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Theory Key Names
11th Edition

Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text

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Chapter 32Context Collapse


  • Context collapse
    • Technology flattens multiple audiences into one.
  • Affordances
    • Characteristics of technology design that encourage (and discourage) actions.
  • Social networking sites
    • Platforms with unique user profiles, publicly viewable connections between users, and streams of user-generated content.
  • Frontstage
    • Identity performances that are carefully controlled to satisfy the audience.
  • Backstage
    • Identity performances that are less controlled and more authentic than on the  frontstage.
  • Invisible audience
    • People viewing social media content who are undetected by the content creator.
  • Imagined audience
    • The audience that a person thinks they are speaking to on social media.
  • Tailoring performances
    • Strategies for managing context collapse that focus on executing a performance suitable for all audiences.
  • Segmenting audiences
    • Strategies for managing context collapse that focus on controlling the size and scope of the audience.
  • Aspirational labor
    • Producing social media content for free in the hope of future payoff.
  • Gig economy
    • A system of labor where people receive compensation for one-time jobs rather than ongoing employment.


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CHANGE TO View by Theory
Theory Key Names
11th Edition

Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text

List mode: Normal (click on theory name to show detail) | Show All details | Clear details

Chapter 32Context Collapse


  • Context collapse
    • Technology flattens multiple audiences into one.
  • Affordances
    • Characteristics of technology design that encourage (and discourage) actions.
  • Social networking sites
    • Platforms with unique user profiles, publicly viewable connections between users, and streams of user-generated content.
  • Frontstage
    • Identity performances that are carefully controlled to satisfy the audience.
  • Backstage
    • Identity performances that are less controlled and more authentic than on the  frontstage.
  • Invisible audience
    • People viewing social media content who are undetected by the content creator.
  • Imagined audience
    • The audience that a person thinks they are speaking to on social media.
  • Tailoring performances
    • Strategies for managing context collapse that focus on executing a performance suitable for all audiences.
  • Segmenting audiences
    • Strategies for managing context collapse that focus on controlling the size and scope of the audience.
  • Aspirational labor
    • Producing social media content for free in the hope of future payoff.
  • Gig economy
    • A system of labor where people receive compensation for one-time jobs rather than ongoing employment.


You can access the Key Names for a particular chapter in several ways:

  • Switch to View by Theory, then select the desired theory/chapter from the drop-down list at the top of the page. Look in the list of available resources.
  • To quickly find a theory by chapter number, use the Table of Contents and link from there. It will take you directly to the theory with available options highlighted.
  • You can also use the Theory List, which will take you directly to the theory with available options highlighted.

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