CYBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING

Volume 13, Number 3, 2010

ª Mary Ann Liebert, Inc.
DOI: 10.1089=cyber.2010.9990

CyberEurope

I n this feature, we will describe the characteristics of current cyberpsychology research in Europe. In particular, Cyber-
Europe aims at describing the leading research groups and projects running on the other side of the Ocean.

Safer Internet Programme: The Two Faces of Social Networks

Since 1999, the Eupopean Commission has developed various strategies to make the Internet safer through the Safer Internet
Programme (http:==ec.europa.eu=information_society=activities=sip=index_en.htm). Each one of these strategies spans several
years, and funds activities at national and European levels. The main objectives are:
 To promote the safer use of the Internet and other communication technologies, particularly for children and young people;
 To educate users, particularly children, parents, carers, teachers, and educators, in this regard;
 To fight against illegal content and harmful conduct online.
A general description of the goals of this programme was presented in the last issue. In this issue and in the next issue, we
will focus on the Programme work on social networks. Why is the Commission active in this area?
 Social-networking sites represent economic opportunities for the European industry, and offer the whole society new ways
to communicate and express creativity;
 Social-networking sites raise new issues with regard to privacy and the protection of minors.

Opportunities and risks of social networks

Social-networking sites appeared with the Web 2.0 boom. They allow their users to share content that they have produced
themselves and receive content from others. Social-networking services are a reality and an opportunity. They offer services for
the working professionals, for kids, for the retired, for medical workers, or holiday travellers, among others.
Some 41.7 million Europeans are regular users of social-networking sites:
 On average, European users spent 3 hours per month on social-networking sites according to comscore.com;
 It is estimate that there will be 107.4 million regular users of social-networking sites by the end of 2012 in Europe;
 Approximatley 250,000 people sign up to social networks every day worldwide.
That number will reach 107.4 million by the end of 2012. Moreover, the success of social-networking sites is not limited to
U.S.-based ones such as Facebook and MySpace:
 Finland-based Sulake claims 158 million registered users, and 16.5 million unique users worldwide visit Habbo each
month (December 2009);
 France-based Dailymotion claims 60 million unique visitors;
 Netlog (Belgium-based) claims 56 million members all over Europe.
Europeans are using such sites to share personal and professional experiences, keep in contact with family and friends, and
organise their social lives. However, sharing content is not without risks—users, especially children and teenagers, need to be
fully aware of these potential dangers.

Advantages of social networking: Create and share with the rest of the world
 More interaction for users: members of social networks can create and share content (information, videos, pictures, advice),
organise their social and political lives online, or plan vacations and business trips.
 Continuous creation of new tools: creating a social-networking site does not require massive investments—it is relatively
easy for companies to enter the market. The more competition there is, the more creative companies become to attract
users through new and exciting services.
 New ways of conducting business: social networks allow companies to ask customers about their products. They also
influence recruitment and advertising methods.
 Forget about distance: no need to catch a plane if you want to find a childhood friend, keep in touch with relatives, or
discuss ideas and opinions with people living at the other end of the world.

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Risks of social networking: Raising awareness and empowering children

 Cyber-bullying: broad range of behaviors including harassment of minors by people who know them. Harassment can
involve the circulation of photographs, rumors, or gossip (true or false), ‘‘happy slapping,’’ and other behaviour that
would be distressing or hurtful to the child.
 Violation of privacy: problems associated with minors supplying personal information online by which they could be
identified, identity theft, wrongful selling of user databases to third parties, spam, and phishing.
 Exposure to harmful content such as pornography or sexual content, violence, or content inciting to self-harm (suicide,
eating disorder, etc.).
 Grooming: befriending a minor to prepare them to accept inappropriate behavior (including for sexual purposes).
Although the likelihood of such a risk is considered by many researchers as low, it is potentially the most severe risk
and a source of high concern.
The European Commission wants to ensure that Europeans can enjoy all that new technologies have to offer without
worrying about threats to their privacy or viewing inappropriate content. Much of its efforts has focused on children and
teenagers, who have become massive users of social-networking sites, and active users of the Internet as a whole.
The European Commission is supporting self-regulation when it is broadly accepted by stakeholders and where it provides
for effective enforcement. Therefore, the Commission welcomed the first self-regulatory agreement (http:==ec.europa
.eu=information_society=activities=social_networking=eu_action=selfreg=index_en.htm) signed by major social networks
active in Europe on Safer Internet Day, 10 February 2009, in Luxembourg.

Compiled by Giuseppe Riva, Ph.D.

Università Cattolica del Sacro Cuore
Milan, Italy
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