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Social identity is a key construct to understand online community life. While existing online identity studies present a relatively static conception of identity, grounded in user profiles and other personal information, in this paper the authors investigate more dynamic aspects of identity, grounded in patterns of social interaction in Facebook community life, drawing on social science research on identity theory and social identity theory. The authors examine the tensions experienced by people between assimilation and differentiation with respect to group identities and role identities. The study provides a framework for understanding how users construct self-presentations in different online social interactions, actively managing identity, rather than merely declaring it in a relatively static profile. The authors speculate on how social computing environments could more effectively support identity presentation.

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Over the past decade there has been an increased focus on the importance of contextual factors in all IT disciplines. At the same time, scholars have heeded the call for investigating the creation of more effective synergies between science and design. For example, the task-artifact (TA) framework was developed to support better utilization of behavioral, cognitive, and social science in Human-Computer Interaction (HCI) design. This framework is based on the general developmental pattern of human activities and technologiesteamed with two analytical tools for design. In this paper, we extend this framework from its original focus on individual and small group HCI to the organizational level utilizing organizational learning theory. This extension will (1) integrate relevant concepts and analysis drawn from the social sciences in order to guide design more effectively; (2) incorporate organizational level analysis, when we study information artifact design and appropriation; and (3) help organizations complete their learning circle.