Approximately 7.5 million people in the U.S. subscribe to a vegan diet and thus don't consume any animal products such as meat, fish, dairy, or eggs. Despite the considerable growth of veganism in the last decade, little is known about how people communicate about such a seemingly restrictive diet and what implications this might have for communication theory and the growing field of food studies. Therefore, the purpose of this study was to explore how vegans communicatively negotiate their identity through the lens of Hecht's (1993) communication theory of identity (CTI). I conducted phone interviews with forty vegans residing across the U.S. and completed thematic analysis to qualitatively analyze interviews. Four themes emerged to describe the ways vegans enact their identity (Facilitating Smooth Interactions, Wearing Symbols of Veganism, Vegan Food Preparation and Consumption, Education and Community Engagement), and three themes emerged to illustrate the relational identities that vegans co-construct with members of their social network (Accepted and Supported, Inconvenience to the Family, Happiest with a Vegan (Friendly) Partner). Vegans explained that they engage in a variety of communication strategies (e.g., focusing on the positive) to thoughtfully craft an identity that will be well-received by others. Additionally, participants explained that they are not only supported by members of their social network, but that this support is an integral part of their relational identity. Lastly, I analyzed participant accounts to see if any discrepancies (i.e., identity gaps; Jung & Hecht, 2004) emerged between the ways vegans negotiate their identity. Results indicate that some vegans experience or create up to four different identity gaps between different layers of identity (Personal-Enacted Gap, Relational-Enacted Gap, Enacted-Enacted Gap, Community-Personal Gap). Implications and directions for future research are discussed.

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The purpose of this thesis is to determine through focus groups and individual interviews the identity gaps experienced by young adult smokers, the strategies they enact to minimize or avoid identity gaps, and contexts in which layers of identity are aligned in order to target those sites in future smoking cessation health campaign messages. Engaging in stigmatized health behaviors, like smoking, impacts the messages individuals receive from other people and the media about their health, identity, and behaviors, and the way they communicate about themselves. Michael Hecht's (1994) communication theory of identity (CTI) explains the process of enacting and shaping identities through communication and provides the framework of this thesis. Identities consist of four interpenetrating layers: enacted, personal, relational, and communal. When there is a discrepancy between layers an identity gap occurs. Identity gaps are associated with uncomfortable dissonance and negative communication outcomes. However, identity gaps also present opportunities for targeted health messages that draw attention to dissonance as a motivational tactic and offer behavior change strategies to decrease gaps. I conducted four focus groups and ten interviews focusing on the daily experiences of 20 young adult smokers. Identity gaps emerged involving all four layers of identity, though personal-enacted, enacted-relational, and personal-relational identity gaps were reported most frequently. Strategies to manage identity gaps included lying about smoking, hiding the behavior of smoking, and gauging others' reactions prior to disclosing smoking status. Participants voiced contexts and relationships in which layers of identity aligned, including around other college-age individuals and friends. Theoretical and practical implications of these findings are offered, including suggestions for health messages and interventions targeting management strategies and contexts where identity is aligned in order to decrease their efficacy and thus increase the magnitude of the already pervasive identity gaps young adults smokers experience in the hopes of motivating behavior change.

Situated within the context of college students’ excessive drinking behaviors, the current study drew from dissonance theory, self-consistency theory, and hypocrisy induction methodology to evaluate the utility of the Communication Theory of Identity within persuasive health message design. Specifically, it examined whether hypocrisy induction manipulations that focused participants on salient identity layers made them mindful of corresponding identity gaps, which in turn caused them to experience cognitive dissonance that they sought to resolve by reporting intentions to change their excessive drinking behavior. Participants (N = 279) completed an online experiment in which they were randomly assigned either to one of four treatment conditions (i.e., traditional hypocrisy, personal-enacted identity gap hypocrisy, relational-enacted identity gap hypocrisy, communal-enacted identity gap hypocrisy) or one control condition. When compared to those in the control condition, participants in the personal-enacted and communal-enacted identity gap hypocrisy conditions reported significantly lower future intentions to engage in excessive drinking. There were no significant differences across conditions, however, in terms of identity gap magnitude or level of cognitive dissonance. These findings are noteworthy, considering that identity gap magnitude was significantly positively related to levels of cognitive dissonance and significantly negatively related to future intentions to engage in excessive drinking. Analyses also explored potential moderating variables in this process, finding that issue involvement moderated the relationship between level of cognitive dissonance and future intentions to engage in excessive drinking, such that intentions were lowest when cognitive dissonance was high and issue involvement was low. Finally, analyses indicated that there was a significant association between experimental condition and level of state reactance, such that participants in the personal-enacted identity gap hypocrisy condition experienced significantly lower levels of state reactance than participants in other conditions. Moreover, there was a significant positive relationship between identity gap magnitude and level of state reactance. The theoretical and contextual implications of these results are discussed. Namely, these results affirm that making message recipients mindful of identity gaps can be a viable persuasive health message design strategy; however, they also suggest that more research is needed to understand how best to make message recipients mindful of identity gaps and how best to integrate identity gaps into persuasive health messages.

Girl gamers, while a substantial part of the gaming population, are often largely ignored in both the gaming industry and academic literature. In particular, there have been few investigations to date on what comprises the identity of a girl gamer, particularly outside the context of gameplay. To that end, the current study aims to investigate how girl gamers enact their identities as girl gamers on Twitter, a social network site. Eight Twitter accounts whose users self-identified as either Gamer Girls or Girl Gamers on a Twitter user directory where identified and the profiles and tweets of each collected for a two week period. This data was then analyzed according to Hecht’s communication theory of identity in order to determine how girl gamers enact their identity in an online context.

This thesis employed qualitative methods including grounded theory to assess how successful ecopreneurs communicate to maintain and sustain their triple bottom line organizations. The analysis of transcribed interviews from 13 exemplars in North America revealed five groups of common attributes that form an overarching theme of authentic identity. This finding confirms the Communication Theory of Identity and furthers it because it is through authentic identity that successful ecopreneurs manage to narrow identity gaps across the four layers of identity: they continuously strive for alignment with themselves, in relationships, among and across stakeholder groups, and in their daily execution. Understanding ecopreneurs and their practices, distilling recommendations, and adding to the scarce body of academic literature on ecopreneurship, are critical because ecopreneurship, in light of the alarming economic and environmental outlook, is establishing itself as a considerable area of business activity and influence for social change and a sustainable future.

identity play an important role in how they communicate and interact with other individuals. One group in which identity construction and navigation is a difficult process is the hearing impaired population. In an effort to understand how these individuals construct their identity and navigate their hearing impairment, this study utilizes Communication Theory of Identity. Through the use of interactive interviews, the researcher was able to examine how 11 participants manage their identity as hearing impaired individuals. The interviews provided insight into the four layers of identity proposed by CTI – personal, relational, enacted, and communal – in the hearing impaired individual. The author discusses the themes within each of the four layers and the gaps present between the layers that emerged as the hearing impaired participants discussed how they navigate their hearing impairment. Furthermore, the implications of these themes and gaps within the hearing impaired individual’s identity, such as feeling disconnected from both the Deaf and hearing communities, are examined.

Girl gamers, while a substantial part of the gaming population, are often largely ignored in both the gaming industry and academic literature. In particular, there have been few investigations to date on what comprises the identity of a girl gamer, particularly outside the context of gameplay. To that end, the current study aims to investigate how girl gamers enact their identities as girl gamers on Twitter, a social network site. Eight Twitter accounts whose users self-identified as either Gamer Girls or Girl Gamers on a Twitter user directory where identified and the profiles and tweets of each collected for a two week period. This data was then analyzed according to Hecht’s communication theory of identity in order to determine how girl gamers enact their identity in an online context.

Though more recent Asian American representation in media has been lauded, the majority of portrayals have been considered to be stereotypical misrepresentations. Because negative media representations can have a detrimental impact on people's self-concepts and their views of others, it is important to understand how Asian Americans are representing their own identities online. In order to understand how Asian Americans are negotiating their own ethnic, racial, and national identities online, constant comparative analysis was employed to examine patterns and themes in the visual and textual communication of Asian American Instagram posts. Their cultural identities were communicated as a cultural blending, which included the use of Asian, American/Western, and Asian American cultural values, products, and behaviors. Together, these factors provided insight into the construction and communication of a multilayered identity, mirroring the process of the communication theory of identity. This study indicates that multicultural identity analysis can be applied to visual texts and Instagram can provide more fluid, authentic representations of identity despite its inability to account for internal multicultural identity conflict. Further, not only are values, products, and behaviors components of culture, but they are also facets of identity that can be portrayed visually.

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