Facework on Facebook: The presentation of self in virtual life and how Obama attained victory

This article analyses the phenomenon known as social networking services (e.g. websites such as Facebook and MySpace) with anthropological theory deriving mainly from Melanesia. It is argued that these websites engender what in Western countries is a new form of presentation of self- and personhood that focuses on the social relations of the person rather than the person as an individual. In this way, the article discusses consumption in cyberspace and the production of differentiation, rank and hierarchy on the Internet in relation to social identity.