Facebook and Fa’asamoa: Exploring the expression of the Samoan identity online

Abstract

The aim of this study is to deepen our understanding of the role Facebook is playing in the lives of Samoan people today. The innovation behind Facebook and social media has introduced new opportunities for communication and human interaction. Now with close to 2 billion active users, Facebook is making a significant impact in the way we use the internet to share information, express ourselves, and relate to one another. The thesis reviewed the developing social media literature to understand its key insights and investigate their applicability to the Pacific and, especially, Samoa. A survey was then undertaken of 624 Samoan Facebook users around the world, and six focus groups with participants from Apia, Samoa and Auckland, New Zealand were conducted. Samoan patterns of Facebook use were revealed along with how they express their cultural and social identity, and how they use Facebook to communicate and relate to each other. The findings from this thesis show that while Samoans use Facebook in ways that are similar to non-Samoan users, there is much about their usage that is distinctive. The thesis found that Facebook is guiding Samoan relations with the internet, and that Facebook is transforming Samoans and Samoan identity, shaping Samoan lives both on and off-line.