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Globalization of the media communications progressed rapidly during the twentieth century thanks to innumerable innovation within information technologies particularly communications satellites, digitalization and advances in computer technology. Today we can utilize new communication systems that allow a worldwide distribution of messages from one place to another. In the middle of the global development of mass media we can find many children and young people. With their engaging, interactive properties, the new digital media are suggested to have more impact on how children grow and learn, what they value, and ultimately who they become than any other medium that has come before (Montgomery, 2002). New media technology influences the life and culture of young people. What is the nature of the content in it and whose values and judgments does it represent is a fatal question for educational researchers today.

Purpose – To explore how young men negotiate the matriarchal domain of fashion consumption and self-presentation, observing techniques adopted by these men to navigate this feminized space and construct their identity project.

Methodology/approach – Engaging Foucauldian theory, a constructionist approach is followed to analyze qualitative interview data with the understanding that a consumer's narrated experience is embedded in a social web of possible interpretation. Rather than seeking to discover a respondents “essential self” within interview data, this research takes a narrative analysis approach, considering individuals storytelling within the context of circulating discourses and power relations.

Findings – As young, fashion-forward men navigate new configurations of power relationships and adopt new modes of performing masculinity, they come to legitimate themselves by forging new categories of existence. They engage various techniques to include the arts and the art of irony in an effort to constitute their masculine subjectivity within discourses of fashionable self-presentation practices.

Social implications – By exploring the social context wherein consumer choices are made, we see consumer identity projects are in fact constricted and influenced by a myriad of sociocultural forces.

Originality/value of paper – Within consumer culture theory, there is much focus on the agency of consumers and their identity projects. However, there is a dearth of work that considers the social and cultural context wherein these identity constructions take place. This study makes a contribution toward addressing this gap.

Drawing on the theoretical framework of Grabe and Bucy (2009), this chapter presents the findings of an exploratory study concerning the visual self-presentation strategies that the political leaders of the two main political parties in Greece (Syriza and New Democracy) employed in their political adverts on YouTube during the campaign for the 2019 European Parliamentary elections. The findings illustrate that, despite the fact that both leaders made equal use of the two master frames, of the ideal candidate and the populist campaigner, their visual strategies differed in the emphasis given to the various subdimensions of the visual framework. Both leaders attempted to project a public persona characterised by ordinariness and professionalism. Tsipras used a series of spots through which he sought to both ‘renew’ his relationship with the electorate and reinforce perceptions of his statesmanship as a widely respected political leader. Mitsotakis' visual strategy was primarily based on building a more relatable image and strengthening his leadership profile, as well as the frequent use of patriotic symbols.

The proliferation of social networking sites (SNSs) has drawn attention to different parties in realising their goals. Advertisers utilise SNSs to promote new products and services; politics optimise SNSs to gather support from the public, while ordinary users use SNSs as a unique platform to practice self-disclosure, develop networks, and sustain relationships. This study explores how social anxiety affects self-disclosure on SNSs and well-being. It also examines the moderating effects of two contextual factors, namely, online disinhibition and psychological stress. Two hundred and thirty-four valid responses were collected via an online survey. A positive relationship between social anxiety and self-disclosure, and self-disclosure and well-being was found. Furthermore, a positive moderation effect among social anxiety, online disinhibition, and self-disclosure was revealed. This research contributes to the development of social networking literature. It also enhances the understanding of disclosure patterns on SNSs among socially anxious individuals, thereby providing important insights for practitioners, educators, and clinicians.

Textbook knowledge about entrepreneurs and entrepreneurship is always very sterile because discussion treats enterprises and their actors in an “all are alike” approach as if there is a unique and average size and type. Entrepreneurship takes place in multiple sites and spaces and researchers must specify and contextualize rather than decontextualizing their cases. The chapter argues that the vast majority of entrepreneurs falls into the category of micro-entrepreneurs where economic activities are run without further employees paid by wage or salary. In the average of the European Union, more than 70 out of 100 entrepreneurs belong to this group of small business(wo)men. However, even this category is wide and covers many forms of activities under different labels, such as small farmers, freelancers, solo self-employed, independent professionals and others. In this context, also the development of new media and technologies as well as digitalization influence those economic activities of the actors due to their significant impact on processes and possibilities. Social media influences those one-(wo)men-firm owners privately and commercially but social media are – vice versa – also an object of influence since businesspeople use platforms to orchestrate themselves on the internet. Online platforms serve as tools to advertise where people create their own identity and typical brand. This chapter asks for the links between craftsmen, artisans and micro-entrepreneurs and their use and handling of social media by presenting first empirical results of an investigation which has been undertaken in Austria.

After Papua New Guinea’s contact with the western world several western scholars turned their attention toward the indigenous population and showed a special interest in the cults that were formed afterward as well as the (following) conversions of almost all indigenous population to the Christian faith. While the majority of the literature focuses on this process either as an act of desperation or as one of calculation, this chapter focuses on the practices in the actual process of “becoming a Christian,” viewing them as expressions of self-change and thus offering a new perspective for understanding those changes. Drawing on and expanding interactionist ideas of dramatic self-change, this chapter identifies the practices used to portray that a change of identity has occurred. Data was gathered through the analysis of existing anthropological and ethnological work, which provides information about a broad range of tribes, yet is limited to the information provided by the respective researcher. The practices found are divided into practices which need not be secured, which demonstrate the acceptance of the new religion in a way that is usually not challenged (like public confessions, verbal denigration of the old tradition, integration into the new structure, adopting new symbols, and destroying the old) and practices that need to be secured, ones which might be regarded as odd (like dramatizing enlightenment) and thus need another way of accounting to secure them from being challenged.

In his influential study The Presentation of Self in Everyday Life (1971 [1959]), Erving Goffman provides an insightful account of the formation of social selves. Goffman’s work has been extensively discussed in the sociological literature. Yet, the presuppositional underpinnings, let alone the socio-ontological implications, of his conception of personhood have not been rigorously scrutinized.

The main reason for the lack of methodical engagement with the principal assumptions that lie at the heart of Goffman’s theory of the self is that his approach is widely regarded as an eclectic narrative that, while drawing on different sociological traditions, does not make any claim to universal validity.

The persuasiveness of the contention that Goffman’s analysis of the self cannot be reduced to a general theory of human personhood appears to be confirmed by the fact that both supporters and detractors of his sociological project tend to agree that it would be erroneous to deduce a foundational framework of investigation from his numerous studies concerned with the interaction between self and society.

Attention will be drawn to several controversial issues that arise when faced with the task of assessing both the strengths and the weaknesses of Goffman’s understanding of the self.

The aim of this paper is to challenge the aforementioned contention by demonstrating that Goffman provides a fairly systematic account of human personhood. More significantly, this enquiry suggests that a fine-grained examination of his key concepts permits us to propose an outline of a general theory of the human self.