Norms of Visual Self-Presentation for Adolescents' Identity Performance. Norm Negotiation, Norm Sanctioning, Norm Change, and Norm Effects on Instagram and Snapchat

• Applicants: Dr. Claudia Riesmeyer; Privatdozentin Dr. Arne Freya Zillich
• Subject Area: Communication Sciences
• Term: since 2021
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 456658166

The use of social media platforms is constantly being integrated into the daily lives of adolescents. Social media platforms have become increasingly important for their identity performance. Among social media platforms, Instagram and Snapchat stand out due to their graphic, image-based character – they are predestinated for visual self-presentation. By sharing aesthetic and visually edited images and videos on Instagram and Snapchat, adolescents can create a specific impression of themselves. In addition, by following specific persons and organizations and by liking their posts and photos, they can also contribute to the impression they communicate of themselves. Here, norms serve as modes of conduct.Therefore, the present research project aims at demonstrating the influence of norms during identity performance of 14-16-year-old adolescents on their visual self-presentation on Instagram and Snapchat. To this end, the negotiation, sanctioning, change, and effects of personal and social norms in interaction with proximal and distal reference groups are analyzed. It contributes to the further development of theory by theoretically founding visual self-presentation on Instagram and Snapchat as a performance on the frontstage and backstage and linking it with research on social and personal norms. Goffman's concept of self-presentation is expanded by research on multiple facets of the self and the concept of proximal and distal reference groups. In addition, the research project expands socialization research by encompassing distal reference groups and by theoretically combining multiple agents. The multi-methodical research project expands the empirical state of research by capturing the entire process of norm negotiation, sanctioning, change, and effect on Instagram and Snapchat among adolescents. Thus, the positive and negative consequences of norms for adolescents' identity construction are systematically and comprehensively assessed.The research project comprises three sub-projects: 1) It deals with the significance of proximal and distal reference groups for norm negotiation and norm sanctioning. For this purpose, guided interviews are conducted with 20 networks of adolescents, two friends, parents, and teachers. 2) It investigates the interplay and change between descriptive and injunctive norms of visual self-presentation and different types of self-presentation. For this purpose, a standardized, representative survey with 1,000 adolescents is conducted, realized as a computer assisted personal interview in the pupils’ homes. 3) It assesses the effects of salient injunctive norms of visual self-presentation on the presentation of multiple facets of the self. For this purpose, an experimental study with 250 adolescents is conducted.

• DFG Programme: Research Grants