3. Electronic Theses and Dissertations (ETDs) - All submissions

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Does Facebook’s interface employ narcissism to maximise usage? a critical comparison of the 2008 and 2015 facebook interfaces
(2016) Saunders, William
Facebook has become a part of over a billion people’s daily lives, but the mechanisms used by Facebook to keep people using its service may be playing off negative personality traits, one such being narcissism. Studies up to now have not looked at the design of the interface in relation to narcissism and whether or not Facebook is actively exploiting narcissism for its own ends. This study will analyse whether Facebook is deliberately designing an interface that exploits people’s narcissism by reviewing the current research on Facebook and narcissism and then doing a case study that will compare the 2008 interface with the 2015 interface. It will analyse how narcissism is involved in the persuasion strategies employed in each interface by using these four persuasion goals: 1. Create personal profile page 2. Invite friends 3. Respond to other’s contributions 4. Return to the site often The study will compare the features that use design for behavioural change and show whether or not Facebook is continuously designing features that exploit people’s narcissism.