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Context collapse on
social networking sites:
Investigating LGBTQ
identity disclosure on
Facebook

Presentation to FEM2103 A, uOttawa
November 27, 2013
Stefanie Duguay, MSc.
Oxford Internet Institute (Alum)
Impression management

Image courtesy of Wikipedia
Context Collapse

Image courtesy of neilalderney123
How does context collapse tie into
identity presentation?
Image courtesy of Eric Constantineau
Stigmatized identities
Passing vs. disclosing

Image courtesy of The Guardian
Research questions: How do LGBTQ young people
experience context collapse on Facebook in terms of:
• Their impression management decisions?
• Their reactions to context collapse?
• Their strategies for dealing with it?
• Its effect on their future identity expression?
Identity
expression
Prevention
Measures
Reactions

Context
collapse
Methods - Choices
WHY?
• Facebook
• Early adults
• Post-secondary students

Recruitment
• LGBTQ societies
• Sought diversity
• Snowball sampled when
necessary
Methods – Data Collection
& Analysis
Interviews
- Biographical methods
- Questions about everyday use
- Video-recorded Facebook
walkthroughs

Analysis

“When you were
coming out to
people, did you put
anything on your
Facebook?”

- F4 for transcription
- Dedoose for coding
- Cross analysis of video and interview
data
Participants
•
•
•

•

•

27 interviewees;
Ages 18-25;
Post-secondary
students from
different UK
universities;
Gay, lesbian,
bisexual,
pansexual, queer,
and asexual;
Out on Facebook
to varying degrees.
Definition of the situation
&
Redefinition

“I don't want to run the risk of having a confrontation in real
life so if I have it on Facebook they can take it in, deal with
it themselves, and then it's over and done with and I never
had to say anything.” – Robert*
*Names have been changed to protect participants’ confidentiality
Context Collapse
“[Having] waved the big lesbian flag,
I was really embarrassed when I
started to slip up and accidentally
have one night stands with men and
I definitely remember editing what
was visible on my profile page.”
- Elizabeth
Context collapse = increased awareness
Resulting in two strategies for preventing context
collapse:
1. Passing as someone without a stigmatized
identity;
2. Separating audiences.

Image courtesy of i_yudai
Passing

“It doesn’t say like, ‘I am gay.’ It says,
‘I support gay rights’.” - Anah
Image courtesy of Artistic Activism
Social Steganography
“It would never enter their heads that this
equals homosexuality because as far as
they can see it's like saying, ‘Oh, well I'm in
a picture of me riding a unicorn so unicorns
exist.’ It's like no, they wouldn't - they'd
assume that it was photoshopped. You
know, it just wouldn't enter their heads that
this was actually saying I was gay...”
- William
Audience Separation
Facebook privacy settings, selective
friending, and weeding friends out provide
some weak barriers.
Use of other public platforms
changes the meaning of
messages and targets desired
audiences.
Anonymous spaces and pseudonyms
allow individuals to construct thick
barriers between audiences.
Images courtesy of Minecraft Wiki
Sexual Identity and Impression
Management on Facebook
Outcomes of Identity Disclosure
Prevention Strategies
A more general model of impression management
for environments with reduced contexts?
stefanieduguay.com
@DugStef

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Context Collapse on Social Networking Sites

  • 1. Context collapse on social networking sites: Investigating LGBTQ identity disclosure on Facebook Presentation to FEM2103 A, uOttawa November 27, 2013 Stefanie Duguay, MSc. Oxford Internet Institute (Alum)
  • 3. Context Collapse Image courtesy of neilalderney123
  • 4. How does context collapse tie into identity presentation? Image courtesy of Eric Constantineau
  • 5. Stigmatized identities Passing vs. disclosing Image courtesy of The Guardian
  • 6. Research questions: How do LGBTQ young people experience context collapse on Facebook in terms of: • Their impression management decisions? • Their reactions to context collapse? • Their strategies for dealing with it? • Its effect on their future identity expression? Identity expression Prevention Measures Reactions Context collapse
  • 7. Methods - Choices WHY? • Facebook • Early adults • Post-secondary students Recruitment • LGBTQ societies • Sought diversity • Snowball sampled when necessary
  • 8. Methods – Data Collection & Analysis Interviews - Biographical methods - Questions about everyday use - Video-recorded Facebook walkthroughs Analysis “When you were coming out to people, did you put anything on your Facebook?” - F4 for transcription - Dedoose for coding - Cross analysis of video and interview data
  • 9. Participants • • • • • 27 interviewees; Ages 18-25; Post-secondary students from different UK universities; Gay, lesbian, bisexual, pansexual, queer, and asexual; Out on Facebook to varying degrees.
  • 10. Definition of the situation & Redefinition “I don't want to run the risk of having a confrontation in real life so if I have it on Facebook they can take it in, deal with it themselves, and then it's over and done with and I never had to say anything.” – Robert* *Names have been changed to protect participants’ confidentiality
  • 11. Context Collapse “[Having] waved the big lesbian flag, I was really embarrassed when I started to slip up and accidentally have one night stands with men and I definitely remember editing what was visible on my profile page.” - Elizabeth
  • 12. Context collapse = increased awareness Resulting in two strategies for preventing context collapse: 1. Passing as someone without a stigmatized identity; 2. Separating audiences. Image courtesy of i_yudai
  • 13. Passing “It doesn’t say like, ‘I am gay.’ It says, ‘I support gay rights’.” - Anah Image courtesy of Artistic Activism
  • 14. Social Steganography “It would never enter their heads that this equals homosexuality because as far as they can see it's like saying, ‘Oh, well I'm in a picture of me riding a unicorn so unicorns exist.’ It's like no, they wouldn't - they'd assume that it was photoshopped. You know, it just wouldn't enter their heads that this was actually saying I was gay...” - William
  • 15. Audience Separation Facebook privacy settings, selective friending, and weeding friends out provide some weak barriers. Use of other public platforms changes the meaning of messages and targets desired audiences. Anonymous spaces and pseudonyms allow individuals to construct thick barriers between audiences. Images courtesy of Minecraft Wiki
  • 16. Sexual Identity and Impression Management on Facebook
  • 17. Outcomes of Identity Disclosure
  • 19. A more general model of impression management for environments with reduced contexts?