Theorizing Gender in Online Privacy Research

Given the frequent observation of gender differences in privacy-related outcomes, we wanted to investigate how these studies theorize gender. We conducted a content analysis of 107 studies on the topic of gender and online privacy to determine to what extent gender theory is implemented (Research Question 1), identify the function of gender theory within the study (Research Question 2), and demonstrate the specific gender theories in use in online privacy research (Research Question 3). A large share of the studies rely on earlier empirical findings when talking about gender; others make assumptions that implicitly correspond with an existing gender theory. Less than a quarter explicitly implement gender theory into their research. Gender theory is mostly used to derive testable hypotheses. It is further used to explain gender differences ex posteriori. Social role theory (Eagly, 1987) is most frequently referenced, followed by the social web gendered privacy model (Thetwall, 2011) and communication privacy management theory (Petronio, 2002). We discuss the drawbacks of insufficient gender theorizing, such as reduced power to analyze, explain, and predict gendered outcomes, and the risk of gender essentialism, that is, the belief that group differences reflect inherently distinct natures. We conclude with a call and suggestions for gender theorizing in online privacy research.