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This article investigates how content producers navigate \u2018imagined audiences\u2019 on Twitter. We talked with participants who have different types of followings to understand their techniques, including targeting different audiences, concealing subjects, and maintaining authenticity. Some techniques of audience management resemble the practices of \u2018micro-celebrity\u2019 and personal branding, both strategic self-commodification. Our model of the networked audience assumes a many-to-many communication through which individuals conceptualize an imagined audience evoked through their tweets.<\/jats:p>","DOI":"10.1177\/1461444810365313","type":"journal-article","created":{"date-parts":[[2010,7,7]],"date-time":"2010-07-07T20:41:02Z","timestamp":1278535262000},"page":"114-133","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":2869,"title":["I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience"],"prefix":"10.1177","volume":"13","author":[{"given":"Alice E.","family":"Marwick","sequence":"first","affiliation":[{"name":"New York University, USA,"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"danah","family":"boyd","sequence":"additional","affiliation":[{"name":"Microsoft Research, USA,"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2010,7,7]]},"reference":[{"key":"atypb1","author":"Albertson B.","year":"2006","journal-title":"American Political Science Association and International Society of Political Psychology"},{"key":"atypb2","doi-asserted-by":"publisher","DOI":"10.1146\/annurev.ps.45.020194.001501"},{"key":"atypb3","volume-title":"Tune In, Log On: Soaps, Fandom, and Online Community","author":"Baym N.","year":"1999"},{"key":"atypb4","volume-title":"The Wealth of Networks","author":"Benkler Y.","year":"2006"},{"key":"atypb5","doi-asserted-by":"publisher","DOI":"10.2307\/356601"},{"key":"atypb6","volume-title":"Society as symbolic interaction","author":"Blumer H.","year":"1962"},{"key":"atypb7","author":"Boase J.","year":"2006","journal-title":"Pew Internet and American Life Project Report"},{"issue":"4","key":"atypb8","volume":"6","author":"boyd d","year":"2006","journal-title":"Reconstruction"},{"issue":"2","key":"atypb9","volume":"11","author":"boyd d","year":"2006","journal-title":"First Monday"},{"key":"atypb10","unstructured":"boyd d ( 2007) Why youth <3 social network sites: The role of networked publics in teenage social life. 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