Abstract. First articulated in 2008, the concept of identity shift refers to the process of self-transformation that is the result of intentional self-presentation in a mediated context. As research into identity shift has become increasingly prevalent, our understanding of the concept’s mechanisms and constraints has become more detailed and in depth. We now have a greater understanding of the process and limitations of identity shift: an understanding sufficient to begin articulating a theory of identity shift that explains and predicts the intrapersonal effects of mediated self-presentations. The present work advances such a theory. We begin by summarizing and synthesizing extant identity shift work – including published articles, presented manuscripts, and unpublished research – to better understand the identity shift process. We then use this synthesis to articulate an initial theory (identity shift theory; IST) that specifies the processes, conditions, constraints, and effects of identity shift based on personal, psychological, and communicative characteristics. Ultimately, the advancement of identity shift theory can inform future research and practice into the implications of online self-presentation for self-effects.

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