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Image and Self-representation Visual Learning Lab, International Conference December 1, 2010 1. Introduction • digital change: ▫ ▫ ▫ ▫ involvement of image information (Schlobinski 2009), visuality iconic turn (Gottfried Boehm) visual communication (Nyíri 2003) omnipresence of pictures (Maar 2006) • profile pictures on social networking websites ▫ photos: viewed by friends and family members + employer ▫ survey, 1000 HR managers: 1/3 view their colleagues’ photos and internet posts ▫ self brand (Purkiss–Royston-Lee 2010) 2. Overview • social networking websites: ▫ finding friends, passing the time, playing, interpersonal communication… ▫ “private home pages”: online self-images ▫ profile (or: profiled) pictures • theoretical framework ▫ marketing communications and public relations on image ▫ psychology on self-construction • empirical research on Facebook 3. Image from a PR perspective • image ▫ concept or opinion; based on impressions, thoughts, emotions, beliefs and perceptions (Magyar 1990) ▫ types: product, brand, corporate, personal image • corporate identity ▫ the way we present ourselves to the public ▫ who you are, what you do and how you do it (Wally Olins) • causal relation ▫ metaphor: corporate identity ~ stamp; image ~ stamp impression • self-branding 4. Self-representation from a psychological perspective • information: socio-economic status, self-image, attitude towards the other, knowledge and reliability (Goffman 1959) • the individual is likely to present himself in a light that is favourable to him (Goffman 1959) • face-to-face situation vs. social networking websites ▫ uploaded pictures, shared pages, videos, group membership, profile page, profile picture 5. Social networking sites • web 2.0: new structure of communities • user: consumer&producer (prosumer), content provider • web services (Facebook, MySpace, Picasa, Flickr): picture sharing • age group born into the world of the internet ▫ 1980s: Generation X ▫ 1990s: Generation Y (Net Generation) ▫ Generation C: not by age but online behaviour C: content, constant connectivity, collaboration, change, curiosity, co-creation 6. The Facebook analysis • • • • more than 1500 randomly selected profile pictures sex and age related differences Facebook’s child protection rule number of female users > that of the male ones (traditional social roles: maintaining social networks) 6.1. Metonymic portraits • full body images: rare • metonymic portrayals ▫ face ▫ eye, mouth, hair, hand… • back posing: mannered way of self-concealment 6.2. Image manipulation and age • the younger the person in the picture – the bolder, more elaborate, more manipulated the photo 6.2. Image manipulation and age • half of the age group between 15 and 18: manipulated or edited picture • intentional carelessness: ▫ ▫ ▫ ▫ upside down rotated images pictures with a “missing head” pictures with an overemphasised background 6.2. Image manipulation and age • 18+ age group: edited or highly elaborate pictures: rarer • people above 40: traditional portray photos, neutral background 6.3. Exhibitionism • • • • exhibitionism, showing private parts of the body more common among women (below 30) erotic and sexually provocative pictures intimate pictures are considered as special (Gabriela David 2009): share something special, unique, original 6.4. Number of people on the pictures • process of making photos: group ritual, group cohesion • friends (teenagers) • partner ▫ intimate photos ▫ typical posing photos • child(ren) (people in their 30s) 6.5. Self-image substitutes • childhood photos, drawings, pictures of persons other than the user • study (Reading 2009) ▫ one quarter of the users no profile pictures ▫ + 10%: non-identifying self-images 6.5. Self-image substitutes • Status Message (14 November 2010): “From 14 November until 17 November replace your Facebook profile picture with one of your favourite childhood cartoon heroes and get others to do the same! The goal is not to have human faces on Facebook till Wednesday, only the memories of your childhood! :-) It is good to be a child! :D” 6.6. Staged and action photos • stereotypical concept of the profile picture: fewer action photos than staged photos • metapictures ▫ self portrait photos: web camera, mirror ▫ mirrored pictures 6.7. The background of a picture • glance into the home and intimate rooms (bathroom) ▫ “the intimate sphere becomes public” (Dede 2009: 111) • spectacular foreign photo scenes • party 6.8. Objects • status symbols: sunglasses, sports equipment, fish, drink, cigarette • Alcohol Concern: drunkenness ▫ material for anecdotes; social standing ▫ transition from childhood to adulthood (Ling 2009) 7. Conclusion • real self-image / set of roles / ideal self-image ▫ leisure activities, but working (but: “exotic” professions) ▫ clothing: attractive, “sexy”, elegant → extraordinary self • self-representation: a form of impression management • “I am seen, therefore I am” (Röttgers 2009) → “I share, therefore I am.” • „We only see two things in people: what we want to see, and what they want to show us.” (Harry Morgan) Thank you for your attention! • Be careful when you take photos! www.veszelszki.hu [email protected]