Conceptualizing social media sub-platforms: The case of mourning and memorialization practices on Facebook

This article offers a conceptual framework of Facebook’s sub-platforms: Profiles, Groups, and Pages. We demonstrate the crucially different affordances that these sub-platforms possess, and the various resulting social practices and dynamics that they enable. With mourning and memorialization as a case study, our findings point at emergent practices ranging along a personal-to-public spectrum of communicative functions and media uses: Profiles offer a personal quality, albeit differently for the bereaved’s Profile and the deceased’s Profile; Groups possess a hybrid nature, combining self-expression alongside public aspects, reviving thus premodern bereaved communities; and Pages possess a distinctly public quality, serving as online memorialization centers where the deceased becomes an icon and a resource for mobilizing broad social change. This comparative and integrated approach may be applied productively to other contexts and other social media (sub-)platforms.