Between Cultural Norms and Digital Expression: Moroccan Women’s Self-Presentation on Social Media

Introduction:
Social media platforms have become significant spaces for identity construction and self-presentation. Drawing on Goffman's (1959) dramaturgical theory of self-presentation, this study examines how Moroccan women strategically construct and negotiate their identities in digital spaces, where global digital culture intersects with local sociocultural values, including expectations related to modesty, reputation, and the notion of hshouma (social shame or taboo). This study specifically explores how women navigate the tension between cultural expectations and digital visibility.

Methods:
This research adopts a qualitative content analysis of publicly available posts shared by Moroccan female content creators on TikTok and Instagram. Guided by Goffman's dramaturgical framework, which views self-presentation as a performative act shaped by audience awareness, a purposive sample of posts was selected to identify recurring patterns in visual representation, lifestyle portrayal, and identity expression across both visual and textual elements.

Results:
Consistent with Goffman's notion of impression management, the analysis reveals that Moroccan women's self-presentation reflects a continuous negotiation between cultural expectations and the desire for digital visibility. Key themes include an emphasis on appearance, lifestyle representation, and aspirational femininity, alongside expressions of confidence and independence that challenge traditional gender expectations.

Conclusions:
The findings suggest that social media functions both as a space that reproduces existing gender norms and as a platform for exploring new forms of identity expression. This study contributes to the application of Goffman's framework in the Moroccan digital context, highlighting how women actively negotiate visibility and cultural expectations, and advancing broader discussions on gender representation, cultural norms, and digital identity.