Self-Presentation and Branding on Social Media Flashcards
Define: IDENTITY / IDENTITIES
A set of resources which people draw upon in presenting and expressing themselves in interaction
Define: KINDS OF IDENTITY
- STATIC: relatively stable, can be personal, or defined by social domains and relationships
- FLUID: dynamic and change over time
Example: KINDS OF IDENTITY
- STATIC: gender, ethnicity, family, student
- FLUID: hobbies and interests
Name: THE 3 TYPES OF SELF-DOMAINS
- ACTUAL SELF
- IDEAL SELF
- OUGHT SELF
Define: ACTUAL SELF
A representation of the attributes believed to be currently possessed by an individual (by oneself or another)
Define: IDEAL SELF
A representation of the attributes that one would like to possess (by oneself or another)
Define: OUGHT SELF
A representation of the attributes that one believes should be possessed (by oneself or another)
Example: ACTUAL SELF
Self concept
Example: IDEAL SELF
Hopes and wishes for the self
Example: OUGHT SELF
Presumed duties and obligations of one’s significant others
Define: THE SOCIAL WEB
An interconnected space where users participate, express themselves, interact and collaborate
Example: THE SOCIAL WEB
Social media platforms - Facebook, Twitter
Define: PRODUSERS
To be producers and users of content and knowledge at the same time
Example: PRODUSERS
On Facebook, one contributes by sharing or creating posts (producing), but also interacts with those of other users (using)
Name & Exemplify: FACETS OF DIGITAL IDENTITY (x3)
- Self-generated content e.g. history, friends, names
- Content generated by others and collected by software/applications
- What others post about us e.g. being ‘tagged’ in a post/image
Example: IMAGINED AUDIENCE
Cook & Teasley (2011) on FB and Flickr: • “generalized audience of the Internet” • friends and family as well as those with similar interests (e.g., cooking)
Define: EXPECTED AUDIENCE
An audience more like to contain people who would totally agree or strongly criticize whatever it was one shares
Example: EXPECTED AUDIENCE
A Politics-based page on Facebook
Define: ‘LOOKING GLASS SELF’ THEORY
- Imagination of your appearance
- Imagination of other’s judgement and reaction
- Development of self through the judgement of others
Example: ‘LOOKING GLASS SELF THEORY
- Do I look happy? Do I look fit?
- Deleting photos, cropping photos
- A lot of ‘likes’ will lead to the same behaviours
Define: SOCIAL IDENTITY THEORY
- A person has several selves that correspond to widening circles of group membership
- This creates in-group categorisation and enhancement to favour the in-group, also increasing self-esteem, but all comes at the expense of the out-group
Example: SOCIAL IDENTITY THEORY
Beliebers
Define: UNADVERTISING
Erasing classical advertising features to not make consumers feel like they’re being advertised to
Example: UNADVERTISING
Social media posts with tagged companies and brands
Define: HYPERADVERTISING
Optimising advertising quality and/or using new media to engage consumers within advertisement
Example: HYPERADVERTISING
the M&M selfie - posting a picture (an ‘elfie’) and tagging M&Ms in it - gets consumers to do the advertising
Define: IMAGINED AUDIENCE
A mental conceptualisation of the people with whom we are communicating
