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The self presentation theory and how to present your best self

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What does self presentation mean?

What are self presentation goals, individual differences and self presentation.

How can you make the most of the self presentation theory at work?  

We all want others to see us as confident, competent, and likeable — even if we don’t necessarily feel that way all the time. In fact, we make dozens of decisions every day — whether consciously or unconsciously — to get people to see us as we want to be seen. But is this kind of self presentation dishonest? Shouldn’t we just be ourselves?

Success requires interacting with other people. We can’t control the other side of those interactions. But we can think about how the other person might see us and make choices about what we want to convey. 

Self presentation is any behavior or action made with the intention to influence or change how other people see you. Anytime we're trying to get people to think of us a certain way, it's an act of self presentation. Generally speaking, we work to present ourselves as favorably as possible. What that means can vary depending on the situation and the other person.

Although at first glance this may seem disingenuous, we all engage in self-presentation. We want to make sure that we show up in a way that not only makes us look good, but makes us feel good about ourselves.

Early research on self presentation focused on narcissism and sociopathy, and how people might use the impression others have of them to manipulate others for their benefit. However, self presentation and manipulation are distinct. After all, managing the way others see us works for their benefit as well as ours.

Imagine, for example, a friend was complaining to you about   a tough time they were having at work . You may want to show up as a compassionate person. However, it also benefits your friend — they feel heard and able to express what is bothering them when you appear to be present, attentive, and considerate of their feelings. In this case, you’d be conscious of projecting a caring image, even if your mind was elsewhere, because you value the relationship and your friend’s experience.

To some extent, every aspect of our lives depends on successful self-presentation. We want our families to feel that we are worthy of attention and love. We present ourselves as studious and responsible to our teachers. We want to seem fun and interesting at a party, and confident at networking events. Even landing a job depends on you convincing the interviewer that you are the best person for the role.

There are three main reasons why people engage in self presentation:

Tangible or social benefits:

In order to achieve the results we want, it often requires that we behave a certain way. In other words, certain behaviors are desirable in certain situations. Matching our behavior to the circumstances can help us connect to others,   develop a sense of belonging , and attune to the needs and feelings of others.

Example:   Michelle is   a new manager . At her first leadership meeting, someone makes a joke that she doesn’t quite get. When everyone else laughs, she smiles, even though she’s not sure why.

By laughing along with the joke, Michelle is trying to fit in and appear “in the know.” Perhaps more importantly, she avoids feeling (or at least appearing) left out, humorless, or revealing that she didn’t get it — which may hurt her confidence and how she interacts with the group in the future.

To facilitate social interaction:

As mentioned, certain circumstances and roles call for certain behaviors. Imagine a defense attorney. Do you think of them a certain way? Do you have expectations for what they do — or don’t — do? If you saw them frantically searching for their car keys, would you feel confident with them defending your case?

If the answer is no, then you have a good idea of why self presentation is critical to social functioning. We’re surprised when people don’t present themselves in a way that we feel is consistent with the demands of their role. Having an understanding of what is expected of you — whether at home, work, or in relationships — may help you succeed by inspiring confidence in others.

Example:   Christopher has always been called a “know-it-all.” He reads frequently and across a variety of topics, but gets nervous and tends to talk over people. When attending a networking event, he is uncharacteristically quiet. Even though he would love to speak up, he’s afraid of being seen as someone who “dominates” the conversation. 

Identity Construction:

It’s not enough for us to declare who we are or what we want to be — we have to take actions consistent with that identity. In many cases, we also have to get others to buy into this image of ourselves as well. Whether it’s a personality trait or a promotion, it can be said that we’re not who   we   think we are, but who others see.

Example:   Jordan is interested in moving to a client-facing role. However, in their last performance review, their manager commented that Jordan seemed “more comfortable working independently.” 

Declaring themselves a “people person” won’t make Jordan’s manager see them any differently. In order to gain their manager’s confidence, Jordan will have to show up as someone who can comfortably engage with clients and thrive in their new role.

We may also use self presentation to reinforce a desired identity for ourselves. If we want to accomplish something, make a change, or   learn a new skill , making it public is a powerful strategy. There's a reason why people who share their goals are more likely to be successful. The positive pressure can help us stay accountable to our commitments in a way that would be hard to accomplish alone.

Example:   Fatima wants to run a 5K. She’s signed up for a couple before, but her perfectionist tendencies lead her to skip race day because she feels she hasn’t trained enough. However, when her friend asks her to run a 5K with her, she shows up without a second thought.

In Fatima’s case, the positive pressure — along with the desire to serve a more important value (friendship) — makes showing up easy.

Because we spend so much time with other people (and our success largely depends on what they think of us), we all curate our appearance in one way or another. However, we don’t all desire to have people see us in the same way or to achieve the same goals. Our experiences and outcomes may vary based on a variety of factors.

One important factor is our level of self-monitoring when we interact with others. Some people are particularly concerned about creating a good impression, while others are uninterested. This can vary not only in individuals, but by circumstances.   A person may feel very confident at work , but nervous about making a good impression on a first date.

Another factor is self-consciousness — that is, how aware people are of themselves in a given circumstance. People that score high on scales of public self-consciousness are aware of how they come across socially. This tends to make it easier for them to align their behavior with the perception that they want others to have of them.

Finally, it's not enough to simply want other people to see you differently. In order to successfully change how other people perceive you, need to have three main skills: 

1. Perception and empathy

Successful self-presentation depends on being able to correctly perceive   how people are feeling , what's important to them, and which traits you need to project in order to achieve your intended outcomes.

2. Motivation

If we don’t have a compelling reason to change the perception that others have of us, we are not likely to try to change our behavior. Your desire for a particular outcome, whether it's social or material, creates a sense of urgency.

3.  A matching skill set

You’ve got to be able to walk the talk. Your actions will convince others more than anything you say. In other words, you have to provide evidence that you are the person you say you are. You may run into challenges if you're trying to portray yourself as skilled in an area where you actually lack experience.

How can you make the most of the self presentation theory at work?

At its heart, self presentation requires a high-level of self awareness and empathy. In order to make sure that we're showing up as our best in every circumstance — and with each person — we have to be aware of our own motivation as well as what would make the biggest difference to the person in front of us.

Here are 6 strategies to learn to make the most of the self-presentation theory in your career:

1. Get feedback from people around you

Ask a trusted friend or mentor to share what you can improve. Asking for feedback about specific experiences, like a recent project or presentation, will make their suggestions more relevant and easier to implement.

2. Study people who have been successful in your role

Look at how they interact with other people. How do you perceive them? Have they had to cultivate particular skills or ways of interacting with others that may not have come easily to them?

3. Be yourself

Look for areas where you naturally excel and stand out. If you feel comfortable, confident, and happy, you’ll have an easier time projecting that to others. It’s much harder to present yourself as confident when you’re uncomfortable.

4. Be aware that you may mess up

As you work to master new skills and ways of interacting with others,   keep asking for feedback . Talk to your manager, team, or a trusted friend about how you came across. If you sense that you’ve missed the mark, address it candidly. People will understand, and you’ll learn more quickly.

Try saying, “I hope that didn’t come across as _______. I want you to know that…”

5. Work with a coach

Coaches are skilled in interpersonal communication and committed to your success. Roleplay conversations to see how they land, and practice what you’ll say and do in upcoming encounters. Over time, a coach will also begin to know you well enough to notice patterns and suggest areas for improvement.

6. The identity is in the details

Don’t forget about the other aspects of your presentation. Take a moment to visualize yourself being the way that you want to be seen. Are there certain details that would make you feel more like that person? Getting organized, refreshing your wardrobe, rewriting your resume, and even cleaning your home office can all serve as powerful affirmations of your next-level self.

Self presentation is defined as the way we try to control how others see us, but it’s just as much about how we see ourselves. It is a skill to achieve a level of comfort with who we are   and   feel confident to choose how we self-present. Consciously working to make sure others get to see the very best of you is a wonderful way to develop into the person you want to be.

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Allaya Cooks-Campbell

With over 15 years of content experience, Allaya Cooks Campbell has written for outlets such as ScaryMommy, HRzone, and HuffPost. She holds a B.A. in Psychology and is a certified yoga instructor as well as a certified Integrative Wellness & Life Coach. Allaya is passionate about whole-person wellness, yoga, and mental health.

Impression management: Developing your self-presentation skills

How to make a presentation interactive and exciting, 6 presentation skills and how to improve them, how to give a good presentation that captivates any audience, what is self-preservation 5 skills for achieving it, 8 clever hooks for presentations (with tips), how self-knowledge builds success: self-awareness in the workplace, developing psychological flexibility, self-management skills for a messy world, similar articles, how self-compassion strengthens resilience, what is self-efficacy definition, examples, and 7 ways to improve it, what is self-awareness and how to develop it, how to not be nervous for a presentation — 13 tips that work (really), what i didn't know before working with a coach: the power of reflection, manage your energy, not your time: how to work smarter and faster, building resilience part 6: what is self-efficacy, why learning from failure is your key to success, stay connected with betterup, get our newsletter, event invites, plus product insights and research..

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Impression Management: Erving Goffman Theory

Charlotte Nickerson

Research Assistant at Harvard University

Undergraduate at Harvard University

Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design.

Learn about our Editorial Process

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

• Impression management refers to the goal-directed conscious or unconscious attempt to influence the perceptions of other people about a person, object, or event by regulating and controlling information in social interaction.
• Generally, people undertake impression management to achieve goals that require they have a desired public image. This activity is called self-presentation.
• In sociology and social psychology, self-presentation is the conscious or unconscious process through which people try to control the impressions other people form of them.
• The goal is for one to present themselves the way in which they would like to be thought of by the individual or group they are interacting with. This form of management generally applies to the first impression.
• Erving Goffman popularized the concept of perception management in his book, The Presentation of Self in Everyday Life , where he argues that impression management not only influences how one is treated by other people but is an essential part of social interaction.

Impression Management in Sociology

Impression management, also known as self-presentation, refers to the ways that people attempt to control how they are perceived by others (Goffman, 1959).

By conveying particular impressions about their abilities, attitudes, motives, status, emotional reactions, and other characteristics, people can influence others to respond to them in desirable ways.

Impression management is a common way for people to influence one another in order to obtain various goals.

While earlier theorists (e.g., Burke, 1950; Hart & Burk, 1972) offered perspectives on the person as a performer, Goffman (1959) was the first to develop a specific theory concerning self-presentation.

In his well-known work, Goffman created the foundation and the defining principles of what is commonly referred to as impression management.

In explicitly laying out a purpose for his work, Goffman (1959) proposes to “consider the ways in which the individual in ordinary work situations presents himself and his activity to others, the ways in which he guides and controls the impression they form of him, and the kind of things he may or may not do while sustaining his performance before them.” (p. xi)

Social Interaction

Goffman viewed impression management not only as a means of influencing how one is treated by other people but also as an essential part of social interaction.

He communicates this view through the conceit of theatre. Actors give different performances in front of different audiences, and the actors and the audience cooperate in negotiating and maintaining the definition of a situation.

To Goffman, the self was not a fixed thing that resides within individuals but a social process. For social interactions to go smoothly, every interactant needs to project a public identity that guides others’ behaviors (Goffman, 1959, 1963; Leary, 2001; Tseelon, 1992).

Goffman defines that when people enter the presence of others, they communicate information by verbal intentional methods and by non-verbal unintentional methods.

According to Goffman, individuals participate in social interactions through performing a “line” or “a pattern of verbal and nonverbal acts by which he expresses his view of the situation and through this his evaluation of the participants, especially himself” (1967, p. 5).

Such lines are created and maintained by both the performer and the audience. By enacting a line effectively, a person gains positive social value or “face.”

The verbal intentional methods allow us to establish who we are and what we wish to communicate directly. We must use these methods for the majority of the actual communication of data.

Goffman is mostly interested in the non-verbal clues given off which are less easily manipulated. When these clues are manipulated the receiver generally still has the upper hand in determining how realistic the clues that are given off are.

People use these clues to determine how to treat a person and if the intentional verbal responses given off are actually honest. It is also known that most people give off clues that help to represent them in a positive light, which tends to be compensated for by the receiver.

Impression Management Techniques

• Suppressing emotions : Maintaining self-control (which we will identify with such practices as speaking briefly and modestly).
• Conforming to Situational Norms : The performer follows agreed-upon rules for behavior in the organization.
• Flattering Others : The performer compliments the perceiver. This tactic works best when flattery is not extreme and when it involves a dimension important to the perceiver.
• Being Consistent : The performer’s beliefs and behaviors are consistent. There is agreement between the performer’s verbal and nonverbal behaviors.

Self-Presentation Examples

Self-presentation can affect the emotional experience . For example, people can become socially anxious when they are motivated to make a desired impression on others but doubt that they can do so successfully (Leary, 2001).

In one paper on self-presentation and emotional experience, Schlenker and Leary (1982) argue that, in contrast to the drive models of anxiety, the cognitive state of the individual mediates both arousal and behavior.

The researchers examine the traditional inverted-U anxiety-performance curve (popularly known as the Yerkes-Dodson law) in this light.

The researchers propose that people are interpersonally secure when they do not have the goal of creating a particular impression on others.

They are not immediately concerned about others’ evaluative reactions in a social setting where they are attempting to create a particular impression and believe that they will be successful in doing so.

Meanwhile, people are anxious when they are uncertain about how to go about creating a certain impression (such as when they do not know what sort of attributes the other person is likely to be impressed with), think that they will not be able to project the types of images that will produce preferred reactions from others.

Such people think that they will not be able to project the desired image strongly enough or believe that some event will happen that will repudiate their self-presentations, causing reputational damage (Schlenker and Leary, 1982).

Psychologists have also studied impression management in the context of mental and physical health .

In one such study, Braginsky et al. (1969) showed that those hospitalized with schizophrenia modify the severity of their “disordered” behavior depending on whether making a more or less “disordered” impression would be most beneficial to them (Leary, 2001).

Additional research on university students shows that people may exaggerate or even fabricate reports of psychological distress when doing so for their social goals.

Hypochondria appears to have self-presentational features where people convey impressions of illness and injury, when doing so helps to drive desired outcomes such as eliciting support or avoiding responsibilities (Leary, 2001).

People can also engage in dangerous behaviors for self-presentation reasons such as suntanning, unsafe sex, and fast driving. People may also refuse needed medical treatment if seeking this medical treatment compromises public image (Leary et al., 1994).

Key Components

There are several determinants of impression management, and people have many reasons to monitor and regulate how others perceive them.

For example, social relationships such as friendship, group membership, romantic relationships, desirable jobs, status, and influence rely partly on other people perceiving the individual as being a particular kind of person or having certain traits.

Because people’s goals depend on them making desired impressions over undesired impressions, people are concerned with the impressions other people form of them.

Although people appear to monitor how they come across ongoingly, the degree to which they are motivated to impression manage and the types of impressions they try to foster varies by situation and individuals (Leary, 2001).

Leary and Kowalski (1990) say that there are two processes that constitute impression management, each of which operate according to different principles and are affected by different situations and dispositional aspects. The first of these processes is impression motivation, and the second is impression construction.

Impression Motivation

There are three main factors that affect how much people are motivated to impression-manage in a situation (Leary and Kowalski, 1990):

(1) How much people believe their public images are relevant to them attaining their desired goals.

When people believe that their public image is relevant to them achieving their goals, they are generally more motivated to control how others perceive them (Leary, 2001).

Conversely, when the impressions of other people have few implications on one’s outcomes, that person’s motivation to impression-manage will be lower.

This is why people are more likely to impression manage in their interactions with powerful, high-status people than those who are less powerful and have lower status (Leary, 2001).

(2) How valuable the goals are: people are also more likely to impress and manage the more valuable the goals for which their public impressions are relevant (Leary, 2001).

(3) how much of a discrepancy there is between how they want to be perceived and how they believe others perceive them..

People are more highly motivated to impression-manage when there is a difference between how they want to be perceived and how they believe others perceive them.

For example, public scandals and embarrassing events that convey undesirable impressions can cause people to make self-presentational efforts to repair what they see as their damaged reputations (Leary, 2001).

Impression Construction

Features of the social situations that people find themselves in, as well as their own personalities, determine the nature of the impressions that they try to convey.

In particular, Leary and Kowalski (1990) name five sets of factors that are especially important in impression construction (Leary, 2001).

Two of these factors include how people’s relationships with themselves (self-concept and desired identity), and three involve how people relate to others (role constraints, target value, and current or potential social image) (Leary and Kowalski, 1990).

Self-concept

The impressions that people try to create are influenced not only by social context but also by one’s own self-concept .

People usually want others to see them as “how they really are” (Leary, 2001), but this is in tension with the fact that people must deliberately manage their impressions in order to be viewed accurately by others (Goffman, 1959).

People’s self-concepts can also constrain the images they try to convey.

People often believe that it is unethical to present impressions of themselves different from how they really are and generally doubt that they would successfully be able to sustain a public image inconsistent with their actual characteristics (Leary, 2001).

This risk of failure in portraying a deceptive image and the accompanying social sanctions deter people from presenting impressions discrepant from how they see themselves (Gergen, 1968; Jones and Pittman, 1982; Schlenker, 1980).

People can differ in how congruent their self-presentations are with their self-perceptions.

People who are high in public self-consciousness have less congruency between their private and public selves than those lower in public self-consciousness (Tunnell, 1984; Leary and Kowalski, 1990).

Desired identity

People’s desired and undesired selves – how they wish to be and not be on an internal level – also influence the images that they try to project.

Schlenker (1985) defines a desirable identity image as what a person “would like to be and thinks he or she really can be, at least at his or her best.”

People have a tendency to manage their impressions so that their images coincide with their desired selves and stay away from images that coincide with their undesired selves (Ogilivie, 1987; Schlenker, 1985; Leary, 2001).

This happens when people publicly claim attributes consistent with their desired identity and openly reject identities that they do not want to be associated with.

For example, someone who abhors bigots may take every step possible to not appear bigoted, and Gergen and Taylor (1969) showed that high-status navel cadets did not conform to low-status navel cadets because they did not want to see themselves as conformists (Leary and Kowalski, 1990).

Target value

people tailor their self-presentations to the values of the individuals whose perceptions they are concerned with.

This may lead to people sometimes fabricating identities that they think others will value.

However, more commonly, people selectively present truthful aspects of themselves that they believe coincide with the values of the person they are targeting the impression to and withhold information that they think others will value negatively (Leary, 2001).

Role constraints

the content of people’s self-presentations is affected by the roles that they take on and the norms of their social context.

In general, people want to convey impressions consistent with their roles and norms .

Many roles even carry self-presentational requirements around the kinds of impressions that the people who hold the roles should and should not convey (Leary, 2001).

Current or potential social image

People’s public image choices are also influenced by how they think they are perceived by others. As in impression motivation, self-presentational behaviors can often be aimed at dispelling undesired impressions that others hold about an individual.

When people believe that others have or are likely to develop an undesirable impression of them, they will typically try to refute that negative impression by showing that they are different from how others believe them to be.

When they are not able to refute this negative impression, they may project desirable impressions in other aspects of their identity (Leary, 2001).

Implications

In the presence of others, few of the behaviors that people make are unaffected by their desire to maintain certain impressions. Even when not explicitly trying to create a particular impression of themselves, people are constrained by concerns about their public image.

Generally, this manifests with people trying not to create undesired impressions in virtually all areas of social life (Leary, 2001).

Tedeschi et al. (1971) argued that phenomena that psychologists previously attributed to peoples’ need to have cognitive consistency actually reflected efforts to maintain an impression of consistency in others’ eyes.

Studies have supported Tedeschi and their colleagues’ suggestion that phenomena previously attributed to cognitive dissonance were actually affected by self-presentational processes (Schlenker, 1980).

Psychologists have applied self-presentation to their study of phenomena as far-ranging as conformity, aggression, prosocial behavior, leadership, negotiation, social influence, gender, stigmatization, and close relationships (Baumeister, 1982; Leary, 1995; Schlenker, 1980; Tedeschi, 1981).

Each of these studies shows that people’s efforts to make impressions on others affect these phenomena, and, ultimately, that concerns self-presentation in private social life.

For example, research shows that people are more likely to be pro-socially helpful when their helpfulness is publicized and behave more prosocially when they desire to repair a damaged social image by being helpful (Leary, 2001).

In a similar vein, many instances of aggressive behavior can be explained as self-presentational efforts to show that someone is willing to hurt others in order to get their way.

This can go as far as gender roles, for which evidence shows that men and women behave differently due to the kind of impressions that are socially expected of men and women.

Baumeister, R. F. (1982). A self-presentational view of social phenomena. Psychological Bulletin, 91, 3-26.

Braginsky, B. M., Braginsky, D. D., & Ring, K. (1969). Methods of madness: The mental hospital as a last resort. New York: Holt, Rinehart & Winston.

Buss, A. H., & Briggs, S. (1984). Drama and the self in social interaction. Journal of Personality and Social Psychology, 47, 1310-1324. Gergen, K. J. (1968). Personal consistency and the presentation of self. In C. Gordon & K. J. Gergen (Eds.), The self in social interaction (Vol. 1, pp. 299-308). New York: Wiley.

Gergen, K. J., & Taylor, M. G. (1969). Social expectancy and self-presentation in a status hierarchy. Journal of Experimental Social Psychology, 5, 79-92.

Goffman, E. (1959). The moral career of the mental patient. Psychiatry, 22(2), 123-142.

• Goffman, E. (1963). Embarrassment and social organization.

Goffman, E. (1978). The presentation of self in everyday life (Vol. 21). London: Harmondsworth.

Goffman, E. (2002). The presentation of self in everyday life. 1959. Garden City, NY, 259.

Martey, R. M., & Consalvo, M. (2011). Performing the looking-glass self: Avatar appearance and group identity in Second Life. Popular Communication, 9 (3), 165-180.

Jones E E (1964) Ingratiation. Appleton-Century-Crofts, New York.

Jones, E. E., & Pittman, T. S. (1982). Toward a general theory of strategic self-presentation. Psychological perspectives on the self, 1(1), 231-262.

Leary M R (1995) Self-presentation: Impression Management and Interpersonal Behaior. Westview Press, Boulder, CO.

Leary, M. R.. Impression Management, Psychology of, in Smelser, N. J., & Baltes, P. B. (Eds.). (2001). International encyclopedia of the social & behavioral sciences (Vol. 11). Amsterdam: Elsevier.

Leary, M. R., & Kowalski, R. M. (1990). Impression management: A literature review and two-component model. Psychological bulletin, 107(1), 34.

Leary M R, Tchvidjian L R, Kraxberger B E 1994 Self-presentation may be hazardous to your health. Health Psychology 13: 461–70.

Ogilvie, D. M. (1987). The undesired self: A neglected variable in personality research. Journal of Personality and Social Psychology, 52, 379-385.

• Schlenker, B. R. (1980). Impression management (Vol. 222). Monterey, CA: Brooks/Cole.

Schlenker, B. R. (1985). Identity and self-identification. In B. R. Schlenker (Ed.), The self and social life (pp. 65-99). New York: McGraw-Hill.

Schlenker, B. R., & Leary, M. R. (1982). Social anxiety and self-presentation: A conceptualization model. Psychological bulletin, 92(3), 641.

Tedeschi, J. T, Smith, R. B., Ill, & Brown, R. C., Jr. (1974). A reinterpretation of research on aggression. Psychological Bulletin, 81, 540- 563.

Tseëlon, E. (1992). Is the presented self sincere? Goffman, impression management and the postmodern self. Theory, culture & society, 9(2), 115-128.

Tunnell, G. (1984). The discrepancy between private and public selves: Public self-consciousness and its correlates. Journal of Personality Assessment, 48, 549-555.

Further Information

• Solomon, J. F., Solomon, A., Joseph, N. L., & Norton, S. D. (2013). Impression management, myth creation and fabrication in private social and environmental reporting: Insights from Erving Goffman. Accounting, organizations and society, 38(3), 195-213.
• Gardner, W. L., & Martinko, M. J. (1988). Impression management in organizations. Journal of management, 14(2), 321-338.
• Scheff, T. J. (2005). Looking‐Glass self: Goffman as symbolic interactionist. Symbolic interaction, 28(2), 147-166.

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Self-Presentation

Self-presentation definition.

Self-presentation refers to how people attempt to present themselves to control or shape how others (called the audience) view them. It involves expressing oneself and behaving in ways that create a desired impression. Self-presentation is part of a broader set of behaviors called impression management. Impression management refers to the controlled presentation of information about all sorts of things, including information about other people or events. Self-presentation refers specifically to information about the self.

Self-Presentation History and Modern Usage

Early work on impression management focused on its manipulative, inauthentic uses that might typify a used car salesperson who lies to sell a car, or someone at a job interview who embellishes accomplishments to get a job. However, researchers now think of self-presentation more broadly as a pervasive aspect of life. Although some aspects of self-presentation are deliberate and effortful (and at times deceitful), other aspects are automatic and done with little or no conscious thought. For example, a woman may interact with many people during the day and may make different impressions on each person. When she starts her day at her apartment, she chats with her roommates and cleans up after breakfast, thereby presenting the image of being a good friend and responsible roommate. During classes, she responds to her professor’s questions and carefully takes notes, presenting the image of being a good student. Later that day, she calls her parents and tells them about her classes and other activities (although likely leaving out information about some activities), presenting the image of being a loving and responsible daughter. That night, she might go to a party or dancing with friends, presenting the image of being fun and easygoing. Although some aspects of these self-presentations may be deliberate and conscious, other aspects are not. For example, chatting with her roommates and cleaning up after breakfast may be habitual behaviors that are done with little conscious thought. Likewise, she may automatically hold the door open for an acquaintance or buy a cup of coffee for a friend. These behaviors, although perhaps not done consciously or with self-presentation in mind, nevertheless convey an image of the self to others.

Although people have the ability to present images that are false, self-presentations are often genuine; they reflect an attempt by the person to have others perceive him or her accurately, or at least consistent with how the person perceives himself or herself. Self-presentations can vary as a function of the audience; people present different aspects of themselves to different audiences or under different conditions. A man likely presents different aspects of himself to his close friends than he does to his elderly grandmother, and a woman may present a different image to her spouse than she does to her employer. This is not to say that these different images are false. Rather, they represent different aspects of the self. The self is much like a gem with multiple facets. The gem likely appears differently depending on the angle at which it is viewed. However, the various appearances are all genuine. Even if people present a self-image that they know to be false, they may begin to internalize the self-image and thereby eventually come to believe the self-pres

entation. For example, a man may initially present an image of being a good student without believing it to be genuine, but after attending all his classes for several weeks, visiting the professor during office hours, and asking questions during class, he may come to see himself as truly being a good student. This internalization process is most likely to occur when people make a public commitment to the self-image, when the behavior is at least somewhat consistent with their self-image, and when they receive positive feedback or other rewards for presenting the self-image.

Self-presentation is often directed to external audiences such as friends, lovers, employers, teachers, children, and even strangers. Self-presentation is more likely to be conscious when the presenter depends on the audience for some reward, expects to interact with the audience in the future, wants something from the audience, or values the audience’s approval. Yet self-presentation extends beyond audiences that are physically present to imagined audiences, and these imagined audiences can have distinct effects on behavior. A young man at a party might suddenly think about his parents and change his behavior from rambunctious to reserved. People sometimes even make self-presentations only for themselves. For instance, people want to claim certain identities, such as being fun, intelligent, kind, moral, and they may behave in line with these identities even in private.

Self-Presentation Goals

Self-presentation is inherently goal-directed; people present certain images because they benefit from the images in some way. The most obvious benefits are interpersonal, arising from getting others to do what one wants. A job candidate may convey an image of being hardworking and dependable to get a job; a salesperson may convey an image of being trustworthy and honest to achieve a sale. People may also benefit from their self-presentations by gaining respect, power, liking, or other desirable social rewards. Finally, people make certain impressions on others to maintain a sense of who they are, or their self-concept. For example, a man who wants to think of himself as a voracious reader might join a book club or volunteer at a library, or a woman who wishes to perceive herself as generous may contribute lavishly to a charitable cause. Even when there are few or no obvious benefits of a particular self-presentation, people may simply present an image that is consistent with the way they like to think about themselves, or at least the way they are accustomed to thinking about themselves.

Much of self-presentation is directed toward achieving one of two desirable images. First, people want to appear likeable. People like others who are attractive, interesting, and fun to be with. Thus, a sizable proportion of self-presentation revolves around developing, maintaining, and enhancing appearance and conveying and emphasizing characteristics that others desire, admire, and enjoy. Second, people want to appear competent. People like others who are skilled and able, and thus another sizable proportion of self-presentation revolves around conveying an image of competence. Yet, self-presentation is not so much about presenting desirable images as it is about presenting desired images, and some desired images are not necessarily desirable. For example, schoolyard bullies may present an image of being dangerous or intimidating to gain or maintain power over others. Some people present themselves as weak or infirmed (or exaggerate their weaknesses) to gain help from others. For instance, a member of a group project may display incompetence in the hope that other members will do more of the work, or a child may exaggerate illness to avoid going to school.

Self-Presentation Avenues

People self-present in a variety of ways. Perhaps most obviously, people self-present in what they say. These verbalizations can be direct claims of a particular image, such as when a person claims to be altruistic. They also can be indirect, such as when a person discloses personal behaviors or standards (e.g., “I volunteer at a hospital”). Other verbal presentations emerge when people express attitudes or beliefs. Divulging that one enjoys backpacking through Europe conveys the image that one is a world-traveler. Second, people self-present nonverbally in their physical appearance, body language, and other behavior. Smiling, eye contact, and nods of agreement can convey a wealth of information. Third, people self-present through the props they surround themselves with and through their associations. Driving an expensive car or flying first class conveys an image of having wealth, whereas an array of diplomas and certificates on one’s office walls conveys an image of education and expertise. Likewise, people judge others based on their associations. For example, being in the company of politicians or movie stars conveys an image of importance, and not surprisingly, many people display photographs of themselves with famous people. In a similar vein, high school students concerned with their status are often careful about which classmates they are seen and not seen with publicly. Being seen by others in the company of someone from a member of a disreputable group can raise questions about one’s own social standing.

Self-Presentation Pitfalls

Self-presentation is most successful when the image presented is consistent with what the audience thinks or knows to be true. The more the image presented differs from the image believed or anticipated by the audience, the less willing the audience will be to accept the image. For example, the lower a student’s grade is on the first exam, the more difficulty he or she will have in convincing a professor that he or she will earn an A on the next exam. Self-presentations are constrained by audience knowledge. The more the audience knows about a person, the less freedom the person has in claiming a particular identity. An audience that knows very little about a person will be more accepting of whatever identity the person conveys, whereas an audience that knows a great deal about a person will be less accepting.

People engaging in self-presentation sometimes encounter difficulties that undermine their ability to convey a desired image. First, people occasionally encounter the multiple audience problem, in which they must simultaneously present two conflicting images. For example, a student while walking with friends who know only her rebellious, impetuous side may run into her professor who knows only her serious, conscientious side. The student faces the dilemma of conveying the conflicting images of rebellious friend and serious student. When both audiences are present, the student must try to behave in a way that is consistent with how her friends view her, but also in a way that is consistent with how her professor views her. Second, people occasionally encounter challenges to their self-presentations. The audience may not believe the image the person presents. Challenges are most likely to arise when people are managing impressions through self-descriptions and the self-descriptions are inconsistent with other evidence. For example, a man who claims to be good driver faces a self-presentational dilemma if he is ticketed or gets in an automobile accident. Third, self-presentations can fail when people lack the cognitive resources to present effectively because, for example, they are tired, anxious, or distracted. For instance, a woman may yawn uncontrollably or reflexively check her watch while talking to a boring classmate, unintentionally conveying an image of disinterest.

Some of the most important images for people to convey are also the hardest. As noted earlier, among the most important images people want to communicate are likeability and competence. Perhaps because these images are so important and are often rewarded, audiences may be skeptical of accepting direct claims of likeability and competence from presenters, thinking that the person is seeking personal gain. Thus, people must resort to indirect routes to create these images, and the indirect routes can be misinterpreted. For example, the student who sits in the front row of the class and asks a lot of questions may be trying to project an image of being a competent student but may be perceived negatively as a teacher’s pet by fellow students.

Finally, there is a dark side to self-presentation. In some instances, the priority people place on their appearances or images can threaten their health. People who excessively tan are putting a higher priority on their appearance (e.g., being tan) than on their health (e.g., taking precautions to avoid skin cancer). Similarly, although condoms help protect against sexually transmitted diseases and unwanted pregnancy, self-presentational concerns may dissuade partners or potential partners from discussing, carrying, or using condoms. Women may fear that carrying condoms makes them seem promiscuous or easy, whereas men may fear that carrying condoms makes them seem presumptuous, as if they are expecting to have sex. Self-presentational concerns may also influence interactions with health care providers and may lead people to delay or avoid embarrassing medical tests and procedures or treatments for conditions that are embarrassing. For example, people may be reluctant to seek tests or treatment for sexually transmitted diseases, loss of bladder control, mental disorders, mental decline, or other conditions associated with weakness or incompetence. Finally, concerns with social acceptance may prompt young people to engage in risky behaviors such as excessive alcohol consumption, sexual promiscuity, or juvenile delinquency.

References:

• Jones, E. E., Pittman, T. S. (1982). Toward a general theory of strategic self-presentation. In J. Suls (Ed.), Psychological perspectives on the self (Vol. 1, pp. 231-260). Hillsdale, NJ: Erlbaum.
• Leary, M. R. (1996). Self-presentation: Impression management and interpersonal behavior. Boulder, CO: Westview Press.
• Leary, M. R., Tchividjian, L. R., & Kraxberger, B. E. (1994). Self-presentation can be hazardous to your health: Impression management and health risk. Health Psychology, 13, 461-470.
• Schlenker, B. R. (1980). Impression management: The self-concept, social identity, and interpersonal relations. Monterey, CA: Brooks/Cole.

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2.3: Self-Presentation

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• Victoria Leonard
• College of the Canyons

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How we perceive ourselves manifests in how we present ourselves to others. Self-presentation is the process of strategically concealing or revealing personal information in order to influence others’ perceptions. 1 We engage in this process daily and for different reasons. Although people occasionally intentionally deceive others in the process of self-presentation, in general we try to make a good impression while still remaining authentic. Since self-presentation helps meet our instrumental, relational, and identity needs, we stand to lose quite a bit if we are caught intentionally misrepresenting ourselves. In May of 2012, Yahoo!’s CEO resigned after it became known that he stated on official documents that he had two college degrees when he actually only had one. In a similar incident, a woman who had long served as the dean of admissions for the prestigious Massachusetts Institute of Technology was dismissed from her position after it was learned that she had only attended one year of college and had falsely indicated she had a bachelor’s and master’s degree. 2 Such incidents clearly show that although people can get away with such false self-presentation for a while, the eventual consequences of being found out are dire. As communicators, we sometimes engage in more subtle forms of inauthentic self-presentation. For example, a person may state or imply that they know more about a subject or situation than they actually do in order to seem smart or “in the loop.” During a speech, a speaker works on a polished and competent delivery to distract from a lack of substantive content. These cases of strategic self-presentation may not ever be found out, but communicators should still avoid them as they do not live up to the standards of ethical communication.

Consciously and competently engaging in self-presentation can have benefits because we can provide others with a more positive and accurate picture of who we are. People who are skilled at impression management are typically more engaging and confident, which allows others to pick up on more cues from which to form impressions. 3 Being a skilled self-presenter draws on many of the practices used by competent communicators, including becoming a higher self-monitor. When self-presentation skills and self-monitoring skills combine, communicators can simultaneously monitor their own expressions, the reaction of others, and the situational and social context. 4

Sometimes people get help with their self-presentation. Although most people can’t afford or wouldn’t think of hiring an image consultant, some people have started generously donating their self-presentation expertise to help others. Many people who have been riding the tough job market for a year or more get discouraged and may consider giving up on their job search. Now a project called “Style Me Hired” has started offering free makeovers to jobless people in order to offer them new motivation and help them make favorable impressions and hopefully get a job offer. 5

There are two main types of self-presentation: prosocial and self-serving. 6 Prosocial self-presentation entails behaviors that present a person as a role model and make a person more likable and attractive. For example, a supervisor may call on her employees to uphold high standards for business ethics, model that behavior in her own actions, and compliment others when they exemplify those standards. Self-serving self-presentation entails behaviors that present a person as highly skilled, willing to challenge others, and someone not to be messed with. For example, a supervisor may publicly take credit for the accomplishments of others or publicly critique an employee who failed to meet a particular standard. In summary, prosocial strategies are aimed at benefiting others, while self-serving strategies benefit the self at the expense of others.

In general, we strive to present a public image that matches up with our self- concept, but we can also use self-presentation strategies to enhance our self-concept. 7 When we present ourselves in order to evoke a positive evaluative response, we are engaging in self-enhancement. In the pursuit of self-enhancement, a person might try to be as appealing as possible in a particular area or with a particular person to gain feedback that will enhance one’s self-esteem. For example, a singer might train and practice for weeks before singing in front of a well-respected vocal coach but not invest as much effort in preparing to sing in front of friends. Although positive feedback from friends is beneficial, positive feedback from an experienced singer could enhance a person’s self-concept. Self-enhancement can be productive and achieved competently, or it can be used inappropriately. Using self-enhancement behaviors just to gain the approval of others or out of self-centeredness may lead people to communicate in ways that are perceived as phony or overbearing and end up making an unfavorable impression. 8

“Getting Plugged In” - Self-Presentation Online: Social Media, Digital Trails, and Your Reputation 

Although social networking has long been a way to keep in touch with friends and colleagues, the advent of social media has made the process of making connections and those all-important first impressions much more complex. Just looking at Facebook as an example, we can clearly see that the very acts of constructing a profile, posting status updates, “liking” certain things, and sharing various information via Facebook features and apps is self- presentation.  People also form impressions based on the number of friends we have and the photos and posts that other people tag us in. All this information floating around can be difficult to manage. So how do we manage the impressions we make digitally given that there is a permanent record?

Research shows that people overall engage in positive and honest self- presentation on Facebook.  Since people know how visible the information they post is, they may choose to only reveal things they think will form favorable impressions. But the mediated nature of Facebook also leads some people to disclose more personal information than they might otherwise in  such a public or semipublic forum. These hyperpersonal disclosures run the risk of forming negative impressions based on who sees them. In general, the ease of digital communication, not just on Facebook, has presented new challenges for our self-control and information management. Sending someone a sexually provocative image used to take some effort before the age of digital cameras, but now “sexting” an explicit photo only takes a few seconds. So people who would have likely not engaged in such behavior before are more tempted to now, and it is the desire to present oneself as desirable or cool that leads people to send photos they may later regret. 

In fact, new technology in the form of apps is trying to give people a little more control over the exchange of digital information. An iPhone app called “Snapchat” allows users to send photos that will only be visible for a few seconds. Although this isn’t a guaranteed safety net, the demand for such apps is increasing, which illustrates the point that we all now leave digital trails of information that can be useful in terms of our self-presentation but can also create new challenges in terms of managing the information floating around from which others may form impressions of us.

• What impressions do you want people to form of you based on the information they can see on your Facebook page?
• Have you ever used social media or the Internet to do “research” on a person? What things would you find favorable and unfavorable?
• Do you have any guidelines you follow regarding what information about yourself you will put online or not? If so, what are they? If not, why?

Key Takeaways

• Our self-concept is the overall idea of who we think we are. It is developed through our interactions with others and through social comparison that allows us to compare our beliefs and behaviors to others.
• Our self-esteem is based on the evaluations and judgments we make about various characteristics of our self-concept. It is developed through an assessment and evaluation of our various skills and abilities, known as self-efficacy, and through a comparison and evaluation of who we are, who we would like to be, and who we should be (self-discrepancy theory).
• Social comparison theory and self-discrepancy theory affect our self- concept and self-esteem because through comparison with others and comparison of our actual, ideal, and ought selves we make judgments about who we are and our self-worth. These judgments then affect how we communicate and behave.
• Socializing forces like family, culture, and media affect our self- perception because they give us feedback on who we are. This feedback can be evaluated positively or negatively and can lead to positive or negative patterns that influence our self-perception and then our communication.
• Self-presentation refers to the process of strategically concealing and/or revealing personal information in order to influence others’  perceptions. Prosocial self-presentation is intended to benefit others  and self-serving self-presentation is intended to benefit the self at the expense of others. People also engage in self-enhancement, which is a self-presentation strategy by which people intentionally seek out positive evaluations.
• Make a list of characteristics that describe who you are (your self- concept). After looking at the list, see if you can come up with a few words that summarize the list to narrow in on the key features of your self-concept. Go back over the first list and evaluate each characteristic, for example noting whether it is something you do well/poorly, something that is good/bad, positive/negative, desirable/undesirable. Is the overall list more positive or more negative? After doing these exercises, what have you learned about your self-concept and self- esteem?
• Discuss at least one time in which you had a discrepancy or tension between two of the three selves described by self-discrepancy theory (the actual, ideal, and ought selves). What effect did this discrepancy have on your self-concept and/or self-esteem?
• Take one of the socializing forces discussed (family, culture, or media) and identify at least one positive and one negative influence that it/they have had on your self-concept and/or self-esteem.
• Getting integrated: Discuss some ways that you might strategically engage in self-presentation to influence the impressions of others in an academic, a professional, a personal, and a civic context.
• Lauren J. Human et al., “Your Best Self Helps Reveal Your True Self: Positive Self-Presentation Leads to More Accurate Personality Impressions,” Social Psychological and Personality Sciences 3, no. 1 (2012): 23.
• Lauren Webber and Melissa Korn, “Yahoo’s CEO among Many Notable Resume Flaps,” Wall Street Journal Blogs, May 7, 2012, accessed June 9, 2012, http://blogs.wsj.com/digits/2012/05/07/ yahoos-ceo-among-many-notableresume-flaps.
• Lauren J. Human et al., “Your Best Self Helps Reveal Your True Self: Positive Self-Presentation Leads to More Accurate Personality Impressions,” Social Psychological and Personality Sciences 3, no. 1 (2012): 27.
• John J. Sosik, Bruce J. Avolio, and Dong I. Jung, “Beneath the Mask: Examining the Relationship of SelfPresentation Attributes and Impression Management to Charismatic Leadership,”The Leadership Quarterly 13 (2002): 217.
• “Style Me Hired,” accessed June 6, 2012, http://www.stylemehired.com .
• John J. Sosik, Bruce J. Avolio, and DongI. Jung, “Beneath the Mask: Examining the Relationship of SelfPresentation Attributes and Impression Management to Charismatic Leadership,” The Leadership Quarterly 13 (2002): 217.
• Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and Practice (London: Routledge, 2011), 99– 100.
• John J. Sosik, Bruce J. Avolio, and Dong I. Jung, “Beneath the Mask: Examining the Relationship of SelfPresentation Attributes and Impression Management to Charismatic Leadership,” The Leadership Quarterly 13 (2002): 236

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English pronunciation of presentation

Presentation.

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(English pronunciations of presentation from the Cambridge Advanced Learner's Dictionary & Thesaurus and from the Cambridge Academic Content Dictionary , both sources © Cambridge University Press)

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a computer program designed to have a conversation with a human being, usually over the internet

Searching out and tracking down: talking about finding or discovering things

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The conscious or unconscious control of the impression that one creates in social interactions or situations. It is one of the important forms of impression management, namely management of one's own impression on others through role playing. The phenomenon is encapsulated in Shakespeare's famous observation in As You Like It: ‘All the world's a stage, / And all the men and women merely players: / They have their exits and their entrances; / And one man in his time plays many parts’ (II.vii.139–42). It was popularized by the Canadian-born US sociologist Erving Goffman (1922–82) in his influential book The Presentation of Self in Everyday Life (1959). See also ingratiation, self-monitoring, social constructionist psychology.

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Self-Presentation Theory: Self-Construction and Audience Pleasing

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Self-presentation is behavior that attempts to convey some information about oneself or some image of oneself to other people. It denotes a class of motivations in human behavior. These motivations are in part stable dispositions of individuals but they depend on situational factors to elicit them. Specifically, self-presentational motivations are activated by the evaluative presence of other people and by others’ (even potential) knowledge of one’s behavior.

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Baumeister, R.F., Hutton, D.G. (1987). Self-Presentation Theory: Self-Construction and Audience Pleasing. In: Mullen, B., Goethals, G.R. (eds) Theories of Group Behavior. Springer Series in Social Psychology. Springer, New York, NY. https://doi.org/10.1007/978-1-4612-4634-3_4

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Any behaviour that is designed to convey an image about ourselves to other people. This explains why our behaviour can change if we notice we are being watched. See impression management.

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12.2 Self-presentation

Learning objectives.

• Describe social roles and how they influence behavior
• Explain what social norms are and how they influence behavior
• Define script
• Describe the findings of Zimbardo’s Stanford prison experiment

As you’ve learned, social psychology is the study of how people affect one another’s thoughts, feelings, and behaviors. We have discussed situational perspectives and social psychology’s emphasis on the ways in which a person’s environment, including culture and other social influences, affect behavior. In this section, we examine situational forces that have a strong influence on human behavior including social roles, social norms, and scripts. We discuss how humans use the social environment as a source of information, or cues, on how to behave. Situational influences on our behavior have important consequences, such as whether we will help a stranger in an emergency or how we would behave in an unfamiliar environment.

Social Roles

One major social determinant of human behavior is our social roles. A social role is a pattern of behavior that is expected of a person in a given setting or group (Hare, 2003). Each one of us has several social roles. You may be, at the same time, a student, a parent, an aspiring teacher, a son or daughter, a spouse, and a lifeguard. How do these social roles influence your behavior? Social roles are defined by culturally shared knowledge. That is, nearly everyone in a given culture knows what behavior is expected of a person in a given role. For example, what is the social role for a student? If you look around a college classroom you will likely see students engaging in studious behavior, taking notes, listening to the professor, reading the textbook, and sitting quietly at their desks ( Figure 12.8 ). Of course you may see students deviating from the expected studious behavior such as texting on their phones or using Facebook on their laptops, but in all cases, the students that you observe are attending class—a part of the social role of students.

Social roles, and our related behavior, can vary across different settings. How do you behave when you are engaging in the role of son or daughter and attending a family function? Now imagine how you behave when you are engaged in the role of employee at your workplace. It is very likely that your behavior will be different. Perhaps you are more relaxed and outgoing with your family, making jokes and doing silly things. But at your workplace you might speak more professionally, and although you may be friendly, you are also serious and focused on getting the work completed. These are examples of how our social roles influence and often dictate our behavior to the extent that identity and personality can vary with context (that is, in different social groups) (Malloy, Albright, Kenny, Agatstein & Winquist, 1997).

Social Norms

As discussed previously, social roles are defined by a culture’s shared knowledge of what is expected behavior of an individual in a specific role. This shared knowledge comes from social norms. A social norm is a group’s expectation of what is appropriate and acceptable behavior for its members—how they are supposed to behave and think (Deutsch & Gerard, 1955; Berkowitz, 2004). How are we expected to act? What are we expected to talk about? What are we expected to wear? In our discussion of social roles we noted that colleges have social norms for students’ behavior in the role of student and workplaces have social norms for employees’ behaviors in the role of employee. Social norms are everywhere including in families, gangs, and on social media outlets. What are some social norms on Facebook?

Connect the Concepts

Tweens, teens, and social norms.

My 11-year-old daughter, Jessica, recently told me she needed shorts and shirts for the summer, and that she wanted me to take her to a store at the mall that is popular with preteens and teens to buy them. I have noticed that many girls have clothes from that store, so I tried teasing her. I said, “All the shirts say ‘Aero’ on the front. If you are wearing a shirt like that and you have a substitute teacher, and the other girls are all wearing that type of shirt, won’t the substitute teacher think you are all named ‘Aero’?”

My daughter replied, in typical 11-year-old fashion, “Mom, you are not funny. Can we please go shopping?”

I tried a different tactic. I asked Jessica if having clothing from that particular store will make her popular. She replied, “No, it will not make me popular. It is what the popular kids wear. It will make me feel happier.” How can a label or name brand make someone feel happier? Think back to what you’ve learned about lifespan development . What is it about pre-teens and young teens that make them want to fit in ( Figure 12.9 )? Does this change over time? Think back to your high school experience, or look around your college campus. What is the main name brand clothing you see? What messages do we get from the media about how to fit in?

Because of social roles, people tend to know what behavior is expected of them in specific, familiar settings. A script is a person’s knowledge about the sequence of events expected in a specific setting (Schank & Abelson, 1977). How do you act on the first day of school, when you walk into an elevator, or are at a restaurant? For example, at a restaurant in the United States, if we want the server’s attention, we try to make eye contact. In Brazil, you would make the sound “psst” to get the server’s attention. You can see the cultural differences in scripts. To an American, saying “psst” to a server might seem rude, yet to a Brazilian, trying to make eye contact might not seem an effective strategy. Scripts are important sources of information to guide behavior in given situations. Can you imagine being in an unfamiliar situation and not having a script for how to behave? This could be uncomfortable and confusing. How could you find out about social norms in an unfamiliar culture?

Zimbardo’s Stanford Prison Experiment

The famous Stanford prison experiment , conducted by social psychologist Philip Zimbardo and his colleagues at Stanford University, demonstrated the power of social roles, social norms, and scripts. In the summer of 1971, an advertisement was placed in a California newspaper asking for male volunteers to participate in a study about the psychological effects of prison life. More than 70 men volunteered, and these volunteers then underwent psychological testing to eliminate candidates who had underlying psychiatric issues, medical issues, or a history of crime or drug abuse. The pool of volunteers was whittled down to 24 healthy male college students. Each student was paid $15 per day and was randomly assigned to play the role of either a prisoner or a guard in the study. Based on what you have learned about research methods, why is it important that participants were randomly assigned?

A mock prison was constructed in the basement of the psychology building at Stanford. Participants assigned to play the role of prisoners were “arrested” at their homes by Palo Alto police officers, booked at a police station, and subsequently taken to the mock prison. The experiment was scheduled to run for several weeks. To the surprise of the researchers, both the “prisoners” and “guards” assumed their roles with zeal. In fact, on day 2, some of the prisoners revolted, and the guards quelled the rebellion by threatening the prisoners with night sticks. In a relatively short time, the guards came to harass the prisoners in an increasingly sadistic manner, through a complete lack of privacy, lack of basic comforts such as mattresses to sleep on, and through degrading chores and late-night counts.

The prisoners, in turn, began to show signs of severe anxiety and hopelessness—they began tolerating the guards’ abuse. Even the Stanford professor who designed the study and was the head researcher, Philip Zimbardo, found himself acting as if the prison was real and his role, as prison supervisor, was real as well. After only six days, the experiment had to be ended due to the participants’ deteriorating behavior. Zimbardo explained,

At this point it became clear that we had to end the study. We had created an overwhelmingly powerful situation—a situation in which prisoners were withdrawing and behaving in pathological ways, and in which some of the guards were behaving sadistically. Even the “good” guards felt helpless to intervene, and none of the guards quit while the study was in progress. Indeed, it should be noted that no guard ever came late for his shift, called in sick, left early, or demanded extra pay for overtime work. (Zimbardo, 2013)

The Stanford prison experiment demonstrated the power of social roles, norms, and scripts in affecting human behavior. The guards and prisoners enacted their social roles by engaging in behaviors appropriate to the roles: The guards gave orders and the prisoners followed orders. Social norms require guards to be authoritarian and prisoners to be submissive. When prisoners rebelled, they violated these social norms, which led to upheaval. The specific acts engaged by the guards and the prisoners derived from scripts. For example, guards degraded the prisoners by forcing them do push-ups and by removing all privacy. Prisoners rebelled by throwing pillows and trashing their cells. Some prisoners became so immersed in their roles that they exhibited symptoms of mental breakdown; however, according to Zimbardo, none of the participants suffered long term harm (Alexander, 2001).

The Stanford Prison Experiment has some parallels with the abuse of prisoners of war by U.S. Army troops and CIA personnel at the Abu Ghraib prison in 2003 and 2004. The offenses at Abu Ghraib were documented by photographs of the abuse, some taken by the abusers themselves ( Figure 12.10 ).

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Personal presentation is how you portray and present yourself to other people. It includes how you look, what you say, and what you do, and is all about marketing YOU, the brand that is you.

What others see and hear from you will influence their opinion of you. Good personal presentation is therefore about always showing yourself in the best possible light.

We all know that you only get one chance to make a first impression. Most of us are probably also aware that it takes quite a long time to undo that first impression—and that if it is negative, we may never get the chance to do so. This page explains some of the skills involved in making a good first impression—and then continuing to impress over time.

Understanding Personal Presentation

Personal presentation is about you and how you present yourself to others.

This includes both in everyday situations and when under pressure, for example, at job interviews. It is best thought of as a form of communication , because it always involves at least two people—the person presenting themselves (you) and the person seeing and hearing you.

Personal presentation covers what other people both see and hear. It includes how you look, what you say, and what you do. It therefore requires a wide range of skills, from improving your personal appearance to your communication skills.

However, all these aspects start from one place: you.

To present yourself well and confidently, you need to believe in yourself—or at least, be able to act as if you do.

Perception is Truth

People who present themselves as confident will be perceived as such by others.

There is also plenty of evidence that once we start acting as if we are confident, we generally feel more confident too.

Confidence—but not arrogance—is a very attractive trait. Having a justified belief in yourself and your abilities helps other people to be confident in you too.

Good personal presentation therefore requires good self-esteem and self-confidence. It means that you have to learn about yourself, and understand and accept who you are, both your positives and your negatives, and be comfortable with yourself. This does not, however, mean that you believe that there is nothing that you can improve—but that you are confident in your ability to achieve, and know how to overcome your flaws.

Paradoxically, therefore, personal presentation is actually not about being self-conscious or overly concerned with what others think about you. People who present themselves well generally do so because they believe in themselves, rather than because they are worried about what other people think. These concepts are closely related to Personal Empowerment .

A complete picture—and a cycle

Personal presentation is about conveying appropriate signals for the situation and for the other individuals involved.

People who lack self-esteem and confidence may fail to convey their message effectively or fully utilise their skills and abilities because of the way they present themselves. However, by improving your communication skills and reducing barriers to understanding, you may also improve your self-esteem and confidence.

Our pages: Communication Skills , Barriers to Communication and Improving Self-Esteem provide more information.

Areas of Personal Presentation

Improving personal presentation therefore requires a look at several different areas.

These include:

Self-esteem and self-confidence – how you feel about yourself and your abilities

Personal appearance – how you look, and how other people see you

Non-verbal communication – your body language, voice and facial expressions

Verbal communication – how you speak and use your words to make an impression

Behaviour – how you behave more generally, including politeness.

Self-Esteem and Self-Confidence

Self-esteem and self-confidence are closely related, but not quite the same thing.

Self-esteem is how you see and value yourself .

Self-confidence is believing in or having faith in your ability , rather than yourself as a person.

Neither self-esteem nor self-confidence are static. They vary as a result of numerous factors, including different situations and the presence of different people, personal stress levels and the level of change. Low levels of self-esteem are often associated with low levels of confidence, but those with good self-esteem can also suffer from low confidence.

To improve your self-esteem and self-confidence, spend time thinking about how you value yourself. Remind yourself of what is good about you, and learn to manage the highs and lows of self-esteem. In particular, try to avoid being affected too much by others’ opinions about you.

It is also worth practising coming across as confident even when you are not, because those who appear confident are not only perceived as confident, but often actually become more confident.

See our pages on Improving Self-Esteem and Building Confidence for more discussion, tips and advice on this area.

Personal Appearance and Non-Verbal Communication

Personal appearance is the way that you dress and take care of your general appearance.

Much as we may hate the idea that appearances matter, this is an important factor in personal presentation. Whether you like it or not, others will make judgements about you based on how you look, which includes how you dress and your accessories. It is therefore worth taking time to think about what messages you are sending to others in the way that you dress.

Case study: The ‘gravitas bag’

Louise was a young graduate, working in a government department. She had been working there about two years, and had just started working for a new boss, a woman just a few years older than her.

One day, on the way to an important meeting, Louise’s carrier bag, in which she was carrying her notebook and pens, broke on the bus. Her boss laughed, but said to her, carefully,

“ You know, you ought to think a bit about how what you wear and carry affects what people think about you. I’m not sure it gives quite the right impression to wander into a meeting with pens and books spilling out of a split carrier bag—that’s why I keep a briefcase in my cupboard for the days when I’ve worn a backpack into work. This may sound stupid, but I always feel that people may be judging me because I’m both female and quite young. I don’t want to give them any reason to doubt my professionalism. ”

Neither did Louise. The next weekend, she went shopping. On the Monday, she proudly showed her boss a new handbag and matching briefcase—her ‘gravitas bag’, as she described it.

Your personal appearance is closely related to the body language, gestures and other non-verbal messages that you use.

Many people are unaware of how they are affected by body language, and also how they are affecting others. By being aware of positive and negative non-verbal signals, you can improve your image and the way people perceive you.

There is more about these ideas in our pages on Personal Appearance and Non-Verbal Communication , including specific pages on Body Language and Face and Voice .

Verbal Communication and Effective Speaking

What you say and how you say it are both important aspects of how you are perceived by others.

Verbal communication is all about the words that you choose. Those who are good at verbal communication understand the impact of their particular choice of words and choose the right words for the situation and the audience. They are skilled at getting their message across to others and ensuring that it has been received.

See our pages on Verbal Communication for more.

Good communicators also use their voices effectively to convey their feelings, and to influence their audience. Your voice says a lot about you and learning how to use it more effectively has many benefits. There are a number of aspects to your voice, including accent, tone, pitch and volume. Some of these are easier to change than others, but it is worth thinking about how each of these affects your audience, so that you can learn to use your voice more effectively. 

See our pages Effective Speaking and Non-Verbal Communication: Face and Voice to learn more.

How you behave, and not just how you speak, will leave a strong impression on others.

For example, if you are habitually late, you may give other people the impression that you do not value their time. Good time management skills can therefore be helpful in giving the right impression—as well as enabling you to work more efficiently.

See our pages Time Management and Avoiding Distractions for some ideas of to improve your time management skills.

More crucially, your general politeness—to everyone, and not just people who ‘matter’—will create an important impression about how you value others.  This is an essential element of personal presentation. It pays to consider your manners.

See our page How to be Polite for more.

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Our eBooks are ideal for anyone who wants to learn about or develop their interpersonal skills and are full of easy-to-follow, practical information.

And finally…

It is almost certainly impossible to overestimate the importance of personal presentation, especially in creating a good first impression, but also in giving a longer-term view of yourself.

Improving some fairly basic communication skills and increasing your self-awareness will improve your ability to present yourself well. Knowing that you are more likely to say and do the right things, and look the part, will help to increase your confidence. All these will, in turn, help to ensure that you give the right impression.

This is especially true in more formal situations, culminating in improved communication and therefore better understanding.

Continue to: Personal Appearance Self-Presentation in Presentations

See also: Effective Ways to Present Yourself Well Building a Personal Brand That Will Boost Your Career 8 Ways to Effectively Market Yourself as a Professional

The Presentation of Self in Everyday Life

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The Presentation of Self in Everyday Life is a book that was published in the U.S. in 1959, written by sociologist  Erving Goffman . In it, Goffman uses the imagery of theater in order to portray the nuances and significance of face-to-face social interaction. Goffman puts forth a theory of social interaction that he refers to as the dramaturgical model of social life.

According to Goffman, social interaction may be likened to a theater, and people in everyday life to actors on a stage, each playing a variety of roles. The audience consists of other individuals who observe the role-playing and react to the performances. In social interaction, like in theatrical performances, there is a 'front stage' region where the actors are on stage  before an audience, and their consciousness of that audience and the audience's expectations for the role they should play influence the actor's behavior. There is also a back region, or 'backstage,' where individuals can relax, be themselves, and the role or identity that they play when they are in front of others.

Central to the book and Goffman's theory is the idea that people, as they interact together in social settings, are constantly engaged in the process of "impression management," wherein each tries to present themselves and behave in a way that will prevent the embarrassment of themselves or others. This is primarily done by each person that is part of the interaction working to ensure that all parties have the same "definition of the situation," meaning that all understand what is meant to happen in that situation, what to expect from the others involved, and thus how they themselves should behave.

Though written over half a century ago,  The Presentation of Self in Everday Life  remains one of the most famous and widely taught sociology books, which was listed as the 10th most important sociology book of the twentieth century by the International Sociological Association in 1998.

Performance

Goffman uses the term ‘performance’ to refer to all the activity of an individual in front of a particular set of observers, or audience. Through this performance, the individual, or actor, gives meaning to themselves, to others, and to their situation. These performances deliver impressions to others, which communicates information that confirms the identity of the actor in that situation. The actor may or may not be aware of their performance or have an objective for their performance, however, the audience is constantly attributing meaning to it and to the actor.

The setting for the performance includes the scenery, props, and location in which the interaction takes place. Different settings will have different audiences and will thus require the actor to alter his performances for each setting.

Appearance functions to portray to the audience the performer’s social statuses. Appearance also tells us of the individual’s temporary social state or role, for example, whether he is engaging in work (by wearing a uniform), informal recreation, or a formal social activity. Here, dress and props serve to communicate things that have socially ascribed meaning, like gender , status, occupation, age, and personal commitments.

Manner refers to how the individual plays the role and functions to warn the audience of how the performer will act or seek to act in a role (for example, dominant, aggressive, receptive, etc.). Inconsistency and contradiction between appearance and manner may occur and will confuse and upset an audience. This can happen, for example, when one does not present himself or behave in accordance with his perceived social status or position.

The actor’s front, as labeled by Goffman, is the part of the individual’s performance which functions to define the situation for the audience. It is the image or impression he or she gives off to the audience. A social front can also be thought of like a script. Certain social scripts tend to become institutionalized in terms of the stereotyped expectations it contains. Certain situations or scenarios have social scripts that suggest how the actor should behave or interact in that situation. If the individual takes on a task or role that is new to him, he or she may find that there are already several well-established fronts among which he must choose. According to Goffman, when a task is given a new front or script, we rarely find that the script itself is completely new. Individuals commonly use pre-established scripts to follow for new situations, even if it is not completely appropriate or desired for that situation.

Front Stage, Back Stage, and Off Stage

In stage drama, as in everyday interactions, according to Goffman, there are three regions, each with different effects on an individual’s performance: front stage, backstage, and off-stage. The front stage is where the actor formally performs and adheres to conventions that have particular meaning for the audience. The actor knows he or she is being watched and acts accordingly.

When in the backstage region, the actor may behave differently than when in front of the audience on the front stage. This is where the individual truly gets to be herself and get rid of the roles that she plays when she is in front of other people.

Finally, the off-stage region is where individual actors meet the audience members independently of the team performance on the front stage. Specific performances may be given when the audience is segmented as such.

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13 Self-Presentation and Social Influence: Evidence for an Automatic Process

Purdue University, Department of Psychological Sciences

• Published: 10 September 2015
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Self-presentation is a social influence tactic in which people engage in communicative efforts to influence the thoughts, feelings, and behaviors of others as related to the self-presenter. Despite theoretical arguments that such efforts comprise an automatic component, the majority of research continues to characterize self-presentation as primarily involving controlled and strategic efforts. This focus is theoretically challenging and empirically problematic; it fosters an exclusionary perspective, leading to a scarcity of research concerning automatic self-presentations. With the current chapter, we examine whether self-presentation involves an automatic cognitive mechanism in which such efforts spontaneously emerge, nonconsciously triggered by cues in the social environment.

In his classic work, The Presentation of Self in Everyday Life , Erving Goffman (1959) popularized the concept of self-presentation, describing social life as a series of behavioral performances that symbolically communicate information about the self to others. Since the publication of this seminal work, research on self-presentation has bourgeoned, emerging as a fundamental topic in social psychology, as well as numerous other disciplines ranging from communication to organizational behavior and management. The breadth of work ranges from examining “the targets of people’s self-presentation attempts to the levels of awareness at which self-presentation efforts may be enacted” ( DePaulo, 1992 , p. 204).

Although theorists frame self-presentation from slightly different theoretical perspectives, there is agreement that the overarching goal of self-presentation falls under the umbrella of social influence, in that people’s self-presentations are aimed at influencing how others perceive them and behave toward them. Leary and Kowalski (1990) succinctly capture this goal in their characterization of self-presentation as including “all behavioral attempts to create impressions in others’ minds” (p. 39). The reason why people self-present is built on their recognition that the impressions others hold of them have important influences on desired outcomes ranging across a variety of life domains. Conveying desired identity-images provides a framework for people’s social relationships, holds direct and indirect implications for the achievement of occupational and financial goals, and satisfies important intra- and interpersonal functions ( Leary, Allen, & Terry, 2011 ; Schlenker, 2003 ). In all, self-presentation is a social influence tactic in which people engage in efforts to influence the thoughts, feelings, and behaviors of others as applied and related to the self-presenter.

There is abundant research examining various aspects of self-presentation; however, the literature remains replete with a number of entrenched misconceptions. One particularly persistent belief that continues to plague self-presentation research involves the implicit or explicit assumption that most if not all self-presentation involves conscious and deliberate efforts. The definitional words that researchers use to characterize self-presentation typically emphasize and focus on words like controlling, deliberate , and strategic . Self-presentation efforts are also frequently described as people trying to or attempting to influence the impression others form of them. Even Goffman (1959) defined self-presentation as a process in which people strategically control the inferences that others draw about them. We argue that the obvious face value of these types of words are heavily skewed toward controlled and deliberate efforts, and as such have exerted both an unbalanced and inaccurate influence on the resulting direction that most empirical research lines follow.

Although there has been a good deal of theoretical discussion focused on automatic self-presentation, there is a scarcity of empirical work, and the degree to which this work supports the viability of an automatic self-presentational component has not been fully vetted or reviewed. In this chapter, we focus on evaluating the hypothesis that the self-presentation process involves an automatic cognitive mechanism in which people spontaneously engage in automatic self-presentational efforts. We examine whether automatic self-presentations emerge of their own accord nonconsciously triggered by context cues, in the absence of direct instructional prompts. We also seek to actively draw attention to the dearth of empirical work examining automatic self-presentation; by doing so we hope to encourage researchers to more fully explore this vitally important feature of interpersonal behavior. To foreshadow our overall conclusion, although some evidence supports the general tenets of automatic self-presentation, it remains unclear empirically whether such efforts are truly emerging via a nonconscious mechanism. The key elements concerning such a mechanism relate primarily to the awareness (i.e., behavior is activated outside of conscious awareness) and involuntary (i.e., behavior is initiated by certain cues or prompts in the situation) features of automaticity as described by Bargh (1996) .

Our summary to date clearly begs the question: Why is construing self-presentation as primarily involving controlled and strategic actions, while giving short shrift to nonconscious efforts, necessarily a problem? To reiterate, self-presentations are typically described as involving controlled and deliberate actions that are grounded in the implicit or explicit belief that self-presentation includes only conscious efforts that are meant to explicitly influence others’ impressions. We argue that characterizing self-presentation as solely deliberate has the negative consequence of fostering an exclusionary research perspective, which results in severely limiting research attention to a narrower bandwidth of social situations. Such a narrow conceptual approach characterizes self-presentation as primarily occurring only in limited situations in which people are deliberately trying to control the conveyance of self-information to others. Put differently, if people are not consciously trying to communicate a desired image, it is simply assumed they are not engaging in self-presentation at all (see Schlenker, 2003 ).

These fundamental constraints shape and impact the theoretical and conceptual foundations of most self-presentation research. The majority of paradigms explicitly and directly provide participants with self-presentational instructions, narrowly focusing empirical attention on controlled and deliberate self-presentational efforts. Participants are instructed to consciously think about the particular impression they are trying to convey, and of importance, the impression per se becomes the focal goal, rather than framing the presented identity as a means to achieve another type of valued goal ( Leary et al., 2011 ).

Emphasizing that self-presentations comprise only controlled and strategic efforts also further promotes one of the most widespread misconceptions about self-presentation, which holds that such efforts are inherently false, manipulative, and duplicitous. Although certainly self-presentations can involve deception, for the most part, people’s efforts reflect an accurate, if slightly embellished portrayal of themselves ( Back et al., 2010 ; Leary & Allen, 2011 ; Wilson, Gosling, & Graham, 2012 ).

Our summary is not meant to suggest that examining controlled self-presentations has been an unproductive strategy; such approaches have generated useful and valuable findings concerning basic self-presentational processes. Nonetheless, we argue that adopting a limited conceptualization of self-presentation as primarily involving controlled efforts results in an artificially narrow empirical framework. This serves to restrict the field of inquiry to arguably only a small and specific slice of self-presentation behavior, while relatively ignoring the broader automatic component ( Leary et al., 2011 ; Schlenker, 2003 ). Focusing on the strategically controlled aspects of self-presentation has left a lingering theoretical residual, resulting in forceful, but misguided assumptions that continue to reinforce and propagate the common misperception that all, or at least most of self-presentation involves conscious and deliberate efforts.

However, like most other social behaviors, self-presentation has also been characterized in theoretical terms as comprising dual processes involving conscious and nonconscious behaviors (e.g., Leary & Kowalski, 1990 ; Paulhus, 1993 ; Schlenker, 2003 ). In that spirit, theorists argue that self-presentations more often occur in an automatic rather than controlled fashion, and that the intentions underlying the initiation of such efforts do not necessarily have to be conscious. For instance, Paulhus (1993) suggests an automatic path for self-presentation that focuses on people’s tendency to communicate overly positive self-descriptions; Hogan (1983) proposed that self-presentational efforts often involve automatic and modularized behavior, unfolding in a nonconscious fashion; Baumeister (1982) posited that the intention behind self-presentation need not be conscious; while Leary and Kowalski (1990) suggest that people nonconsciously monitor others’ impressions of them and engage in automatic self-presentation when impression-relevant cues are detected.

Schlenker (2003) also proposed that context cues guide self-presentations outside of conscious awareness and trigger interpersonal goals, behavior, and motivation, and once activated, these nonconscious efforts continue until the desired goal or outcome is achieved. Schlenker goes on to argue that many self-presentations are characteristic of goal-dependent forms of automatic behavior. Evidence concerning social behavior, in general, shows that “goal pursuit can arise from mental processes put into motion by features of the social environment outside of conscious awareness … with the assumption that goals are represented in mental structures that include the context, the goal, and the actions to aid goal pursuit, and thus goals can be triggered automatically by relevant environmental stimuli” ( Custers & Aarts, 2005 , p. 129). The goal activation sequence and the operations to obtain a particular goal can unfold in the absence of a person’s intention or awareness.

In much the same manner, self-presentations can be conceptualized as being nonconsciously activated by features of the social environment ( Schlenker, 2003 ). This suggests that self-presentations comprise cognitive structures that include the context, the goal, and the actions to achieve the goal, and like other social behaviors, these efforts can be automatically triggered by environmental stimuli. People strive to achieve a self-presentation goal, although they are often not aware that such efforts have been activated. As a result, they do not characterize their behavior as self-presentation, in that they do not view themselves as self-consciously and purposefully trying to achieve impression-oriented goals. A key element underscoring automatic self-presentations is the assertion that such efforts comprise “behaviors that consist of modulated, habit-formed patterns of action” or consist of “an individual’s most well-practiced set of self-attributes” ( Paulhus, 1993 , p. 576; Schlenker & Pontari, 2000 , p. 205). Characterizing automatic self-presentations as habitual patterns of behavior finds broad conceptual support from the more general theorizing on habitual responding. For example, theorists’ perspective concerning the relationship between context-cueing and self-presentational efforts dovetails nicely with the general framework of habit performance as outlined in Wood and Neal’s (2007) habit model. We will highlight conceptual areas of relevance where appropriate, focusing attention on propositions drawn from Wood and Neal’s model. In summary, theorists argue that self-presentations can unfold in an automatic or habitual manner via a context-cueing process; these efforts are guided outside of conscious awareness when interpersonal goals, behavior, and motivation are automatically triggered by context cues in the social environment. Once activated, people’s self-presentations persist until the desired goal is achieved.

Our goal, in the sections to follow, is to examine the degree to which relevant literature supports the proposition of an automatic self-presentational process (for more controlled aspects, see Schlenker, Britt, & Pennington, 1996 ; Schlenker, & Pontari, 2000 ). Before delving into the empirical evidence, we first briefly outline one theoretical perspective—the self-identification theory—that provides a succinct and integrative framework to conceptualize and illustrate the processes and mechanisms thought to be involved in automatic self-presentation (Schlenker, 1985 , 2003 ). Although there are other automatic self-presentation models (e.g., Paulhus, 1993 ), the self-identification theory is arguably the most comprehensive one; areas of overlap with other approaches will be noted where appropriate.

Self-Identification Theory

Self-identification theory characterizes self-presentation as a common and pervasive feature of social life in which self-identification is broadly described as the process with which people attempt to demonstrate that they are a particular type of person. More formally, self-presentation is defined as a “goal-directed activity in which people communicate identity-images for themselves with audiences by behaving in ways that convey certain roles and personal qualities. They do so in order to influence the impressions that others form of them” ( Schlenker, 2003 , p. 492). The communication of identity-images provides a framework for people’s relationships, holds direct and indirect implications for the outcomes and goals that people receive, and satisfies valued intra- and interpersonal functions. Self-identification theory posits that communicating specific identity-images, via self-presentation, is a key aspect of interpersonal interactions.

Identity-images are desirable in that they typically embody what people would like to be within the parameters of their abilities, appearance, and history. These images often involve beneficial self-identifications that are structured to serve a person’s interpersonal goals ( Schlenker, 2003 ). In the parlance of self-identification theory the combination of a desired identity-image and a corresponding behavioral script is defined as an agenda , which is activated by context cues in the social environment ( Schlenker, 2003 ).

Although people are frequently motivated to achieve multiple agendas, the limits of cognitive capacity minimize the number of agendas that can simultaneously occupy the foreground of attention ( Paulhus, 1993 ). Some agendas necessarily receive greater attention, effort, and monitoring than others, with those considered more relevant operating in the foreground and those of less concern unfolding in the background. Imagine a computer running numerous programs—some open, contents displayed and attentively monitored and examined, whereas others are minimized, operating behind the scenes, working on tasks but not distracting the operator unless a reason or purpose to check them arises (this metaphor is borrowed from Schlenker & Pontari, 2000 ). In a similar fashion, agendas focusing on self-presentation concerns, involving the goal of communicating a particular impression to an audience, can be more or less in the foreground of conscious awareness. This leads us directly to an overview of background-automatic and foreground-controlled modes of self-presentation as described in the self-identification theory.

Foreground Self-Presentation

Self-presentation agendas that operate in the foreground are characterized as involving consciously controlled attention, with people exerting significant cognitive resources to plan and implement their behaviors. Such efforts consume cognitive attention by requiring people to first access self-information, after doing so they must synthesize and integrate the information in a manner relevant to an interaction and prepare it for expression; people make judgments about what to say and about how to communicate it to others. In doing so, people stay more alert and aware, consciously scanning and monitoring the environment to assess their behaviors and audience reactions. They engage in these efforts, in part, to accomplish the goal of communicating desired identity-images. Foreground self-presentations represent those occasions that people are most likely to report being on stage and consciously concerned with the impression they project to others ( Schlenker, 2003 ).

The antecedent conditions that direct self-presentation agendas to operate in the foreground involve broad features of the situation, the audience, and people’s interaction goals. People more thoroughly process a social situation when they perceive that the situation is important, in that their performance bears on their desired identity; involves positive or negative outcomes; or is relevant to valued role expectations. The motivation to process a situation is also more likely to increase when people expect or encounter a potential impediment (e.g., critical audience) to achieving their desired self-presentation goals ( Schlenker et al., 1996 ). This outline of foreground self-presentations is consistent with Paulhus’s (1993) description of controlled self-presentations; he posits that such efforts require attentional resources to consider one’s desired self-presentation goal and the target audience, prior to the delivery of any particular self-description. In summary, self-presentation agendas become salient, moving from the background to the foreground when the context is perceived as important or when obstacles impede the successful communication of a desired identity-image ( Schlenker et al., 1994 ).

Background Self-Presentation

In contrast and key to the current chapter, self-presentation agendas that operate in the background are conceptualized as automatically guided by goal-directed behavior, operating with minimal conscious cognitive attention or effort. This representation is akin to Bargh’s (1996) proposition that “automatic processes can be intentional; well-learned social scripts and social action sequences can be guided by intended, goal-dependent automaticity,” which refers to an autonomous process that requires the intention that an action occur, but requires no conscious guidance once the action begins to operate (p. 174). Like Bargh, Schlenker (2003) argues that self-presentations with familiar others, or those involving well-learned behavioral patterns and scripts, are characteristic of an intended, goal-dependent form of automaticity. Here, self-presentations involve an automatic process in which cues in the social milieu direct self-presentations in the absence of conscious awareness and trigger interpersonal goals, behavior, and motivation. Once activated, these efforts are maintained until the desired goal or outcome is achieved ( Paulhus, Graf, & Van Selst, 1989 ; Schlenker, 2003 ).

Theorists propose that background self-presentation agendas are automatically activated based on overlearned responses to social contingencies. This description is similar to Paulhus’s (1993) idea that automatic self-presentation is a residual of overlearned situationally specific self-presentations. These overlearned responses include scripts that provide an efficient and nonconscious guidance system to construct a desired identity-image. Context-contingent cues (e.g., audience) converge in the background to trigger automatic self-presentation agendas. People are often not aware that these efforts have been activated and, as a result, do not characterize their communications or behavior as self-presentation, in that they do not view themselves as self-consciously and effortfully attempting to achieve impression-oriented goals ( Schlenker et al., 1996 ).

While background self-presentation agendas unfold, people nonconsciously monitor their behavior and the audience’s responses to ensure a proper construal of a desired impression. For these automatic efforts to be overridden by conscious, controlled processing, at least two requirements need to occur. First, people must be motivated to think or act differently than what occurs automatically, and second, they must have the cognitive resources to support the flexible, relatively unusual sequence of actions ( Schlenker, 2003 ). If a deviation from a social script or an impediment is detected, the agenda can pop into the foreground. As a result, attention is drawn to conscious awareness to correct the misimpression and to achieve one’s self-presentation goals, shifting self-presentation agendas from a background to a foreground mode of operation. This attention-drawing process is akin to Paulhus’s (1993) automatic self-presentation model, where affect regulates that attention is directed toward any glitch in an activity that is currently unfolding via an automatic process.

Characterizing automatic self-presentation as habit-like is also consistent with theoretical descriptions of habits in general, as outlined in Wood and Neal’s (2007) habit model. They argue that the “automaticity underlying habits builds on patterns of repeated covariation between the features of performance contexts and responses—that is, habits are defined as learned dispositions to repeat past responses” (Wood & Neal, p. 843). Once the habitual response is created, it can be triggered when an individual perceives relevant cues that are embedded in the performance context. Even though habits are not necessarily mediated by a goal, they can also advance the original goal that first impelled people to repetitively perform the context-response, which in effect resulted in the formation of the habit ( Aarts & Dijksterhuis, 2000 ; Verplanken & Aarts, 1999 ). Habits and goals interface, in that habit associations are initially formed under the guidance of goals: “goals direct control of responses prior to habit formation, and thus define the cuing contexts under which a response is repeated into a habit” (p. 851). Theorists posit that self-presentations can become so well practiced that they operate like mindless habits that are triggered nonconsciously by environmental cues and unfold in an automatic fashion, similar to the operational processes associated with habit responding as described by Wood and Neal.

Having outlined the theoretical foundation for automatic self-presentations, we now examine research germane to the key question underscoring the current chapter: Do automatic self-presentations emerge of their own accord nonconsciously triggered by context cues, in the absence of direct instructional prompts? Following a review of this evidence, we provide discussion and critical assessment.

Evidence for Automatic Self-Presentation

Although the self-presentation literature includes a voluminous number of studies, the vast majority does not include measurements or manipulations that can be interpreted as depicting automatic self-presentation. Rather, previous work primarily centered on identifying self-presentation strategies, discerning when self-presentation will or will not occur, and determining whether such efforts communicate self-beliefs accurately or in a self-serving manner, promote self-consistency or maximize self-esteem, or depict self-enhancement or self-protective purposes (see Schlenker et al., 1996 ). There are a number of studies, however, that either directly involve the manipulation of self-presentational automaticity or focus attention on self-presentation behaviors that can be viewed as unfolding via an automatic process. Review of these studies will be divided into sections; the first four relate to the availability of cognitive resources during self-presentation and its effect on recall, self-presentation effectiveness, reaction times , and self-description , followed by sections focused on the availability of self-regulatory resources during self-presentations and the implicit activation of self-presentational efforts.

The first four sections examine the cognitive effects of automatic self-presentation, beginning with the general concept that there is a limit to people’s cognitive resources, and effectively attending to simultaneous activities that require cognitive effort is difficult ( Bargh, 1996 ). These limitations in cognitive capacity enable researchers to use empirical methods to investigate the differences between automatic and controlled self-presentations. Introducing a second, cognitively effortful activity generates nominal interference with a concurrent task if a process is automatic; however, this second task significantly interrupts the ongoing efforts if the process is controlled.

The Availability of Cognitive Resources during Self-Presentation and Its Effect on Recall

Given the proposition that automaticity consumes minimal cognitive resources, it follows that people should be able to more efficiently process information when delivering automatic self-presentations. To override these automatic efforts, however, more controlled self-presentations require an increase in cognitive resources ( Schlenker, 2003 ). As a result, controlled rather than automatic self-presentations may disrupt the processing of information ( Schlenker, 1986 ). To demonstrate empirically the presence of automatic self-presentations, the studies in this first section focus on the differential effects of automatic and controlled self-presentations on subsequent recall.

It is important to preface the studies that address this issue by emphasizing that Western norms typically favor positive self-presentations (e.g., Schlenker, 1980 ; see also Baumeister & Jones, 1978 ; Jones & Wortman, 1973 ). People are far more practiced at conveying a self-promoting identity-image (i.e., automatic self-presentation) rather than a self-depreciating one (i.e., controlled self-presentation). Self-promotion efforts would be expected to leave more cognitive resources available to process information and ultimately should have less negative impact on recall. However, engaging in self-deprecation—a controlled self-presentation—should remove the automaticity of self-presentation, increasing the demand for cognitive resources. These expectations found support across a series of studies in which participants displayed significantly better recall of interaction details when their social interaction comprised automatic compared to controlled self-presentations ( Baumeister, Hutton, & Tice, 1989 ).

Evidence also indicates that a key determinant of people’s self-presentations is whether an interaction involves strangers or friends ( Tice, Butler, Muraven, & Stillwell, 1995 ). From this work we know that certain constraints and contingencies position the communication of a favorable image as the optimal way to self-present to strangers, whereas a more modest identity approach prevails among friends. If these self-presentation patterns are habitually used, they should be relatively automatic, requiring minimal cognitive resources for encoding, leading to more accurate recall. Violation of these patterns, however, should trigger controlled self-presentations, requiring more cognitive resources, consequently impairing accurate recall. Like Baumeister et al., (1989) , this work also shows that when participants engaged in automatic self-presentations— they interacted with a stranger in a self-promoting manner or with a friend in a modest manner —their recall of interaction details was significantly better compared to when they engaged in controlled self-presentations— they interacted with a stranger in a modest fashion or with a friend in a self-promoting manner . Follow-up studies replicated these results and additionally demonstrated that even when recalling a stranger’s behavior people made fewer recall errors when engaged in automatic self-presentations rather than controlled ones ( Tice et al., 1995 ).

The Availability of Cognitive Resources during Self-Presentation and Its Effect on Self-Presentational Effectiveness

The studies in the prior section demonstrate that the automatic-controlled self-presentation process involves the availability of cognitive resources and, in part, familiarity with the self-presentational context. Automatic self-presentations are characterized by familiar and habitual self-presentations, which require minimal cognitive resources. It follows that under low cognitive demand people should be able to engage effectively in the self-presentation of familiar identity-images but also unfamiliar ones as well. In contrast, controlled self-presentations are characterized by unfamiliar and atypical self-presentations, which require increased cognitive resources. It can then be reasoned that under high cognitive demand people’s capacity to engage effectively in the self-presentation of unfamiliar identity-images will be negatively impacted, whereas the effectiveness of self-presenting a familiar identity-image should not suffer. To demonstrate an automatic self-presentation process, the studies in the second section focus on the effect that automatic and controlled self-presentations have on people’s self-presentational effectiveness.

In this first set of studies, Pontari and Schlenker (2000) interviewed extraverted and introverted individuals under low- or high-cognitive load conditions. As part of the instructions, these individuals were told to convey either an extraverted or introverted identity-image to the interviewer. It was thought that participants who enacted congruent self-presentations, for example, an extravert acting as an extravert, were acting consistently with their self-schemata. They delivered familiar and relatively automatic self-presentations, requiring minimal cognitive resources. In contrast, those who enacted incongruent self-presentations, for example, an extravert acting as an introvert, were acting inconsistently with their self-schemata. They delivered unfamiliar and relatively controlled self-presentations, requiring an increase in cognitive resources.

The results from these studies indicated that for extraverts and introverts alike, the self-presentation of congruent and familiar identities was successfully achieved in both the high- and low-cognitive-load conditions. Extraverts were also successful at self-presenting incongruent identities when they had sufficient cognitive resources available, that is, in the low-cognitive-load condition. However, extraverts were unable to successfully self-present incongruent and unfamiliar identities when they lacked the requisite cognitive resources, that is, in the high-cognitive-load condition. By comparison, an unexpected finding showed that introverts were successful at self-presenting incongruent and unfamiliar identities even when they lacked available cognitive resources. Pontari and Schlenker (2000) posited that the increased cognitive load interrupted introverts’ dysfunctional thoughts, which would have otherwise interfered with their capacity to engage effectively in controlled self-presentations. The additional mental tasks in the high-cognitive-load condition may have shifted introverts’ attention from negative self-ruminations to more dispassionate thoughts. This shift in attention may have allowed introverts to successfully enact a social performance that was relatively incongruent with their automatic pattern of self-presentational responses.

The Availability of Cognitive Resources during Self-Presentation and Its Effect on Reaction Times

A set of studies consistent with Pontari and Schlenker’s (2000) notion of self-presentations as congruent or incongruent with self-schema were carried out by Holden and colleagues ( 1992 , 2001 ). These studies focused on reaction times rather than self-presentational effectiveness to demonstrate automatic and controlled self-presentation processes. Participants were instructed to respond quickly to self-descriptive personality items in a manner that would make them appear either very well adjusted or not well adjusted. When participants made responses that were incongruent with a self-schema—conveying a favorable impression via socially undesirable items or an unfavorable impression via socially desirable items—their reaction times were slower. When they made responses that were congruent with a self-schema—conveying a favorable impression via socially desirable items or an unfavorable impression via socially undesirable items—their reaction times were faster.

These findings show that responding in a manner incongruent with a self-schema requires the availability of cognitive resources, whereas responding in a congruent manner consumes minimal cognitive resources and attention. The data also support the presence of a cognitive mechanism that is fast and efficient, and a cognitive override mechanism that is slower and intentional, which they suggest are consistent with the processes described in Paulhus’s (1993) automatic and controlled self-presentation model ( Holden, Wood, & Tomashewski, 2001 ). In Paulhus’s work, “automatic processes are those that are so well rehearsed that they are fast, oriented toward positive self-presentations, and operate without attention, whereas controlled processes are much slower and require increased attention” ( Holden et al., 2001 , p. 167).

The Availability of Cognitive Resources during Self-Presentations and Its Effect on Self-Descriptions

Other programs of research (e.g., Paulhus & Levitt, 1987 ) also posit that controlled self-presentations occur when attentional capacity is available, whereas automatic self-presentations emerge when attentional capacity is relatively limited. Controlled self-presentations are thought to involve conscious self-descriptions that are adjusted to fit situational demands with such efforts requiring available cognitive resources and attentional capacity. Automatic self-presentations, in contrast, are posited to involve nonconscious default responses that are characterized by the communication of overly positive self-descriptions. These efforts require minimal cognitive attention and resources, primarily because they consist of well-practiced and chronically activated self-descriptions ( Paulhus, 1993 ).

To examine these ideas, a series of studies were conducted in which participants provided self-descriptive ratings on positive, negative, or neutral traits while in a high- or low-cognitive-load condition ( Paulhus, 1993 ; Paulhus et al., 1989 ; Paulhus & Levitt, 1987 ). Results showed that participants in the high-cognitive-load condition endorsed more positive than negative traits. They were also significantly faster at both endorsing positive and denying negative traits when their resources and attention were focused on other tasks. Put differently, when cognitive attention was diverted, only a default set of positive self-descriptions was left available for automatic self-presentations. Paulhus (1993) concluded that increasing cognitive demands can trigger automatic self-presentations in which people are more likely and quicker to claim positive traits and deny negative ones.

In a similar fashion, cognitive capacity is also required for honest trait responding—it takes attentional resources to scan one’s memory for accurate responses. If cognitive demands are increased, attention is diverted and honest trait responding can be disrupted. But the subsequent responses are not random; they are systematically more positive and emerge from the positive automatic self. Evidence from a number of studies shows that participants instructed to engage in controlled self-presentations produced more positive self-descriptions in a high- compared to low-cognitive-load condition (e.g., Paulhus & Murphy, unpublished data ). These findings support the assertion that automatic self-presentations are activated when controlled self-presentations are disrupted by an increase in cognitive demands.

To examine this idea further, a second study experimentally created automatic self-presentation patterns and then tested whether these patterns reappeared under cognitive load ( Paulhus, Bruce, & Stoffer, 1990 ). To induce a new automatic-self, participants practiced communicating overly positive self-descriptions, negative self-descriptions, or honest self-descriptions by repeatedly responding to a set of 12 traits. Subsequently, participants were told to forget what they did during this practice phase and to instead respond honestly to the 12 traits (i.e., controlled self-presentation). During a first test, participants were given as much time as they wanted to respond, a low-cognitive-load condition, whereas in a second test they were told to answer as fast as possible, a high-cognitive-load condition. Results showed that the automatization effects that were created in the initial practice phase emerged in the high-cognitive-load condition but not in the low-cognitive-load condition. When controlled self-presentations were disrupted, automatic self-presentations appeared, as evidenced by the automatic self emerging only during the high-cognitive-load condition.

Another line of evidence also shows that people positively bias their descriptions of self-associated stimuli, and they do so without conscious awareness ( Koole, Dijksterhuis, & van Knippenberg, 2001 ). Theorists posit that early self-descriptions shape later self-descriptions by structuring self-relevant cognitions and behavior into working models, which can be nonconsciously activated ( Mikulincer, 1995 ). These models are conceptualized as an integral part of automatic self-presentations, typifying people’s most well-practiced and chronically activated self-descriptions ( Paulhus, 1993 ). When encountering self-associated stimuli, people’s positively biased self-descriptions can be automatically triggered and, as such, can be characterized as automatic self-presentations. If people lack available cognitive capacity, their self-descriptions of self-associated stimuli may reflect implicit and automatic efforts, whereas, if sufficient cognitive resources are available, self-descriptions may reflect more explicit and controlled efforts ( Koole et al., 2001 ).

These ideas were tested in two studies by examining the relationship between implicit self-positivity and explicit self-descriptions. Implicit self-positivity was measured by the name-letter bias ( Kitayama & Karasawa, 1997 ) and explicit self-description by participants’ self-ratings on positive, negative, or neutral trait words ( Paulhus & Levitt, 1987 ). With respect to the explicit measure, quickly delivered self-descriptions were characterized as automatic self-presentations, and slowly delivered self-descriptions were characterized as controlled self-presentations, primarily because automatic processing requires less time than controlled processing. It was expected and found that implicit self-positivity only matched the explicit self-descriptions when the trait self-ratings were quickly delivered but not when they were slowly delivered.

A second study mirrored the results of the first by manipulating the availability of cognitive resources rather than the delivery speed of explicit self-descriptions. Specifically, participants under a high cognitive load (vs. low cognitive load) displayed greater congruence between implicit and explicit self-descriptions. When cognitive resources were limited, it increased the self-positivity of explicit self-descriptions, in that the congruence between implicit and explicit self-descriptions only increased when controlled efforts were undermined, that is, in the high-cognitive-demand condition. But when participants were in a situation in which they possessed sufficient cognitive resources, their explicit and implicit self-descriptions did not match. When responding explicitly, participants presumably were aware of the self-presentation implications of responding in an overly positive manner and, as such, managed their responses accordingly. Their responses were far less positive when they were explicitly versus implicitly measured. In contrast, when participants lacked sufficient cognitive resources, they presumably were unable to consciously control the delivery of their explicit self-descriptions, which essentially then became automatic self-presentations. As result, their implicit and explicit self-descriptions were congruent in the high-cognitive-load condition; both showed positively biased self-descriptions, which is characteristic of automatic self-presentations.

Related studies also examined whether the automatic self-descriptions that underlie the self-positivity bias can be inhibited by consciously controlled efforts ( Koole et al., 2001 ). Here, participants were instructed to judge self-associated stimuli while focusing on either cognitive reasoning , which was thought to require more controlled efforts, or feeling , which was thought to require less controlled efforts. If greater preference for self-associated stimuli results from automatic self-presentation, a positive bias for such stimuli should increase when the focus is on feelings, an automatic response, compared to deliberate reasoning, a controlled response. In line with this reasoning, participants delivered more positively biased judgments for self-associated stimuli when they were focused on feelings rather than reasoning. This suggests that controlled efforts inhibit the emergence of automatic self-presentations. Participants also reported no awareness that they were displaying a positivity bias toward self-associated stimuli. In all, implicit self-positivity responses, based on overlearned self-descriptions, may be representative of automatic self-presentations.

The Availability of Self-Regulatory Resources during Self-Presentations

The first four sections focused on studies that essentially involved either low or high cognitive demands as a means to demonstrate, respectively, automatic or controlled self-presentations. We now turn to a set of studies that addressed the relationship between self-presentation and the consumption of self-regulatory resources ( Vohs, Baumeister, & Ciarocco, 2005 ). The logic underlying this relationship basically mimics the argument underscoring how the availability of cognitive resources impacts the degree to which self-presentations emerge via automatic or controlled efforts. When people engage in unfamiliar patterns of self-presentation, it requires increased self-regulatory efforts to override their habitual responses and to effortfully control their behavior. Carrying out “these effortful self-presentations drain[s]‌ more self-regulatory resources compared with presenting oneself in a standard, familiar, or habitual manner of self-presentation” ( Vohs et al., 2005 , p. 634). In four studies that examined this idea, participants were instructed to present themselves in a manner that was based either on familiar/habitual and less effortful patterns of self-presentations or on patterns that were unfamiliar/atypical, which called for more deliberate and thoughtful efforts.

The results across all four studies consistently demonstrated that engaging in habitual self-presentations demanded less regulatory efforts than carrying out an atypical or unfamiliar self-presentation, which required an increase in regulatory efforts, and subsequently depleted the self’s resources. As with cognitive demands, these findings suggest that automatic self-presentations emerge when the situation is perceived as more familiar and routine, and hence does not require exerting an increase in regulatory efforts. In contrast, more effortful and controlled self-presentations emerge when the situation calls for patterns of responding that are not typical or habitual, thus requiring more regulatory resources to be consumed. The results from these studies are consistent with the cognitive demand studies in the previous sections, again demonstrating that self-presentational efforts can assume different forms, and that conveying an image that is in conflict with one’s typical, habitual response patterns consumes greater regulatory resources than responses that follow one’s familiar self-presentational patterns. Automatic self-presentations require less regulatory resources than controlled self-presentations, which is theoretically consistent with the broad sentiment of the first four sections.

Cued Activation of Automatic Self-Presentation and Its Effect on Self-Description

For the most part, automatic self-presentations involve the conveyance of relatively favorable identity-images. Paulhus (1993) describes these efforts as “consisting of the individual’s most well-practiced, and hence, most chronically activated set of self-attributes,” which he posits are typically positive due to a lifetime of practice (p. 576). He argues that there are copious sources that underlie the widespread prevalence of the positivity that follows from a lifetime of practice. From childhood, people actively learn that they should provide more positively oriented self-descriptions and explanations for their social behavior. These ideas fit well with Schlenker’s (2003) description of background self-presentation agendas, which involve the construction of desired images of the self and are based on overlearned and habitual responses to social contingencies.

It is also important to note that although the majority of peoples’ automatic self-presentations are indeed characterized by positive self-representations, they are not necessarily restricted to just positive images. Certainly not all early life lessons and habits will reflect or result in only positive representations of the self. Some context cues can serve to trigger habit-molded patterns of behaviors that result in the conveyance of a less than favorable image of the self.

These automatic instances of less favorable images emerge from “people’s repertoire of relational schemas, or cognitive structures representing regularities in patterns of interpersonal relatedness involving a range of common interpersonal orientations: from expecting that another person will be consistently accepting, for example, to expecting that others will be evaluative or judgmental” ( Baldwin, 1992 , p. 209). Theorists propose that these relationships become internalized, in part, via the development of relation-oriented schemas. These schemas are thought to represent patterns of interpersonal behavior, consisting of interaction scripts including schemas for self and other as experienced within that interaction, which also include inference processes for communicating self-descriptions ( Baldwin, 1992 ). Researchers suggest, for example, that an individual can anticipate a negative evaluation because negative memories and knowledge structures have become activated, which influences how one anticipates and interprets a forthcoming or ongoing social interaction ( Baldwin & Main, 2001 ).

Theoretically any cue that has become linked with a particular interpersonal experience can trigger relational constructs and knowledge, and as such it can impact one’s current behavior ( Baldwin & Main, 2001 ). It is plausible that these cued activation procedures could impact automatic self-presentations, in that such efforts may involve more positive self-descriptions if the activated relational knowledge is associated with acceptance/favorability, and more negative self-descriptions if associated with rejection/unfavorability.

In a series of studies, researchers examined the idea that cued knowledge activation may differentially impact interpersonal behavior depending on the context of the activated relational schema. Although the direct intent of these studies was not focused on automatic self-presentations, the results, involving participants’ self-descriptions, can be construed as such ( Baldwin & Main, 2001 ). At the outset of these studies, participants underwent a conditioning procedure that surreptitiously paired expectations of acceptance and rejection with distinct aural tones ( Baldwin & Meunier, 1999 ). These conditioned tones were later used to nonconsciously activate the knowledge structures associated with acceptance and rejection. Specifically, during an interpersonal interaction one of the two tones from the conditioning procedure was repeatedly emitted from a computer terminal. The results indicated that participants communicated more positive self-descriptions in the acceptance compared to rejection condition and, conversely, more negative self-descriptions in the rejection versus acceptance condition. The conditioned tones to cue acceptance or rejection may have nonconsciously triggered automatic self-presentations, even to the degree that some of these efforts resulted in negative self-descriptions (see Swann, 1983 ).

In a similar fashion, other studies have examined the implicit motivational effects that significant others can have on automatic self-presentations (e.g., Shah, 2003 ). This research suggests that people’s self-representations incorporate the goals, values, and expectations that close others hold for them, and that the cued activation of these internal representations automatically influences people’s behavior via the other’s association to a variety of interpersonal goals ( Moretti & Higgins, 1999 ). The implicit effect of close others may extend to goal-directed behavior in which others influence people’s interpersonal behavior during ongoing social interactions. In other words, the implicit influence of significant others may serve to trigger automatic self-presentations.

To examine this idea, researchers covertly acquired the names of significant others, either an accepting or a critical other’s name ( Baldwin, 1994 ; Shah, 2003 ). These names were used at a later point to prime subliminally participants’ interpersonal goals. Following the priming manipulation, participants completed an ego-threatening task, after which they completed self-descriptive questionnaires. The results indicated that participant’s self-descriptions were influenced by the critical and accepting others’ name, even though detailed manipulation checks showed that participants were not consciously aware of name exposure. When a critical other’s name was primed, self-descriptions were more negative; when an accepting other’s name was primed, self-descriptions were more positive. These findings suggest that self-descriptions were nonconsciously influenced by the cued activation of relational schemas that were associated with the accepting or critical other. Subliminally reminding people, for example, of a negative, demanding or positive, friendly other may automatically trigger a be friendly or be aggressive goal, as well as the corresponding self-presentation behavior associated with the activated relational schema.

Consistent with the idea of cued activation, Tyler (2012) utilized priming procedures across a set of three studies to assess directly the automatic nature of self-presentational efforts. In the first two studies, participants were primed with words associated with impression-oriented people or with a set of neutral words; the second study also included a condition in which participants received explicit self-presentation instructions to present themselves favorably. In the first study, the self-presentation measure involved participants answering a series of self-descriptive questions put forth by the experimenter. With the second study, each participant engaged in an unscripted conversation with a confederate, which was videotaped and later coded for how favorable the participants described themselves. The results across both studies revealed that participants in the impression condition self-presented a more favorable image compared to participants in the neutral condition. The results from the second study also showed that participants’ self-presentations in the explicit condition mimicked the favorability of participants’ self-presentations in the impression prime condition. Put differently, participants’ automatic self-presentations were very similar to their efforts when they were explicitly instructed to self-present a favorable persona. The third study was grounded on the idea that the participating audience one is interacting with might serve as a nonconscious self-presentation cue. Here, participants were primed with words associated with friends or strangers. Following the priming procedure, participants were instructed to write a self-description, which was later coded with regard to how favorable participants described themselves. Analysis in the friend prime condition showed that participants self-presented a more modest image, whereas in the stranger prime condition participants self-presented a more self-enhancing image. Taken together, the findings across these studies provide compelling support for the proposition that people’s self-presentations can be primed by environmental cues outside of their conscious awareness.

Critical Assessment and Discussion

The driving logic underlying the proposal of an automatic self-presentational process is the same across all review sections, allowing for a straightforward interpretation of the findings. Recall that the goal of the current chapter is focused on determining if automatic self-presentations emerge of their own accord, triggered outside of conscious awareness by context cues in the absence of direct self-presentational instructions.

Automatic Self-Presentations and Context Cues

According to a number of influential models (e.g., Leary & Kowalski, 1990 ; Paulhus, 1993 ; Schlenker, 1985 , 2003 ), automatic self-presentations are predicated on habitual and routine response patterns that include scripts, overlearned responses, and well-practiced sets of self-attributes. For instance, Paulhus (1993) suggests “the default self-presentation, the automatic self, has it origins in a lifetime of self-presentation practice” (p. 580). Even more directly, Schlenker ( 1985 , 2003 ) posits:

Automatic self-presentations reflect modulated units of action that eventually “settle in” to become habits. These habitual patterns of behavior form self-presentation scripts that are triggered automatically by context cues and guide action unthinkingly, in relevant situations. Such scripts provide a rich store of knowledge and experience (i.e., relational knowledge), which can be automatically accessed to quickly and effectively communicate desired identity-images. When a script is triggered consciously or unconsciously by context cues, it provides a definition of the situation being encountered, a set of expectations about events, and a set of operations for thoughts and behaviors in the situation. (pp. 76, 495)

A common thread among these models underscores the notion that habitual self-presentation patterns are triggered by context cues and people are not consciously aware that their efforts are influenced by such cues. Although the exact nature of context cues varies from occasion to occasion, in general, “the situation or audience itself cues associated information about the self, social roles, and social expectations in memory and makes salient the context-contingencies between particular self-presentations and relevant outcomes” ( Schlenker, 1986 , p. 35). This description accentuates the context-contingent nature of the cues that can trigger automatic self-presentations and, as noted earlier, has a straightforward connection with Wood and Neal’s (2007) habit model, in that habits are characterized as learned dispositions to repeat past responses and are activated by context cues. In summary, theorists’ characterization of automatic self-presentations as habit responses, automatically triggered by context cues, unfolds in much the same fashion as Wood and Neal describe habit performances.

Describing automatic self-presentations as triggered by context cues is also consistent with the characterization of automatic processes as involuntary, such that people’s behavior is activated by prompts in the social environment ( Bargh, 1996 ). Schlenker and Pontari (2000) also argue that background self-presentations are guided by an intended, goal-dependent automatic process, characterized as “an autonomous process requiring the intention that it occur, and thus awareness that it is occurring, but no conscious guidance once put into operation” ( Bargh, 1996 , p. 174). Self-presentational efforts that emerge via an intended, goal-dependent automatic process comprise a well-learned, sequential set of actions that were previously associated with goal accomplishment. People are not consciously aware that context cues influence their social behavior; however, the goal-directed activity of structuring and maintaining a desired identity is nonetheless occurring. In summary, theorists contend that automatic self-presentations are activated nonconsciously by cues in the social situation and are founded on overlearned responses to behavioral-outcome contingencies.

Consistent with self-presentation theories and with support from more general models of habit responding, we argue that cues in the social environment, in and of themselves, are a necessary imperative and represent the fundamental cornerstone with which to establish the validity of an automatic self-presentation process. Although such a process has strong logical and theoretical footing, without corroborating evidence for context cuing, the process would nonetheless remain nothing but a conceptual proposition. If we fail to demonstrate empirically a context-contingent pathway for the nonconscious activation of automatic self-presentations, there is no other logical or clear mechanism with which to build and support an evidentiary foundation for such a process. As a result, we would necessarily be required to accept the notion outlined at the outset of this chapter: that the vast majority of self-presentations involve controlled and deliberate efforts, and as such only emerge during very specific sets of narrowly defined occasions. Without clear and sustaining evidence demonstrating that cues in the social environment trigger automatic self-presentations, identifying a mechanistic pathway for an automatic self-presentational process would be untenable. This leads directly to the key question underpinning our goal for this chapter: Do automatic self-presentations emerge of their own accord, triggered outside of conscious awareness by context cues in the absence of explicit self-presentation instructions? This issue relates to specific features of automatic processes in which self-presentations are thought to be involuntary responses initiated outside of conscious awareness by prompts in the social environment.

To shed light on this question, we look to the studies outlined in the research section. Although the evidence in support is quite limited, the findings suggest that automatic self-presentations are likely to emerge during situations involving familiar and routine patterns of responding, which require minimal cognitive and regulatory resources. Presenting oneself in accord with habitual response patterns required less effort, was delivered with greater speed, and was more likely to involve a favorable presentation of self. For instance, the studies that focused on recall measures demonstrate that automatic self-presentational efforts represent habitual patterns of responding that can be triggered automatically by features of the audience and situation ( Schlenker, 2003 ). To go against habitual patterns requires foregoing the benefits of automaticity, with the resulting use of controlled self-presentations then operating like cognitive load. Faced with the need to make conscious self-presentation decisions, people are then left with diminished cognitive resources, for example, to encode and recall information. The studies addressing the effect of cognitive resources on self-presentational effectiveness also illustrate that habitual self-presentations transpire with minimal resource demands, and they can unfold effectively even if an individual is faced with other cognitively demanding activities. Engaging in controlled self-presentations, however, requires increased cognitive resources and, as such, suffers if an individual is simultaneously engaged in other efforts that diminish his or her resources. These findings are consistent with Schlenker and Pontari’s (2000) notion of foreground self-presentations, which require available cognitive resources, and background self-presentations, which require minimal resources, primarily because background efforts are founded on repeatedly used scripts and over time have emerged as habitual aspects of a person’s personality and identity. In all, participants prompted to self-present in a typical or familiar manner displayed cognitive effects consistent with an automatic process.

It is important, however, to emphasize that the design of most of the studies involved the efficiency feature of automatic processes, which focused on the influence that available cognitive resources have on self-presentations. Such evidence only demonstrates that automatic self-presentational behavior may occur in the absence of controlled efforts; that is, once consciously activated, self-presentations may unfold in an autonomous manner. For the most part, participants were aware of the goal conditions, in that they received explicit instructions to engage in a specific type of self-presentation, typically one that was either congruent or incongruent with what would be expected in that particular situation, and with the implication that under certain conditions these different self-presentations would consume more or less cognitive resources. These research designs did not just rely on the presence of context cues to nonconsciously trigger automatic self-presentations, and because participants were explicitly given instructions to self-present in a particular manner, it is impossible to tease apart any effects being due to self-presentation instructions or to context cues. We argue that the majority of research cannot unequivocally confirm an automatic process; the data do not allow for definitive conclusions in that we cannot determine whether self-presentations were triggered outside of conscious awareness by context cues in the absence of explicit self-presentation instructions.

However, the few studies outlined in the cued activation section may offer plausible evidence supporting the proposition that self-presentation involves an automatic cognitive mechanism in which people’s efforts are nonconsciously triggered by context cues. Together, these studies demonstrate that cued knowledge activation, the implicit influence of significant others, and the subliminal priming of self-presentation cues can influence people’s self-presentational efforts. For instance, as a context cue, the conditioned aural tones triggered self-presentations outside of conscious awareness, in that positive or negative self-descriptions emerged, respectively, when participants were surreptitiously cued with a tone that had been previously paired with either acceptance or rejection ( Baldwin & Meunier, 1999 ). Results from Shah (2003) also showed that participants’ self-descriptions were more negative when primed with a critical other’s name and more positive when primed with an accepting others’ name. He proffered that this effect occurred because the self-descriptions were nonconsciously influenced by the cued activation of relational schemas, which had become cognitively and emotionally linked over time to an accepting or critical other. In the same vein, Tyler’s (2012) data revealed that participants primed with an impression word self-presented a more favorable persona, which not incidentally mimicked self-presentations in an explicit self-presentation control condition. Tyler’s findings, which are consistent with Tice et al. (1995) , also showed that participants primed with friend-oriented words self-presented a more modest image, whereas those primed with stranger-oriented words conveyed a more self-enhancing image.

The findings outlined in the cued activation section are theoretically consistent with the concept of a background self-presentation agenda in which an individual’s behavior is automatically guided based on repeatedly used scripts that have been successful in the past. The behaviors that ensue comprise patterns of action that are habit-formed and emerge without conscious awareness. In a background mode, impression-relevant cues prompt or activate self-presentations, although people are not consciously aware that their efforts are, in part, fashioned by the social environment and their activated self-presentation scripts ( Schlenker & Pontari, 2000 ). These automatic self-presentations typically represent positive characterizations of the self, but as the studies in the final review section illustrate, they can also involve more negatively oriented self-descriptions.

Although we tender our comments with a healthy degree of caution, we are optimistic that the results utilizing very subtle or subliminally primed context cues offer the strongest, albeit limited evidence in support of the proposition that self-presentations can be activated by environmental cues outside of conscious awareness. What these few studies seriously lack, however, is an examination of the effect during an actual ongoing social interaction.

Future work is sorely needed to not only conceptually replicate the cued context and priming effects but also to move the examination of these effects into more real-life types of situations ( Leary et al., 2011 ). To do so will require the use of creative designs to offset the fact that in real-life settings the context cues may often exist within the boundaries of people’s conscious awareness. People are cognizant of an audience, for instance, and as such, their self-presentations may be guided by an intended, but goal-dependent, automatic process, which is consistent with background self-presentations as proposed in the self-identification theory.

We also emphasize that any research designs utilizing context cues or primes to trigger automatic self-presentations need to take particular care to ensure that the cues/primes are not transparent, and that their influence occurs, indeed via a nonconscious mechanism. Clarifying the mechanism underlying automatic self-presentation is of key import, in part, because research designs may unintentionally neglect cues in the experimental setting that nonconsciously trigger or motivate self-presentational behavior, which of course, would inadvertently affect the subsequent results. This concern has historical precedent; during the 1970s, a significant amount of self-presentation research was aimed at providing alternatives to the currently held explanations for a variety of interpersonal phenomena. Results from numerous studies, spanning wide domains within social psychology, provided evidence demonstrating that people’s interpersonal behavior (e.g., helping behavior, conformity, cognitive dissonance, voting behavior) was influenced by their desire that others view them in a particular fashion (e.g., Tedeschi, Schlenker, & Bonoma, 1971 ; see Leary, 1995 ). For the most part, the self-presentation perspective argued, “that the people we use as the sources of behavioral data are active, anticipatory, problem-solving, role-playing, and impression-managing beings ( Page, 1981 , p. 59; see Adair, 1973 ). Page further argued that experimental subjects “may feel very much as if they are on stage ( Goffman, 1959 , ), and they may control and calculate their own behavior so as not to receive what in their own eyes would be a negative evaluation of their performance” (p. 60). At the time, these contentions were directly aimed at participants’ consciously, controlled self-presentational efforts and were viewed by traditional social psychology as methodological artifacts that could be ameliorated (see Kruglanski, 1975 ). The degree to which these issues have actually been remedied is well beyond the scope of the current chapter. If theorists’ proposition is correct, however, and automatic self-presentations are a ubiquitous feature of people’s daily life, it would behoove researchers to assiduously examine their experimental design and protocols to determine if potential cues in the laboratory setting are unintentionally triggering participants’ automatic self-presentational efforts. If this were the case, the concerns are obvious and meaningful, in that such cued behavior would severely confound any subsequent results and data interpretation.

An essential ingredient of the research that directly examines automatic self-presentations is the development of tightly designed control or comparison conditions; at the least, such conditions must demonstrate that the absence of a particular cue leads to less self-presentational efforts compared to the presence of the cue. Such research designs must also keep potential self-presentational motivations, for example, goal importance and audience status, constant across all experimental conditions, while manipulating the context-cued condition. If the design fails to adequately do so, it is nearly impossible to determine if participants’ self-presentation efforts are unfolding in a background mode or whether other motivational factors have shifted participants’ efforts to the foreground. It is important to evaluate implicit self-presentation cues, not only for their effectiveness at triggering automatic self-presentations, but also to ensure that they are able to do so in a nonconscious manner.

Integrating elements from a number of the reviewed studies may also prove useful in examining automatic self-presentations, particularly during the course of an ongoing interpersonal interaction. In a number of studies, various self-presentations were characterized as comprising or inducing different levels of cognitive demand, which combined with information processing measures, enabled researchers to infer automatic self-presentations. Much of the evidence indicated that when cognitive attention was diverted only a default set of positive self-descriptions remained available for automatic self-presentations. By turning the notion around that different self-presentations induce high or low cognitive load, one could predict that high- or low-cognitive-load circumstances would lead to automatic or controlled self-presentations, respectively. It would be fruitful to manipulate the level of cognitive demand during an ongoing interpersonal interaction in the absence of any explicit self-presentation instructions, with the expectation that automatic self-presentations (i.e., default set of positive self-descriptions) should emerge in the high- compared to low-cognitive-load condition. Rather than assess self-ratings or recall, it would also be more externally valid and informative to measure and/or code people’s self-descriptions or behaviors.

Although Pontari and Schlenker’s extravert-introvert study (2000) involved explicit self-presentation instructions, it followed a design similar to the one proposed herein; they directly manipulated cognitive demands during an interaction. Automatic self-presentations were presumed to have occurred under conditions in which participants were instructed to engage in congruent self-presentations in both the high- and low-cognitive-load conditions. One can readily imagine adding another condition in which participants under both cognitive load conditions received no explicit self-presentation instructions. The results from such a condition should mirror the data from the presumed automatic self-presentation condition because participants in either cognitive load condition who received no self-presentation instructions would have no particular reason or motivation to behave in a manner other than the one they are most familiar with—extraverts would act extraverted and introverts would act introverted. If this no-instruction condition replicated the automatic self-presentation condition, it would provide additional support for an automatic component to the self-presentation process. It would also provide much needed evidence to demonstrate that automatic self-presentations emerge spontaneously during interpersonal interactions, in the absence of any direct instructional prompts.

At the start of this chapter, we argued that characterizing self-presentation in terms that predominantly evoke controlled and strategic efforts is not only theoretically challenging but also empirically problematic. It serves to foster an exclusionary research perspective, severely limiting research attention, leading to a paucity of work examining automatic self-presentations. Following a conceptual approach that positions self-presentation as occurring primarily in limited situations has fundamentally shaped the fabric of most self-presentation research designs, in that participants are often explicitly provided with self-presentation instructions, essentially bypassing the issue of context cuing.

Although the scarcity of empirical work became apparent in the evidence sections, the studies that are available offer some promising avenues for future work. Pontari and Schlenker’s (2000) extravert-introvert studies suggest an empirical direction and offer results to build and expand upon. The cued activation and priming studies not only provide the strongest evidence to date for automatic self-presentations, but they also provide a solid empirical foundation with which to design additional work. Nonetheless, the evidence remains very limited, underscoring a palpable and substantive need for further research. Considerable work remains to be done in order to determine empirically whether self-presentations are actually triggered nonconsciously by cues in the social environment, in that people are unaware of the initiation, flow, or impact of their self-presentational efforts.

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• Personality

Self-Presentation in the Digital World

Do traditional personality theories predict digital behaviour.

Posted August 31, 2021 | Reviewed by Chloe Williams

• What Is Personality?
• Find a therapist near me
• Personality theories can help explain real-world differences in self-presentation behaviours but they may not apply to online behaviours.
• In the real world, women have higher levels of behavioural inhibition tendencies than men and are more likely to avoid displeasing others.
• Based on this assumption, one would expect women to present themselves less on social media, but women tend to use social media more than men.

Digital technology allows people to construct and vary their self-identity more easily than they can in the real world. This novel digital- personality construction may, or may not, be helpful to that person in the long run, but it is certainly more possible than it is in the real world. Yet how this relates to "personality," as described by traditional personality theories, is not really known. Who will tend to manipulate their personality online, and would traditional personality theories predict these effects? A look at what we do know about gender differences in the real and digital worlds suggests that many aspects of digital behaviour may not conform to the expectations of personality theories developed for the real world.

Half a century ago, Goffman suggested that individuals establish social identities by employing self-presentation tactics and impression management . Self-presentational tactics are techniques for constructing or manipulating others’ impressions of the individual and ultimately help to develop that person’s identity in the eyes of the world. The ways other people react are altered by choosing how to present oneself – that is, self-presentation strategies are used for impression management . Others then uphold, shape, or alter that self-image , depending on how they react to the tactics employed. This implies that self-presentation is a form of social communication, by which people establish, maintain, and alter their social identity.

These self-presentational strategies can be " assertive " or "defensive." 1 Assertive strategies are associated with active control of the person’s self-image; and defensive strategies are associated with protecting a desired identity that is under threat. In the real world, the use of self-presentational tactics has been widely studied and has been found to relate to many behaviours and personalities 2 . Yet, despite the enormous amounts of time spent on social media , the types of self-presentational tactics employed on these platforms have not received a huge amount of study. In fact, social media appears to provide an ideal opportunity for the use of self-presentational tactics, especially assertive strategies aimed at creating an identity in the eyes of others.

Seeking to Experience Different Types of Reward

Social media allows individuals to present themselves in ways that are entirely reliant on their own behaviours – and not on factors largely beyond their ability to instantly control, such as their appearance, gender, etc. That is, the impression that the viewer of the social media post receives is dependent, almost entirely, on how or what another person posts 3,4 . Thus, the digital medium does not present the difficulties for individuals who wish to divorce the newly-presented self from the established self. New personalities or "images" may be difficult to establish in real-world interactions, as others may have known the person beforehand, and their established patterns of interaction. Alternatively, others may not let people get away with "out of character" behaviours, or they may react to their stereotype of the person in front of them, not to their actual behaviours. All of which makes real-life identity construction harder.

Engaging in such impression management may stem from motivations to experience different types of reward 5 . In terms of one personality theory, individuals displaying behavioural approach tendencies (the Behavioural Activation System; BAS) and behavioural inhibition tendencies (the Behavioural Inhibition System; BIS) will differ in terms of self-presentation behaviours. Those with strong BAS seek opportunities to receive or experience reward (approach motivation ); whereas, those with strong BIS attempt to avoid punishment (avoidance motivation). People who need to receive a lot of external praise may actively seek out social interactions and develop a lot of social goals in their lives. Those who are more concerned about not incurring other people’s displeasure may seek to defend against this possibility and tend to withdraw from people. Although this is a well-established view of personality in the real world, it has not received strong attention in terms of digital behaviours.

Real-World Personality Theories May Not Apply Online

One test bed for the application of this theory in the digital domain is predicted gender differences in social media behaviour in relation to self-presentation. Both self-presentation 1 , and BAS and BIS 6 , have been noted to show gender differences. In the real world, women have shown higher levels of BIS than men (at least, to this point in time), although levels of BAS are less clearly differentiated between genders. This view would suggest that, in order to avoid disapproval, women will present themselves less often on social media; and, where they do have a presence, adopt defensive self-presentational strategies.

The first of these hypotheses is demonstrably false – where there are any differences in usage (and there are not that many), women tend to use social media more often than men. What we don’t really know, with any certainty, is how women use social media for self-presentation, and whether this differs from men’s usage. In contrast to the BAS/BIS view of personality, developed for the real world, several studies have suggested that selfie posting can be an assertive, or even aggressive, behaviour for females – used in forming a new personality 3 . In contrast, sometimes selfie posting by males is related to less aggressive, and more defensive, aspects of personality 7 . It may be that women take the opportunity to present very different images of themselves online from their real-world personalities. All of this suggests that theories developed for personality in the real world may not apply online – certainly not in terms of putative gender-related behaviours.

We know that social media allows a new personality to be presented easily, which is not usually seen in real-world interactions, and it may be that real-world gender differences are not repeated in digital contexts. Alternatively, it may suggest that these personality theories are now simply hopelessly anachronistic – based on assumptions that no longer apply. If that were the case, it would certainly rule out any suggestion that such personalities are genetically determined – as we know that structure hasn’t changed dramatically in the last 20 years.

1. Lee, S.J., Quigley, B.M., Nesler, M.S., Corbett, A.B., & Tedeschi, J.T. (1999). Development of a self-presentation tactics scale. Personality and Individual Differences, 26(4), 701-722.

2. Laghi, F., Pallini, S., & Baiocco, R. (2015). Autopresentazione efficace, tattiche difensive e assertive e caratteristiche di personalità in Adolescenza. Rassegna di Psicologia, 32(3), 65-82.

3. Chua, T.H.H., & Chang, L. (2016). Follow me and like my beautiful selfies: Singapore teenage girls’ engagement in self-presentation and peer comparison on social media. Computers in Human Behavior, 55, 190-197.

4. Fox, J., & Rooney, M.C. (2015). The Dark Triad and trait self-objectification as predictors of men’s use and self-presentation behaviors on social networking sites. Personality and Individual Differences, 76, 161-165.

5. Hermann, A.D., Teutemacher, A.M., & Lehtman, M.J. (2015). Revisiting the unmitigated approach model of narcissism: Replication and extension. Journal of Research in Personality, 55, 41-45.

6. Carver, C.S., & White, T.L. (1994). Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment: the BIS/BAS scales. Journal of Personality and Social Psychology, 67(2), 319.

7. Sorokowski, P., Sorokowska, A., Frackowiak, T., Karwowski, M., Rusicka, I., & Oleszkiewicz, A. (2016). Sex differences in online selfie posting behaviors predict histrionic personality scores among men but not women. Computers in Human Behavior, 59, 368-373.

Phil Reed, Ph.D., is a professor of psychology at Swansea University.

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Self Presentation And Self Presentation Theory Explained

What is Self Presentation?

Self presentation is something that everyone needs to learn, but not many do. If you watch television, movies, read magazines, or even visit social networking websites, you’ll see lots of people talking about who they are. However, very few actually talk about how they feel and why they think the way that they do.

One thing most people struggle with when it comes to self presentation is confidence. People often don’t know what to say or what to ask. They worry about what other people might think of them or what others will think if they start to open up to them. So, instead of taking the plunge and starting to share things about yourself, you just stay quiet. This makes no sense because you never get anywhere in life by keeping silent.

But here’s a little secret – sharing who we are can help us grow personally, professionally and financially.

Self-presentation Definition

When you’re trying to get ahead in life, you need to be able to present yourself in the best possible way. If you don’t know how to do this, you might end up looking like an amateur.

Here is a definition of self presentation.

A person’s self presentation is the way that he or she presents himself to other people. This includes things such as his or her clothing, hairstyle, and makeup.

What Is Self Presentation Theory?

Self-presentation theory is a psychological theory that explains how people present themselves to others. Self-presentation can take many forms, including verbal, nonverbal, and behavioral.

It has two parts: the self-concept and the self-schema. The self-concept is how we see ourselves concerning others; the self-schema is how we see ourselves concerning our thoughts and feelings.

The impact of self-presentation theory on organizations has been significant because it helps us understand why people make some choices over others when they are trying to sell something or position themselves for a job interview or promotion.

The theory was originally developed by anthropologist Sherry Turkle in 1977. In her book Life On The Screen, she wrote about how people use technology to try to create an idealized version of themselves for others, and then try to make their idealized selves real through interactions with other people.

This idea has become more popular in recent years as we have become increasingly connected through technology like social media and smartphones. We see examples all around us: people posting selfies on Instagram with their friends or families who aren’t there; people tweeting updates about their lives while they’re at work, and other examples too numerous to name here.

Drew is the creator of myselfintroduction.com, designed to teach everyone how to introduce themselves to anyone with confidence in any situation.

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Pronunciation tips for presenters

The following page intends to give some useful tips and advice on improving pronunciation whilst giving a presentation.

Get physical

Do some 'warm-ups' to loosen up your mouth and your tongue before you speak. You can move and stretch your mouth, and repeat tricky words and sounds. Doing this will help you to overcome the physical 'stiffness' of the articulators and to speak fluently and clearly.

Get interested in your talk

Focus on your content. Make it sound interesting for your audience. If you speak with meaning and commitment along with healthy interest in the subject you tend to lose your nerves. Ensure you speak clearly so that your pronunciation can be understood.

Give your audience time to take in what you are saying

You can do this by pausing at the end of word groups and information chunks. Pausing is important for listeners because they need time to absorb information. Pausing also gives you, the presenter, time and 'space' to stress key words and use intonation signals.

However, too much pausing, or stopping at the end of each word or couple of words can make you sound hesitant and lacking in confidence. It also makes every word carry too much meaning. English speakers get meaning across by stressing key words in information chunks.

Give your audience a sense of direction

Don't lose your audience in a forest of words. A presentation is like a journey. Take your audience with you.

Signal new topics and sections of your presentation by:

• starting on a higher pitch level
• stressing the key words, such as signposting words and the topic word/s of your new section.

Let your audience know when information is finished or not by using:

Let your audience know what's important

Present key information clearly by stressing key words. In English, new information usually occurs towards the end of a speech chunk or sentence. Keep your voice and breath going so you can stress those crucial words at the end.

Get the basics right

Make sure that you can pronounce key vocabulary, data, names and acronyms clearly and accurately. To do this:

• check the stress in poly-syllabic (multi-syllabic) words - use a dictionary or ask a competent English speaker if you are not sure. Practice difficult vocabulary.
• identify and practise problem sounds, particularly in high frequency words and key words in your presentation.

Rehearse and reflect

Nothing beats practice. It is amazing what mistakes you will find in a presentation as soon as you start rehearsing.

Practise your presentation standing up and imagine yourself in the situation.

• Your opening. When you start your presentation, you're likely to feel nervous so it is helpful to know exactly what you are going to say to open your presentation, where you will pause, what words you will stress, and the intonation you will use.
• Topic sentences and signposting words introducing new topics or making a topic change. This will make your transitions smooth and easy to follow.
• Your conclusion and the body of your presentation, including how you will refer to any visual aids as you move through your presentation.

Video or record yourself if possible and use a checklist to evaluate how effective you are. Better still, get someone to listen to you and give you some feedback.

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How to Introduce Yourself in a Presentation [with Examples]

In this post, we are going to cover the best way, a very simple three-step process that will help you introduce yourself in a presentation. A summary of the steps is below.

• Start with your name and company (or organization or school).
• Tell your audience what problem you can solve for them.
• Share some type of proof (social proof works best) that you can solve this problem.

I will break down each step into a simple-to-follow process. But first… a little background.

First, Identify What Your Audience Wants from Your Presentation

So, before you design your introduction, think about what your audience wants from your presentation. Why do they want to spend their valuable time listening to you? Are going to waste their time? Or, are you going to provide them with something valuable?

For instance, I have expertise in a number of different areas. I’m a public speaking coach, a keynote speaker, a best-selling author, a search engine optimization specialist, and a popular podcaster. However, if I delivered that sentence to any audience, the most likely reaction would be, “So what?” That sentence doesn’t answer any of the above questions. The statement is also really “me-focused” not “audience-focused.”

So, when I start to design my self-introduction, I want to focus just on the area of expertise related to my topic. I’m then going to answer the questions above about that particular topic. Once you have these answers, set them aside for a second. They will be important later.

How to Introduce Yourself in a Presentation in Class.

Instead, you probably want to add in a fun way to start a speech . For example, instead of introducing yourself in your class speech and starting in an awkward way, start with a startling statistic. Or start with a summary of your conclusion. Or, you could start the presentation with an inspirational quote.

Each of these presentation starters will help you lower your nervousness and decrease your awkwardness.

If you are delivering a speech in a speech competition or to an audience who doesn’t know you try this technique. Just introduce yourself by saying your name , the school you represent , and your topic . Make it easy. This way you get to your content more quickly and lower your nervousness.

Typically, after you get the first few sentences out of the way, your nervousness will drop dramatically. Since your name, school, and topic should be very easy to remember, this takes the pressure off you during the most nervous moments.

Obviously, follow the guidelines that your teacher or coach gives you. (The competition may have specific ways they want you to introduce yourself.)

How to Introduce Yourself in a Business Presentation — A Step-by-Step Guide.

In a professional setting, when new people walk into a meeting and don’t know what to expect, they will feel uncomfortable. The easiest way to ease some of that tension is to chat with your audience as they come into the room.

By the way, if you are looking for a template for an Elevator Speech , make sure to click this link.

Step #1: Start with your name and company name (or organization).

This one is easy. Just tell your audience your name and the organization that you are representing. If your organization is not a well-known brand name, you might add a short clarifying description. For instance, most people outside of the training industry have never heard of The Leader’s Institute ®. So, my step #1 might sound something like…

Hi, I’m Doug Staneart with The Leader’s Institute ®, an international leadership development company…

Still short and sweet, but a little more clear to someone who has never heard of my company.

Should you give your job title? Well… Maybe and sometimes. Add your title into the introduction only if your title adds to your credibility.

For example, if you are delivering a financial presentation and you are the Chief Financial Officer (CFO) of your company, you might mention that. Your title adds to your credibility. However, if the CFO is delivering a presentation about the value of joining a trade association, the CFO title adds little credibility. So, there is very little value in adding the title.

Step #2: Tell your audience what problem you can solve for them.

For instance, if my topic is how to deliver presentations, I have to determine why the audience would care. What problem will they have that I can help them with? For my audiences, the problem that I most often help people with is how to eliminate public speaking fear. Once I have the problem, I add that to my introduction by using the words, “I help people…”

Hi, I’m Doug Staneart with The Leader’s Institute ®, an international leadership development company, and I help people eliminate public speaking fear.

However, if my topic is How to Close a Higher Percentage of Sales Presentations , I’d likely want to alter my introduction a little. I might say something like…

Hi, I’m Doug Staneart with The Leader’s Institute ®, an international leadership development company, and I help people design more persuasive sales presentations.

I have expertise in both areas. However, I focus my introduction on just the expertise that is applicable to this audience. If I gave the first introduction to the second audience, they will likely respond by thinking, well, I don’t really get nervous speaking, so I guess I can tune out of this speech .

So, create a problem statement starting with, “I help people…” Make the statement apply to what your audience really wants.

Step #3: Share some type of proof (social proof works best) that you can solve this problem.

By the way, if you just do steps #1 and #2, your introduction will be better than most that you will hear. However, if you add Step #3, you will gain more respect (and attention) from your audience. Without adding some type of proof that you can solve this problem, you are just giving your opinion that you are an expert. However, if you can prove it, you are also proving that you are an expert.

This is the tricky part. For some reason, most people who get to this part feel like they haven’t accomplished great things, so they diminish the great accomplishments that they do have.

For instance, an easy way to offer proof is with a personal story of how you have solved that problem in the past.

A Few Examples of How to Introduce Yourself Before a Presentation.

For instance, one of my early clients was a young accountant. When I was working with him, he came up with the following introduction, “I’m Gary Gorman with Gorman and Associates CPA’s, and I help small businesses avoid IRS audits.” It was a great, audience-focused attention-getter. (No one wants to get audited.) However, as an accountant, it wasn’t like his company was getting a lot of five-star reviews on Yelp! So, he was kind of struggling with his social proof. So, I asked him a series of questions.

Me, “How many clients do you have?”

Gary, “Over 300.”

Me, “How many small business tax returns have you processed?”

Gary, “Well, at least a couple hundred a year for 15 years.”

Me, “So, at least 3000?” He nodded. “How many of your 300 clients have been audited since you have been representing them?”

He looked at me and said, “Well, none.”

So, we just added that piece of proof to his talk of introduction.

I’m Gary Gorman with Gorman and Associates CPA’s, and I help small businesses avoid IRS audits. In fact, in my career, I’ve helped clients complete over 3000 tax returns, and not a single one has ever been audited.

Here Is How I Adjust My Introduction Based on What I Want the Audience to Do.

For my proof, I have a number of options. Just like Gary, I have had a lot of clients who have had great successes. In addition, I have published two best-selling books about public speaking. I also have hundreds of thousands of people who listen to my podcast each week. So, I can pick my evidence based on what I want my audience to do.

For instance, if I’m speaking at a convention, and I want the audience to come by my booth to purchase my books, my introduction might sound like this.

Hi, I’m Doug Staneart with The Leader’s Institute ®, an international leadership development company, and I help people eliminate public speaking fear. One of the things that I’m most know for is being the author of two best-selling books, Fearless Presentations and Mastering Presentations.

However, if I’m leading a webinar, I may want the audience to purchase a seat in one of my classes. In that case, my introduction might sound like this.

Hi, I’m Doug Staneart with The Leader’s Institute ®, an international leadership development company, and I help people eliminate public speaking fear. For instance, for the last 20 years, I’ve taught public speaking classes to over 20,000 people, and I haven’t had a single person fail to reduce their nervousness significantly in just two days.

If my goal is to get the audience to subscribe to my podcast, my intro might sound like…

Hi, I’m Doug Staneart with The Leader’s Institute ®, an international leadership development company, and I help people eliminate public speaking fear. One of the ways that I do this is with my weekly podcast called, Fearless Presentations, which has over one million downloads, so far.

Use the Form Below to Organize How to Introduce Yourself in a Presentation.

The point is that you want to design your introduction in a way that makes people pause and think, “Really? That sounds pretty good.” You want to avoid introductions that make your audience think, “So what?”

If you have a speech coming up and need a good introduction, complete the form below. We will send you your answers via email!

Can You Replace Your Introduction with a PowerPoint Slide?

Is it okay to make your first slide (or second slide) in your presentation slides an introduction? Sure. A good public speaker will often add an introduction slide with a biography, portrait, and maybe even contact information. I sometimes do this myself.

However, I NEVER read the slide to my audience. I often just have it showing while I deliver the short introduction using the guide above. This is a great way to share more of your work experience without sounding like you are bragging.

For tips about how many powerpoint slides to use in a presentation , click here.

Remember that There Is a Big Difference Between Your Introduction in a Presentation and Your Presentation Starter.

When you introduce yourself in a presentation, you will often just use a single sentence to tell the audience who you are. You only use this intro if the audience doesn’t know who you are. Your presentation starter, though, is quite different. Your presentation starter should be a brief introduction with relevant details about what you will cover in your presentation.

For details, see Great Ways to Start a Presentation . In that post, we show ways to get the attention of the audience. We also give examples of how to use an interesting hook, personal stories, and how to use humor to start a presentation.

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