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For many users, social media is a diverse experience. Each individual, although possessing a single identity, may develop different methods of presenting themselves to their various audiences across the various platforms. In the exploratory research study report ‘Shape shifting across social media’, Davidson and Joinson (2021) discuss a human sociality key trait as the ability to adapt and change our behaviour in response to external and internal factors. Such factors extend even to online contexts as users behave differently as they move between private and social spheres.
Although social media platforms are equipped with some tools that support presenting multiple facets of ourselves, such as audience management tools, users are more likely to self-censor and adopt different sites for distinct audiences and purposes. For instance, users accessing Facebook predominantly for family and friends to keep in touch may present themselves differently on a more professional network such as LinkedIn. That same user may then interact on another platform such as Twitter to obtain social information and engage in topic-based arguments with strangers! Another feature influencing self-censorship is anonymity. Users’ content may become totally unfiltered/uncensored if their identity remains anonymous. Thus, the shape-shifting analogy. As there are different audiences across differing social media networks,
individuals will only share content and information that is deemed acceptable to the broadest audience within their network.
In this article, the authors also discuss some issues, such as social anxiety or problems with social relationships arising from identity constructions and the constant need to maintain and monitor self-presentation and performance in order to meet multiple audiences’ expectations.
Through their research, Davidson and Joinson (2021) identified common constructs amongst participants. Interestingly, social media networks such as WhatsApp and Email showed predominantly private utilisation for direct communication. Although participants felt obligated to use these platforms, there was no mention of any issues besides the need to respond instantly/speedily. In contrast, public platforms (with the exception of Twitter) such as Instagram and Facebook, despite being used for entertainment and some positive aspects like following interests and motivation (Instagram), there were also negative constructs associated with their use. These include depression and stress as well as the network being used to “stalk” users (Facebook). The reported high-use of these platforms as well as others such as YouTube could also potentially contribute to the development of the associated negative emotions.
The research findings presented in this article closely align with my own personal experience of using social media platforms. In particular, the negative emotions associated with constant exposure to “polished” posts (Instagram). Another resonating finding includes curating content shared across various platforms based on the audience/followers and constructing an identity to suit each platform. I suppose, I too, am a shape-shifter!
REFERENCES
Davidson, B. I., & Joinson, A. N. (2021). Shape Shifting Across Social Media. Social Media + Society. https://doi.org/10.1177/2056305121990632
Some very interesting points here! I’ve just been in a cyber safety talk with some students, so your comment about the interaction with strangers across platforms is quite prevalent! From this talk, I focused more on the negatives of what happens when people are intentional shape-shifters.
The article that you read seems to focus more on the fact that almost everyone is a shape-shifter, because we are deciding what to post, when and on what platform. It was interesting to read about the negative emotions or anxiety that can stem from this pressure to post the right thing.
This is definitely something I need to think about and reflect on in my own social media use!
Thanks for sharing your thoughts on this Tess! Having two little ones of my own, I’m constantly conscious and anxious about those negatives of intentional shape-shifters you mentioned. So glad there is more awareness these days regarding cyber safety raised by schools and teachers for students and parents!
A really interesting post Nancy. I think many of us are shape-shifters in real life as well as online. I know my work persona differs from my personal one and, even at home, I probably present a different self to my children than I do to others in my family. It is much easier to be radically different online though, especially behind an anonymous screen. With reference to your quote “individuals will only share content and information that is deemed acceptable to the broadest audience within their network”, do you think that our online behaviour is governed more by platform expectations than by our personal values and standards?
Thank you for sharing your thoughts Emma, I totally agree! I think the shape-shifting analogy extends beyond online platforms, and I too present myself differently to colleagues than how I am with my children at home. I suppose each person may present various aspects of themselves depending on the environment and the nature of the relationships with individuals in those environments, whether in real life or online. So I do think platform expectations would definitely govern our online behaviour but also believe the interaction with the users on those particular platforms is an influencing factor.