Online Self-Presentation During Transition : Qualitative Study about Personal Branding and the Self in Transition

Sammanfattning: Up until now, there has only been a limited amount of research in the field of online self- presentation in combination with young adults transitioning from a social to a professional self online. The purpose of this thesis is to extend the existing literature and address the gap by exploring how students present themselves before, during and after the transition from university to work. The study was built on the self-presentation theory by Erving Goffman (1959) in combination with the role identity theory as well as the career development framework by Donald Super (1980). To answer the research question and fulfill the purpose of this study an exploratory research method in combination with a qualitative, inductive research approach was chosen. Ten long, semi-structured, in-depth interviews were conducted using the long interview guide by McCracken. Individuals from Germany and Sweden between the ages of 21 and 26 were interviewed. The main findings showed that young adults categorize social media networks into two categories: private (social) and public (professional) applications. Individuals of the establishment phase meaning after transition to work represent a more professional self and alter other parts of the self. This process takes place over time and the representation of a professional self increased in importance and relevance. Individuals of the exploration phase meaning before transitioning to work show intentional behavior patterns towards their social self but not professional self. Therefore, the further individuals move towards the next life phase the more the presentation of the self moves towards a professional and intentional appearance online when in front stage. When in backstage privacy settings enable a carefully chosen audience for the more private self to be shared. The process of online self-presentation on social media is still a more intuitive process but the transition between different types of self can be linked to a stronger identification with a new life role.