As previously discussed in the last blog post, a lot of users of social media like Instagram struggle with keeping their accounts or online self-authentic due to the acts of self-branding. Goffman suggests that “people perform aspects of themselves for an audience, with both performance and audience contributing to the construction of the performers identity” (Holton, A.E. & Molyneux, L., 2017), this becomes more evident when individuals display multiple aspects of themselves through different social media platforms and curate an online presence for different audiences. Balancing their personal lives with their professional lives by creating separate media accounts or relying on a less public platform for personal content (Holton, A.E. & Molyneux, L., 2017). This can be seen in a number of instances, including university students making two profiles on social media accounts, one which is more job friendly and another for more honest and raw thoughts. So as the use of social media continues to evolve, the concept and debate of presenting our ideal selves vs our real selves have become more and more prevalent on social media platforms (Green, R.K., 2013).
Self-branding while widely taken up on social media platforms, is inherently contradictory. It prompts both authenticity and business target self-presentation (Marwick, Alice E. 2013). One could argue that these two things – authenticity and business targeted self-presentation – couldn’t exist in the same sphere as each other, and I agree. Read More »