Virtual relationships in social media
Self-disclosure in virtual relationships: self-disclosure is vital in face-to-face relationships, so how do
online relationships adapt to this?
Reduced cues theory (Sproull&Kiesler) says virtual relationships are less effective than face
to face because they lack many cues, we are dependent on, such as facial expressions and
tone of voice. This reduces one’s ability to express themselves and so lose an individual
sense of identity (de-individuation). People are less likely to share personal information and
self-disclose to someone presented as impersonal.
The Hyperpersonal model: Contradicts the reduced cues theory. Says virtual relationships
can be more personal and involve greater self-disclosure than ftf.
1. The messenger has greater control over how they are portrayed and what they
disclose ‘selective self-presentation’, present themselves in a way that is highly
desirable which means self-disclosure increases either truthfully or untruthfully.
2. The receiver may reinforce this selective self-image, e.g., by commenting on a
post “you look like a really happy and healthy person”.
This closely links to Anonymity, whereby we feel less accountable or responsible for what we
say, if our identity is not linked, therefore we are likely to disclose more about how we truly feel,
sensitive events etc. ‘The stranger on a train effect’.
Absence of gating in virtual relationships: an obstacle during forming relationship. Face to face
interaction is gated in that involves many features that can interfere with development of
relationship such as physical attractiveness and social anxiety. In virtual relationships these are
absent, allowing one to be their true self and divert attention away from appearance and what’s
around them, more on the contents of what they say. However, this creates a scope for people to
create untrue identity's and deceive people into who they are in ways that they could not manage in
face-to-face relationship,
Evaluation +/-
Lack of support for reduced cues: Online non-verbal cues such as style and timing of messages can suggest expression e.g.,
leaving a message opened but not replying could suggest being upset or angry at the sender, though this is not always clear and,
in many instances, may not mean this at all, instead the message may have failed to send for example. This shows the
complexity of different ways to express on social media communication which can be just as subtle as if presented in ftf
relationships. Furthermore, the introduction of video calling and photo apps like skype and snapchat, allow many ftf cues like
facial expression and vocal tone to be expressed to partners regardless of distance. This considered, shows how reduced cues
theory may lack some temporal validity, as it does not consider more recent innovations in social media.
Support for absence of gating: This would explain why socially anxious people find virtual relationships especially valuable.
Evident in study by Mckenna looking at online communication by socially anxious people. These people were able to express
their ‘true selves’ virtually more so than ftf. Of those romantic relationships formed by socially anxious, 70% lasted virtually and
50% in offline world. This suggests that shy and socially anxious people benefit from social media in relationships, because gating
such as eye contact, appearance, quiet voice, is absent in online communication.
