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Moving Beyond Goffman: The Performativity of Anonymity on SNS

O'Leary, Killian and Murphy, Stephen (2019) 'Moving Beyond Goffman: The Performativity of Anonymity on SNS.' European Journal of Marketing, 53 (1). 83 - 107. ISSN 0309-0566

Yik Yak Final 16_7_2018.pdf - Accepted Version

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Purpose – This paper explores consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers’ self-performances on SNS. Design/Methodology/Approach – The study utilised a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included twelve in-depth interviews. Findings – Young consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection. Originality/Value – By invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. Highlighting anonymity as a dynamic process of socio-material enactments, the study reveals how consumers’ self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity. Practical Implications: This research highlights the potential value of anonymous SNS in fostering supportive dialog, concerning mental health amongst post-millennials.

Item Type: Article
Uncontrolled Keywords: Authenticity, Netnography, Performativity, Social networking sites (SNS), Anonymity, Facebook fatigue
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD58.7 Organizational behavior, change and effectiveness. Corporate culture
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 20 Sep 2018 14:28
Last Modified: 03 Feb 2020 13:15

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