Corporate-Facework in Social Web – The Interactive Construction of Reproach Sequences on Facebook (Case Studies)

Social media marketing and -PR is totally en vogue. There is a huge movement, not only in Germany but also in the international market, that motivates many companies to create themselves a specific online identity on a social web application such as Facebook for the purpose of integrating a modern tool for impression management. While impression management normally focuses on the actors themselves and the public identity they want to claim for themselves Facebook is actually based on public, individual, direct social interactions. This raises a particular new issue that needs to be covered: every single user has the possibility to address reproaches to the company in public so that it is forced to react. In doing so they are interactively constructing reproach sequences and simultaneously performing important facework. Therefore, my study addresses the question of how companies act between the poles of the self-face threatening and structurally dispreferred acceptance of reproaches and the other-face threatening rejecting of reproaches. Or in other words: how do companies defend face attacks and maintain or recover face on the battlefield called Facebook. Weiterlesen

Veröffentlicht unter Facework, social media | 2 Kommentare

Self-Presentation Processes in the Online Social Networking Site “Vkontakte”

As the popularity of online social networking sites like “Vkontakte” (analogy of Facebook) among different social groups in Russia grows, so grows up the interest to the problems of human behavior in the online environment. One of these problems is impression management behavior in the online environment.
We define self-presentation as the process of regulating impression and (or) expression of self-relevant images with special meaning of social situation context. Thus, we can note two strategic goals of self-presentational process – creating a positive impression of yourself and self-disclosure. Weiterlesen

Veröffentlicht unter social media | 1 Kommentar

Analysis of Reputation- and Impression-Management Strategies in a Social-Media Agency’s Online Communication: A Case Study

External internet-corporate communications and impression management are in the flux: Where companies used to present themselves on static websites and via copy-text-image campaigns we now can see a slow change towards interactive online-marketing strategies. One important factor in this progress is the spread, increase and development of internet usage in general around the world: After the big in 2000 – at the latest from the mid-2000s decade – the internet evolved from a collection of rather static HTML pages into a mainly interactive, multimedia and community based participatory web, called Web2.0 or social web. Weiterlesen

Veröffentlicht unter online identity, social media | 3 Kommentare

Young people’s use of a photographic avatar for selfpresentation in the Internet

We undertook a study on the use of the Internet photographic avatars. Using avatars seem to be a relevant topic today, as the number of social networks in the Internet has distinctly increased in last time, and the young people’s communicatitive activity in it as well.

The theoretical analysis has shown that in the psychological science and practice selfpresentation is understood as a behavior which aimes

  • to produce a certain image of a person in a situation,
  • to form controllable impressions about himself or herself
  • and thus to constitute the manifestation of his/her “Self “.


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On the Contextualization of Aggressive Humor on the Social Networking Website StudiVZ

The following M.A. thesis (in progress) is concerned with the contextualization of aggressive genres of humor in the German Social Networking Website StudiVZ, which is, in its technical functions, comparable to Facebook. StudiVZ as well as other Social Networking Websites is used by many people in order to cultivate established and restore former friendships, to pass one’s time or to meet like-minded people. It is, in contrast to the public opinion, not used in order to find new contacts (Flöck et. al. 2010). Friendships cannot be cultivated online by simply updating one’s own “status” regularly but by interacting with others. One means of interaction is reacting to the posts by others and sometimes these reactions assume the shape of seemingly aggressive, but, at the same time, humorous remarks. These teasing activities like bantering, pulling someone’s leg and self-teasing, present challenges both to the producer and the recipient of the remark since they include a humorous as well as a serious message and, thus, must be contextualized in such a way that no real face threat takes place. To the contrary: Linguistic research on aggressive forms of humor revealed that they are often employed because of their bonding abilities (Norrick 1993, Kotthoff 1996 und 1998a und b, Boxer & Cortés-Conde 1997 among others). Weiterlesen

Veröffentlicht unter social media | 2 Kommentare

Self-presentation training in a virtual environment.

Self-presentation training in a virtual environment is topical as the Internet becomes one of the most popular means of communication.
Success in business and personal affairs often depends on how a person presents himself to interlocutors and what impression produces on them.
However, a person surfing in the Internet is originally anonymous [3]. He performs himself not in his natural state (as compared with personal communication). He is able to gradually reveal various aspects of personality according to the goals of his self-presentation.
We have compiled a course of self-presentation in terms of communication in a virtual environment. Weiterlesen

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Some notes on the background of the project

The starting point of the project was the impression that more and more activities in the private and professional life are performed with the assistance of the internet today. The effectiveness of these activities inter alia depends on how the participants in the virtual communication are able to present theirselves in a required manner. One of the theoretical backgrounds to study and explain this aspect in the communication behaviour could be seen in the impression management theory, founded by T.J. Tedeschi, B.R. Schlenker and others as a framwork in the social psychology. Weiterlesen

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Willkommen! Welcome! Добро пожаловать!

Welcome to the blog “Selfpresentation in Virtual Worlds”.

This blog is one way to publish and discuss contributions to the international  project “Impression management in the virtual world”, a student’s research in the field of psychology at the State Pedagogical University of St. Petersburg (Russian Federation), on the one hand, and communication linguistics at the University of Potsdam, on the other. The project is guided by professors from chairs of Psychology and Slavonic studies, it is supported by the East University Partnership Program of the DAAD.

We’d be glad, if the articles would meet keen interest in the virtual community and evoke much feedback to the authors.

Ludmila Regush, Tatyana Zaichenko (St. Petersburg), Rolf-Rainer Lamprecht (Potsdam)

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