This book examines how visually impaired social media content creators navigate their evolving digital identities through the lens of dramaturgical theory, as they move through different stages of sight loss. Drawing on the work of Erving Goffman and other sociological theorists, it explores performance, impression management, and identity construction in online spaces, shedding light on the evolving concepts of public and private self throughout the sight loss journey.

Structured around a newly developed five-stage framework (Diagnosis, Denial, Tipping Point, Coming Out, and The New Normal), chapters blend theoretical insights with real-life case studies and autoethnography to offer insights into identity renegotiation, visibility, and digital self-presentation in the digital age. Bridging academic research with practical guidance, this book brings together interviews with leading influencers, analysis of social media content, and findings from sociology, social psychology, and digital culture research. It is an essential read for scholars and students in disability and blind studies, media studies, social and digital marketing, cultural studies, as well as content creators, counselors, and disability advocates.

Michael Nicholson is Professor in the Business School at Durham University, UK, and a consumer psychologist. His areas of expertise lie in consumer identity and social behaviour, with particular emphasis on issues surrounding disability. Mike is partially sighted and has an Instagram channel exploring psychology and sight loss: Say.What.You.See.

Sarah Hong Xiao is Professor at Durham University, UK, where she leads the Management and Marketing Department. Her areas of expertise focus on unusual aspects of marketing and consumption, illicit consumption and consumer ‘misbehaviour’, as well as the psychological dimensions of social marketing within health and wellbeing contexts.