Identity Modulation on TikTok: The Case of a Lesbian Cowboy.

This article examines the representation of sexual identity on the short-video platform TikTok through the lens of the identity modulation framework, which considers how users and platforms jointly shape self-representation by adjusting personal identifiability, reach, and salience. Using the TikTok account of Cowboyjen, a self-described 55-year-old butch lesbian, as a case study, the analysis highlights how TikTok’s algorithm favors content with prominent sexual identity markers while enforcing vague moderation policies that encourage self-censorship and constrain expression. The platform’s design allows users flexibility in personal identifiability and incentivizes broad reach and salient identity-based content, often tied to microcelebrity practices and potential monetization. This study reveals the complex interplay between user agency and platform affordances, illustrating both the opportunities and limitations for LGBTQ+ self-representation and everyday activism within TikTok’s socio-technical and economic context.