Abstract

People use social media platforms such as Facebook, Instagram, and LinkedIn for impression management (i.e., self-presentation). They use social media to present information about themselves intended to curate a particular image, for example, by posting work accomplishments on LinkedIn or vacation photos on Instagram. As self-presentation on social media becomes increasingly complex and time-consuming to manage, it is important for researchers to better understand what drives selfpresentation behaviours across platforms. Drawing from the focus theory of normative conduct, we introduce the self-presentation affordance-norms-behaviour framework to examine normative selfpresentation behaviours across social media platforms. Specifically, we outline a qualitative study utilizing both interviews and netnography to examine how social media affordances for selfpresentation may activate different personal or social norms for self-presentation, which guide the self-presentation behaviours users employ on different social media platforms. Our study promises to improve researchers’ understanding of how norms differ across social media platforms and how selfpresentation affordances drive self-presentation behaviour through the norms the affordances activate. Such knowledge is important for better informing design and use of social media platforms and can provide insight into self-presentation behaviours that could help stymie negative consequences of social media such as cyberbullying and addiction.

Share

COinS
 

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.