Would you post that picture and let your dad see it? Culture, honor, and Facebook

Honor means “high respect; esteem,” but it has different associations for different cultures. In honor cultures (Turkey), esteem depends on one's own perception of self-worth and on other people's opinions. In those cultures, honor is easily lost and difficult to regain. In dignity cultures (northern America), esteem mainly depends on the individual and cannot be taken away by others. One way to lose honor in Turkey is through behaviors that may be seen as “potentially improper.” Thus, we expected that posting pictures of such behaviors on Facebook (e.g., at a party; with one's boyfriend/girlfriend) and letting others see them would be less likely in Turkey than in the northern United States. Moreover, we investigated whether honor endorsement was the reason for this difference. We examined participants' posting intentions and actual Facebook behaviors. As expected, Turkish participants were less willing to post and let others (especially their relatives) see their potentially improper pictures compared with northern Americans. Moreover, honor endorsement negatively predicted the willingness to post such pictures only in Turkey, especially for women. This suggests that in honor cultures, the concern for losing honor could be the underlying reason for avoiding social media postings that could be potentially perceived as improper. Copyright © 2015 John Wiley & Sons, Ltd.