Date of Graduation

9-2025

Document Type

Thesis

Degree Name

Master of Arts in Journalism (MA)

Degree Level

Graduate

Department

Journalism

Advisor/Mentor

Chung, Jee

Committee Member

Joel Reed

Second Committee Member

Terrell Dionne

Keywords

LGBTQ+

Abstract

This study investigates how political and identity signals on Instagram-specifically pronoun usage, LGBTQ+ representation, support for political figures, and religious expression-influence perceptions of political leaning, perceived similarity (homophily), and willingness to connect or engage with both individuals and brands. Using a between-subjects experimental design, 222 participants were exposed to mock Instagram profiles systematically varying these indicators. Results from a chi-square test of independence revealed that political indicators in profiles significantly shaped participants’ perceptions of users’ political leanings. Among the indicators, support for a political figure repeatedly reported as the strongest predictor of perceived political leaning, social similarity, and willingness to connect, while pronoun use had a smaller but still significant effect on engagement. Differently, LGBTQ+ support and religious expression had limited impacts on social perception or connected behaviors. These findings highlight the important role of obvious political cues in online social sorting and echo chamber formation, underscoring the tendency for users to seek out like-minded connections and avoid those whose views oppose their own. The study contributes to the knowledge of online identity signaling and its effect on division and inclusivity in digital environments. Limitations include the use of a convenience sample and mock profiles, as well as statistical constraints, suggesting the need for further research with more diverse samples and real-world contexts.

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