The Allure of Privacy or the Desire for Self-Expression? Identifying Users' Gratifications for Ephemeral, Photograph-Based Communication

Temporary messaging programs continue to rise in popularity, due in large part to the perceived privacy that they afford. However, recent controversies have revealed that messages shared on ephemeral messaging services are persistent and potentially retrieval, thus undermining the privacy they are assumed to provide. Given this paradox, why are temporary messaging services so popular? Does the allure of privacy still motivate the use of temporary messaging programs? Or, if privacy is no longer afforded by ephemeral messaging, what other psychological gratifications do these applications fulfill that might account for their continued use? Informed by the Modality-Agency-Interactivity-Navigability (MAIN) model and the uses and gratifications tradition, the current study conducted qualitative interviews to identify the gratifications that individuals derive from the popular ephemeral messaging application, Snapchat. Study results show that the visual affordances of ephemeral messaging have legitimized photographic communication, providing self-expression and relational gratifications that are unfulfilled by text-based applications. By comparison, users report low levels of trust in the privacy affordances of ephemeral messaging, projecting negative effects of temporary messaging on other users rather than the self. Theoretical and practical implications of these results are discussed.