This research was conducted to gain understanding of the motivation and behaviorist principles that underlie the social media communication of educated young Russian adult Muscovites aged between 25 – 34 years. Social exchange theory is used as a theoretical framework to investigate the phenomenon. The empirical part of the research was carried out by conducting 8 semi-structured interviews. The aim of the research was to gain a deep understanding of the social media communication phenomenon through the cases studied, and not to generalize the results to the population. The participants have been using social media for a long time, the average being more than 8 years. All except one of the participants spent minimum 1 hour per day in social media, which is a very high figure in comparison to average Russians.
Social media is playing an important part of the participants’ lives, and for several it is the first thing they do in the morning and the last before they go to sleep. Some participants stated that they cannot imagine their lives without social media, and others check their social media constantly. Several of the participants admitted that they are social media addicted or social media is like a drug for them. Facebook is considered as a platform opening up the world, communication with international friends and Russians who are politically aware, whereas VK is used for communication with Russian friends and relatives, to listen to music and watch videos.
This research is the first of its kind in terms of applying social exchange theory to social media communication in order to investigate the behavior and motivation that underlie the communication. The behavior and motivation that underlie the communication of the participants is the interplay of desire to receive rewards, expectation and obligation for reciprocity, practical reasons for communication, being aware and connected to the world as well as entertainment.
The participants’ social media communication is following mostly the principles of the social exchange theory in terms of desire to obtain rewards, rational calculation of costs and rewards and reciprocity that stimulates interaction. Some educated young adult Muscovites are rationally seeking actors that aim to maximize their profits in their social media communication and interaction. “Likes”, comments and other feedback in social media can be used to achieve desired things.
Keywords: social media communication, social exchange theory, Russia, Muscovites
Social media is playing an important part of the participants’ lives, and for several it is the first thing they do in the morning and the last before they go to sleep. Some participants stated that they cannot imagine their lives without social media, and others check their social media constantly. Several of the participants admitted that they are social media addicted or social media is like a drug for them. Facebook is considered as a platform opening up the world, communication with international friends and Russians who are politically aware, whereas VK is used for communication with Russian friends and relatives, to listen to music and watch videos.
This research is the first of its kind in terms of applying social exchange theory to social media communication in order to investigate the behavior and motivation that underlie the communication. The behavior and motivation that underlie the communication of the participants is the interplay of desire to receive rewards, expectation and obligation for reciprocity, practical reasons for communication, being aware and connected to the world as well as entertainment.
The participants’ social media communication is following mostly the principles of the social exchange theory in terms of desire to obtain rewards, rational calculation of costs and rewards and reciprocity that stimulates interaction. Some educated young adult Muscovites are rationally seeking actors that aim to maximize their profits in their social media communication and interaction. “Likes”, comments and other feedback in social media can be used to achieve desired things.
Keywords: social media communication, social exchange theory, Russia, Muscovites
