The Social Media Privacy Model: Privacy and Communication in the Light of Social Media Affordances

Privacy has been defined as the selective control of information sharing, where control is key. For social media, however, an individual user's informational control has become more difficult. In this theoretical article, I review how the term control is part of theorizing on privacy, and I develop an understanding of online privacy with communication as the core mechanism by which privacy is regulated. The results of this article's theoretical development are molded into a definition of privacy and the social media privacy model. The model is based on four propositions: Privacy in social media is interdependently perceived and valued. Thus, it cannot always be achieved through control. As an alternative, interpersonal communication is the primary mechanism by which to ensure social media privacy. Finally, trust and norms function as mechanisms that represent crystallized privacy communication.