Papacharissi, Zizi. "The Presentation of Self in Virtual Life: Characteristics of Personal Home Pages." Journalism and Mass Communication Quarterly 79.3 (2002): 643-660. Web. 8 Sep 2010.
As a research focus I am primarily interested in how creative fiction writers use digital technologies in identity performance. I chose this article as a starting point for my research because it contains a general discussion of identity performance and demonstrates application of theory to a digital environment.
Papacharissi posits two main research questions: (1) What are Web page characteristics through which visual actors pursue self-presentation online, and (2) How are the characteristics of personal home pages related? Papacharissi conducted a content analysis of a random sample by using coders to investigate the homepages of previously surveyed homepage owners. The coders noted the number and variety of pages making up each site, classified them into categories, recorded the number of feedback mechanisms and links, and attempted to measure the interactivity of each home page. Papacharissi used dimensions of interactivity previously suggested by Ha and James for use in analyzing commercial sites. These dimensions are playfulness, availability of choice, connectedness to the audience, ability for information collection, and reciprocity. Additionally, the concept of vividness as presented in the work of Jonathan Steuer was used to measure successful online identity performance.
Results indicated that homepage owners used a combination of design elements to construct a “front”, as defined by Goffman in The Presentation of Self in Everyday Life. A front is comprised of elements used to background an identity performance in the same way that scenery and stage props are used in theater. In the case of personal homepages those include Web templates and publishing elements such as color, font type, and space. Feedback mechanisms were seen as indicating a desire for interpersonal communication and social approval. A need for affiliation was indicated by membership in Web page communities.
The strength of Papacharissi’s study lies in demonstrating that it is possible to express and perform identity without traditional elements such as verbal and visual clues, and in suggesting that the ability of the individual to orchestrate elements of the performance in advance may benefit overall effectiveness. Additionally, the study shows that dimensions used to evaluate commercial sites are equally appropriate for personal ones. This is important for my own research because my initial theories suggest that creative fiction writers are likely to use digital media in a hybridization of public and private; presenting seemingly personal information for commercial reasons.
The study’s weakness is a failure to clearly demonstrate that personal homepages are constructed consciously and intentionally to perform a specific identity. The choice of site elements could be as easily influenced by the technical capabilities of the user or options offered by the host as by deliberate user design. The study is also limited to homepages whereas I am interested in how individuals use multiple forms of digital media.
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