Identity Modulation on TikTok: The Case of a Lesbian Cowboy

Background: LGBTQ+ people have long used digital media for self-representation but platforms present specific affordances and constraints for sexual identity expression. Analysis: This article applies the identity modulation framework to TikTok and the account of a user whose representation of lesbian identity is prominent. Conclusions and implications: While TikTok allows users to control their personal identifiability, it incentivizes them toward a far reach. The platform’s algorithm favours posts with a high salience of sexual identity, though only within the bounds of TikTok’s vague policies on acceptable self-expression. This case study illustrates how one user navigates these platform dynamics.