Based on the theory of managing communications privacy, which is authentically consistent with the theoretical and methodological framework for managing context collapse, the study therefore proposed a vision for the theoretical and methodological integration of managing context collapse and managing communications privacy within the scope of social media studies as a new step in qualitative (qualitative) research in the digital environment. It also The study adds the factor of professional identity as a fundamental factor in the cultural and social formation of university faculty members to explore the correlation between the intertwined variables of the study (management of context collapse / professional identity / management of communications privacy) through qualitative analysis of data from in-depth interviews with (30 faculty members) users. Social media in Egyptian universities.