Journal
JOURNAL OF COMPUTER-MEDIATED COMMUNICATION
Volume 17, Issue 4, Pages 387-407Publisher
OXFORD UNIV PRESS INC
DOI: 10.1111/j.1083-6101.2012.01582.x
Keywords
self-presentation; online communities; interpersonal; social psychology; identity
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This paper investigates how the type of community and personal goals affect self-presentation. In 3 online studies, we simulated the registration process in online communities, presenting either a common-bond or a common-identity community. Study 1 confirmed that members of the common-bond community presented themselves in an individualizing manner, while members of the common-identity community focused on characteristics shared among members of the community. Study 2 investigated underlying processes, showing that the goal to get in contact with other members was less salient in the common-identity than in the common-bond community. Study 3 demonstrated that community members actively manage their self-presentation in accordance with personal goals. Based on these findings, we discuss implications for research and profile design.
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