2010/07/07 by Alice Marwick, danah boyd · 13 citations
Social Sciences · #Media Studies and Communication #Gender, Feminism, and Media #Digital Games and Media
paper · doi:10.1177/1461444810365313
openalex publication_date 2010/07/07 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01
Social media technologies collapse multiple audiences into single contexts, making it difficult for people to use the same techniques online that they do to handle multiplicity in face-to-face conversation. This article investigates how content producers navigate ‘imagined audiences’ on Twitter. We talked with participants who have different types of followings to understand their techniques, including targeting different audiences, concealing subjects, and maintaining authenticity. Some techniques of audience management resemble the practices of ‘micro-celebrity’ and personal branding, both strategic self-commodification. Our model of the networked audience assumes a many-to-many communication through which individuals conceptualize an imagined audience evoked through their tweets.