Self-presentation of social identity through pictures in the context of Instagram wellness community
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School of Business |
Master's thesis
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Authors
Date
2017
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
73
Series
Abstract
Objective The objective of this study is to find out how individuals present their social identity through Instagram pictures in the context of a wellness community. The study draws on Goffman’s (1959) dramaturgy of self-presentation to frame the analysis. According to Goffman, self-presentation is a performance that aims to project a desirable image in front of the audience, in contrast to backstage behavior where individuals can reveal their true self. Based on this theory, this study aims to explain what themes are included in individuals’ social identities. Methodology The study combines hermeneutic traditions with visual analysis as a method to gain deeper understanding and appropriate answers to the research questions. The data consists of 40 Instagram pictures by eight active community members from the selected wellness community. Interpretation of the pictures is guided by my own understanding based on my experience as a consumer and as a researcher, and constructed through a hermeneutical process that involves a continuous movement between individual transcripts of pictures and the emerging understanding of the whole data set. Findings The study found four self-presentation themes among wellness community members: presenting personal change, featuring wellness possessions, posting 'selfies', and motivating self and others to wellness lifestyle. The findings supported Goffman's (1959) view, which sees social interaction as a theatre where individuals are actors on a stage performing a variety of roles to develop a desirable image of self to others who observe and react to acts. While usually only front stage behavior is visible, this study argues that individuals, who are part of interactive community, frequently present their backstage behavior also in front of the audience without losing their face. Showing the actor behind the front stage performance is almost a requirement for the community members.Description
Thesis advisor
Schouten, JohnTillotson, Jack
Keywords
consumer culture, self-presentation, social identity, communities, marketing