HARMONY AND TENSION ON SOCIAL NETWORK SITES: Side-effects of increasing online interconnectivity

The need to maintain harmony among one's social contacts is proposed in this paper to impose constraints on the interconnectivity between users of social network sites (SNS). A particular focus is on the connectivity between different social spheres. It is hypothesized that the type and number of social spheres and technological features of SNS interact such that increased levels of social tension result. These ideas are supported by the findings from a survey study among Facebook users. Social diversity of the Facebook network predicted online tension as did the number of family members on Facebook, in contrast to work and social contacts. Furthermore, evidence was found to support the idea that tension might impose an upper limit on network size. Follow-up interview data also showed that online tension was predominantly about unwanted connectivity between the spheres. All the technological features that users reported as problematic focused on the easy access to and broadcast of text and pictures. Findings are discussed in light of unintended, negative side-effects of SNS and social media in general.