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A link between populism and social media is often suspected. This paper spells out a set of possible mechanisms underpinning this link: that social media changes the communication structure of the public sphere, making it harder for citizens to obtain evidence that refutes populist assumptions. By developing a model of the public sphere, four core functions of the public sphere are identified: exposing citizens to diverse information, promoting equality of deliberative opportunity, creating deliberative transparency, and producing common knowledge. A wellworking public sphere allows citizens to learn that there are genuine disagreements among citizens that are held in good faith. Social media makes it harder to gain this insight, opening the door for populist ideology.
In this article, we build on research arguing that linguistic self-representation on social media can be viewed as a form of face-work and that the strategies employed by users are influenced by both a desire to connect with others and a need to preserve privacy. Drawing on our own analyses of usernames as well as that of others which were conducted as part of a large-scale project investigating usernames in 14 languages (Schlobinski/T. Siever 2018a), we argue that these conflicting goals of wanting to be recognised as an authenĀtic member of an in-group while retaining a degree of anonymity are also observable in the choice of username. Online self-naming can thus be viewed as a key practice in the debate of face-work on social media platforms, because names and naming strategies can be studĀied more readily than broader and more complex aspects, such as stylistic variation or text-image interdependence, while at the same time forming part of these.