Struggle for Visibility: Mobilizing Dormant Logic on Social Media Platforms

Social media platforms often privilege dominant logics, marginalizing peripheral logics held by indigenous communities. Through a hermeneutic analysis of selling posts on the Facebook page, this research reveals the mechanisms employed by indigenous women entrepreneurs to activate their dormant logic and make it more visible and compatible with the dominant logic. The findings highlight two key mechanisms: denaturation, where collective identity is developed and separated from the dominant identity, and renaturation, where compatibility is sought between peripheral and dominant identities. Identity shedding and switching emerge as strategies for implementing the key mechanisms. This research contributes to understanding the power dynamics of logics in the digital space and offers insights into fostering inclusivity and empowerment.