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Cancel Culture in Academia: Social Media Self-presentation in the Context of Imagined Surveillance

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The purpose of this qualitative descriptive study was to explore how academics in the United States described their social media self-presentations (SMSPs) in the context of imagined surveillance. Moral Reasoning Theory drove two RQs: (1) How do academics describe construction of SMSPs in the context of imagined surveillance? (2) How do academics describe the influence of imagined surveillance on their personal SMSPs? 106 academics from across the U.S. were recruited by convenience sampling from two scholarly associations. Data were collected from closed-/open-ended questionnaires (n=102) and semi-structured interviews (n=20). Data analysis applied a six-phased Reflexive Thematic Analysis procedure of inductive coding to generate five themes and 14 subthemes. Academics described SMSP construction as negotiating (1) promises and perils of in/visibility, including (a) unspoken rules, (b) overlapping identities, (c) social support, and (d) personal opinion-sharing, which was profoundly shaped by (2) the rise of cancel culture, or an (a) enforced ideology, (b) activist subgroup, and (c) pressure to signal support. Imagined surveillance influenced SMSPs toward (3) protection over participation by (a) withdrawal from social media, viewing (b) tenure as insufficient, and (c) safe social media strategies; (4) trepidation while teaching due to (a) classroom recording prompted (b) strategic instruction; and (5) resistance and rebellion to (a) push back on cancel culture with a (b) duty to speak out. This study advanced understanding of social media surveillance as a normalizing force on speech and behavior. Findings may be applied to policy and practice regarding social media use in education and other professional settings.
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... Research on social media self-presentation has evolved from the study of online privacy, showing that privacy and self-presentation are complex and contextual processes (Rotolo, 2022). Internet users strategically posted material that they deemed appropriate for their intended audience and the social context, including the persons they expected to read their messages. ...
... Internet users strategically posted material that they deemed appropriate for their intended audience and the social context, including the persons they expected to read their messages. However, their assessments of the viewers were often inaccurate since self-presentational goals may influence or restrict practically all types of behavior as individuals try to avoid being socially undesirable (Rotolo, 2022). ...
... Individuals on the front stage tend to behave in a way that meets the expectations of others; meanwhile, the backstage refers to the place where front-line behavior is prepared. However, Rotolo (2022) added that self-presentation is complicated when audiences, social norms, and values are unclear, and people may behave differently when uncertain of how they will be judged. ...
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