Is Facebook geared to dullards?

Nicholas Carr:

Are you ashamed that you find Facebook boring? Are you angst-ridden by your weak social-networking skills? Do you look with envy on those whose friend-count dwarfs your own? Buck up, my friend. The traits you consider signs of failure may actually be marks of intellectual vigor, according to a new study appearing in the May issue of Computers in Human Behavior.

The study, by Bu Zhong and Marie Hardin at Penn State and Tao Sun at the University of Vermont, is one of the first to examine the personalities of social networkers. The researchers looked in particular at connections between social-network use and the personality trait that psychologists refer to as "need for cognition," or NFC. NFC, as Professor Zhong explained in an email to me, "is a recognized indicator for deep or shallow thinking." People who like to challenge their minds have high NFC, while those who avoid deep thinking have low NFC. Whereas, according to the authors, "high NFC individuals possess an intrinsic motivation to think, having a natural motivation to seek knowledge," those with low NFC don't like to grapple with complexity and tend to content themselves with superficial assessments, particularly when faced with difficult intellectual challenges.

The researchers surveyed 436 college students during 2010. Each participant completed a standard psychological assessment measuring NFC as well as a questionnaire measuring social network use. (Given what we know about college students' social networking in 2010, it can be assumed that the bulk of the activity consisted of Facebook use.) The study revealed a significant negative correlation between social network site (SNS) activity and NFC scores. "The key finding," the authors write, "is that NFC played an important role in SNS use. Specifically, high NFC individuals tended to use SNS less often than low NFC people, suggesting that effortful thinking may be associated with less social networking among young people." Moreover, "high NFC participants were significantly less likely to add new friends to their SNS accounts than low or medium NFC individuals."

To put it in layman's terms, the study suggests that if you want to be a big success on Facebook, it helps to be a dullard.

Posted by Jim Zellmer at April 20, 2011 2:06 AM
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