A cross-cultural framework for protecting user privacy in online social media

Social media has become truly global in recent years. We argue that support for users' privacy, however, has not been extended equally to all users from around the world. In this paper, we survey existing literature on cross-cultural privacy issues, giving particular weight to work specific to online social networking sites. We then propose a framework for evaluating the extent to which social networking sites' privacy options are offered and communicated in a manner that supports diverse users from around the world. One aspect of our framework focuses on cultural issues, such as norms regarding the use of pseudonyms or posting of photographs. A second aspect of our framework discusses legal issues in cross-cultural privacy, including data-protection requirements and questions of jurisdiction. The final part of our framework delves into user expectations regarding the data-sharing practices and the communication of privacy information. The framework can enable service providers to identify potential gaps in support for user privacy. It can also help researchers, regulators, or consumer advocates reason systematically about cultural differences related to privacy in social media.