THE ELITE AMONG USERS: IDENTITY FORMATION OF VENDORS AND CUSTOMERS ON DARKNET DRUG TRADE SITES

Resumen

This study delves into the digital identity formation of vendors and customers on darknet drug trade sites, focusing on Cebulka, the largest Polish-language cryptomarket. Recently, we have seen a rise in interest in studying online drug trade. Despite this growing attention, research on how individuals present themselves online and construct their identities in dark web environments remains relatively scarce. Through a dual-stage methodology combining conventional content analysis (CCA) of 8170 posts and in-depth interviews with users (n=10), this study explores how Cebulka’s users curate their online personas. The findings reveal that vendors employ sophisticated marketing strategies, emphasizing product quality to build brand identity. Consumers, in turn, contribute by sharing detailed feedback. All these practices foster a community of informed users who view themselves as superior to traditional street-level traders and clear web (social media) users. This self-perception extends to a belief in their enhanced knowledge and quasi-expertise concerning drugs, a distinction from conventional drug users, and a separation between their online and real-life identities. The study illustrates that these digital personas are collectively shaped, drawing on social identity theory and performance theories to understand the platform’s behavior and interactions. This research not only bridges a gap in understanding the complex dynamics of darknet drug trading but also offers insights into the broader subculture of drug users, suggesting distinct identifications and identities among those active on the dark web. It challenges traditional views of drug traders and has implications for harm reduction and policy development.