What is self-presentation?
According to Wojciszke (2002), self-presentation consists of actions a person takes to create the impression they prefer. In social psychology, self-presentation is seen as behaviour that results from specific motives and appears when there is an opportunity to fulfil them (Leary, 1999). In the literature, you can also find a definition that links self-presentation with misleading others and creating false appearances, describing it as morally questionable. At the opposite extreme is the definition derived from symbolic interactionism, which emphasises that self-presentation is a normal social phenomenon and there is nothing wrong with it (Schlenker and Weigold, 1992).
What is online self-presentation?
Online self-presentation is the way people show selected aspects of themselves to present their image online in a particular way. Being present online gives you the opportunity to create different versions of your image and to manage it. Our personality can influence the form of self-presentation: people with greater self-control and a coherent self-image more often present a consistent real and virtual image. People with higher social anxiety, as well as adolescents, more often create an idealised image of themselves. Online communication is also preferred over face-to-face communication by people with low self-esteem and higher social anxiety (Fullwood et al., 2020).
Self-presentation on LinkedIn and social media
Self-presentation strategies are also very important in the virtual world. Online presence is a way of communicating, showing yourself and your values (Bronstein, 2013). By selecting the information and photos that go online, you can create an image that is not necessarily in line with reality. A study by Parzoń (2019) showed that LinkedIn users rely on positive self-presentation and self-promotion strategies. They build their image by emphasising their competencies, finding common ground with their readers, arousing sympathy and backing up their experience with evidence, such as references. Apart from LinkedIn, social media can also be a tool for self-presentation, mainly by taking selfies and showing yourself in a positive context (Pounders et al., 2016).
Schwämmlein and Wodzicki (2012) examined how personal goals and the type of online community affect self-presentation strategies. In communities based on personal bonds, individualistic behaviours prevailed, while in communities based on a shared identity, members focused on the features they had in common. In both cases, participants actively shaped their self-presentation according to their personal goals. Online self-presentation also helps people gain social support and a sense of belonging (Pang, 2020).
Image management in online dating
Image management is also important in online dating. The goal of self-presentation on dating websites is to create an attractive image. Both women and men present themselves differently from reality, but women do so to a greater extent (Peng, 2020). Ellison and colleagues (2006) showed that users of a dating website felt pressure, on the one hand, to present themselves in superlatives and, on the other, to keep their profiles realistic, as they were judged on how believable they were. Moreover, dating in person gave them less control over how they came across. Online self-presentation allowed them to express their true selves more, as the anonymity of the internet gave them space to reveal more negative aspects of their personality as well.
Self-presentation strategies in public speaking
Bromley (1993) distinguished two types of self-presentation: strategic and tactical. Strategic self-presentation involves planned, pragmatic actions aimed at creating your image for potential audiences in the future (Wojciszke, 2002). In public speaking, examples of strategic self-presentation include a well-thought-out outfit, wearing accessories that reflect your social status and achievements, rehearsed and appropriate gestures, and a suitable virtual background. Tactical self-presentation, on the other hand, is spontaneous and habitual, and its purpose is to present yourself to the audience that is with you right now. It applies to familiar, routine situations and is often performed without any hidden plan or intention. Examples include answering the audience’s questions, smiling warmly at them and building authority by highlighting your competencies and references during the presentation. Strategic self-presentation tends to be one-off, while tactical self-presentation is repetitive (Wojciszke, 2002).
Summary
Self-presentation is a natural part of social life, both on stage and online. Speakers can use strategic self-presentation, such as a well-chosen outfit, rehearsed gestures or an appropriate background, as well as tactical self-presentation, such as warmly answering questions or highlighting their expertise during the talk. Being aware of these strategies helps you consciously shape the impression you make on your audience, whether you present live or online.
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Bibliography:
- Bromley, D.B. (1993). Reputation, Image and Impression Management. Chichester: John Wiley & Sons.
- Bronstein, J. (2013). Personal blogs as online presences on the internet: Exploring self-presentation and self-disclosure in blogging. Aslib Proceedings, 65(2), pp. 161–181.
- Ellison, N., Heino, R. and Gibbs, J. (2006). Managing Impressions Online: Self-Presentation Processes in the Online Dating Environment. Journal of Computer-Mediated Communication, 11(2), pp. 415–441.
- Fullwood, C., Wesson, C., Chen-Wilson, J., Keep, M., Asbury, T. and Wilsdon, L. (2020). [tytuł artykułu do uzupełnienia]. Cyberpsychology, Behavior, and Social Networking, 23(11), pp. 737–742.
- Leary, M. (1999). Wywieranie wrażenia na innych. O sztuce autoprezentacji. Gdańskie Wydawnictwo Psychologiczne.
- Pang, H. (2020). Examining associations between university students’ mobile social media use, online self-presentation, social support and sense of belonging. Aslib Journal of Information Management, 72(3), pp. 321–338.
- Parzoń, A. (2019). Autoprezentacja zawodowa internautów w portalu społecznościowym LinkedIn.com. E-mentor, 81(4), pp. 71–78.
- Peng, K. (2020). To be attractive or to be authentic? How two competing motivations influence self-presentation in online dating. Internet Research, 30(4), pp. 1143–1165.
- Pounders, K., Kowalczyk, C.M. and Stowers, K. (2016). Insight into the motivation of selfie postings: impression management and self-esteem. European Journal of Marketing, 50.
- Schlenker, B.R. and Weigold, M.F. (1992). Interpersonal processes involving impression regulation and management. Annual Review of Psychology, 43, pp. 133–168.
- Schwämmlein, E. and Wodzicki, K. (2012). What to Tell About Me? Self-Presentation in Online Communities. Journal of Computer-Mediated Communication, 17(4), pp. 387–407.
- Wojciszke, B. (2002). Psychologia Jakości Życia (Vol. 1). Wydawnictwo SWPS.
Author:
Hi, I’m Magda Kern. I’m a psychologist, the top 11 public speaking coach worldwide, a lecturer, working for companies from the Fortune 500 list, a business trainer with 12 years of experience, a TEDx coach, and an ex-vocalist based in Switzerland. I help people prepare and deliver unforgettable presentations and deal with stress.