Posting, blocking, double profiles: audience segmentation on Facebook
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As social network sites are becoming more populated and users more diverse, impression management on these sites has become more complicated. Users face challenges as they attempt to perform a unified identity to a diverse audience. The article discusses some of the strategies Hungarian teenage users of Facebook apply to deal with this situation. Drawing on data coming from two focus group interviews and a representative survey (N = 612) with Hungarian secondary school students, strategies of selecting ‘friends’, curating posts, blocking and deleting ‘friends’ and creating double profiles on Facebook are discussed. It is concluded that there are significant differences in the use of these strategies according to different user groups as off-line inequalities influence online impression management in different ways.
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