PRESENTATION OF SELFIE: A MODERN UNDERSTANDING OF GOFFMAN’S SELF ON INSTAGRAM by Olivia Orth A thesis Presented to the faculty of Towson University in partial fulfillment of the requirements for the degree Master of Science Department of Communication Management Towson University Towson, MD 21252 May 2016 PRESENTATION OF SELFIE i Approval Page PRESENTATION OF SELFIE ii Abstract The ability to alter oneself has been explained in 1959 by Erving Goffman as the concept known as presentation of self. Since Goffman's (1959) concept of presentation of self, researchers have compared his findings to how people present themselves on social media platforms. Social media has allowed people the opportunity to communicate with the world at large while creating new or different versions of themselves. Previous literature and research have examined how Facebook users altered themselves for their friends and relationships on the platform. Previously conducted research and Goffman’s presentation of self act as the foundation for this study. This study examined how Millennials present themselves on Instagram, how they alter their presentation of self on the platform, and what impacts the communication has on Millennials who use Instagram. The study was conducted through interviews with Millennial participants at a large Mid-Atlantic university. Research findings suggest, similarities between Goffman, self-presentation on Facebook, and Instagram use arose. The interviews showed that users do present themselves differently through a variety of tools, personal opinions, and self-constructed rules on Instagram. Future research will be able to expand on this study's findings to further understand how Millennials use Instagram and how male's use differs from female use. Keywords: Millennial, Instagram, Social Media, Goffman, Presentation of Self PRESENTATION OF SELFIE iii Table of Contents Approval Page .....................................................................................................................i Abstract ..............................................................................................................................ii Table of Contents ...............................................................................................................iii Introduction .........................................................................................................................1 Literature Review ...............................................................................................................4 Goffman’s Presentation of Self .....................................................................................5 Social Media as Front Stage/Back Stage ......................................................................13 Privacy...................................................................................................................20 Goffman and Facebook ...............................................................................................21 Social Media ................................................................................................................25 Social Media Benefits and Challenges ...................................................................25 Social Media User Characteristics .........................................................................26 Millennial Characteristics and Why the Generation Uses Social Media ......................29 Benefits of Engagement .........................................................................................31 Social Capital ........................................................................................................33 Instagram .....................................................................................................................35 Methodology .....................................................................................................................39 Qualitative Method and Research Method ...................................................................40 Research Sample .........................................................................................................41 Interview Instruments and Criteria ..............................................................................44 Data Analysis ..............................................................................................................47 Results ...............................................................................................................................49 Reason to Join Instagram .............................................................................................51 PRESENTATION OF SELFIE iv Picture Based Platform ..........................................................................................51 Filtering .................................................................................................................52 Selecting Audience Members to View Presentation .............................................53 Privacy Setting on the Platform ...................................................................................55 Open Account ........................................................................................................55 Closed Account .....................................................................................................56 Change in Privacy Setting ......................................................................................58 Interaction Styles on Platform .....................................................................................60 Hashtags and Captions ...........................................................................................60 Likes vs. Comments...............................................................................................62 Rules for Posting ...................................................................................................64 How Males Present Themselves...................................................................................66 Male Usage ............................................................................................................66 Males and Selfies ...................................................................................................67 Sharing Self of the Platform .........................................................................................70 Appearing More Enjoyable or Entertaining Than in Person ..................................70 Knowing Others Do Not Present True Self ............................................................73 Frequency of Posting .............................................................................................76 Publicizing Friendship through Birthdays..............................................................78 Post Editing .................................................................................................................79 Filters .....................................................................................................................79 Editing ...................................................................................................................81 Altering Images Based on Media ...........................................................................82 PRESENTATION OF SELFIE v Deleting Post Post-Publication ..............................................................................85 Time of Posting .....................................................................................................87 Perception of Selfies ....................................................................................................90 Those Who View Selfies Favorably ......................................................................90 Those Who View Selfies Unfavorably ..................................................................91 Interactions on Instagram ..................................................................................................94 Likes: Ability to Boost Users Self Esteem .............................................................94 Followers Ratio .....................................................................................................95 Discussion .........................................................................................................................98 Similarities with Goffman ...........................................................................................98 Back Stage .............................................................................................................99 Show Certain Characteristics ...............................................................................100 Front Stage ..........................................................................................................102 People Present False Self ...........................................................................................104 Social Capital ............................................................................................................106 Likes and Comments ...........................................................................................108 Captions and Hashtags as Props .................................................................................109 Specific Posting as a Prop ..........................................................................................111 Altered Image ............................................................................................................112