Social Media Reactions - An Empirical Study about the Shifting Communication Dynamics on Facebook

Abstract: Facebook is in the forefront when it comes to technical development and allowing new and faster communication opportunities. In this study, one of the latest technical additions on Facebook is being researched; namely the reaction-button. The aim of this paper is to understand the usage of the reaction-button as well as its impact on interpersonal communications, immediacy and speed in society. The research focuses on six different themes; Culture of Speed, Social acceleration, Space and time, Media richness, Immediacy as well as Telemediation. Empirical material have been collected through qualitative Think-aloud interviews and quantitative content analysis. The research is, among other things, questioning the actual need of a reaction-button and whether it is used the way it is intended. Furthermore, it presents the problematics within a potential harm on social relationships, a loss in communicative value and an inactive behavior caused by the obsession about speeding up online social interactions.