This study looks at the behavior of self-selected users of an electronic bulletin board system (BBS). Its goal is to investigate the reported lack of social context cues in computer mediated communication contexts. Using participant observation methods, the study demonstrates how BBS users establish online identities. The study also identifies communication leaders who maintain their identities and leadership roles through manipulation of the BBS social context. These findings appear to contradict perspectives that characterize computer-mediated communications as deindividuated (Kiesler et al, 1984).