THE STRUCTURED SELF: AUTHENTICITY, AGENCY, AND ANONYMITY IN SOCIAL NETWORKING SITES A Dissertation Submitted to the Temple University Graduate Board In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY by Angela M. Cirucci December 2014 Examining Committee Members: Brooke E. Duffy, Advisory Chair, Media and Communication Matthew Lombard, Media and Communication Hector Postigo, Media and Communication Pablo Vila, Sociology Douglas Rushkoff, External Member, Queens College/CUNY © Copyright 2014 by Angela M. Cirucci All Rights Reserved ii ABSTRACT The purpose of this dissertation is to explore social networking sites’ structural affordances and their implications for identity creation, maintenance, performance, broadcast, and comprehension. Facebook is employed as a case study. By applying affordance theory, I argue that scholars should recognize Facebook as an ethic, or as a mediator, that employs moral choices when filtering input that is then displayed and aggregated through the site. By framing identity as narrative, I show that identities are on-going and are not only created via social expectations, but also work as reflexive tools used to write the self into being. Specifically, due to the large scope of this project, I explore the ways in which the structure and cultivated cultures of the site influence notions of, and expectations for, authenticity, agency, and anonymity. Breaking down Facebook into its constituent parts, I first completed a structural discourse analysis of the Sign Up Page, the About Page, Likes, Friends, Photographs, the Timeline, and Cookies. Next, I conducted focus group and one-on-one interviews with 45 emerging adults to learn how they recognize and work within Facebook’s structure. Themes emerged that speak to the “cultures” that Facebook privileges and reifies through their granted affordances: Digitally Structured Culture, Visual Culture, Celebrity Culture, and Socially Divided Culture. I found that users generally adhere to Facebook’s problematic conceptions of identification on the site, particularly through the ways in which they describe and perform authenticity, agency, and anonymity. Users have come to view the site as the iii official social space and thus feel pressured to perform a unitary, “accurate,” and superficial self. The inherent trust placed in Facebook has led users to rely on the site’s decisions regarding structural affordances and to not question the identity guidelines provided. This dissertation concludes with a call for a more rigorous understanding of social networking affordances and a wide-spread application of methods that recognize social media as non-neutral filters. I argue that the limited choices presented by Facebook compel users to build conceptions of identity that adhere to the cultural expectations privileged by the site. Although it is clear that my methods can be applied more generally to other social media and digital spaces, I also argue that Facebook is unique in that it is a “tentpole” of both interfaces and user content—the site offers a variety of identity performance tools and acts as the main place that users visit to “conduct research” on others. iv I dedicate this dissertation to my parents, Cathryn and Dominick Cirucci. Without their infinite love and support, this dissertation, along with all of the other entries on my (short) list of accomplishments thus far, would not have been possible. Thank you, Mom and Dad for never questioning my crazy life pursuits from dancer, to singer, to bartender, to radio DJ, to social media expert and PhD. I cannot promise that this will be the last. But, as always, let us be thankful you only had one of me. v ACKNOWLEDGMENTS This dissertation project was many years in the making. For some time I have been interested in digital performances and identity construction, and it was not until this dissertation that I really had the time and space to fully explicate my theories and investigate my research questions. At times, I was both frustrated and fulfilled, both stressed and excited. Luckily, however, I have never felt alone in my journey. I would now like to take the space to thank those who have helped me along the way. First and foremost, I owe so much to my advisor, Brooke E. Duffy. Throughout the dissertation process she has allotted so much of her (precious) time to provide me with comments, critiques, and genuine feedback that led this dissertation to become the powerful study that I had hoped it would be. But, she has also taught me what it means to be an exceptional academic and colleague. Thank you as well to the other members of my dissertation committee: Matthew Lombard’s support of my (often crazy) project ideas has never wavered since our first meeting in his Fall 2011 Colloquium. Although I have only known Hector Postigo for a short time, his research has had a profound impact on my work, and I will carry his sage advice with me throughout my career. Stepping into Pablo Vila’s Identity course for the first time, I had no idea what I had gotten myself into; but I am so glad that I did. His way of viewing human identity as dynamic, free, and flowing led me to better comprehend the digital identity phenomena that I was so eager to investigate. Finally, Douglas Rushkoff was an easy external reader decision; his work largely inspired this dissertation and his comments have helped me to polish my arguments. Throughout my time at Temple, many members of The School of Media and Communication community have proved integral to my success. Thank you to those faculty with whom I have had the privilege of taking courses, along with those who I have had the pleasure of discussing my research goals. In particular, Barry Vacker was one of the first faculty members in the School to recognize my work as important and convince me that taking the road less travelled is really not that scary. Special thanks as well to Nicole McKenna and Caitlin Gamble in the School’s Office of Research and Graduate Studies. Since I began the Masters program at Temple, Renee Hobbs has been my academic life coach. Although she has since moved on from Temple, her words of advice constantly ring in my ears as if she is still just across campus. Because of her, I have the confidence to take risks, say what I am thinking, and believe that my research can make an impact. Beyond the influential faculty and staff, I was lucky to have had the support of my academic peers. My fellow graduate students have been there for me as both fun vi distractions and thoughtful discussants: Elizaveta Friesem, Johnathan Friesem, Brandon Stanford, Eddie Reed, and Maria Cipollone. In addition, I am thankful for the many conversations regarding gender and structure that I have had with Amanda Turner, along with our stress-crying sessions at multiple coffee shops in the Philadelphia area. I was extremely privileged to have had the opportunity to attend the prestigious Oxford Internet Institute’s Summer Doctoral Programme where I met 30 amazing internet scholars. In particular, I met a few strong and brilliant women that impacted my work in so many positive ways: Renee Powers, Crystal Abidin, Josephine Wolff, and Kelly Bergstrom. In particular, Megan Lindsay sat with me for many hours, pondering online identity and intimacy. I am so grateful that we have remained friends and continue to collaborate. There are truly not enough words to thank my parents, Cathryn and Dominick Cirucci, to whom this dissertation is dedicated. There has never been a moment in my life where I have felt that their love was not unconditional, their support not infinite, and their favors not abundant. Dedicating this project to them seems like nothing compared to the ways that they have dedicated their lives to my success since I was born. It cannot be left out that my mother worked many, tireless hours transcribing all of my focus groups and interviews. Finally, thank you to my partner in life, Walter Jacob. It seems like just yesterday I was annoyed by his attempts to suck me into his philosophical debates. Now, I would go crazy without him humoring my many “epiphanies” about social media, identity, gender, race, and any other random topic that happens to catch my attention. Walt has been my editor, my psychologist, my chef, my housekeeper, my travel coordinator, my IT guy, and, most importantly, my best friend. Now that he has just begun his PhD journey, I hope that I can provide him with the same support, inspiration, and love that he has afforded me. vii TABLE OF CONTENTS Page ABSTRACT ....................................................................................................................... iii DEDICATION .....................................................................................................................v ACKNOWLEDGMENTS ................................................................................................. vi CHAPTER 1. DO SOCIAL NETWORKING SITES’ STRUCTURES MATTER? ...........................1 Introduction .............................................................................................................1 Research Questions .....................................................................................3 Summary of Chapters .................................................................................5 Review of Literature ...............................................................................................8 Structures and their Affordances .................................................................8