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The Presentation of Self in Everyday Life is a 1956 sociological book by Erving Goffman, in which the author uses the imagery of theatre to portray the importance of human social interaction. This approach became known as Goffman's dramaturgical analysis .
Maintaining a version of self-presentation that is generally considered to be attractive can help to increase one's social capital, and this method is commonly implemented by individuals at networking events. These self-presentation methods can also be used on the corporate level as impression management. [1] [7]
Self-monitoring is defined as a personality trait that refers to an ability to regulate behavior to accommodate social situations. People concerned with their expressive self-presentation (see impression management) tend to closely monitor their audience in order to ensure appropriate or desired public appearances. [3]
Self-affirmation and image maintenance are likely reactions when there is a threat to self-image. [11] "Since self-esteem is a resource for coping with stress, it becomes depleted in this coping process and the individual becomes more likely to use ingratiation to protect, repair, or even boost self-image."
In the work titled 'The Presentation of Self in Everyday Life' (1959), Goffman demonstrated that in FtF communication, people use verbal and nonverbal languages to present appropriately and favorably to others since they care about the image or impression they leave for others and others' perception towards them.
Self-presentation refers to the drive to convey a desired image to others and make self-serving attributions to manage impressions. [8] For example, they claim personal responsibility for successes but not failures in an attempt to influence how others perceive them.
Self-enhancement can occur in private or in public. [12] Public self-enhancement is obvious positive self-presentation, [13] whereas private self enhancement is unnoticeable except to the individual. [14] The presence of other people i.e. in public self-enhancement, can either augment or inhibit self-enhancement.
Self-presentation theory and personal branding go hand in hand, we see celebrities and athletes building a particular brand, or persona over with the use of Twitter, Facebook, Instagram and Snapchat. Building a personal brand is a big part of a celebrity's life, and it can help them spread awareness and also provide an outlet to connect with ...