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This article uses Q methodology to explore user experiences of Facebook, allowing further exploration of gratification from site usage. Four distinct viewpoints were found: Facebook as a superficial environment; Facebook as a valid and valuable social environment; Facebook as an environment of surveillance; and Facebook as a destructive environment. Although the viewpoints show elements of user satisfaction, some users view Facebook in an almost entirely negative way. The article concludes by theorising a model of Facebook usage, drawing upon a metaphor from Star Trek, specifically an analogy with the Borg. It is argued that a level of \u2018collective investment\u2019 resides over social networks that may sometimes promote compliance.<\/jats:p>","DOI":"10.1177\/1461444814530099","type":"journal-article","created":{"date-parts":[[2014,4,3]],"date-time":"2014-04-03T21:28:32Z","timestamp":1396560512000},"page":"1547-1565","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":11,"title":["Investigating the Facebook experience through Q Methodology: Collective investment and a \u2018Borg\u2019 mentality"],"prefix":"10.1177","volume":"17","author":[{"given":"Lisa J","family":"Orchard","sequence":"first","affiliation":[{"name":"University of Derby, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chris","family":"Fullwood","sequence":"additional","affiliation":[{"name":"University of Wolverhampton, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Neil","family":"Morris","sequence":"additional","affiliation":[{"name":"University of Wolverhampton, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Niall","family":"Galbraith","sequence":"additional","affiliation":[{"name":"University of Wolverhampton, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2014,4,2]]},"reference":[{"key":"bibr1-1461444814530099","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2008.02.002"},{"key":"bibr2-1461444814530099","doi-asserted-by":"publisher","DOI":"10.1089\/cpb.2006.9.325"},{"key":"bibr3-1461444814530099","doi-asserted-by":"publisher","DOI":"10.1037\/a0026452"},{"key":"bibr4-1461444814530099","first-page":"391","volume-title":"Contemporary Ergonomics and Human Factors 2010","author":"Ballam D","year":"2010"},{"key":"bibr5-1461444814530099","unstructured":"Beck AT, Epstein N, Harrison RP, (1983) Development of the Sociotropy-Autonomy Scale: A measure of personality factors in psychopathology. 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