“Virtual Masks” and Online Identity: The Use of Fake Profiles in Armenian Social Media Communication

The goal of the study is to reveal the reasons (strategies) behind the use of “virtual masks” (fake profiles and altered identities) by real (human) users of social media networks (SMNs) within a cultural context, specifically in Armenia. Applying Erving Goffman’s Dramaturgical Theory and concepts of virtual identity, the research explores how users construct their online personas, either reflecting their real identities or modifying them to achieve specific communicative goals. A statistical analysis of the most popular SMNs in Armenia, combined with semi-structured interviews with 400 users, reveals diverse approaches to virtual communication. While SMNs facilitate news consumption, socializing, and professional networking, many users deliberately conceal personal information or engage in deceptive practices. Approximately 35% prefer anonymity when following others, and 24% of men and 11% of women admit to posting false information. Additionally, 26% of men and 12% of women alter their online appearance to enhance attractiveness. The study also highlights the role of anonymity in expressing controversial opinions, particularly in political discussions. Men are more inclined than women to create fake accounts and manipulate information to avoid social repercussions. Ultimately, the study highlights how “virtual masks” in Armenia reflect both cultural attitudes and broader global digital communication trends.