Prototype of a Person

Cyberpsychology Thesis on Irish Blogging

At the start of March I seemed pretty intent on beginning an ambitious post graduate research paper on trust formation online. Since then I have done extensive research into the topic and had to narrow down my research area, this is of course due to time/resource constraints (and the discovery of a very similar study published just recently).

Whilst researching trust online, I was quite drawn to all of the research on blogs and weblogs. The deeper I researched it on an international level (looking at American, Japanese and European literature) the more I realised how interesting it was that as a nation we have not embraced it. Especially considering the overwhelming statistics: In 2007 it was estimated that there were between 50 and 85 million blogs and at their current rate of growth, by 2010 there will be over 500 million blogs. Yet, it has been estimated that there are only about 3,000 or 4,000 Irish bloggers, in comparison to the 12 million bloggers in American or the 8 million bloggers in Japan. Even in the IT industry in Ireland, there is a severe lack of business blogging, despite the obvious benefits.

However, recent statistics published by Amárach claims that almost one in five Irish Internet users have started or contributed to a blog in the past year and if you look at the Alexa.com rankings, Blogger.com is the 10th most visited site by Irish Internet Users. Are there thousands more Irish bloggers out there? That are just unconnected to the blogosphere. Research has shown that some blogs are simply more connected to a blogosphere than others, with some not being connected at all. Or are Irish Internet Users bigger readers than writers? Research has shown that people are less likely to pay attention to a medium perceived as not being credible, and according to some reports trust in blogging in on the decrease (in Ireland) yet other reports show that the majority of Irish Internet users trust consumer opinions posted online.

There is a lot of conflicting data out there. So, naturally I’m fascinated.

I’ll be surveying Irish Internet Users (specifically bloggers and blog readers) to investigate their attitudes, perceptions and motivations, and comparing the results to existing international research. In order to interpret these results, I will also be applying existing social psychology, computer mediated communications and human computer interaction literature.

I’ll also be looking into issues of credibility, liability and the business implications (both positive and negative).

Any thoughts?

30th Annual Congress of Psychology Students

In two weeks time I’m off to Limerick to attend the Congress of Psychology Students - this is an annual event where undergraduate and postgraduate psychology students (and sometimes their supervisors) present the research that they have conducted, usually in the last year or two. At this event two years ago I presented my own research, and plan on doing so once again at next year’s congress.

The congress is a wonderful opportunity to gather information about the current direction of Irish psychological research and based on the information from the timetable for presentations it appears that the majority of the research to be presented is coming from the traditional mainstream topics of scientific psychology. From almost 200 presentations taking place only about 10 of these are related to I.T in some way, which personally is a big disappointment, especially considering the ubiquity of communications technologies in Ireland and the number of I.T companies based here.

Applying psychological studies to technology has always been a niche in this country, which is surprising because it has so many positive and negative impacts upon Irish working life, home life, education etc. It is something that I feel passionately about, especially the importance of applying scientific methods to research in I.T - rather than the current climate of unreliable surveys and the media shaping public knowledge and ideas about how we use and interact with one another through technology.

I did however note an increase in the areas of research related to gay men and lesbians (though it is still a tiny percentage of the 200 presentations). There are of course many other areas of research that I have an interest in and below is a list of the selected presentations which I will aiming to attend.

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Cyberpsychology Thesis

I’m in the early stages of writing my second thesis. My first one, for my undergrad studies in Psychology Applied to I.T was based on online advertising, was only about 5,000+ words and I had about 80 participants in my experiments.

This one will be three times the size, it will weigh in at about 10,000 - 15,000 words and I’ll be needing about 1,000 volunteers to fill out multiple online surveys for me (this step won’t commence until at least September). So wish me luck! Below are some of the aims I have developed, they form the basis for my upcoming research.

Aims:

1. To investigate the immediate and initial factors that influence the perception of credibility and trust online, in regards to non-commercial websites and blogs.
2. To explore and evaluate cues of trustworthiness online.
3. To investigate trust-inducing interface design features and tools employed by non-commercial web designers, blogging platforms and blog writers, and examine their effectiveness.
4. To examine online trust formation from a user’s perspective, including brand awareness and social experiences.

Though there is a lot of research with regard to the topic of trustworthiness online, almost all of this research focuses solely on e-commerce (eBay, Amazon etc.,) and does not delve into information exchange. Recently Wikipedia and Blogging has come under scrutiny by the traditional media for an apparent misrepresentation for information. However, this has in no way effected the popularity of these mediums. What I want to know is - why? Why do people trust certain websites and blogs but not others?

The next stage is to develop sets of hypothesis, which I’ve begun to do and have quite a few so far. I’m very much looking forward to getting feedback on my initial ideas from the college, I may have to alter the above aims as time progresses. If anyone would like to contribute some feedback or direct me towards any existing research, articles etc., please do.

If anyone else, like myself, is currently in the process of doing research into existing literature, online, let me suggest a wonderful tool called Zotero. It’s a file management system that works in conjunction with Firefox to help you sort, tag, reference, etc., research papers from sites such as Google Scholar.

Opportunities on the Horizon

I just completed an online assessment for Google, the purpose of which was to assess my analytical skills, my Internet and product knowledge as well as my use of language. I applied for the AdSense Coordinator (English) position about a month ago. If my test results are sufficient I am assuming that they will contact me to organise an interview. Fingers crossed! The tests took an hour, and to be honest, it was rather difficult despite 75% of it being multiple choice.

Even if I don’t get an interview, I’m thankful for the opportunity to do the assessment – it’s not like any other test I’ve done before, and I don’t think I was very well prepared for the final section. It was free-form, assessing my ability to express myself in written form. I was asked a question on a topic and asked to write a response (a mini essay). I had 15 minutes to complete this section, and it was the only part where I felt really under pressure.

At least it’s better than an automated response.

So Google is closer on the horizon, but coincidentally so is a post-graduate course. IADT have two new Postgraduate Research Opportunities open for application, both projects involve teenagers and their Internet usage. The two project titles are:

Young People Online: The Alchemy of the Virtual and the Real in the Performance of Identity on Interactive Sites

Cyber Bullying: A New Dimension to an Old Problem

Both are extremely interesting topics, so I’m thinking very hard right now about whether to apply, or to keep to my original plan: to work for awhile, and then go back to college and do a taught masters.

The Memory Recall Of Pop-Up Advertisements Amongst Experienced Internet Users

Yes, I know that IS a long subject line… it’s the title of my research which has been printed and hard-bound, and handed into the college, and I’ve presented it at the PSI Student Congress. It’s all finally over and done with. So, if anyone is interested in what I’ve been doing for the last 6 months…. read on.

The Memory Recall Of Pop-Up Advertisements Amongst Experienced Internet Users:

The aim of my study was to examine the relationship between Internet experience and memory retention of pop-up advertisements. Participants completed an online survey about their Internet experience, during which a pop-up advertisement appeared. Participants then completed a paper-pencil test examining their recall of the pop-up. This study found no relationship between experience and memory retention, online. However, low memory recall rates of the pop-up advertisement were found. This study also found that the more experienced a user becomes online the more likely they are to use pop-up blocking software. Implications of this research suggest Internet users learn to actively attempt to remove pop-ups from their surfing experience, that pop-ups are ineffective forms of advertising online, and that online advertisers should focus on alternative forms of advertising.

For the completed dissertation you can download a PDF version here or view the online version here.

There’s a couple of things I wish I could have done this year: use the eye-tracker on my participants, test the stress levels of participants using the net with pop-up blocking software and then without. But alas, doing either of those things would have required twice as much work by myself, and I just didn’t have the time or equipment. Maybe for post-grad.