Virtual Relationships in Social Media

• Self Disclosure:

  1. Reduced Cues Theory
  2. Hyper-personal Model
  3. Absence of Gating
• self-disclosure: crucial in face-to-face relationships as well as virtual relationships, computer-mediated communication
• Reduced Cues Theory: Sproull + Kiesler 


  Virtual relationships make self-disclosure less likely because of a reductio in cues (non-verbal & emotions). We become de-individuated (loss of personal sense of self) which leads to disinhibition (loss of usual rules that guid behaviour). This can make CMC appear blunt making it less likely for a relationship to form
• Hyper-personal model: Walther


  The greater anonymity of virtual relationships means individuals may self-disclose more quickly as there is less risk of being socially embarrassed. CMC relationships will then develop deeply and quicker.

  Also gives individuals control of what to self-disclose engaging in selective self-presentation making them feel less accountable for their behaviour.
• Absence of Gating: McKenna + Bargh


  A gate is anything which prevents a relationship forming (physical attractiveness). The absence of gates online means realtionships may be based on more meaningful factors therefore growing stronger and quicker because there is a greater focus on self-disclosure
• Virtual Relationships Evaluation:

  P supporting evidence

  E McKenna

  E found lonely and socially anxious people were able to express their true selves more in CMC. They reported liking a partner more when interacting online than FtF, despite them being the same person

  L Suggesting the absence of gating can support people who are socially anxious to build confidence in forming relationships
• Virtual Relationships Evaluation:

  P lack of supporting research evidence

  E Walther & Tidwell

  E cues are not completely removed from CMC rather they are different such as emojis and timings of answering texts

  L Virtual relationships may have their own effective substitute for the absence of non-verbal cues
• Virtual Relationships Evaluation:

  P ignores the fact that relationships are conducted both online and offline

  E the interactions between people online will influence the interaction in the FtF relationship, including the level of self-disclosure

  E therefore two kinds of communication need to be considered together

  L current theories may underestimate the complexity of virtual relationships