The Importance of Being a Loader on Facebook

With all this talk about Tik Tok, we wanted to bring you an oldie-but-goodie from 2018 about Context Collapse, an interesting phenomenon that occurs often on social media when various segments of your social network (friends, family, acquaintances, employers, and complete strangers) are muddled together into one big audience. How does a social media user as yourself negotiate the multiple imagined audiences of the social network? From self-presentation tactics such as censorship and compartmentalization, we discuss the complex ways we navigate the online social life.