Advertising the Self

7/29/2019 Advertising the Self

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S

Advertising the Self :How users select their face for

Facebook

Taylor Dal Santo


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Topic

S Personal interest in Facebook usageS How people construct their online self through imagesS Men and womenS 18-24 age bracketS Profile picture and cover image


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The thesis aim

S Pilot study to combat the moral panic surrounding youngpeople and their use of social networking

S Provide insight into how people aged 18-24 construct theirself online, specifically Facebook

S Personal interest, ethical considerations and time presentedlimitations to the scope of the study


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Research Question

SWhat are the processes undertaken by Facebook users aged 18-24 inselecting their profile picture and cover image?

S What are the types of imagesS What are the motivations for the selection of imagesS What are the editing processesS How often are images updatedS The level of audience awarenessS Presence of patterns in their image selections


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Chapter 2:Literature Review

2.1 The construction of the self

2.2 The social

2.3 The online

2.4 Facebook

2.5 Images and impression management


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2.1: The construction of the self

S Fixed self vs. postmodern self2.2 Importance of the socialS For Mead, the self is a progression through social activityS For Goffman, the self is a performance in social situationsS Both scholars highlight the fundamental role social experiences and

situations play in the development, navigation and constantrenegotiation process of the self in everyday life.


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2.3: The Online

S ProfilesS The element of control

S Actual or idealized online representations

S Explore the commentary and skepticism


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2.4: Facebook

Overviewofhowtheplatformisstructured ThepopularityofthesiteusingComScore Usingpreviousstudiestoidentifythemostheavily

weightedinformation

Assessaudiences


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2.5: Images and ImpressionManagement

The profile picture is an important source of information

since people routinely make judgments about others based on

their appearance

Judgments based on profile pictures correlated most highlywith personality traits

(Ivcevic & Ambady 2012)


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2.6: THE GAP

S Introduce questions of genderS Lack of research into the difference in content in relation to

gender

S I am to expose gender dichotomiesS Facebook is a good arena to achieve this


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Chapter 3: Methodology

S Sought active users of FacebookS 25 participants was the aimS Invitation via UOW Student Life Facebook page = 10S Snowballing = 9S SurveyMonkey to complete online questionnaireS Email a screen shot of the top half of their profile


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Questionnaire

S Section 1: Profile Picture

S Section 2: Cover Images

S Section 3: Demographic Questions


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S

FAB FINDINGS


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Chapter 4: PROFILE PICTURES

Judgments are [routinely] made about a person based on the

picture presented on his/her online profile

(Young 2009, p48)


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Profile Picture Findings Qualitative

S Types of Images:S Includes significant friends/

others

S Image not-oneself S Selfie vs. self-image

SMotivations:

S All dressed upS Advertisements for the self S Good times


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Profile Picture Findings Quantitative

1. Editing:S 13/19

2. Frequency of updating;3. Level of audience awareness;S Perceived vs. ConcernedS Degree of perception differed

4. Influence of others in decision

making;

S 2/195. Trends in image selection;

S 13/19 SimilarS 2/19 Broke the trend


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Chapter 5: COVER IMAGES

A cover is the larger image at the top of your Page, right above

your Page's profile picture. Like your profile picture, cover imagesarepublic, which means anyone visiting your Page will be able to

see them. We've found that people have a better experience

viewing your Page when they see a cover that's asuniqueas your

business, brand or organization.

(Facebook 2013)


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Cover Image Findings - Qualitative

S Types of images;S Google imagesS PossessionsS Places visitedS Includes significant other/

friends

S Self-imageS No-image

S Motivations;S Looks goodS Advertises the self S Good timesS Not necessaryS

Altria motive


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Cover Image Findings Quantitative

S Editing;S Significant difference between

the image spaces

S 8 stated no editS 7 stated editing

S Frequency of updating:S 4 update their cover less then

their profile picture

S 4 stated the sameS 2 stated more than their

profile picture

S Audience awareness:S No concern due to privacy settingsS Daily concernS No concern at all

S Trends:S Features no oneS Photo galleryS Space dimensionsS 4 identify change

S Irritating cover images;S Offensive contentS Irrelevant contentS Inspirational quotes


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S Chapter 6: DiscussionS Chapter 7: ConclusionS Appendix


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Documents

Advertising the Self