ABSTRACT
Being part of a collective is part of human nature (Turner 1987). Separation from others, although not impossible, is not a state that many choose to endure (Tajfel 1982). Being a part of those with whom one wants to be associated not only aids in feeling part of a larger collective, but allows the individual to more freely express him or herself, knowing others are likely to accept him or her (Abrams and Hogg 1990; Ashforth and Mael 1989; Hogg and McGarty 1990; Hogg et al. 1995; Tajfel 1974; Turner and Oakes 1986). What the Internet has offered digital consumers is the ability not only to belong to offline groups and communities, but to exist equally in online communities; almost like living a second life that could either be a reflection and representation of who they are offline (Schau and Gilly 2003) or be completely divergent from who they present themselves to be offline (Veer 2010). In either case, the Internet plays a vital role in allowing users to find communities online to be a part of, or create communities with relative ease. Digital consumers are able to keep these communities secret and frequent them only when they choose to engage with the community. In this chapter I explore the notions of online communities and secrecy for the digital consumer
and present case studies that describe the role that online communities play in self-expression and community identity formation. It is argued here that the Internet does not create the need for secrecy, but rather, the Internet expedites the facilitation of secrecy. That is, if one wants to create or be part of a secretive community, it is possible offline, but the nature of online communities makes the process far easier and therefore, more accessible to a mass audience.
