Cross-Cultural Comparison of Adolescents' Online Self-Presentation Strategies: Turkey and the United States

Theoretical Background

We turn to Goffman’s dramaturgy theory (1959) as the lens through which to examine online self-presentation. Self-presentation can be defined as a process through which individuals transmit their image to others (Jones & Pittman, 1982; Leary 1996; Leary & Kowalski, 1990). Goffman argues that the primary motivation in self-presentation is to present an idealized image of self that conforms to cultural expectations. Just as an actor’s desire for a standing ovation motivates him/her to perform according to the audience’s feedback, ordinary individuals too, are eager to present a certain identity and presentation based on the feedback they get from others in their society. This is why Goffman argues that an individual’s most important desire is to successfully present the ideal role they think is fit for them in their society (Goffman, 1959).

In order to create the desired impression for an audience, individuals need to strategically control the information that they disclose (Leary 1996; Leary & Kowalski, 1990). In other words, self-presentation provides a link between the self and others; it represents how they view themselves and how they want to be viewed by others (Baumeister, 1982; Leary & Kowalski, 1990). In general, people engage in self-presentation in order to obtain social and material benefits, such as identity validation, power, friendship, or financial benefits (Jones & Pittman, 1982; Leary 1996; Leary & Kowalski, 1990).