Our performances have both conscious and unconscious aspects. That is, we consciously give information about ourselves to others in order to manage their impression of us, but we also unconsciously give off information that others may pick up on and take into account when deciding how to interact with us.
People imagine who their audience is likely to be, and express themselves accordingly. Obviously these imaginings, which may stem from understanding of the affordances of a particular platform, or a particular community or topic of discussion, impact how people express themselves online.
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