Digital identity is not the fixed personality that users present in online social interactions. Goffman’s dramaturgical theory sees social life as performance. People present different images based on the scenarios, catering to the expectations of different audiences, thereby shaping others’ perceptions. The self is a “dramatic effect arising diffusely from a scene that is presented” (Goffman, 1959, p.137). Today, his viewpoint is still capable of explaining current online behaviors.
On social media, context collapse happens when different groups of audiences mix in one digital space (boyd, 2014). The photos we post on the platform may be viewed simultaneously by our family members, classmates, teachers or strangers. This brings about certain social pressures: we need to behave appropriately in completely different groups. As Cover (2012, p.22) notes, a single account cannot easily handle conflicting social relationships, and users never fully control their online self‑narrative.
Marwick and boyd observe that “Users adopt a variety of tactics, such as using multiple accounts” (Marwick & boyd, 2011, p.122). For instance, many users maintain one software to communicate with family and friends, another one to interact with classmates, and an anonymous account to express their hobbies. Much of the existing analysis frames cross-platform segmentation solely as a defensive reaction to context collapse. Although avoiding social awkwardness is clearly one motive, this view overlooks other value. Separate digital spaces allow students to express ideas they would not disclose to offline contacts. Dividing one’s platforms is not merely protective; it also opens up room to explore different aspects of identity.
Goffman’s theory mainly focuses on individual performances. Besides the limitations of individuals, the autonomy of users in reality is also restricted. No matter how users manage their accounts, algorithms, older posts, and unexpected tags may break the carefully delineated audience boundaries. This makes it impossible for users to ensure that different performances online are completely isolated from each other.
For ordinary users, digital identity holds a dual significance: it not only alleviates the stress caused by social awkwardness, but also creates opportunities for freer self-expression online. Therefore, the multi-account strategy is not merely a remedial measure for when the situation collapses; it is also a flexible strategy. It helps people coordinate multiple social identities and explore different aspects of themselves, even though there are always uncontrollable risks in the digital platforms.
References
boyd, d. (2014). It’s complicated: The social lives of networked teens. Yale University Press.
Cover, R. (2012). Digital identities: Creating and communicating the online self. Academic Press.
Goffman, E. (1959). The Presentation of Self in Everyday Life. Doubleday.
Marwick, A. and boyd, d. (2011). ‘I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience’, New Media & Society, 13(1), pp. 114–133. https://doi.org/10.1177/1461444810365313.
