“…Even if participants do not know who will view the interaction online, they frame the interaction by acknowledging 'a more specific conception of [the] audience than 'anyone' to choose the language, cultural referents, style, and so on' (Marwick & Boyd, 2011, p. 115). Although previously the concept of frame analysis has been mainly considered for face-to-face contexts, quite a few scholars now utilise this approach for analysing online interaction (e.g., Boyd, 2008;Linderoth, 2012;Lantz-Andersson, 2015;Lantz-Andersson et al, 2013;Pietraß, 2009, Rosenberg & Egbert, 2011Vigmo & Lantz-Andersson, 2014;Ytreberg, 2002). In line with this, frame analysis is employed in this study for exploring the characteristics of social media interaction and the relationship between authors and audiences.…”