Consensus among viewers.

This study examines the cyber audience’s perception of social media users’ persona based on their online posts from a cognitive meaning-making perspective. Participants (N = 158) answered questions about their personal characteristics and provided their 20 most recent Facebook status updates. Two groups of viewers, who viewed either the text-only or multimedia version of the status updates, answered questions about the Facebook users’ personal characteristics. The viewers’ perceptions of Facebook users deviated from the users’ self-perceptions, although user characteristics that serve social motives were more accurately perceived. Multimedia viewers were more accurate than text viewers, whereas the latter showed a greater consensus. Gender and ethnic differences of Facebook users also emerged in online person perceptions, in line with gendered and cultured characteristics. These findings shed critical light on the dynamic interplay between social media users and the cyber audience in the co-construction of a digitally extended self.