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there may be some analytic traction to be gained (specifically on the issue of Facebook's parallels with Kula) from comparative analysis of Facebook with its alternatives. This could include any of the vast array of existing social networking sites, or one of those "rivals" seeking to differentiate itself from Facebook, such as (for example) Diaspora.
"Met a teen today who deactivates Facebook every day post-use so that no one can see her stuff. She re-activates every day to look at others." (link)
"Met another teen who deletes all wall posts. Deletes status updates 12-24 hrs after posting. Deletes comments immediately after reading." (link)
The only thing, which I think we can say for certain, is that we are social in FB as total solitude would make very little sense in such a forum. At least I have never come across anyone having an FB account without having any friends. The 'witnessing' - whether God, Society or the Other be the witness – is thus what I find to be one of the most interesting aspects discussed here, especially in the way that I see it as closely related to the idea of FB seen through the perspective of Kula: the name and fame-game and the expansion (or possible shrinking) of the self as being very much about witnessing or having an audience to the exchanges that take place. At the same time, I think FB might entail an objectification of not just the self but also of the Other (you don't really exist in FB without your friends?) in a way that challenges individualism/individuality?