Talking Politics on Facebook: Network Centrality and Political Discussion Practices in Social Media

This study examines the relationship between political discussion on Facebook and social network location. It uses a survey name generator to map friendship ties between students at a university and to calculate their centralities in that network. Social connectedness in the university network positively predicts more frequent political discussion on Facebook. But in political discussions, better connected individuals do not capitalize equally on the potential influence that stems from their more central network locations. Popular individuals who have more direct connections to other network members discuss politics more often but in politically safer interactions that minimize social risk, preferring more engaged discussion with like-minded others and editing their privacy settings to guard their political disclosures. Gatekeepers who facilitate connections between more pairs of otherwise disconnected network members also discuss politics more frequently, but are more likely to engage in risk-tolerant discussion practices such as posting political updates or attempting political persuasion. These novel findings on social connectedness extend research on offline political discussion into the social media sphere, and suggest that as social network research proliferates, analysts should consider how various types of network location shape political behavior.