Digital facework, politics and small scandals

Drawing from Erving Goffman's seminal work on face-to-face interaction, this article introduces the concepts of digital face-work and the digital interaction in order to make sense of digital interaction. The theoretical framework emphasizes the sociotechnical aspects of face-work, portraying digital platforms not merely as spaces for interaction but as active participants co-shaping users’ face-work. Focusing on the political arena, the study examines how politicians use digital platforms to construct and maintain their digital face in relation to ‘small scandals’. Through a case study of Flemish nationalist politician, Theo Francken, trying to save face after a scandal erupted, it illustrates the complexities of digital face-work in a hybrid media system. The article underscores the challenges of managing face in the digital landscape, where context collapse and platform directives complicate self-presentation strategies. It also explores the interplay between individual agency and platform dynamics in shaping the digital interaction order. (Digital face, digital interaction order, political scandals, small scandals)