Publications of the Department of Social Research 2015:18 Social Psychology
The dissertation explores the experience of maintaining a social network service (SNS) user profile. This is topical, with 1.49 billion profiles on Facebook alone and the numbers only growing. The social dynamics of self-presentation have changed dramatically in SNS contexts, and research into identity and behavior has focused on concepts such as self-presentation and impression management to understand these changes. The dissertation, forming an attempt to understand the phenomenon via both qualitative and quantitative research methods, shows how the process becomes very complex for an individual. The message is clear: The social powers in SNSs are changing the conception of identity in a way that is reflected in the sociocultural zeitgeist and in the day-to-day lives of ordinary people.