We must return to the affordance of shareability, an attribute of social network
sites that encourages a culture of sharing, to appreciate the individual preparation
that privacy requires on social network sites. Younger users of Facebook acknowledge
the privacy risk associated with Facebook use but confess to an inability to
react either because they do not possess the necessary technology knowhow to
manage privacy settings, or because they worry about the social cost of a reduced
presence online (Papacharissi and Mendelson 2010). Within an environment that
equates sociality with sharing and differential sharing is typically an afterthought,
privacy is bound to be a concern.