Izgradnja virtualnog identiteta i upravljanje impresijama: upotreba fotografija na društvenim mrežama

Cilj ovog rada bio je u sklopu hiperpersonalnog modela poduprtog Goffmanovom dramaturgijom i socio-pragmatikom, prikazati upotrebu fotografija na društvenim mrežama i njihovu ulogu pri izgradnji (pseudo)identiteta. Također smo nastojali povezati umijeća upravljanja dojmovima putem fotografija s važnošću javnog aspekta osobnog identiteta u pojedinaca. Online upitnik proveden je na uzorku od 113 ispitanika koji čine moju društvenu mrežu na Facebooku, te redovito održavaju vlastite profile. Rezultati upitnika dali su prikaz individualnih razlika u upotrebi fotografija i pružili su informacije o učestalosti objavljivanja pojedinih vrsta fotografija. Naposljetku je provedena socio-pragmatička analiza komentara fotografija kojom su prikazani načini upravljanja dojmovima putem jezika koji se nadovezao na sliku (neverbalni dio komuniciranja značenja). Rezultati nisu pokazali povezanost između javnog aspekta identiteta i angažmana oko upotrebe fotografija na Facebooku. No primijećene su razlike u načinu korištenja fotografija u odnosu na spol i stupanj obrazovanja. Iako su se pri analizi i interpretaciji krajnjih rezultata pokazale određene mane uzorka na kojem je provedeno istraživanje, ukazala su se područja i smjerovi u kojima se može detaljnije razraditi problematika vezana uz interakciju na mreži.The goal of this paper was to present photograph use on social network sites, and its role in (pseudo)identity construction. It was conceived to be done as a part of hyperpersonal model which was supported by Erving Goffman's dramaturgical theory,and socio-pragmatics. We also tried to reveal the connection between impression management (by means of photograph use) with public aspect of personal identity. Online survey was conducted on a sample of 113 people which are a part of my own social network on Facebook, and who maintain their profiles on regular bases. The results provided us with a portrait of individual differences in photo use, and gave us information about frequences of posting specific content types of photos. Finally, sociopragmatic analysis of photo comments was conducted, which showed different methods in impression management, by means of language. Results didn't show correlation between public aspect of personal identity and photo use on social network sites. Never the less, differences were observed in modes of photo use with regard to gender and education degree. Even though several flaws of the sample (on which the survey was conducted) came up during the analysis and interpretation of the data, this paper pointed out fields and directions in which it is possible to perform more detailed research on this subject, as well as simillar subjects concerning online interaction