Imagined Facebook: An exploratory study of non-users’ perceptions of social media in Rural Zambia

Susan P. Wyche and Eric P. S. Baumer (2016). Imagined Facebook: An Exploratory Study of Non-Users’ Perceptions of Social Media in Rural Zambia. New Media & Society.


This article describes an exploratory study of Facebook non-users living in rural Zambia. Drawing on evidence from 37 group interviews with mobile phone owners, we discovered that the majority of our participants were aware of, or ‘imagined’ Facebook, despite never having seen or used the site. Our analysis of how participants perceive Facebook suggests that they are interested in the communication and income-generating possibilities access to the site may provide, but that barriers prevent them from acting on these interests. This study contributes to social media research by making visible the experiences of a population whose non-use of information and communication technologies (ICTs) results from economic, infrastructural, and linguistic sources, as well as from other, hitherto less-explored areas. We discuss the practical significance of these findings, offer future research suggestions, and comment on what our respondents have not yet imagined about Facebook.


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