Social Networking Part 2

Business Communication Quarterly

75(1) 6467
The Social Networking 2012 by the Association for
Business Communication

Arena: Battle of the Sexes Reprints and permission: http://www.

sagepub.com/journalsPermissions.nav
DOI: 10.1177/1080569911423961
http://bcq.sagepub.com

Timothy W. Clipson1, S. Ann Wilson1, and

Debbie D. DuFrene1

Abstract
Social networking via texting, Facebook, Twitter, and similar media is enormously
popular with students, though it often leads to communication challenges along gender
lines. Research supports the fact that men and women have divergent expectations
for social networking and use it differently. Students can benefit from classroom
experiences that raise their awareness of communication challenges associated with
social networking and encourage them to assess their own areas for improvement.

Keywords
social networking, gender

The Phenomenal Growth of Social networking usage has dramatically changed how
people interact with one another. Caution often is thrown to the wind when communi-
cating via technology with friends, family members, and business associates. Besides
creating ill will and hurt feelings, social media can also be used to harass, annoy,
threaten, and intimidate other online users (Michaels, 2007).

Gender Differences in the Use of Social Networking

Various studies have suggested that men and women value and use technology
differently. A recent Forbes article reported that Facebook is currently 57% women
and that women are more active, with 8% more friends and accounting for 62% of the
sharing (Goudreau, 2010). In a study of students from four public universities, Junco,
Merson, and Salter (2010) found that women spent more time sending text messages
than men, as well as spending more time on social networking sites. Tufekci (2008)
found that in most Western cultures, social networking activities related to keeping up
with friends and family are typically dominated by females.
1
Stephen F. Austin State University, USA

Corresponding Author:
Debbie D. DuFrene, Box 13004 SFASU, Stephen F. Austin State University, Nacogdoches, TX 75962, USA
Email: ddufrene@sfasu.edu
Social Networking Part 2 65

In a study conducted by the Center for the Digital Future, nearly half of young
women reported having met off-line with an online community contact, whereas
barely a third of young men report having done so (Gender Differences, 2010).
Longitudinal studies by the same agency reveal early signs of networking fatigue
among young men, with declining interest among males in participating in social
communities. Researchers postulate that although women are often cautious with new
technologies, men tend to charge in and then lose interest somewhat. Women of all
ages in the study demonstrated a wider range of online community interests, putting
more emphasis on social, spiritual, and relationship aspects.
Studies of students in various parts of the world reveal gender differences in social
networking that parallel those found in U.S. studies. A global study conducted by
ComScore, Inc. (2010) found that social networking sites are used by a higher
percentage of online women (76%) than online men (70%). A recent study of college
students in the United Arab Emirates found that female students tended to believe that
people on Facebook were honest and reliable, whereas the male students seemed to
have the opposite view (Shen & Khalifa, 2010). A recent study of college students in
the United Kingdom revealed that the driving factors behind joining a social network
differ substantially by gender, with female participants joining to be generally sociable
and keep in touch with friends, and male participants joining based on peer pressure
from friends and to make new friends (Benson, Filippaios, & Morgan, 2010).
In a study of more than 300 college students, Clipson, Wilson, and DuFrene (2011)
found that more than a quarter of respondents reported experiencing dating dilemmas
that resulted from social networking, and one in five reported experiencing a lost or
damaged relationship because of social networking miscommunication. Classroom
activities that foster dialog about gender differences in the use of social networking
can be beneficial to both male and female students. The following activity is designed
to raise student awareness of gender differences in the use of social networking and to
actively engage them in identifying ways to improve their own electronic
communication.

Class Activity: Battle of the Sexes

Objective

To identify specific gender-related differences that affect communi-cation between the

sexes while texting, facebooking, or tweeting.

Preclass Assignment
Have students think about specific examples of situations that illustrate communication
challenges with the opposite sex when texting, facebooking, or tweeting. They may
discuss this issue with family and friends before class.
66 Business Communication Quarterly 75(1)

In-Class Activity
Arrange men and women on opposite sides of the room in two separate
circles and ask each group to generate a list of items that drive them crazy
about the way the opposite sex communicates when texting, facebooking, or
tweeting.
Give the teams 10 to 15 minutes to generate their lists, complete with examples.
Have each group present one item at a time with an example; then allow the
other group to respond by agreeing or rebutting.
As time permits, continue until each group has presented several of their best
items. Then have a member from each group read the remainder of the list to
the other group.
Wrap up with a discussion of how men and women can overcome or mitigate
gender challenges in social media communication.
Have the class as a whole develop rules of the road or etiquette guidelines
that would improve the use of social networking between the sexes.

Postclass Assignment
Referring to the etiquette guidelines developed by the class, assign students to identify
the one guideline in which they are weakest. Challenge them to work on the area of
weakness before the next class meeting. Begin the next class session with an
opportunity for students to share what they worked on and the result. Alternately,
students may summarize their improvement effort in writing.

Summary
Social networking affects nearly every aspect of life: education, communication,
employment, social relationships, and personal productivity. Men and women differ in
how they value and use social networking. Both male and female students need
awareness of potential communication pitfalls between the sexes in social networking,
as well as strategies for overcoming them. Class activities that focus on consideration
of problem areas, appropriate standards, etiquette, and rules for using social networking
can be engaging and beneficial to students in coping with the gender divide.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship,
and/or publication of this article.

Funding
The author(s) received no financial support for the research, authorship, and/or publication of
this article.
Social Networking Part 2 67

References

Benson, V., Filippaios, F., & Morgan, S. (2010). Online social networks: Changing the face of
business education and career planning. International Journal of E-Business Management,
4(1), 20-33.
Clipson, T., Wilson, A., & DuFrene, D. (2011, March). An examination of gender differences in
reported experiences with online social networking. Paper presented at the annual conference
of the Association for Business Communication, Southwest United States, Houston, TX.
ComScore. (2010, June). Women on the Web: How women are shaping the Internet. Retrieved
from http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/Women_
on_the_Web_How_Women_are_Shaping_the_Internet
Gender differences emerge on social networks. (2010, April 9). USC News. Retrieved from http://
uscnews.usc.edu/digital_media/gender_differences_emerge_on_social_networks.html
Goudreau, J. (2010, April 26). What men and women are doing on Facebook. Forbes.com.
Retrieved from http://www.forbes.com/2010/04/26/popular-social-networking-sites-
forbes-woman-time-facebook-twitter.html
Junco, R., Merson, D., & Salter, D. W. (2010). The effect of gender, ethnicity, and income
on college students use of communication technologies. CyberPsychology, Behavior, and
Social Networking, 13, 619-627.
Michaels, D. (2007, April 5). Hidden dangers in online communication. The University of
Hartford Informer. Retrieved from http://hartfordinformer.com/archive/?p=2826291
Shen, K. N., & Khalifa, M. (2010). Facebook usage among Arabic college students: preliminary
findings on gender differences. International Journal of E-Business Management, 4(1),
53-65.
Tufekci, Z. (2008, July). Gender, social capital and social network(ing) sites: Women bonding,
men searching. Paper presented at the annual meeting of the American Sociological
Association, Boston, MA. Retrieved from http://research.allacademic.com/meta/p_mla_
apa_research_citation/2/4/2/6/9/p242696_index.html

Bios
Timothy W. Clipson is professor of executive communication and leadership in the Rusche
College of Business at Stephen F. Austin State University and also serves as coordinator of the
universitys freshman experience program. He is president and cofounder of LIFE!, Inc., a
leadership consulting firm dedicated to improving the quality of life in organizations and
individuals.

S. Ann Wilson is an associate professor and chair of the Department of General Business in the
Rusche College of Business at Stephen F. Austin State University, Nacogdoches, Texas. She
teaches and researches in the areas of business communication and information technology and
is also a certified online instructor.

Debbie D. DuFrene is a professor of business communication and the associate dean of the Rusche
College of Business at Stephen F. Austin State University. She is the coauthor of two business com-
munication textbooks with South-Western/Cengage Learning and serves as the Association for
Business Communication regional vice president for Southwestern United States.