View source for Pics or It Didn’t Happen: The Influence of Self-monitoring and Impression Management Strategies on Millennial Yuppies’ Perceived Success of Online Self-Presentation

Title: Pics or It Didn’t Happen: The Influence of Self-monitoring and Impression Management
Strategies on Millennial Yuppies’ Perceived Success of Online Self-presentation

Abstract: This thesis examines how self-monitoring and impression management strategies
play a role in the perceived success of self-presentation of Filipino millennial yuppies on
Facebook. Millennial yuppies are internet-savvy individuals who are able to use
Facebook to build a desirable self-presentation. Millennial yuppies are also going through
the transition from college to the workforce. The study is grounded by Goffman (1959)’s
work on self-presentation, theory on self-monitoring, and impression management
strategies. The researchers conducted an online survey and categorized the yuppies into
typologies of self-monitoring and use of impression management strategies.
Semi-structured in-depth interviews were also conducted to further understand these
typologies. It is indicated that perceived self-presentation success scores differed
minimally across typologies. Furthermore, the qualitative data reflected varied notions of
a successful Facebook post among the informants. The respondents generally displayed
behaviors of high self-monitors and used impression management to a high extent.
Self-monitoring was moderately and positively associated with use of impression
management strategies. Results further showed that millennial yuppies put a premium on
the way they present themselves on Facebook and have a variety of strategies and
considerations for presenting their best selves.

Keywords: self-presentation, Goffman, Facebook, millennial yuppies, self-monitoring, impression management

[http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2014-89422-Pics-or- View Thesis]

[[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Communication Research Thesis]][[Category:2018 Thesis]]