Social networks as frames: user experience analysis

The article contains the results of an empirical study conducted in 2023 by the semi-structured interview method (N=11) and aimed at identifying differences in the use of social media platforms by modern young people. While the main discussions are around the differences between online and offline communications, the variability of user experience on various Internet resources often escapes the attention of researchers. In this article, based on the results of empirical study and the concept of frames by E. Goffman social media platforms were considered as specific contexts that create boundaries, as well as possible, acceptable, desirable behavior of users in them. As a result of the data analysis, differences in the users' appeal to three social media — VKontakte, Telegram and Instagram were described. Analytical categories were identified — the main criteria that underlie the differences perceived by users — communication, audience, content, and the main goals of using the social network. The interpretation of the growing popularity of Telegram in the context of trends of social change is given. The Telegram frame makes communication in this platform similar to face-to-face interpersonal interaction, which reflects the growing demand for privacy on the Internet and corresponds to the trend of post-virtualization. Thus, social media platforms may be considered to be different situations of interaction, the meaning of what is happening in which is recognized by users, and further activity is organized in accordance with this meaning.

social media, communication, online interaction, frames, the concept of frames, E. Goffman, interview