Self-Presentation of Fraternal Organisations on Social Media

International Journal of Communication and Media Science

© 2021 by SSRG - IJCMS Journal

Volume 8 Issue 3

Year of Publication : 2021

Authors : Edem Cephas Cudjoe, Mavis Amo-Mensah

10.14445/2349641X/IJCMS-V8I3P104

How to Cite?

Edem Cephas Cudjoe, Mavis Amo-Mensah, "Self-Presentation of Fraternal Organisations on Social Media," SSRG International Journal of Communication and Media Science, vol. 8,  no. 3, pp. 30-43, 2021. Crossref, https://doi.org/10.14445/2349641X/IJCMS-V8I3P104

Abstract:

This study examines self-presentation of fraternal organisations on social media. The qualitative study particularly investigates how the oldest fraternal organisation in the world, Freemasons, use Facebook to present its identity. Drawing on self-presentation theory and using cyber-ethnography, the study generally showed higher levels of tactful online self-presentation to enhance visibility, growth, reputation, relational perceptions and member profiling. Our results also established that Freemasonry is largely portrayed as philosophical and charitable society with a structured network of prominent male-dominated people. Within the body of work on online self-presentation, there is much focus on individuals, and in recent academic scholarship, professional bodies and other corporate organisations. However, there is dearth of literature on fraternal organisations, especially their use of social media to strategically present themselves. This study, therefore, significantly addresses this gap. The study also provides clarity and a more nuanced picture of the practices of Freemasons.

Keywords:

Self-presentation, fraternal organisations, Freemasons, Social Media, Facebook

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