UC Irvine

Abstract Social networking technologies can influence attitudes, behaviors, and social norms. Research on this topic has been conducted primarily among early adopters of technology and within the United States. However, it is important to evaluate how social media might affect people's behaviors in international settings, especially among countries with longstanding, government recommended, cultural and religious traditions and behaviors, such as Iran. This study seeks to assess whether Iranian women who have been using social networking technologies for a longer time (compared to those who have recently joined) would be less likely to cover themselves with a veil and be more comfortable publicly displaying pictures of this behavior on Facebook. Iranian females (N=253) were selected through snowball sampling from nongovernmental organizations in November 2011 and asked to complete a survey assessing their use of Facebook, concerns about not wearing a veil in Facebook pictures, and their actual likelihood of wearing a veil. Items were combined to measure lack of interest in wearing a veil. Length of time as a Facebook user was significantly associated with not wearing a veil (b=0.16, p<0.01), controlling for age, education, and frequency of using Facebook. Results also revealed a significant relationship such that older people were more likely to adhere to the religious behavior of wearing a veil (b=-0.45, p<0.01). Social networking technologies can affect attitudes and behaviors internationally. We discuss methods of using social media for self-presentation and expression, as well as the difficulties (and importance) of studying use of technologies, such as social media, internationally.