Self-Presentation VS Self-Promotion
Social media offers us the possibilities to self express, present and promote ourselves. However, to what extent we choose to enhance these dimensions often depends on what our end goal and ambitions our. Dijck (2013) best describes this in analysing the variation of self-expression seen between Facebook and LinkedIn.
Dijck (2013 pp.199) explains this difference falls between the two social medias cites interface. Whilst Facebook offers the individual a personal self-presentation. LinkedIn interface caters towards the individuals professional self-promotion.
In order to see how evident this was, I looked into both Social Media sites log in pages, to see how the interfaces changed depending on what identity was the norm to portray.
Facebook does have some examples of ‘self-promotion’ as it suggests to create a page for a business, but it also filled with keywords such as ‘Celebrity’, ‘Messenger’ and ‘Moments’ suggesting it being used for self-presentation.
In complete contrast to Facebook, LinkedIn seems to be completely based on professional self-promotion. LinkedIn allows you to find colleagues, browse jobs and salaries, and is completely business orientated.
The two different orientations of the platforms leads to a discussion on whether an individual should maintain one identity across all platforms or adopt multiple identities for different contexts, such as in the case of Facebook and LinkedIn a personal and professional and identity.
However both maintain different advantages and disadvantages.
On reflection, I believe that having multiple identities on the internet is the most effective way to present yourself.
So where do I find myself?
FutureLearn. (2018). What is your network identity? – Learning in the Network Age – University of Southampton. [online] Available at: https://www.futurelearn.com/courses/learning-network-age/4/steps/303357 [Accessed 17 Apr. 2018].
Krotoski, A. (2018). Online identity: is authenticity or anonymity more important?. [online] the Guardian. Available at: https://www.theguardian.com/technology/2012/apr/19/online-identity-authenticity-anonymity [Accessed 17 Apr. 2018].
Pilkington, E. (2018). Justine Sacco, PR executive fired over racist tweet, ‘ashamed’. [online] the Guardian. Available at: https://www.theguardian.com/world/2013/dec/22/pr-exec-fired-racist-tweet-aids-africa-apology [Accessed 17 Apr. 2018].
van Dijck, J. (2013). ‘You have one identity’: performing the self on Facebook and LinkedIn. Media, Culture & Society, 35(2), pp.199-215.