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Abstract


IMPRESSION MANAGEMENT TACTICS: A QUALITATIVE ANALYSIS OF THE USE OF IMPRESSION MANAGEMENT TACTICS ON INSTAGRAM

The journey of Internet technology that started from a small and a limited network have become the focus of people’s lives with the technological and social network that is called social media, which provides access and share of knowledge to the whole world. Social network applications on social media provide the opportunity for people to share their information related with themselves with other social network users on every moment of their daily lives without the limitation of time and place. Aforementioned social media posts reach easily to masses and social network users take part in a dual sided and productive interaction. Individuals make self-presentations in order to create a positive impression on others in their daily lives. Self-presentation refers to the effect or perception a person has on other people. For this purpose, individuals manage their own impressions with or without intention in order to create a positive self-presentation. Thus, by controlling the negative impressions, it is possible for them to develop these impressions positively. Today, individuals make self-presentations and impression management through social networks, same as in daily life. Today, Instagram, one of these social networks, is a network with millions of users. Instagram users can present to other users through this social network application, all visual and text content they want to share. In this study, by explaining the concepts of self-presentation and impression management, the concept of self-presentation and impression management in the literature cover each other, definitions that are used in the same sense or differ from each other has been transferred. In this study, a semi-structured interview method was used to answer the research questions prepared in accordance with the theoretical framework of the study with twenty Instagram users who were determined by the purposeful sampling method using the qualitative research method. The data obtained from the interview were analyzed with a qualitative analysis program. As a result of the research carried out, it was determined that the tactics of self-introduction, self-love, exemplary tactics, promoting their qualities, demonstrating their qualities in order to gain respect and status, and being an example were used more.



Keywords
Social Media, Impression Management, Tactics of Impression Management.



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