Blog scrubbing: Exploring triggers that change privacy rules

An increasing number of individuals of all ages maintain important interpersonal relationships through blogs. Wide variation exists in how people disclose and manage their privacy on these blogs, particularly concerning the choices made about leaving information permanently visible on blogs or retrieving it sometime after an initial posting. This study applies Communication Privacy Management (CPM) theory to explore the process of privacy rule adaptation for blogging by examining situations that have triggered bloggers to change their privacy rules to enact blog post deletion practices ("blog scrubbing"). Overall, open-ended responses from 356 bloggers were content analyzed. Chi-square analysis revealed differences in the frequency of triggers that changed the blogging post privacy rules and the proactive versus reactive nature of blogging privacy management deletion practices. Bloggers' critical incidents that activate privacy rule changes demonstrate that impression management triggers, personal safety identity triggers, relational triggers, and legal/disciplinary triggers resulted in greater alteration of individual privacy rules used to protect these bloggers from the privileged online community of individuals granted access to an individual's blog. Thus, bloggers essentially "scrubbed" their blog site and adapted their typical privacy rules with new ones that better protected them from the online community regarding that particular blogged information. (C) 2011 Elsevier Ltd. All rights reserved.