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Since messages created by a technology\u2019s purveyors can play an influential role in our understanding of a technology, we argue that gaining a complete understanding of the role of social media in contemporary life must include qualitative exploration of how public figures discuss and frame these platforms. Accordingly, this article reports the results of a discourse analysis of Facebook founder and CEO Mark Zuckerberg\u2019s public language, foregrounding the evolution of his discourse surrounding Facebook\u2019s self-definitions, the construction of user identity, and the relationship between Facebook and its users.<\/jats:p>","DOI":"10.1177\/1461444816660784","type":"journal-article","created":{"date-parts":[[2016,7,28]],"date-time":"2016-07-28T21:58:21Z","timestamp":1469743101000},"page":"199-218","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":104,"title":["\u201cMaking the world more open and connected\u201d: Mark Zuckerberg and the discursive construction of Facebook and its users"],"prefix":"10.1177","volume":"20","author":[{"given":"Anna Lauren","family":"Hoffmann","sequence":"first","affiliation":[{"name":"University of California, Berkeley, USA"}]},{"given":"Nicholas","family":"Proferes","sequence":"additional","affiliation":[{"name":"University of Maryland, USA"}]},{"given":"Michael","family":"Zimmer","sequence":"additional","affiliation":[{"name":"University of Wisconsin\u2013Milwaukee, USA"}]}],"member":"179","published-online":{"date-parts":[[2016,7,28]]},"reference":[{"key":"bibr1-1461444816660784","unstructured":"Aspan M (2008) How sticky is membership on Facebook? 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