在Facebook這個社交網站上，使用者主要與原先就認識的對象連結，以真實身分為基底，創造出一種觀眾類型、關係混雜的情境；原先日常生活中以時間、空間區隔開來不同的觀眾群，都能在同一個平台上同時觀看。雖然使用者仍有觀眾區隔的需求，但大多觀眾將社交網站當作是「一個情境」，以不同於線下互動的策略在混雜的觀眾群面前維持形象。使用者反覆運用兩種策略：透過好友邊界的維護，使用者控制著觀眾的組成；在觀眾意識之下，使用者調整自我展演的形象，盡力滿足所有觀眾的期待。
承襲Goffman對人際互動的觀點，Facebook上的行動者也如同在表演一場劇目，在觀眾眼前調整自我形象；然而類型混雜的觀眾，對自我的期待也各有差異。使用者斟酌表現出「一張臉譜」，主要符應某群朋友的期待，隱藏起與部分觀眾期待不相容的自我面向，或是融合各種觀眾希望自己有的形象，在所有建立起連結的觀眾面前展演。在Facebook這一個情境之外，社交網站的使用者常常透過多種介面平台建立起多個情境，分別以不同邏輯篩選觀眾，也對應出不同的自我展演邏輯，在多種社交網站間進行觀眾區隔。

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