computer-mediated communication (CMC)
systems, in a variety of forms, have
become integral to the initiation, development,
and maintenance of interpersonal relationships.
They are involved in the subtle shaping
of communication in almost every relational
context. We may observe or participate in the
conversations of huge numbers of social actors,
from the Twitter messages of experts we have
never met to one’s family’s blog and from messaging
a barely acquainted Facebook friend to
coordinating with one’s spouse through texting
about who will pick up the kids that day or saying
via e-mail that one is sorry about the fight
they had that morning. Individuals exploit the
features of these media to make their best impression
and attract attention or to ward off undesired
contacts (Tong & Walther, 2011a). We
continually form and re-form our impressions
and evaluations of others online, from deciding
whose recommendations to trust in discussion
boards (Van Der Heide, 2008) to evaluating the
friend who portrays himself online in a not quite