Description: Impression management refers to the process of controlling how one is perceived by others. This concept is fundamental in social interaction, as individuals constantly attempt to influence the perception others have of them. Impression management involves a series of strategies and tactics used to present a desired image, whether in personal, professional, or social contexts. The main characteristics of this practice include authenticity, adaptability, and social awareness. The relevance of impression management lies in its impact on interpersonal relationships, reputation, and communication effectiveness. In an increasingly connected world, where social media and digital platforms play a crucial role, impression management has become even more complex and significant. Individuals must be aware of how their actions, words, and behaviors can be interpreted by others, which can affect their public image and opportunities in various areas of life.
History: The concept of impression management was popularized by sociologist Erving Goffman in his work ‘The Presentation of Self in Everyday Life,’ published in 1956. Goffman used the metaphor of theater to describe how individuals act in different social contexts, presenting different ‘faces’ depending on the audience. Since then, impression management has evolved, especially with the rise of social media in the 2000s, where personal image has become more public and subject to evaluation by others.
Uses: Impression management is used in various areas, including the workplace, where professionals seek to project a competent and trustworthy image to advance their careers. It is also common in social settings, where individuals attempt to create an attractive or desirable image to form interpersonal relationships. In marketing and advertising, brands use impression management to build a positive brand identity and emotionally connect with consumers.
Examples: An example of impression management in the workplace is when a candidate prepares for an interview by carefully choosing their attire and body language to make a good impression on the interviewer. On social media, individuals often select and edit photos before posting them, aiming to present an idealized version of themselves. In the branding context, a company may use advertising campaigns that highlight its values and social commitment to enhance its public image.
