Marwick and Ellison 2012 (†627)Marwick, Alice, and Nicole B. Ellison. "'There Isn't Wifi in Heaven!' Negotiating Visibility on Facebook Memorial Pages" 56:3 (July 2012), p.378-400.
- context collapse (p.379): The wide and varied audiences common to social media also give rise to the phenomenon known as ‘‘context collapse’’ (Marwick & Boyd 2011; Vitak, Lampe, Ellison, & Gray 2012), in which individuals representing multiple social contexts (e.g., work, family, high school acquaintances, close friends) are ‘‘collapsed’’ into the flat category of ‘‘friends’’ or ‘‘contacts’’ on social media sites, creating what others have referred to as the multiple audience problem (Leary, 1995). While in face-to-face situations people vary their self-presentation based on context and audience (Banaji & Prentice, 1994; Leary & Kowalski, 1990), this process of impression management is compromised in online contexts where friends and acquaintances from different social settings, classes, and cultures can consume and comment upon one’s online content, unintentionally or intentionally sharing conflicting portrayals or understandings of the person. (†1424)
- context collapse (p.381): ‘‘Context collapse’’ has thus engendered a variety of audience management techniques, both technical and social, from the creation of multiple profiles, to coded language, to sharing only banal information (boyd & Marwick, 2011; Hogan, 2010). Such strategies and performances have been observed in many different digital spaces, including social network sites (Livingstone, 2005), blogs (Hodkinson & Lincoln, 2008), online personal sites (Ellison, Heino, & Gibbs, 2006), and personal homepages (Papacharissi, 2002). (†1425)