Mellan normer och algoritmer : Unga vuxna mäns identitetsskapande på sociala medier i samspelet mellan självpresentation, publik och plattformarnas ramar

Sammanfattning

This study examines how young adult men construct and negotiate their identities on social media in relation to social norms, audience responses, and the technical and social structures of digital platforms. The study is based on eight semi-structured qualitative interviews with men aged 25–35 and is analysed through thematic analysis. The theoretical framework combines Anthony Giddens theory of reflexive identity, Erving Goffman’s dramaturgical perspective on self-presentation, Judith Butler’s view of identity as performative, and the concepts of affordances and scripts. The findings show that identity construction on social media is shaped through an interaction between individual choices, social expectations, audience feedback, and platform structures. Participants describe how self-presentation is adapted depending on platform, audience, and context, where positive and socially desirable aspects of life are emphasized while vulnerability and negative experiences are often concealed. The study also shows that audience responses influence both self-presentation and self-perception, while participants express different approaches to social media norms and ideals. Overall, the findings suggest that identity construction on social media is shaped through the interaction between individuals, audiences, social norms, and technological structures.