Abstract
Recent studies have established a relationship between social media use and organizational identification, but scholars have yet to understand how communication through social media might foster individuals’ identification. To fill that gap, I use structuration theory to investigate the identification process by analyzing an organizational hashtag: #EXSTpride. Framed by three key elements of the structurational model of identification—duality of structure, situated activity, and regionalization of structures—this qualitative analysis of posts using #EXSTpride reveals the reciprocal relationship between identity (structure) and identification (system). I conclude by (a) theorizing organizational hashtags as house organs 2.0 and (b) proffering practical and discursive consciousness to the structurational model of identification.
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