We examined whether individual self-monitoring differences predict what type of relationships people have on Facebook. In the offline world, high self-monitors have large heterogeneous social networks made up of weak emotional ties, whereas low self-monitors have small homogenous social networks made up of strong emotional ties. In our study, we defined online relationships in terms of bridging and bonding social capital. Bridging social capital refers to large heterogeneous social networks made up of weak emotional ties. People maintain these relationships for social benefits. Bonding social capital refers to small homogeneous social networks made up of strong emotional ties. People maintain these relationships for emotional benefits. We predicted high self-monitors will have more bridging than bonding social capital on Facebook; low self-monitors will have more bonding than bridging social capital on Facebook. We believed attitudes about using Facebook would moderate these relationships. We used Snyder‟s Self-Monitoring Scale, Williams‟ Online Social Capital Scales, and Facebook Intensity Scale to assess our variables of interest. We found support for our hypotheses. For high self-monitors, greater importance placed on Facebook usage predicted increases in bridging social capital on Facebook; for low self-monitors, greater importance placed on Facebook usage predicted increases in bonding social capital on Facebook. Keywords: self-monitoring, social capital, social media, Facebook

A connection between self-monitoring, which is an individual difference in concern about self-presentation, and partner knowledge structures, which is how people organize thoughts about their current romantic partner, is explored in this study. There were two competing hypotheses. If people structure thoughts about their partner in a way similar to how they structure their social worlds, then low self-monitors would have integrated partner knowledge structures and high self-monitors would have compartmentalized partner knowledge structures. If people structure thoughts about their partner in a way that reflects their relationship motivations and needs then we would find the opposite pattern of results. We used a measure of compartmentalization and integration as well as Snyder’s (1974) Self-Monitoring Scale to explore our hypotheses. Although both low self-monitors and high self-monitors had relatively compartmentalized partner knowledge structures, we found support for the relationship motivations and needs hypothesis. Low self-monitors had more compartmentalized partner knowledge structures than did high self-monitors. In fact, low self-monitors were more likely than high self-monitors to have completely compartmentalized views of their partners. Reasons for these findings, limitations of this study, and future directions are discussed.

This thesis covers the background and history of cultural attitudes towards body art, scarification and tattoos, the history of street gangs and their influence and impact on Southern California communities, and an in-depth program analysis of the "Gang Tattoo Removal Program" established at the Arrowhead Regional Medical Center (ARMC).

Cette thèse est une enquête multi-perspective sur le phénomène d’utilisation des médias sociaux dans le contexte organisationnel. Il met l’accent sur les processus d’adoption de cette nouvelle technologie et examine comment ces développements sont intégrés dans le contexte des normes professionnelles, des rôles sociaux, du contrôle de l’organisation et de l’autonomie. Le cadre de la recherche est basé sur la campagne de mise en œuvre des médias sociaux de 19 mois par une organisation centrale européenne de médias comme un moyen d’améliorer la communication et la coordination au sein de l’organisation. La mise en œuvre comprenait deux départements, journalistes et agents de publicité, qui ont été invités à créer et ouvrir leurs profils de médias sociaux en ligne et ajouter leurs collègues comme « amis ». La thèse comprend quatre documents de recherche, chacun prenant une perspective distincte sur le phénomène. Méthodologiquement, la thèse se fonde sur une approche d’étude qualitative de cas et raisonnements adductifs et inductifs. La thèse fournit des contributions théoriques et pratiques à la compréhension des conditions normatives préalables, le processus et les conséquences d’utilisation des médias sociaux dans le contexte organisationnel pour les normes professionnelles, la collaboration de connaissances en ligne et le contrôle de l’organisation, tout en présentant la coévolution de la signification et l’utilisation de la technologie. / This dissertation is a multi-perspective inquiry into the phenomenon of social media use in organizational context. It focuses on the processes of enactment of this new technology and investigates how these developments are embedded in the context of occupational norms, social roles, organizational control and autonomy. The research setting is based on the 19-month social media implementation campaign by a central European media organization as a means of enhancing communication and coordination within the organization. The implementation encompassed two departments, journalists and advertising agents, who were asked to create and open their online social media profiles and befriend their colleagues. The dissertation comprises four research papers each taking a separate perspective on the phenomenon. Methodologically, the dissertation builds on qualitative case-study approach and abductive and inductive reasonings. The thesis provides theoretical and practical contributions to the understanding normative prerequisites, process and consequences of social media use in organizational context for occupational norms, online knowledge collaboration and organizational control while presenting co-evolution of the technology meaning and use.

Le terme « influenceur » émerge dans les années 90 pour qualifier l’action de certains blogueurs. L’influenceur est, en fait, un médiateur entre une marque et ses consommateurs. Proche des consommateurs, puisqu’il en est un, l’influenceur s’avère souvent beaucoup plus persuasif qu’une simple campagne publicitaire. Le pouvoir de l’influence ne date pas d’hier. Au 13e siècle, on utilisait déjà le mot influencia en latin pour évoquer l’action des astres sur la destinée humaine. Des étoiles à l’influenceur moderne, le pouvoir de l’influence sur une population donnée a toujours fasciné notre curiosité. Sur les réseaux sociaux numériques, le terme « influenceur » est généralement utilisé pour décrire une personne ayant un grand nombre d’abonnés. Les recherches concernant ces « vedettes » du web sont peu cependant nombreuses dans la mesure où il s’agit d’un phénomène plutôt récent. Cette présente recherche s’intéresse plus particulièrement au rôle de la photographie dans la mise en scène de l’influenceuse Camille Dg sur la plateforme numérique à succès Instagram. Nous avons misé sur l’expérience personnelle de celle-ci en adoptant une méthodologie qui repose sur une ethnographie en ligne, de l’observation participante et des entrevues individuelles semi-dirigées. Cette recherche nous a permis de constater que la photographie joue un rôle important dans le divertissement d’une communauté, le pouvoir de faire passer un message, l’acquisition de partenaire d’affaires et l’entretien des relations. Ainsi, ce mémoire contribue à la littérature entourant le processus de mise en scène de soi sur les réseaux sociaux numériques. / The term "influencer" emerged in the 1990s to describe certain bloggers’ actions. The influencer is, in fact, a mediator between a brand and its consumers. Close to consumers, since s/he is one, the influencer often proves to be much more persuasive than a simple advertising campaign. The power of influence is not new. In the 13th century, the Latin word “influencia” was already used to evoke the action of the stars on human destiny. From stars to modern-day influencers, the power of influence over a given population has always fascinated our curiosity. On digital social networks, the term "influencer" is generally used to describe a person with a large number of subscribers. However, there has been little research on these web "stars" as they are a relatively recent phenomenon. This research focuses on the role of photography in the staging of the influencer Camille Dg on the successful digital platform Instagram. We have built on her personal experience by adopting a methodology based on online ethnography, participant observation and semi- directed individual interviews. This research has shown us that photography plays an important role in maintaining a community, getting a message across, acquiring business partners and maintaining relationships. As such, this dissertation contributes to the literature surrounding the process of “mise en scène” on digital social networks.

In this diploma thesis I will deal with verbal and visual expressions of selected electoral campaigns. Especially the campaigns of Barack Obama and Andrej Babiš, selected on the basis of distinct similarities, but also the campaigns of Karel Schwarzenberg and Miloš Zeman competing during the presidential election. I will introduce the techniques and strategies of political marketing in different media types. I will also describe the functioning and effects of a political self-representation. I will also examine the ideological function of a political campaign. I will use the critical discourse analysis of individual campaigns as a method of my research. My work will be based on different definitions of ideology, especially Althusser's, and Barthes' concept of amplification. Another tool will be an iconologic interpretation of the above mentioned campaigns. I will draw from Vilém Flusser's communicology, but also from the works of Pierre Bourdieu and Susan Sontag. In my work I will also pursue the concept of media reality that affects our daily lives. In this part I will be based on Niklas Luhmann and Jean Baudrillard and his theory of simulacra.

This diploma thesis of the self-presentation explores the aspects of self-presentation and social perception of a group of 5 selected drag queens. The thesis has a form of 5 case studies based on deep analysis of their profiles on Facebook, Instagram and TikTok, which are currently the most used social networks. The areas of interest in this diploma thesis were the visual presentation of their drag identity, the trends their profiles show in areas of make-up, wig or hair, costume and body position in which they are shown on their profiles. The second area of interest was the nature of the textual presentation and captions, use of hashtags and interaction with their audience. Third are of interest was the audience itself, whether it was supportive in terms of drag and LGBTQ+ community in general and the nature of the interaction with the audience. The results from the content analysis were then summarized and used as a basis for semi-structured interview based on the outcomes from the said content analysis. The focus of this thesis was the relation of their drag identity to their civil identity and how these identities interact on their profiles on social medial. The thesis claims that the shift of drag from club shows to everyday presence on social media positively affects the reception of this...

Ce travail se penche sur les nouvelles formes de célébrité dites micro-célébrité, et plus particulièrement sur les pratiques de self-branding qui se développent dans un contexte néolibéral. Alors que les micro-célébrités, à l’instar des influenceurs, sont communément associées aux médias numériques et à la popularité croissante des réseaux sociaux, je considère que c’est en réalité les candidats de téléréalité qui sont les précurseurs de ces nouvelles pratiques et carrières basées sur la visibilité et l’image. De ce fait, je choisis d'étudier le cas particulier de Jessica Thivenin, candidate de téléréalité de l'émission Les Marseillais (2012–), et influenceuse française. À travers une analyse de contenu cross-média composée de quatre moments-clés, j’observe la manière dont Jessica Thivenin se met (et est mise) en scène afin de se rendre visible en tant que marque. En m’inscrivant dans les études culturelles et visuelles, je mobilise un cadre théorique lié aux travaux de Goffman (1959), avec des concepts tels que la performance, l’impression management et la présentation de soi. Enfin, cette recherche permet de discuter d’enjeux qui gravitent autour de la problématique, comme la représentation, l’image de la téléréalité auprès de l’audience et auprès des chercheurs, ainsi que les bad buzz. / This study investigates new forms of celebrity known as micro-celebrity, and more specifically self-branding practices emerging in a neoliberal context. Even though micro-celebrities, like influencers, are usually linked to digital media and the increasing popularity of social media, I argue that reality television show contestants are, in fact, the pioneers of these new practices and among the first to develop careers based on visibility and image. For this reason, I choose to study the specific case of Jessica Thivenin, contestant from the French reality television show Les Marseillais (2012–), who has become an influencer. Through a cross-media content analysis of four key moments in Thivenin’s self-branding career, I observe how Jessica Thivenin staged herself, and is also staged, in order to make herself visible as a brand. In this analysis grounded in cultural and visual studies, I use a theoretical framework inspired by Goffman’s work (1959), with concepts like performance, impression management and self-presentation. Finally, this research opens a discussion on several concerns such as representation, the image of reality television as seen by the audience and by researchers, as well as bad buzz.

The master thesis is devoted to the linguopragmatic description of speech behavior of one of the most authoritative TV hosts of the Russian media space - Vladimir Vladimirovich Pozner. The research is based on the concept of confrontational communication, connected with the idea of speech conflict, and the concept of cooperative communication, connected with the idea of harmonization. Two key strategies were singled out in speech behavior of V.V. Posner in the framework of the portrait interview: presentation strategy of the program's guest and self-presentation strategy of the host. A registry of basic tactics were compiled and they implement these strategies in a conflict or cooperative dialogue. Typical speech moves manifesting tactics were described. / Магистерская диссертация посвящена лингвопрагматическому описанию речевого поведения одного из самых авторитетных телеведущих российского медийного пространства – Владимира Владимировича Познера. Исследование опирается на понятие конфронтационного общения, связанное с идеей речевого конфликта, и понятие кооперативного общения, связанное с идеей гармонизации. В речевом поведении В.В. Познера в рамках портретное интервью были выделены две ключевые стратегии: стратегия презентация героя программы и стратегия самопрезентации ведущего. Составлен реестр базовых тактик, реализующих данные стратегии в рамках конфликтного или кооперативного диалога, описаны типичные речевые ходы, манифестирующие тактики.

A qualitative study of the Swedish party leader’s presentation on Instagram.  Social media has become a big part of political communication. It makes it possible to spread messages and information directly to its voters without having to go through the traditional media, which they needed to before the age of social media. After finding a research gap about politicians' presentation on Instagram in a Swedish context, this study aims to examine four Swedish party leaders' presentations on Instagram by using qualitative methods where their image and text art studied. The study is based on Goffman's dramaturgical perspective and the phenomenon of personal branding.  The study shows that the party leaders' posts have a clear political focus with varied personal elements in the self-presentation depending on the party leader and the political affiliation. Posts with political content show a prominence that aims to emphasize its role as a leader, which is enhanced by the formal dress and the setting shown in the pictures. These posts are aimed to influence, inform and enlighten. The more private and personal pictures are supposed to present an ordinary side of the party leader and create recognition that the voters can relate to by showing emotions, family life and hobbies. But even though these pictures may feel personal and look like the party leader lets the followers into private life, there is an impression control, where they themselves have chosen what they want to share and highlight the sides in the self that they want to associate their personal brand with.