Diploma thesis Mediatization as a consequence of self-presentation on social networks: publishing norms and their influence on Instagram users explores how Instagram and its affordances are able to change the behavior of its users, focusing on the aspect of photo sharing and related publishing norms. The aim of this work is to find out the practices which users do with photos and because of them before sharing them on Instagram, but above all it is about deeper understanding of the detected behavior and exploring whether and how such behavior interferes with users' lives. Within the theoretical part, the reader is acquainted with the development of the image, the origin of photography, its manipulations and changes in the digital era. Furthermore, the thesis presents visual social networks, the principles of Instagram operation and findings from current studies on the topic of self-presentation on social networks. In the last part, I deal specifically with Instagram photography, its types, methods of editing and sharing, based mainly on two current studies on this topic, the authors of which are Lev Manovich and Elisa Serafinelli. The second half of the thesis presents the research methodology, its design, results and final summary.

Diploma thesis deals with phenomenon of social network coopering with visual content (Instagram and Facebook), particularly as a conception of platforms as a place for individual self-presentation and also as place in which massive deformation of reality comes about. Didactic part is aimed to project thematic whole of art exercise into an art education in which cultivation of student's visual literacy should take place in area of working with identity in virtual reality. Explorative probe pursuing forms of self-representation and using symbols of self-representation of students will focus on mystification by image. Thesis will be based on author dialogue with a piece art of René Magritte "Ceci n'est pas une pipe.". KEYWORDS Self-presentation; new media; social network; photography; identity; manipulation; sign; deformation of reality; art education

Photo Album and its Transformation in Cyberspace Abstract My thesis deals with the difference in the perception of photo albums in the digital and analog era. Her goal is the reflection of change of a collection of a photographic material from an intimate information to a publicly accessible online self-presentation. This leads to the change in functionality of the photographical media which originally preserved the reality and now creates it. It's the excess of modification of modern photos which leads to the slow intentional return to the past back from the digital to the analog photography. Bc. Monika Pešavová

The presentation of the body in early imperial Rome can be viewed as the manipulation of a semiotic language of dress, in which various hierarchies that both defined and limited human experience were entrenched. The study of Roman self-presentation illuminates the intersections of categories of identity, as well as the individual's desire and ability to resist essentializing views of Romanness (Romanitas), and to transform destiny through transforming identity. These categories of identity include gender; sexuality or sexual behavior; social status; economic status; ethnicity or place of origin; religion; and age. Applying the model of a matrix of identity deepens our appreciation for the work of self-presentation and its ultimate purposes. In this paper the practices and products used by Romans are described as vital indicators of self-identification, and as segues into Roman social semiotics, providing a more complete view of the possibilities for life in early imperial Rome. In the introduction, the use of queer theory and the function of the matrix model are outlined. Haircare, the maintenance of facial and bodily hair, the use of cosmetics, perfumes, skincare products, and beauty tools, the accessorizing of the body with jewelry, color, and pattern, and the display of these behaviors are examined in the main body chapters. The conclusion discusses the relevance of the matrix model to self-presentation studies in general and possible future uses.

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Sociala medier är en stor del av vår vardag och Instagram som social plattform används som ettsocialiseringsverktyg av en stor andel unga individer idag. Unga kvinnor visar en generellthögre utsatthet jämförelsevis med unga män när det kommer till risk för negativ påverkan påsjälvkänsla och kroppsuppfattning. Denna studie undersökte det eventuella samband som finnsmellan Instagram-användning och försämrat välmående, utifrån begrepp så som självbild,kroppsideal och objektifiering. Detta genomfördes utifrån empiriinsamling av 8 kvalitativaintervjuer av semistrukturerad karaktär med unga kvinnor mellan 22 och 25 år. Studiens syftevar att skapa en uppfattning om hur de använder Instagram samt skapa en förståelse för hurdetta påverkar dem. Till hjälp analyserades empirin med Erving Goffmans (1959) teori omintrycksstyrning, Tomar J. Scheffs (1994) teori om sociala band, samt utifrån ettgenusperspektiv med begreppet genuskontraktet av Yvonne Hirdman (2001) ochperformativitet av Judith Butler (2007), samt objektifieringsteorin av Barbara Fredrickson ochTomi-Ann Roberts (1997). Studiens resultat ger en uppfattning om att unga kvinnor ärmedvetna om de ideal som finns på Instagram, och är något som upprätthålls och i viss månäven eftersträvas. De normer, ideal och beteenden som är dominerande på Instagram följs, trotsupplevelsen av att idealet är medskapare av en osund kroppsuppfattning. Den makt somInstagram utgör, skapar en negativ självbild hos dess användare. / Social media is a big part of our everyday lives and Instagram as a social platform is used as asocialization tool by a large proportion of young individuals today. Young women show agenerally higher vulnerability compared to young men when it comes to the risk of negativeeffects on self-esteem and body image. This study examined the possible link betweenInstagram use and impaired well-being, based on concepts such as self-image, body ideal andobjectification. This was conducted on the basis of empirical collection of 8 qualitativeinterviews of a semi-structured nature with young women between the ages of 22 and 25. Thepurpose of the study was to create an idea of how they use Instagram and create anunderstanding of how this affects them. To help the empirical analysis was analyzed withErving Goffman's (1959) theory of impression control, Tomar J. Scheffs' (1994) theory of socialties, and from a gender perspective with the concept of the gendercontract by Yvonne Hirdman(2001) and performativity by Judith Butler (2007), and objectification theory by BarbaraFredrickson and Tomi-Ann Roberts (1997). The results of the study give a perception thatyoung women are aware of the ideals that exist on Instagram, and are something that ismaintained and to some extent also sought. The norms, ideals and behaviors that are dominanton Instagram are followed, despite the experience that the ideal is a co-creator of an unhealthybody image. The power of Instagram creates a negative self-image among its users.

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В данной работе автор подробно рассматривает теоретико-методологические основания изучения личного бренда и его продвижения в социальных сетях, особое внимание уделяет изучению самопрезентацию в Instagram как средства для продвижения личного бренда. Раскрываются такие понятия как личный бренд, личностная идентичность, социальные сети, самопрезентация, выделяются элементы личного бренда и уровни восприятия личности. Эмпирическую базу ВКР составили результаты исследований, проведенных с использованием двух методов: опрос и контент-анализ. Опрос позволил проанализировать отношение пользователей Instagram к самопрезентации в данной социальной сети как к инструменту продвижения личного бренда. С помощью контент-анализа выявлено, прослеживаются ли элементы личного бренда в аккаунтах блогеров на основе их публикаций в социальной сети Instagram. / The author examines in detail the theoretical and methodological foundations of the study of a personal brand and its promotion in social networks, pays special attention to the study of self-presentation on Instagram as a means of promoting a personal brand in this work. Such concepts as personal brand, personal identity, social networks, self-presentation are revealed, elements of a personal brand and levels of personality perception are highlighted. The empirical base of the FQP was formed by the results of studies carried out using two methods: polling and content analysis. The survey allowed us to analyze the attitude of Instagram users to self-presentation in this social network as a tool for promoting a personal brand. Using content analysis, it was revealed whether elements of a personal brand can be traced in bloggers' accounts based on their posts on the Instagram social network.

Данная работа посвящена изучению реализации стратегии конструирования идентичности ученого в интернет-дискурсе, которая осуществляется за счет определенных тактик и невербальных и вербальных средств. Охарактеризована изученность данной темы в современной науке, представлены различные модели тактик самопрезентации личности в интернет-дискурсе и результаты анализа шести персональных веб-сайтов отечественных и зарубежных лингвистов. Анализ прямых вербальных тактик осуществлялся по порядку согласно неизменным разделам персонального сайта ученого: стартовая страница, биография, библиография, публикации и области научных интересов. Каждая вербальная тактика реализуется за счет определенных языковых средств. Чаще всего это языковые клише, общенаучная лексика и безличные и номинативные предложения, что является характерным для институционального вида дискурса. Однако анализ непрямых вербальных тактик позволил сделать иной вывод касательно характера дискурса. Было выделено три непрямых тактики: тактика апелляции к коллегам и соавторам, использование информации о людях и явлениях, с которыми субъект самопрезентации может быть проассоциирован и тактика смены роли. Последняя представляет новизну исследования, поскольку не является характерной для такой контролируемой среды как веб-сайт. Тактика смены роли реализуется за счет указания на интересы, хобби, увлечения. Таким образом, происходит сокращение дистанции между ученым и адресантом. Это позволило сделать вывод о личностно-ориентированном характере дискурса. Таким образом, было сделано открытие о том, что персональный веб-сайт ученого имеет двойственную природу, он ориентирован не только на статус, но и на саму личность. / The study investigates the strategy of constructing the scholar’s identity in Internet discourse, which is implemented through certain tactics and non-verbal and verbal means of language. The paper includes a characterization of this topic in modern science and a description of various self-presentation models in Internet discourse along with the results of the analysis of six personal websites of Russian and foreign linguists. The analysis of direct verbal tactics was carried out according to the invariable sections of a scholar’s personal website: home page, biography, bibliography, publications and scientific interests. Each verbal tactic is implemented at the expense of certain linguistic means. Most often these are language clichés, general scientific vocabulary and impersonal and nominative sentences, which is typical for the institutional type of discourse. However, the analysis of indirect verbal tactics allowed us to draw a different conclusion regarding the nature of the discourse. Three indirect tactics were identified: tactics of appeal to colleagues and co-authors, the use of information about people and phenomena with which the subject of self-presentation can be associated and tactics of role change. The latter represents the novelty of the study, since it is not typical for such a controlled environment as a website. The role change is implemented by pointing to interests and hobbies. Thus, there is a reduction in the distance between a scholar and an addressee. This allowed us to conclude about the personality-oriented nature of the discourse. Thus, the scholar’s personal website has a dual nature, it is focused not only on the status, but also on the personality itself.

Dans la Mise en scène de la vie quotidienne (1956), Erving Goffman fait ressortir que, dans la sphère « hors ligne », l’individu se produit quotidiennement sur différentes « scènes » identitaires, en fonction de différents « public ». En fonction des contextes, l’acteur choisit de se présenter sous un « masque social » approprié, selon qu’il se trouve, par exemple, avec ses parents, avec ses amis, avec son « crush » ou face à son employeur. Or, sur Instagram, l’utilisateur doit composer avec le mélange de ses différents « publics », sur une unique « scène » identitaire : son compte principal. Les individus issus de la génération Z en tant que « digital natives » sont très actifs dans la construction de leur identité numérique, si bien qu’ils ont parfois du mal à distinguer les limites entre la sphère réelle et la sphère virtuelle. D’autre part, ces jeunes adultes se trouvent à une étape charnière de leur vie, pris entre plusieurs préoccupations : trouver l’amour, assurer leur avenir professionnel, satisfaire leurs parents, marquer leur appartenance à un groupe de pairs… L’objectif de ce mémoire consiste à mieux comprendre la façon dont les individus issus de la génération Z organisent leur présentation de soi sur Instagram. Pour ce faire, douze utilisateurs issus de la génération Z, actifs sur le réseau social Instagram ont été interrogés. Les résultats de la recherche montrent que, en réaction aux différentes attentes qui pèsent sur eux, les jeunes utilisateurs développent sur leur compte principal une présentation de soi marquée par la recherche de neutralité, un profil Instagram « vitrine », une « façade » aseptisée qui satisfait les différents publics présents parmi leurs abonnés. Ce compte principal constitue la face « émergée » de l’identité sur Instagram. Mais, comme le suggère la métaphore tirée de l’iceberg, à travers d’autres fonctionnalités, sur Instagram, les utilisateurs développent, en parallèle de leurs contenus « grand public » et à l’abri de certains regards inquisiteurs, une identité « underground », qui correspond la face « immergée » de leur identité sur Instagram. Par le biais de leurs stories « amis proches » d’abord, puis, dans un détournement d’usage, via un compte secondaire (dit « Finstagram »), les jeunes utilisateurs revêtent un « masque social » bien différent du premier. La validation de leur identité n’étant plus une priorité sur cette scène « cachée », dans les « coulisses » de leur présentation de soi, les utilisateurs ne craignent plus d’exprimer leurs opinions, de se présenter sous le prisme de l’auto-dérision ou même d’exposer des pratiques socialement dévalorisées. Ce mémoire constitue une première étude qualitative de l’organisation de la présentation de soi par les utilisateurs issus de la génération Z sur Instagram. / In The Presentation of Self in Everyday Life (1956), Erving Goffman highlights that in the “offline” sphere, the individual performs daily on different identity “stages” according to different “audiences.” The actor selects the appropriate “social mask” based on the context and the presence of certain “audience” members such as his parents, friends, “crush,” or employer. However, on Instagram, the user must perform for a mixture of different “audiences” on a single identity “stage”: his main account. As “digital natives,” individuals from Generation Z are highly active in constructing their online personas, to the point that they may sometimes have difficulty distinguishing the boundaries between real and online worlds. On the other hand, these young adults are at a pivotal stage of their lives where they are caught between various concerns: finding love, ensuring their professional future, meeting parental expectations, establishing their sense of belonging in a group of peers… The objective of this thesis is to better understand the way individuals from Generation Z organize their self-presentation on Instagram. To pursue this goal, we interviewed twelve users from Generation Z who are active on the Instagram. The results of this research show that in response to the various expectations weighing on them, young users developed a self-presentation on their primary Instagram account that emphasized neutrality. This account serves as a “showcase” profile and a sanitized “façade” that intends to satisfy the various audience members among their followers. It constitutes the “emerged” facet of identity on Instagram. However, as the iceberg metaphor suggests, users utilized other features on Instagram to develop an “underground” or “submerged” identity visible only to a select few alongside their “mainstream” content. First, through “close friends” stories, then, in a reconfiguration of Instagram features, through a secondary account (known as a “finstagram”), young users adopted a “social mask” very different from the one on their primary account. Since the validation of their identity is no longer a priority on this “hidden” stage, in the “backstage” of their self-presentation, users are no longer afraid to express their opinions, present themselves through the lens of self-deprecation or even expose socially stigmatized activity. This thesis constitutes a first qualitative study about the organization of self-presentation by users from Generation Z on Instagram.