available on the Facebook social website.

1.4

Rationale for the Study

Facebook began its modest beginnings on a university campus, developed by a thenteenage undergraduate, therefore it is not surprising that it is acknowledged as an important part of students lives today (Cloete, de Villiers &Roodt, 2009). FB is claimed to be universally addictive for college-aged students who tendto spend considerable amounts of their time maintaining social connections, makingnew acquaintances and maintaining a broad base of friends during their years ofstudy (Loving & Ochoa, 2011, p.121). As the most popular SNS in Malaysia, it is also believed to be the most popular SNS among teenagers in Malaysia.

Malaysias leading consumer newsletter, UtusanKonsumer, devoted one of its editions to the negative effects of the web and computers, with an article claiming that social media could cause self-centredness, insecurity and anxiety to users (UtusanKonsumer, 2011, p. 4). On the other hand, there are also studies that claim that SNS is beneficial to improve users self-esteem and confidence (Valkenburg, Peter & Schouten, 2006; Gonzales & Hancock, 2008). In the meantime, there are researchers who claim that using FB can enhance motivations to communicate (Ross, et al., 2009), and improve English academic writing skills (White, 2009).

In UniKL MICET, undergraduates cannot access the website through computers available at labs and the library. As various research conducted have established that there are a myriad of positive effects to FB, the study was initiated to discover whether

Facebook has an impact on the undergraduates social image, interaction skills and discourse.

1.5

Objectives of the Study

The main purpose of the study is to examine the impact of Facebook to UniKL MICET undergraduates social image, interaction skills and discourse. conducted to fulfil the following objectives: The research was

1. The study aims to investigate whether the use of Facebook influences the construction of a positive social image among UniKL MICET students. 2. The study aims to establish whether the use of Facebook provides the platform for better interaction skills among UniKL MICET students. 3. The study aims to determine whether the use of Facebook influences UniKL MICET students discourse.

1.6

Research Questions

1. To what extent does Facebook influence the construction of a positive social image of UniKL MICET undergraduates? 2. To what extent does Facebook encourage better interaction skills amongUniKL MICET undergraduates?

3. To what extent does Facebook influence UniKL MICET undergraduates use of discourse?

1.7

Significance of the Study

Many feel that the Facebook phenomenon is here to stay, at least in the near future. From the onset of its launch, it has managed to garner everyones imagination, from the curious, excited, down to those hooked to it. It is no wonder then that it has attracted many researchers interested to study how it becomes popular, the reasons it is popular, and various other issues related to its uses. The study aims to identify the influence of Facebook to UniKL MICET undergraduates.

The findings of the study might provide an insight into the positive impact of Facebook on UniKL MICETs Facebook users, which could be used as a platform by educators at UniKL to enrich the students lives in various ways.

1.8 Limitations of the Study

The sampling procedure relied on data collected from respondents who are undergraduates from UniKL MICET only. Therefore, the findings might only reflect the group of undergraduates and cannot be used to generalize other users. Other than that, as the respondents are all teenagers ranging from the age of 19 24 years old, the findings may not mirror other age group of Facebook users.Another limitation of the study is that

the respondents are predominantly Malays, hence the outcome of the study may not be significant to other ethnics. Finally, as the study is only confined to the Facebook social networking site, hence, the findings might not reflect the impact of other SNS available on cyberspace.

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