Abstract
This article explores how younger members of a multigenerational social network of transnational Mexicans of ranchero background construct their ethnic identity both in offline and online contexts. By using traditional ethnography and discourse-centered online ethnography (DCOE), this study found that members of this network use four emic criteria (language, color, transnationality, and display of culture) to construct their ethnic identity as Mexican. In the online context, members use these criteria to challenge each other’s degree of Mexicanness. By challenging other members’ degree of Mexicanness, members are indirectly re-constructing their social order, not based on age and gender but based on a hierarchy that conforms to a place of influence in the network grounded in centrality, which correlates to their perceived degrees of Mexicanness. Facebook serves as a catalyst for change, as it allows members to interact in more direct ways, slowly influencing interactions carried out in offline contexts.
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