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This research addresses the question, can dispositional complements to situational self-congruity and situational functional congruity be identified? Self-image congruence research, which establishes a background for the situational impact of image and function-laden information, is reviewed. A theoretical rationale for developing dispositional measures is based on the interactionist paradigm in personality psychology combined with self-congruity theory and Blake and Mouton's orientation to tasks vs. people. It was hypothesized that the dispositional measures of self-congruity and functional congruity would moderate the relationship between situational self-congruity and functional congruity and the adoption of a brand of credit card. Results supporting this hypothesis would provide evidence of the nomological validity of the dispositional measures. A 2 x 2 x 2 x 2 factorial experimental design involving situational self-congruity, situational functional congruity, dispositional self-congruity and dispositional functional congruity was operationalized with ads for the Sierra Club credit card providing image and/or function-laden cues. Manipulation checks in the form of situational evaluations and behavioral measures in the form of credit card adoption were ascertained. Pretests were conducted to generate and refine items for the dispositional scale and to initially assess reliability and validity. Subsequently, a main study was conducted involving 320 students from two universities. The results show that the dispositional measures are highly reliable. Dispositional measures were also shown to have discriminant validity, however, the tests of nomological validity indicated that these measures may not be valid. This study emphasizes the importance of considering the coaction of situational and dispositional factors in understanding behavior. Limitations of the study, future research, and managerial implications of the findings are discussed. / Ph. D.

Diploma thesis "How do adolescents present their own person on social networks?" Deals with virtual self-presentation of internet social network users in the age range from 15 to 18 years. The presented master thesis is conceived as theoretical - empirical. In the theoretical part, the key concepts related to the submitted master's thesis - identity and self-presentation - will be explained. Attention will also be paid to social networks, especially to their functions and self-presentation means, which will be characterized in the theoretical part. In the empirical part of the thesis, the research will be carried out and a comprehensive presentation of the results will be presented.

Syftet med denna studie var att undersöka om det fanns någonassociation mellan ett visst kroppsideal och valet av träningsform,samt att undersöka om det fanns en skillnad mellan män och kvinnorgällande kroppsideal och valet av träningsform. Syftet var även attundersöka om det finns en variation i viljan att framstå som perfekt(perfektionistisk självpresentation) mellan olika träningsformer samtmellan de olika könen. För att undersöka detta utfördes entvärsnittsstudie med enkäter med sammanlagt 82 deltagare, varav 42var män. Deltagarnas ålder varierade mellan 18 och 42 år med enmedelålder av 25.6 år. Resultatet visade att det fanns ett tydligtkroppsideal för männen respektive kvinnorna. Den mest valdaträningsformen bland båda könen var styrketräning, men det varnågot vanligare bland männen. För män som valt ett muskulöst idealvar det vanligast att träna styrketräning. För kvinnor som valt ettkurvigt ideal var det också mest vanligt med styrketräning, men detvar mer vanligt att träna konditionsträning än för männen. I viljan attframstå som perfekt fanns ingen signifikant skillnad mellan de olikaträningsformerna, men det fanns en signifikant skillnad mellan deolika könen. Sammanfattningsvis kunde vi konstatera att kroppsidealtill viss del är kopplat till vad man väljer för träningsform samt attkvinnorna i studien tenderade att ligga högre i viljan att framstå somperfekt. / The purpose of this study was to examine whether there was anassociation between a certain body-image and the choice of exercise,and to examine whether there was a difference between men andwomen. The second aim was also to examine whether there was anyvariation in the tendency to display a perfect self in front of othersbetween the different exercise types and whether there were anygender differences. To investigate this we performed a cross-sectionalstudy with questionnaires with 82 participants. There were 42 menand 40 women in the study and their ages ranged between 18 and 42years old. The results showed that there was a clear ideal-body forboth men and women. The mostly chosen exercise form for bothgenders were weight-training, but it was somewhat more common formen. For men who chose a muscular ideal-body it was mostlycommon to choose weight-training. For women who chose a curvyideal-body it was also most common with weight-training, although itwas more common with aerobic exercise. In the tendency to display aperfect self, there was no significant difference between the differentexercise types, but there was a significant difference between men andwomen. In conclusion, it seems that body-ideal is associated with thechoice of exercise form in some manner. Women tend to display aperfect self in front of others somewhat more than men.

Elite self-presentation through the biographical genre is a defining element of ancient Egyptian high culture from the Old Kingdom until the Roman period. My thesis centres on the biographical texts produced during the Ramessid period (c. 1280-1070 BCE), a time of significant change in elite domains of representation. Since biography has not been seen as a significant genre of this period, these texts, which are inscribed on statues, stelae, temple walls, and in tombs, have not been gathered together or studied as a corpus. Yet they are a key to exploring the diverse and highly individual ways in which a self could be fashioned and presented. I take a holistic approach to the interpretation of these texts, in order to examine the ways in which they were incorporated into their spatial and visual settings and could extend beyond them. My introduction sets out my aims and the broader anthropological framework which I apply to the Egyptian sources. The following four chapters are case-studies. Chapters two to four are organised according to site (Thebes and el-Mashayikh, Karnak, and Abydos), comparing strategies of self-presentation in tomb and temple contexts. The fourth is thematically oriented, and looks at the image and role of the king in non-royal biographies. In the final chapter, I draw together the results of my individual case-studies, discussing their common textual themes, the interplays of traditional and innovative motifs within them, as well as the implications of their diverse monumental contexts. I hope to demonstrate that the holistic approach I apply is relevant for the study of monumental discourse in other periods in Egyptian history and has the potential to locate the Egyptian material within broader frameworks for the study of premodern societies.

Работа посвящена изучению коммуникативных стратегий, применяемых на сайтах университетов с целью формирования сетевой идентичности. Материалами в рамках настоящего являются креолизованные тексты, размещенные на официальных веб-сайтах Уральского федерального университета (Россия), Университета Страсбурга (Франция), Университета Валенсии (Испания). Объектом исследования выступает компьютерно-опосредованная коммуникация на официальных сайтах университетов. Целью данного исследования является выявление наиболее применяемых и эффективных для взаимодействия с целевой аудиторией коммуникативных стратегий и тактик самопрезентации, используемых вузами для конструирования собственной идентичности в интернет-дискурсе в рамках официального сайта. В первой части работы рассматриваются необходимые для исследования теоретические понятия: компьютерно-опосредованная коммуникация, интернет-дискурс. Далее определяется портфолио коммуникативных стратегий самопрезентации для поиска и последующего исследования и выделяются принципы создания успешного сайта-бренда. Во второй части работы описываются критерии отбора исследуемых вузов, а также проводится исследование текстов, размещенных на двух версиях каждого из сайта (версии на английском языке и на родном для страны, где находится вуз). По результатам данного анализа были составлены диаграммы, демонстрирующие различия в применении той или иной стратегии в двух версиях каждого сайта. Анализ показал, что наиболее распространенными по количеству применений являются стратегии, реализуемые при помощи тактик диалогизации дискурса через обращение к читателю посредством личных местоимений, а также направленные на поддержание непрерывного взаимодействия с ним. В приложении приводятся таблицы, содержащие фрагменты текстов с применением исследуемых коммуникативных стратегий. / The work is dedicated to studying the communicative strategies used on university websites to shape their online identity. The materials used for this study are creolized texts found on the official websites of the Ural Federal University (Russia), the University of Strasbourg (France), and the University of Valencia (Spain). The object of research is computer-mediated communication on the official websites of universities. The aim of this research is to identify the most commonly used and effective communicative strategies and self-presentation tactics employed by universities to construct their own identity within the online discourse of their official websites. The first part of the work explores the necessary theoretical concepts, such as computer-mediated communication and online discourse. It then defines a portfolio of communicative self-presentation strategies for the purpose of searching and subsequent investigation, while highlighting the principles of creating a successful brand website. The second part of the work describes the criteria for selecting the universities under investigation and conducts an analysis of the texts published on two versions of each website (the English version and the version in the native language of the country where the university is located). Based on the results of this analysis, diagrams were compiled to demonstrate the differences in the application of various strategies between the two versions of each website. The analysis revealed that the most commonly used strategies, in terms of frequency, are those implemented through discourse dialogization, achieved by directly addressing the reader using personal pronouns, as well as strategies aimed at maintaining continuous interaction with the reader. The appendix includes tables containing parts of the texts illustrating the application of the researched communicative strategies.