Examining Self-Presentation Efforts to Create Instagram Posts

Abstract

Research suggests that individuals engage in effortful behaviours to self-present when posting on Instagram. However, these Instagram preparatory behaviours (IPB) (e.g. editing, photo-selection, asking friends for feedback), have not yet been examined in detail. The aims of the study were to (1) describe the diverse range of IPB individuals may engage in and (2) investigate the psychological processes that may be associated with IPB. Goffman’s (1990) impression management (IM) theory was employed to conceptualise IPB as a process whereby users attempt to control others’ perceptions of their Instagram profiles. A convenience sample of 135 participants completed an online survey investigating IM, gender, contingent self-worth (appearance and others’ approval), perfectionistic self-presentation and perfectionistic hiding effort. Unexpectedly, the results showed that men and women did not differ significantly in terms of IPB. IPB was positively correlated with all independent variables apart from gender. A multiple regression found that IM and perfectionistic self-presentation were significant positive predictors of IPB. The findings provide support for Goffman’s (1990) theory of “backstage” effortful behaviours in pursuit of IM “front stage” and suggest that perfectionism is implicated in IPB. These findings propose that IPB may become problematic when undertaken excessively for self-image goals and perfectionistic striving. Keywords: Instagram, self-presentation, effort, impression management, perfectionism