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Digital face-work, politics, and small scandals
Maly,Ico
Maly,Ico
Abstract
Drawing from Erving Goffman's seminal work on face-to-face interaction, this article introduces the concepts of digital face-work and the digital interaction order to make sense of digital interaction. The theoretical framework emphasizes the sociotechnical aspects of face-work, portraying digital platforms not merely as spaces for interaction but as active participants co-shaping users’ face-work. Focusing on the political arena, the study examines how politicians use digital platforms to construct and maintain their digital face in relation to ‘small scandals’. Through a case study of Flemish nationalist politician, Theo Francken, trying to save face after a scandal erupted, it illustrates the complexities of digital face-work in a hybrid media system. The article underscores the challenges of managing face in the digital landscape, where context collapse and platform directives complicate self-presentation strategies. It also explores the interplay between individual agency and platform dynamics in shaping the digital interaction order. (Digital face, digital interaction order, political scandals, small scandals)
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Date
2025-01-09
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Research Projects
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Citation
Maly, I 2025, 'Digital face-work, politics, and small scandals', Language in Society, vol. 55, pp. 132-152. https://doi.org/10.1017/S0047404524001076