Self-Presentation and Branding on Social Media

Question 1

Define: IDENTITY / IDENTITIES

Answer 1

A set of resources which people draw upon in presenting and expressing themselves in interaction

Question 2

Define: KINDS OF IDENTITY

Answer 2

• STATIC: relatively stable, can be personal, or defined by social domains and relationships
• FLUID: dynamic and change over time

Question 3

Example: KINDS OF IDENTITY

Answer 3

• STATIC: gender, ethnicity, family, student

- FLUID: hobbies and interests

Question 4

Name: THE 3 TYPES OF SELF-DOMAINS

Answer 4

• ACTUAL SELF
• IDEAL SELF
• OUGHT SELF

Question 5

Define: ACTUAL SELF

Answer 5

A representation of the attributes believed to be currently possessed by an individual (by oneself or another)

Question 6

Define: IDEAL SELF

Answer 6

A representation of the attributes that one would like to possess (by oneself or another)

Question 7

Define: OUGHT SELF

Answer 7

A representation of the attributes that one believes should be possessed (by oneself or another)

Question 8

Example: ACTUAL SELF

Answer 8

Self concept

Question 9

Example: IDEAL SELF

Answer 9

Hopes and wishes for the self

Question 10

Example: OUGHT SELF

Answer 10

Presumed duties and obligations of one’s significant others

Question 11

Define: THE SOCIAL WEB

Answer 11

An interconnected space where users participate, express themselves, interact and collaborate

Question 12

Example: THE SOCIAL WEB

Answer 12

Social media platforms - Facebook, Twitter

Question 13

Define: PRODUSERS

Answer 13

To be producers and users of content and knowledge at the same time

Question 14

Example: PRODUSERS

Answer 14

On Facebook, one contributes by sharing or creating posts (producing), but also interacts with those of other users (using)

Question 15

Name & Exemplify: FACETS OF DIGITAL IDENTITY (x3)

Answer 15

• 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

Question 16

Example: IMAGINED AUDIENCE

Answer 16

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)

Question 17

Define: EXPECTED AUDIENCE

Answer 17

An audience more like to contain people who would totally agree or strongly criticize whatever it was one shares

Question 18

Example: EXPECTED AUDIENCE

Answer 18

A Politics-based page on Facebook

Question 19

Define: ‘LOOKING GLASS SELF’ THEORY

Answer 19

1. Imagination of your appearance
2. Imagination of other’s judgement and reaction
3. Development of self through the judgement of others

Question 20

Example: ‘LOOKING GLASS SELF THEORY

Answer 20

1. Do I look happy? Do I look fit?
2. Deleting photos, cropping photos
3. A lot of ‘likes’ will lead to the same behaviours

Question 21

Define: SOCIAL IDENTITY THEORY

Answer 21

• 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

Question 22

Example: SOCIAL IDENTITY THEORY

Answer 22

Beliebers

Question 23

Define: UNADVERTISING

Answer 23

Erasing classical advertising features to not make consumers feel like they’re being advertised to

Question 24

Example: UNADVERTISING

Answer 24

Social media posts with tagged companies and brands

Question 25

Define: HYPERADVERTISING

Answer 25

Optimising advertising quality and/or using new media to engage consumers within advertisement

Question 26

Example: HYPERADVERTISING

Answer 26

the M&M selfie - posting a picture (an ‘elfie’) and tagging M&Ms in it - gets consumers to do the advertising

Question 27

Define: IMAGINED AUDIENCE

Answer 27

A mental conceptualisation of the people with whom we are communicating