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ISSN : 1229-8778
The purpose of this study is to examine different patterns in conspicuous self-expression on SNS according to the degree of self-esteem discrepancy and its’ subtypes(higher explicit self-esteem and lower implicit self-esteem vs. lower explicit self-esteem and higher implicit self-esteem). Prior research suggested that the greater self-esteem discrepancy people experience, the more materialistic they become. Based on this prior research, it was anticipated that people with greater self-esteem discrepancy would use more materials on SNS to conspicuously express themselves than those with less self-esteem discrepancy. However, two subtypes of self-esteem discrepancy are also known to have notably different characteristics such as narcissism and modesty. Thus different usage of subjects(material, experience, relationship, pet) and methods (picture, hashtag) are expected in their conspicuous self-expressions on SNS depending on the self-discrepancy subtypes. 127 students and their Instagram accounts were recruited to conduct a survey and content analysis. As a result, participants with greater self-esteem discrepancy uploaded more pictures featuring materials with clearer vision of its’ brands and more hashtags mentioning materials than their counterparts. Furthermore, two subtypes of self-esteem discrepancy employed different subjects and methods to manage their impressions on SNS. While participants with higher explicit self-esteem and lower implicit self-esteem preferred to choose relationship as a subject and hashtag as a method, those with lower explicit self-esteem and higher implicit self-esteem rather chose pet as a subject and picture as a method. Theoretical and practical implications were further discussed.
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