#MyPrivacy

This study explores privacy from the perspective of the user, leveraging a "framing in thought" approach to capture how users make sense of privacy in their social media use. Definitions of privacy collected from 608 social media users are analyzed through topic modelling and the clustering of word pairs to surface themes present in the data. Results indicate the dominance of frames related to horizontal privacy, or privacy vis-à-vis peers, over vertical privacy (i.e., that from institutions and governments). Themes relating to economic and legal frameworks had a reduced level of prominence. These findings suggest that user conceptualization of privacy reflects a cognate-based approach that emphasizes control and limits to information access.