Gendered self-representation and empowerment on social media in the United Arab Emirates

ABSTRACT Social networking sites (SNSs) provide a set of affordances that allow young adults to represent various aspects of their gendered identities and construct their identity-related experiences. This paper adopts Goffman’s concepts in relation to social media and his dramaturgical theories of the self as a framework for the study of online self-presentation. The paper uses the Explanatory Sequential Mixed Method Design. The study conducted a quantitative survey of 110 college students followed by qualitative semi-structured interviews with a group of 30 students to examine how college students from four Emirati universities appropriate social media to engage in online self-representations of their gendered identities. The findings suggest that SNSs serve as a liberating force in a cultural context where traditional rules are changing and young adults are at the forefront of driving these changes.