Self Presentation Theory - Consumer Behaviour
Self-Presentation
‘It might be said of self praise (if it not entirely shameful and ridiculous) that we praise ourselves fearlessly, something always sticks.’ – Francis Bacon
WHAT IS SELF-PRESENTATION?
Self Presentation is part of the Self Concept and Impression Management theory. Impression management (IM) theory suggests that any individual or organization must establish and maintain impressions that are compatible with the perceptions one wants to give to the public. From both a communications and public relations viewpoint, the theory of impression management suggests the vital ways in which one establishes relationship between personal or organizational goals and their intended actions which create public perception. The idea that perception is framed around the presumption of other’s perceptions of you becomes the reality from which we form ideas and the basis for intended behaviors.
In the theory propounded by Erving Goffman in his book – ‘The Presentation of Self’ he talks about the individuals’s management of self presentation to the world which continues to grow into a whole field of strategies for managing others impressions of ourselves through socio/psychological approaches. He suggests of building an impression of oneself by adjusting our own behaviour to obtain that sociologically accepted image of ourself in the public.
Self presentation as conceptualized by Goffman’s book (1959) builds on theories of identity and social performance. Goffman’s thesis is that self presentation is the intentional and tangible component of identity. Individuals engage in complex self negotiations to project a desired impression to others. This impression is maintained through consistently performing coherent and complementary behaviors (Schlenker 1975, 1980; Schneider 1981). Goffman (1959) terms this process impression management.
VIEWS OF DIFFERENT THEORISTS
Theorist have identified mainly four primary motives for Self Presentation 1) Self- esteem,
‘It might be said of self praise (if it not entirely shameful and ridiculous) that we praise ourselves fearlessly, something always sticks.’ – Francis Bacon
WHAT IS SELF-PRESENTATION?
Self Presentation is part of the Self Concept and Impression Management theory. Impression management (IM) theory suggests that any individual or organization must establish and maintain impressions that are compatible with the perceptions one wants to give to the public. From both a communications and public relations viewpoint, the theory of impression management suggests the vital ways in which one establishes relationship between personal or organizational goals and their intended actions which create public perception. The idea that perception is framed around the presumption of other’s perceptions of you becomes the reality from which we form ideas and the basis for intended behaviors.
In the theory propounded by Erving Goffman in his book – ‘The Presentation of Self’ he talks about the individuals’s management of self presentation to the world which continues to grow into a whole field of strategies for managing others impressions of ourselves through socio/psychological approaches. He suggests of building an impression of oneself by adjusting our own behaviour to obtain that sociologically accepted image of ourself in the public.
Self presentation as conceptualized by Goffman’s book (1959) builds on theories of identity and social performance. Goffman’s thesis is that self presentation is the intentional and tangible component of identity. Individuals engage in complex self negotiations to project a desired impression to others. This impression is maintained through consistently performing coherent and complementary behaviors (Schlenker 1975, 1980; Schneider 1981). Goffman (1959) terms this process impression management.
VIEWS OF DIFFERENT THEORISTS
Theorist have identified mainly four primary motives for Self Presentation 1) Self- esteem,