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Identity theory (IT) and social identity theory (SIT) are eminent research programs from sociology and psychology, respectively. We test collective identity as a point of convergence between the two programs. Collective identity is a subtheory of SIT that pertains to activist identification. Collective identity maps closely onto identity theory's group/social identity, which refers to identification with socially situated identity categories. We propose conceptualizing collective identity as a type of group/social identity, integrating activist collectives into the identity theory model. We test this conceptualization by applying identity theory hypotheses to the "vegan" identity, which is both a social category and part of an active social movement. Data come from comments on two viral YouTube videos about veganism. One video negates prevailing meanings of the vegan identity. A response video brings shared vegan identity meanings back into focus. Identity theory predicts that nonverifying identity feedback elicits negative emotion and active behavioral response, while identity verification elicits positive emotion and an attenuated behavioral response. We test these tenets using sentiment analysis and word counts for comments across the two videos. Results show support for identity theory hypotheses as applied to a collective social identity. We supplement results with qualitative analysis of video comments. The findings position collective identity as a bridge between IT and SIT, demonstrate innovative digital methods, and provide theoretical scaffolding for mobilization research in light of emergent technologies and diverse modes of activist participation. [ABSTRACT FROM AUTHOR]

The collapsing of social contexts together has emerged as an important topic with the rise of social media that so often blurs the public and private, professional and personal, and the many different selves and situations in which individuals find themselves. Academic literature is starting to address how the meshing of social contexts online has many potentially beneficial as well as problematic consequences. In an effort to further theorize context collapse, we draw on this literature to consider the conditions under which context collapse occurs, offering key conceptual tools with which to address these conditions. Specifically, we distinguish two different types of context collapse, splitting collapse intocontext collusionsandcontext collisions. The former is an intentional collapsing of contexts, while the latter is unintentional. We further examine the ways in which both technological architectures and agentic user practices combine to facilitate and mitigate the various effects of collapsing contexts. [ABSTRACT FROM AUTHOR]

Abstract: The present work, through an ethnographic study of MySpace (N =96), examines the ways in which authenticity is accomplished within a labor-exposing space. To maintain authenticity, actors must make invisible the extensive labor of self-presentation. Certain online spaces, such as social network sites and personal interactive homepages, can be thought of as labor-exposing spaces, in that they give actors clear and explicit control over self-representations, making impressions of spontaneity difficult to accomplish (). I discuss and delineate several strategies used by participants to maintain authenticity on MySpace. I conclude that while the priorities of identity processes remain stable over time, the ways in which we accomplish identity are culturally, historically and materially contingent. [Copyright &y& Elsevier]