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This study examines how young adult men construct and negotiate their identities on social media in relation to social norms, audience responses, and the technical and social structures of digital platforms. The study is based on eight semi-structured qualitative interviews with men aged 25–35 and is analysed through thematic analysis. The theoretical framework combines Anthony Giddens theory of reflexive identity, Erving Goffman’s dramaturgical perspective on self-presentation, Judith Butler’s view of identity as performative, and the concepts of affordances and scripts. The findings show that identity construction on social media is shaped through an interaction between individual choices, social expectations, audience feedback, and platform structures. Participants describe how self-presentation is adapted depending on platform, audience, and context, where positive and socially desirable aspects of life are emphasized while vulnerability and negative experiences are often concealed. The study also shows that audience responses influence both self-presentation and self-perception, while participants express different approaches to social media norms and ideals. Overall, the findings suggest that identity construction on social media is shaped through the interaction between individuals, audiences, social norms, and technological structures.

Denna studie undersöker hur unga vuxna män formar och förhandlar sin identitet på sociala medier i relation till sociala normer, publikens respons samt plattformarnas tekniska och sociala ramar. Studien bygger på åtta semistrukturerade kvalitativa intervjuer med män i åldern 25–35 år och analyseras genom tematisk analys utifrån Anthony Giddens teori om reflexiv identitet, Erving Goffmans dramaturgiska perspektiv, Judith Butlers syn på identitet som performativ samt begreppen affordances och script. Resultatet visar att identitetsskapande på sociala medier formas i samspelet mellan individuella val, sociala normer, publikens respons och plattformarnas utformning. Deltagarna beskriver hur självpresentation anpassas efter publik, situation och plattform, där positiva och socialt accepterade delar av livet ges större synlighet medan sårbarhet och negativa erfarenheter oftare hålls tillbaka. Studien visar även att publikens respons påverkar både självpresentation och självuppfattning, samtidigt som identitet formas i samspelet mellan individ, publik, sociala normer och plattformarnas tekniska ramar.