Lifestyle and self-disclosure on Facebook of Thai gay men

This article is an academic article on lifestyle and self-disclosure on Facebook of the MSM group by SPY THE DUCK and Asst. SPY THE DUCK Dr. Bunga Chaisuwan, Faculty of Communication Arts and Management Innovation National Institute of Development Administration (NIDA)

Abstract

The objective of this research was to determine the characteristics of lifestyles and self-disclosure on Facebook of MSM groups. and to study differences in self-disclosure on Facebook. of MSM with different lifestyles It is a quantitative research. (Quantitative Research) uses the survey research method (Survey Research) by collecting data through online questionnaires. From a group of 400 gay men aged 20-35 years who use Facebook. Statistical data were analyzed using descriptive analysis, factor analysis and grouping (Factor Analysis), analysis of variance (One-Way ANOVA Analysis) to analyze differences between groups. By processing from the SPSS computer program.

The research results found that MSM have six lifestyle groups: those based on social norms; Hi-Tech Group Online nationalist group One Night Stand Group, Beautiful World Group, and Peace Love Group In this regard, the MSM group reveals themselves on Facebook at a high level. And each group has different self-disclosure on Facebook.

Keywords: lifestyle, self-disclosure, MSM

Abstract

The aims of this research were to study Lifestyle and Self-Disclosure on Facebook, and to study the differences of Gay Lifestyles and Self-Disclosure on Facebook. The Quantitative research was conducted by using an online questionnaire, the sampling were 400 Male Homosexuals aged between 20-35, who had used Facebook. Descriptive analysis, Factor analysis and One-Way ANOVA analysis were used to analyze data through SPSS program.

The result showed that the Lifestyles of Male Homosexuals could be categorized into 6 groups namely Normalcy Gay Lifestyle, High-tech online Gay Lifestyle, Nationalism Gay Lifestyle, One-Night Stand Gay Lifestyle, Optimistic Gay Lifestyle and Peaceful Gay Lifestyle. In terms of Self-Disclosure on Facebook, the study found that the disclosure rate was high among Male Homosexuals and did not make any differences to Self-Disclosure on Facebook.

Keywords: Lifestyle, Self-Disclosure, Male Homosexual

Background and importance of the problem

The current development of information and communication technology at the individual level has caused “Digital Life” modern life connected by digital communication. causing changes in social ways, work ways, family ways, and cultural ways and helps the process of communication between humans in many forms (Kamol Intharat, 2008). The advancement of technology has reached the point where the lifestyle Business operations and the world economy has changed drastically New technologies emerging such as wireless internet Has the potential to change lifestyles (Setthapong Malisuwan, 2016)

Moreover, the internet has greatly benefited gay men. This is because the representation of “male (gay)” identity in reality is mostly expressed in private or group-specific areas. MSM will reveal themselves in all areas where they feel safe or trusted by people around them in those areas (Neti Sunthararawit, 2010). However, some groups of MSM Unable to reveal one's gender identity Therefore, space on the internet is used for various activities because it is a space where everyone can customize their identity and choose to express themselves as they wish. Therefore, people come to find friends, find lovers, find sex, or buy-sell sexual services on the internet. This is difficult to do in the real world. Because some people have to maintain their social status (Chinworn Faditthi, 2009)

Regular internet use by gay men Especially using Facebook. It has become a part of everyday life that can reflect the sexual identity of gay men very well (Goffman, 1959). In the past, people would express their direct sexual identity verbally. and indirectly through behavior But nowadays gay men can reveal themselves directly by posting a message announcing to the public that “I am gay” or set in the basic information section that “I am interested in men,” which will let viewers know their sexual orientation. It is considered an indirect self-revelation (Owens, 2016)

From the research of Kingrak Ingawat (1999) on the subject of “life style Consumption behavior and media exposure behavior of gay men (gays) in Bangkok” has grouped the lifestyles of gay men into 6 groups, namely

1. Home Gay Lifestyle          
2. Night Going Gay Lifestyle
3. Obviously Gay Lifestyle
4. Trendy Gay Lifestyle           
5. Conservative Gay Lifestyle
6. Healthy Gay Lifestyle

. Later, Rekhanpat Phasakorn (2011) conducted a study on the same subject: “Life style Consumption behavior and media exposure of gay men in Bangkok” this time grouped the lifestyles of gay men into 7 groups as follows

1. Traveling Gay Lifestyle      
2. Elegant Gay Lifestyle
3. Adventurous Gay Lifestyle
4. Hi-Technology Gay Lifestyle    
5. Online Gay Lifestyle
6. Thailism Gay Lifestyle
7. Sweet Home Gay Lifestyle

From both studies it can be seen that The lifestyle of some groups of gay men has changed. This is evident from the Online Gay Lifestyle group (Rekhanpat Phasakorn, 2011) that has a lifestyle that focuses on internet activities. Communicate through online communities and talk with friends It is popular to download music and videos from the internet. In my free time, I like to read novels, short stories, or articles from websites. This is different from the research of Kingrak Ingawat (1999) where the Internet has not yet played a role that can be classified into lifestyle groups. It is pointed out that in the research of Rekhanpat Phasakorn, the internet has begun to play an important role to the point where it can be grouped into clear lifestyle groups

. In addition, one interesting point is that in 2015, the Office of the Basic Education Commission conducted a survey of internet usage behavior classified by gender and found that the third gender was the gender with the highest number of hours of internet use. Compared to males and females In addition, the first social media that third genders commonly use is Facebook (S.P.O., 2015). When summarizing the overall picture, The third gender is a person who uses the internet more than men and women. Especially the use of social media Facebook.

From such origins and importance Makes the researcher interested in studying the subject of “Life style and self-disclosure on Facebook among gay men” due to lifestyles in an era where the internet can reach up to 50% of the world's population (We are social, 2017) causing many changes, and Facebook is the number one media used by gay men (S.M.O., 2015). Moreover, Facebook is also a social media where gay men can reveal their sexual identity both directly and indirectly. Owens (2016)

Research objectives

1. To find characteristics of the lifestyles of gay men
2. To find characteristics of self-disclosure on Facebook among gay men
3. To study differences in self-disclosure on Facebook. of MSM with different lifestyles

Research Conceptual Framework

Population and Sample

The population used in this research is Males with sexual orientation prefer the same gender. or groups of men who love men (gays) who use Facebook The age group with the most internet users in 2016 was people between the ages of 16- 35 years (S.P.O., 2016). The researcher therefore determined that the sample group was people aged 20-35 years because according to Thai law. It is determined that people who have passed the status of minors and reached the age of 20 have reached the age of 20 in order to obtain information on self-disclosure on Facebook of gay men who have reached legal age

. The researcher calculated the sample using Cochran's sample size formula (Cochran, 1997, cited in Teerawut Ekakul, 2000) because the population group does not have exact numbers. The researcher set the confidence level to be 95 percent and the level of error to be percent. 5

From the results of calculating the sample size using Cochran's formula, there were 384 people. The researcher therefore determined to use a sample size of 400 people to make it easier to calculate.

Research methods

This research is a quantitative research. (Quantitative Research) uses the survey research method (Survey Research) by collecting data through online questionnaires. From a group of 400 gay men between the ages of 20-35 who use Facebook

Statistical data were analyzed using descriptive analysis (Descriptive Analysis), factor analysis and grouping (Factor Analysis), using data reduction to group variables that are related together. By extracting the factors using the Principal Component method with an Eigen value greater than 1 and rotating the axis using Varimax. In the first step, the researcher separated questions about the variables activities, interests, and opinions. separated to form groups. Then, the analysis was carried out in the second step by analyzing the composition of the activity groups. Interest groups and opinion group Together they form the lifestyle group of gay men.

Analysis of variance (One-Way ANOVA Analysis) to analyze differences between lifestyle groups. with revealing oneself on Facebook of the MSM group The researcher selected a sample of people with different lifestyles. By considering the average lifestyle score obtained from the second stage factor analysis, the top 30 people represented those with each lifestyle style. Before being tested to analyze differences using F-Test next

Research results and discussion

Reporting research results and discussion The researcher has arranged the research objectives as follows

1. To find out the characteristics of the lifestyle

From the research results Lifestyles of the MSM group obtained from factor analysis By taking 7 activity groups, 7 interest groups, and 11 opinion groups obtained from the first stage of analysis. Let's do a factor analysis together in step 2. It can be divided into 6 groups as follows

1) Group of lifestyles according to social norms.(Eigenvalue = 6.35, Variance = 25.39%) is a group that likes to do outdoor activities. Stroll around and buy things at the department store. Watch a movie at the movie theater Watch a concert or play Popular for traveling in other provinces or abroad. Visit entertainment venues Participate in gay party activities Smoking and drinking alcohol This group is a group that likes to surf the internet. Play social media, Live Streaming  on Facebook or other applications. At the same time, you also like to do activities for society and the environment, make merit, go to temples to listen to sermons, meditate, do activities or study to enhance your knowledge, play sports, exercise, and have annual health checks. This group of people is always interested in maintaining a good figure and skin. And also changed the hairstyle Fashionable clothes Pay attention to those around you, including your family and your partner. Follow entertainment industry news Like new products and technology

The overall activities of this group are consistent with the travel-loving lifestyle of Rekhanpat Phasakorn (2011) that emphasizes tourism activities. and corresponds to the online lifestyle group that focuses on internet activities Communicate through online communities It is also consistent with the Healthy Gay Lifestyle group of Kingrak Ingkhawat (1999) who lives life with health in mind. Through sports activities, exercise, and also high tourism activities. Likes to travel to other provinces and countries

2) Online high-tech lifestyle group (Eigenvalue = 2.09, Variance = 8.39%) is a group that pays attention to communication technology. Can't live without communication equipment. The world is lonely without the internet. Popular to buy products from the internet Buy products with emotion And when you are satisfied with any brand of product, you will always buy that brand. This group of people likes to hang out in gay places more than men and women. Sees gossip as fun. Pay attention to choosing a boyfriend based on body shape and appearance. People with status are seen as attractive. Life should be exciting and colorful. and views that a complete family must have a father, mother, and children

The overall interests of this group are in line with the high-tech lifestyle group of Rekhanapat Phasakorn (2011) who adheres to being a leader in the use of equipment. Hi-Technology and like to buy products from the internet and is consistent with the Trendy Gay Lifestyle group of Kingrak Ingkhawat (1999) that places importance on communication

3) Nationalist lifestyle group (Eigenvalue = 1.84, Variance = 7.36%)  is a group that has the opinion that Thai culture is something that should be preserved. Thailand has adopted too many foreign cultures. Faith in Thai politics and will fully exercise the rights and duties of their own citizens These people are proud of their gayness. You can be yourself anywhere, don't hide it, think that society is open and accepting of gays. The internet allows for greater anonymity. and believes that doing good must always be good, consistent with the conservative group of Natthakarn Bunnon (2007) who strictly live within the framework of various customs and traditions

4) One night stand lifestyle group (One night stand)(Eigenvalue = 1.45, Variance = 5.81%) is a group that uses a gay dating application. and likes to meet new friends from the internet This is consistent with the travel-loving lifestyle group of Reknaphat Phasakorn (2011) who also has activities to meet new friends from the internet.

5) The Beautiful World Lifestyle Group (Eigenvalue = 1.22, Variance = 4.88%) is a group that believes in oneself. I think that gay men should accumulate wealth for when they are old. I want to have a married life that takes care of each other. I want to adopt a child to raise. I want to legally register my marriage. and want to live abroad This group views the establishment of gay organizations as beneficial. Thailand should open up to gays in a concrete way. and Thai products do not help create a good image for oneself. This is in line with the group of opinions of Rekhnaphat Phasakorn's patron group (2011) that Thai products do not help create a good image for oneself

6) Peaceful lifestyle group.(Eigenvalue = 1.16, Variance = 4.64%) is a group that loves freedom. Give great importance to rest. And like to relax at home on holidays, watch television, watch movies, shows, or reruns of dramas on the internet. Always give importance to friends Fully engaged in work or study, always seeking additional knowledge to develop yourself. and also care about the global environment This is consistent with the home-loving lifestyle group of Rekhanpat Phasakorn (2011) who spends most of their time doing activities at home. By emphasizing relaxation at home. Live peacefully during the holidays and is in line with the Homey Gay Lifestyle group of Kingrak Ingkhawat (1999) who likes to do activities in the home. Relax at home on holidays as well.

2. To find out the characteristics of self-disclosure on Facebook of the MSM group

From the research results of self-disclosure on Facebook of the MSM group, it was found that the MSM group has overall self-disclosure on Facebook at a high level ( = 3.91, SD .564). The variables with the highest mean values ​​are: Attitude towards homosexuality (= 4.39, SD .535) The message that the MSM group agreed with the most was “Being gay is considered the sexual orientation of each person” consistent with the research results of Antika Jacqueline Klein (2003) who found that gays are just like normal people, they just like other men. It is considered a taste. In addition, the variables that have the least effect on self-disclosure on Facebook include: Participation in Facebook activities and integrating gender identity into other aspects of life. This is consistent with research by Antika Jacqueline Klein (2003) who found that gay men participate in less gay-related activities. Giving the reason that he is not ready yet. But if you are older you may join. which presents oneself on participating online communities It is a factor that will determine in what direction society will recognize that person (Pana Thongmearam et al., 2016)

3. To study the differences in self-disclosure on Facebook. of MSM with different lifestyles

The results of the hypothesis testing found that The six MSM groups There is no difference in self-disclosure on Facebook. This may be because the majority of MSM today There is increased self-disclosure on the internet. Because the internet is a space where gay men feel safe. and can filter people who will become part of their own online social networks Therefore causing peace of mind. In which MSM will reveal themselves in all areas where they feel safe or trusted by those around them in those areas (Neti Sunthararawit, 2010), the level of self-disclosure depends on the friends they have in that network (Wilas Chamlertwat, 2011).

However, when considering each lifestyle group, it was found that the nationalist lifestyle group They reveal themselves the most on Facebook. This may be because there is a lifestyle that sees society as being open and accepting of gays. And the internet can help with greater anonymity. This group of people is a group that is proud of their gayness. And you can be yourself anywhere, no need to hide. When explained using the Johari Window model (Luft, 1984), it was found that the sexual orientation of gay men is in the open area because they are proud of being gay. and feel comfortable seeing that society is open and accepting of gays Make them feel safe in disclosing their sexual orientation. Especially revealing oneself online. Because Facebook is a space that gay men view as their own. Gay men will reveal themselves in areas where they feel safe or trusted by those around them. (Neti Sunthararawit, 2010)

Suggestions

1) From the research results it was found that The six lifestyle groups revealed no difference in their self-disclosure on Facebook and had activities, interests, and opinions that clearly showed that they were gay men. Advertisers, marketers, and academics could use this information to study further in order to provide effective communication to the MSM group

2) In this research, the age criteria for the sample group were set at 20-35 years, which is the group of young gay men. and early working age The next study can set a higher age threshold for the sample. Then the ages of each group were compared to obtain various findings

3) The sample group in this research was the MSM group. It is considered a subcultural group, however, the group of women who love women. and a group of ladyboys It is a subcultural group with a lifestyle and self-disclosure that should be studied.

Acknowledgements

The author would like to thank Asst. SPY THE DUCK Dr. Bunga Chaisuwan, advisor, who co-wrote the research article. who have kindly given their time and effort to provide advice, guidance, guidelines, and writing styles Including considering and checking the article to make it more accurate and complete.Kamol Inthathat. (2008). Effects of the trend of using information and communication technology on today's society. In Phatsawalee Nitikasetsunthon et al. (editors). Communication Philosophy and Communication Theory (2nd printing, pp. 465-474).Nonthaburi: Sukhothai Thammathirat Open University.

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Original post from Continuing the academic conference report National Communication 2017, page 49