1. Computer-Mediated Communication
Social Presentation and Perception

2. A Brief Introduction to Symbolic Interaction
“The character of interaction as it takes place between human beings”
Herbert Blumer ( ) developed much of the sociological approach to SI
Long history of development in both philosophy and sociology
Blumer actually coined the term SI;
Meaning comes from social interaction, and is constantly re-interpreted
It is a pragmatic approach– in part this means that everything is in relation to other things that are going on.
Other perspectives came from Symbolic Interactionism, including “Ethnomethodology” ,breaching studies, and conversation analysis.
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Computer-Mediated Communication — Cheshire & Fiore

3. Computer-Mediated Communication — Cheshire & Fiore
Core Features of SI
Symbols…
Change…
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Computer-Mediated Communication — Cheshire & Fiore

4. Computer-Mediated Communication — Cheshire & Fiore
Core Features of SI
Interaction…
Empirical…
However, the perspective has received criticism, especially from more quantitatively oriented methods.
However: note the focus on the micro-level
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Computer-Mediated Communication — Cheshire & Fiore

5. Goffman’s Approach and Focus
How individuals create and maintain their ‘social self’
Dramaturgical Approach: Uses theater and drama as a metaphor for how we develop and present ourselves
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Computer-Mediated Communication — Cheshire & Fiore

6. Computer-Mediated Communication — Cheshire & Fiore
“setting” : scenic parts of expressive equipment
“front” : the aspects that we identify with the ‘performer’ (clothes, socio-demographic characteristics, etc)
Front also includes gestures and expression, posture, etc.
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Computer-Mediated Communication — Cheshire & Fiore

7. Frontstage and Backstage
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Computer-Mediated Communication — Cheshire & Fiore

8. Expressions Given and Given Off
Goffman’s discusses two types of expressions:
‘given’ (intentional)
‘given off’ (unintentional)
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Computer-Mediated Communication — Cheshire & Fiore

9. Some Key Concepts in Goffman’s Work
“Front”
“Idealization”
“Definition of the Situation”
“Expressions given”
“Expressions given off”
“Impression Management”
Definition of Situation is especially important: in the same environment, the symbolic interaction of individuals leads to a conception of what is happening and what it means for participants and observers.
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Computer-Mediated Communication — Cheshire & Fiore

10. Meaning through Contradiction?
When individuals act in a way that is inconsistent with expected behavior, several things happen (for the ‘performer’ and the ‘audience’).
In many ways, the study of social “roles” allows us to understand such expectations as they are continually interpreted.
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Computer-Mediated Communication — Cheshire & Fiore

11. Social Order through Interaction?
Goffman argues that social order can be an outcome of our symbolic interactions…
What are some examples of how this might occur (in CMC or other ‘mediated’ situations)?
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Computer-Mediated Communication — Cheshire & Fiore

12. Computer-Mediated Communication — Cheshire & Fiore
Signaling
Assessment signals
Handicap (costly) signals
Index signals
Conventional signals
How do people send and receive them?
At a bar, on IM, in online dating?
Cost of signaling, cost of assessing
Handicap signals — indicate possession of a finite resource that you “waste” to produce the signal — you have enough of the resource that you can produce the signal and still survive, e.g., big antlers on a stag, an expensive car
Index signals — require the quality they signal to produce them, e.g., being good at tennis is an index signal of coordination, bigger tigers scratching higher on trees
Conventional signals — the connection of the signal to the quality is through convention, nothing inherent guarantees it. E.g., wearing a Gold’s Gym t-shirt to signal strength. Through social institutions, humans have made conv. signals more reliable than have other animals. (e.g., medical license)
Cost of probing — effort needed to assess honesty of signal
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Computer-Mediated Communication — Cheshire & Fiore

13. Costs and benefits for sender
Production
Efficacy costs
Strategic costs
Risk
Punishment
Benefits
Signaling: Changing observer’s beliefs
Functional: Hedonic and utilitarian
Efficacy: to make it visible; strategic: to ensure honesty (handicap costs)
Risks: showing fancy jewelry invites thieves and admirers, gang tattoos attract police as well as rivals
Punishment: if signal was deceptive
Benefits: driving a fancy car is both a signal and functionally enjoyable
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Computer-Mediated Communication — Cheshire & Fiore

14. Costs and benefits for receiver
Assessment
Being deceived by a dishonest signal
Benefits
Signaling: Learning about the sender
Functional: Again, hedonic and utilitarian
Assessment: might be as quick as a glance, or hours obsessing over an online dating profile, or years deciding if a boyfriend/girlfriend is fit to be a spouse
Benefits: If John signals his interest in Mary by taking her out for a nice dinner, she gets both signaling
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Computer-Mediated Communication — Cheshire & Fiore

15. How does signaling differ online and offline?
Almost everything is a conventional signal online. Giving vs. giving off — time, complete channel control. You can give off almost nothing. What are some examples of things you might give off in a text-only chat room?
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Computer-Mediated Communication — Cheshire & Fiore

16. Computer-Mediated Communication — Cheshire & Fiore
What is “deception”?
How can we resolve the tension between “playful” and “literal” use of CMC?
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Computer-Mediated Communication — Cheshire & Fiore

17. Computer-Mediated Communication — Cheshire & Fiore
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Computer-Mediated Communication — Cheshire & Fiore

18. What is Goffman’s “setting” in CMC interaction?
Where does it come from?
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Computer-Mediated Communication — Cheshire & Fiore

19. Computer-Mediated Communication — Cheshire & Fiore“
The architects of a virtual space — from the software designers to the site administrators — shape the community in a more profound way than do their real-world counterpart. People eat, sleep, and work in buildings; the buildings affect how happily they do these things. But the buildings do not completely control their perception of the world. In the electronic domain, the design of the environment is everything. ”
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Computer-Mediated Communication — Cheshire & Fiore

20. Just for fun Passport to the Pub: A guide to British pub etiquette
Guide to Flirting
Both from Social Issues Research Centre.
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Computer-Mediated Communication — Cheshire & Fiore