Queer Identity Management and Political Self‐Expression on Social Networking Sites: A Co‐Cultural Approach to the Spiral of Silence

Social networking sites can facilitate self-expression, but for some, that freedom is constrained. This study investigated factors that influence LGBT+ individuals' identity management and political expression on social media. We interviewed 52 participants aged 18 to 53 around the 2012 U.S. election. Using co-cultural theory, we investigated communicative practices employed by queer-identified individuals on Facebook. Participants whose LGBT+ identity was not known by the social network (i.e., those who were still in the closet) revealed a spiral of silence, wherein they were silenced by the perceived heteronormative majority. Participants whose identity was known (i.e., those who were out) revealed a spiral of silencing as they used the site's affordances to empower their vocal minority and silence the dominant group.