How to Cite
Abstract
DOI 10.24917/20837275.10.4.7
Niniejszy artykuł koncentruje się na fenomenie selfie, jego popularności, relacji z autopostrzegania, egoontogenezy, ale w szczególności jako możliwość orientacji grupy docelowej w odpowiednim kierunku planowanym w ramach komunikacji marketingowej. Celem badania było ustalenie, czy u młodych ludzi istnieje zależność pomiędzy czynnikami osobowości (konkretnie czynnikami H: społeczna śmiałość, N: zamkniętość, IM: budowanie dobrego obrazu) oraz wybranymi elementami i strukturą zawartą w fotografiach selfie, prezentowanych w serwisach społecznościowych. Wykorzystano analizę treści selfie i 16 PF kwestionariusz (Cattell i in. 1997a, b). Analiza statystyczna danych ukazała, że niektóre strukturalne elementy selfie (np. pozycja głowy, kompozycja) różnią się stopniem testowanych czynników osobowości respondentów, inne nie (np. rodzaj kontaktu wzrokowego, pozycja brody i inne). Jednocześnie implikacje będą zaproponowane dla sfery wykorzystania stwierdzeń do planowania i dokładnego ukierunkowania komunikacji marketingowej.
Selfie in digital media platforms - targeted marketing communication
Abstract
This paper focuses on the phenomenon of selfie, its popularity, relationships with selfperception and ego-ontogenesis but in particular it is an opportunity to focus on the target group within marketing communication. The goal was to find out if there are correlations between personal factors (namely factors H: Social Boldness, N: Privateness, IM: Impression Management) and some content elements and the structure of selfies published on social networks amongst the youth. We used analysis of the content of selfies and 16 PF questionnaire (Cattell et al. 1997a, b). Statistical analysis of the data showed, that some structural elements of selfie (e.g. head position and tilt, composition of the shot) differentiate between varying degrees of the tested factors of the personality of respondents, other structural elements of selfie (e.g. type of eye contact, position of chin, etc.) do not. At the same time the implications will be proposed for use of the statements for planning and accurate targeting of marketing communication.
References
Arpaci Ibrahim, Baloğlu Mustafa, Kesici Şahin. 2018. ”The relationship among individual differences in individualism-collectivism, extraversion, and self-presentation”. Personality and Individual Differences nr 121(15). 89–92. DOI: http://dx.doi.org/10.1016/j.paid.2017.09.034.
View in Google Scholar
Badaoui Khafid, Lebrun Anne-Marie, Su Che-Jen. 2018. ”The influence of personal and social identity on the clothing consumption of adolescents”. Canadian Journal of Administrative Sciences. Revue canadienne des sciences de l’administration nr 35 (1). 65–78. DOI: 10.1002/CJAS.1397.
View in Google Scholar
Bayard, the ”orgotten pioneer”. 2012. ”Introduction to The History of Photography”. http://photographyhistory.blogspot.cz/2012/01/bayard-forgotten-pionner.html (dostęp: 8.10.2015).
View in Google Scholar
Biolacati Roberta, Passini Stefano. 2018. ”Narcissism and self-esteem: Diferent motivations for selfie posting behaviors”. Cogent Psycholog nr 5(7). 1–12. DOI: https://doi.org/10.1080/23311908.2018.1437012.
View in Google Scholar
Bolter Jay David, Grusin Richard. 2000. Remediation: Understanding New Media. Cambridge.
View in Google Scholar
Boursier Valentina, Manna Valentina. 2018. ”Selfie Expectancies Among Adolescents: Construction and Validation of an Instrument to Assess Expectancies Toward Selfies Among Boys and Girls”. Frontiers in Psychology nr 9(29). 1–14. DOI: 10.3389/fpsyg.2018.00839.
View in Google Scholar
Cattell Raymond, Cattell Karen S., Cattell Heather. 1997a. (autorzy manualu: Russell Mary, Karol Darcie. Edycja Jurčová, Marta). 16 PF 5 – Príručka pre administrátora. Bratislava–Brno.
View in Google Scholar
Cattell Raymond, Cattell Karen S., Cattell Heather. 1997b. (manual przygotowali: Conn, Steven R., Rieke Mark L.; przygotowane dla słowackiego odbiorcy Matula Štefan). 1997b. 16 PF 5 – Príručka technická. Bratislava–Brno.
View in Google Scholar
Chae Jiyoung. 2017. ”Virtual makeover: Selfie-taking and social media use increase selfie-editing frequency through social comparison”. Computers in Human Behavior nr 66. 370–376. DOI: http://dx.doi.org/10.1016/j.chb.2016.10.007.
View in Google Scholar
Cohen Rachel, Newton-John Toby, Slater Amy. 2018. ”‘Selfie’-objectification: The role of selfies in self-objectification and disordered eating in young women”. Computers in Human Behavior nr 79. 68–74. DOI: https://doi.org/10.1016/j.chb.2017.10.027.
View in Google Scholar
Darvell Millie J., Walsh Shari P., White Katherine M. 2011. ”Facebook tells me so: applying the theory of planned behaviour to understand partner-monitoring behaviour on Facebook”. Cyberpsychology, Behavior, and Social Networking nr 14(12). 712–722. DOI: http://dx.doi.org/10.1089/cyber.2011.0035
View in Google Scholar
Debevec Kathleen, Spotts Harlan E., Kernan Jerome B. 1987. ”The Self-Reference Effect in Persuasion Implications For Marketing Strategy”. Advances in Consumer Research nr 14(1). 417–420.
View in Google Scholar
Digman John M. 1990. ”Personality structure: Emergence of the five-factor model”. Annual Review of Psychology nr 41. 417–440. DOI:10.1146/annurev.ps.41.020190.002221.
View in Google Scholar
Dutta Era, Sharma Payal, Dikshit Reetika, Shah Nilesh, Sonavane Sushma, Bharati Anup, De Sousa Avinash. 2016. ”Attitudes toward selfie taking in school-going adolescents: an exploratory study” Indian Journal of Psychological Medicine nr 38(3). 242–245. DOI: http://dx.doi.org/10.4103/0253-7176.183094.
View in Google Scholar
Fausing Bent. 2014. ”Become An Image. On Sefies, Visuality and The Visual Turn in Social Medias“. http://curis.ku.dk/ws/files/95157858/KEY_NOTE.docx [dostęp: 25.10.2015].
View in Google Scholar
Fox Jesse, Rooney C. Margaret. 2015. ”The Dark Triad and trait selfobjectification as predictors of men’s use and selfpresentation behaviors on social networking sites”. Personality and Individual Differences nr 76. 161–165. DOI: https://doi.org/10.1016/j.paid.2014.12.017
View in Google Scholar
Holm Hakan J., Samahita Margaret. 2018. ”Curating social image: Experimental evidence on the value of actions and selfies”. Journal of Economic Behavior and Organization nr 148. 83–104. DOI: https://doi.org/10.1016/j.jebo.2018.02.008.
View in Google Scholar
Jackson Linda A., Von Eye Alexander, Fitzgerald Hiram E., Zhao Yong, Witt Edward A. 2010. ”Self-concept, self-esteem, gender, race and information technology use”. Computers in Human Behavior nr 26(3). 323–328. DOI: 10.1016/j.chb.2009.11.001.
View in Google Scholar
Kozinets Robert V., Cerone Stefano. 2014. ”Between the Suit and the Selfie: Executives’ Lessons on the Social “Micro-Celebrity”“. GfK Marketing Intelligence Review nr 6(2). 21.
View in Google Scholar
Lee Eunsun, Ahn Jungsun, Kim Yeo Jung. 2014. ”Personality traits and self-presentation at Facebook”. Personality and Individual Differences nr 69. 162–167. DOI: http://dx.doi.org/10.1016/j.paid.2014.05.020.
View in Google Scholar
Leeuwen Theo Van, Jewitt Carey. 2001. The Handbook of Visual Analysis. London.
View in Google Scholar
Lowe-Calverley Emily, Grieve Rachel. 2018. ”Self-ie love: Predictors of image editing intentions on Facebook”. Telematics and Informatics nr 35(1). 186–194. DOI: http://dx.doi.org/10.1016/j.tele.2017.10.011.
View in Google Scholar
Manna Valentina, Boursier Valentina. 2017. How often do you? A study of sexting and selfie prevalence among adolescents. 15th European Congress of Psychology. Amsterdam. July 11–14. Amsterdam.
View in Google Scholar
Marshall Tara C., Lefringhausen Katharina, Ferenczi Nelli. 2015. ”The Big Five, self-esteem, and narcissism as predictors of the topics people write about in Facebook status updates”. Personality and Individual Differences nr 85. 35–40. DOI: http://dx.doi.org/10.1016/j.paid.2015.04.039.
View in Google Scholar
Matz Sandra C., Kosiński Michal, Nave Gideon, Stillwell David J. 2017. ”Psychological targeting as an effective approach to digital mass persuasion”. Proceedings of the National Academy of Sciences of the United States of America nr 114(48). 1–6. DOI: https://doi.org/10.1073/pnas.1710966114.
View in Google Scholar
McCain Jessica L., Borg Zachary G., Rothenberg Ariel H., Churillo Kristina M.; Weiler Paul, Campbell W. Keith. 2016. ”Personality and selfies: Narcissism and the Dark Triad”. Computers in Human Behavior nr 64. 126–133. DOI: http://dx.doi.org/10.1016/j.chb.2016.06.050.
View in Google Scholar
McLuhan Marshal I. 2004. Zrozumieć media. Przedłużenia człowieka. N. Szczucka (przeł.). Warszawa.
View in Google Scholar
Mikuláš Peter, Světlík Jaroslav. 2016. ”Execution of advertising and celebrity endorsement“. Communication Today nr 7(1). 92–103.
View in Google Scholar
Nosko Amanda, Wood Eileen, Molema Seija. 2010. ”All about me: Disclosure in online social networking profiles: The case of FACEBOOK”. Computers in Human Behavior nr 26(3). 406–418. DOI: 10.1016/j.chb.2009.11.012.
View in Google Scholar
Ogonowska Agnieszka. 2012. „Kultura i kompetencja wizualna w kontekście wybranych zagadnień współczesnej humanistyki”. Zeszyt Naukowy / Wyższa Szkoła Zarządzania i Bankowości w Krakowie nr 26. 113–143.
View in Google Scholar
Pijoan Joan. 1989. Dějiny umění. Praha.
View in Google Scholar
Pogontseva Darya Viktorovna. 2013. ”Selfie as the modern social and psychological phenomenon“. Cyberleninka nr 12(28). http://cyberleninka.ru/article/n/selfie-kak-sovremennyy-sotsialno-psihologicheskiy-fenomen (dostęp: 8.10.2015).
View in Google Scholar
Postman Neil. 2004. Zabawić się na śmierć. L. Niedzielski (przeł.). Warszawa.
View in Google Scholar
Qiu Lin, Lu Jiahui, Yang Shanshan, Qu Weina, Zhu Tingshao. 2015. ”What does your selfie say about you?” Computers in Human Behavior nr 52. 443–449. DOI: http://dx.doi.org/10.1016/j.chb.2015.06.032.
View in Google Scholar
Roberts Tomi-Ann. 2013. She’s so pretty, she looks just like a Bratz doll!: Theoretical foundations for understanding girls’ and women’s self-objectification. W The sexualization of girls and girlhood: Causes, consequences, and resistance. New York. 22–35.
View in Google Scholar
Rosario Dawson Takes a Selfie. 2007. „Thirty Mile Zone”. http://www.tmz.com/2007/09/18/rosario-dawson-takes-a-selfie/ (dostęp: 8.10.2015).
View in Google Scholar
Rose Gillian. 2016. Visual Methodologies: An Introduction to the Interpretation of Visual Analysis. London.
View in Google Scholar
Schultz Winfried, Scherer Helmut, Hagen Lutz, Reifová Irena, Končelík Jakub. 2011. Analýza obsahu mediálních sdělení. Praha.
View in Google Scholar
Selfie (hasło). 2009. ”Urban dictionary”. http://www.urbandictionary.com/define.php?-term=Selfie (dostęp: 8.10.2018).
View in Google Scholar
Selfie (hasło). 2013. ”Oxford Dictionarys”. http://www.oxforddictionaries.com/definition/english/selfie (dostęp: 8.10.2015).
View in Google Scholar
Slamecka Norman J., Graf Peter. 1978. ”The Generation Effect: Delineation of a Phenomenon”. Journal of Experimental Psychology: Human Learning and Memory nr 4(6). 592–604. DOI: http://dx.doi.org/10.1037/0278-7393.4.6.592.
View in Google Scholar
Sung Yongjun, Lee Jung-Ah, Kim Eunice, Choi Sejung Marina. 2016. ”Why we post selfies: Understanding motivations for posting pictures of oneself”. Personality and Individual Differences nr 97. 260–265. DOI: https://doi.org/10.1016/j.paid.2016.03.032.
View in Google Scholar
Trampota Tomáš, Vojtěchovská Martina. 2010. Metody výzkumu médií. Praha.
View in Google Scholar