“What South Park Character Are You?”: Popular Culture, Literacy, and Online Performances of Identity

In this essay, I study MySpace and Facebook pages, as well as interviews with the university students who created them, in order to address how online literacy practices of contemporary convergence culture both use and are filtered through popular culture. Though their answers to questions of intent, audience, and rhetorical choices varied, students shared a common reliance on popular culture content and references appropriated from other sites to compose their identities and read the identities of others. They used popular culture icons, catch phrases, music, text, and film clips in postmodern, fragmented collages that seem simultaneously sentimental and ironic. The construction of these pages illustrates how popular culture practices that predate online technologies have been adopted and have flourished with new technologies that allow content to flow across media as well as increase the ease of audience participation. Online technological changes have changed what it means to be part of an “audience” by changing how individuals respond to and adapt popular culture texts to their own ends, such as the construction of identities on web pages. By creating potentially global audiences for any web page, these online technologies have changed the relationship of the popular culture audience members and their peers. The intertextual nature of popular culture texts creates opportunities for multiple readings of social networking web pages in ways that destabilize the identities students believe they have created. © 2007 Elsevier Inc. All rights reserved.