First impressions in the digital era

First impressions are lasting. They shape the way people perceive us, whether it’s a person, company or even a country. This highlights the importance of creating a positive initial image. However, maintaining that image requires consistent behavior and strategic tactics. My experiences living abroad broadened my perspective and ignited a desire to explore various aspects of “impression management”, which refers to controlling the image of how others perceive.

This led me to consider Erving Goffman’s theory of self-presentation in 1959 and Thorstein Veblen’s concept of conspicuous consumption, introduced in his 1899 work. What we see in social media nowadays and the fake perfection was illustrated centuries ago, as Veblen proposed that acquiring and displaying expensive goods and services is a way to signal social status and achieve a higher position within social hierarchies.

With the prevalence of social media, conspicuous consumption manifests in various ways. Individuals might engage in activities to increase validation, such as using filters or hashtags. Deceptive tactics, like buying likes or followers, are also employed to create a false impression and gain social approval. These behaviors demonstrate that conspicuous consumption in social media platforms extends beyond just purchasing expensive products; it encompasses actions taken to elevate one’s digital status and seek validation.

Having lived in two different regions, I believe conspicuous consumption might be more prevalent in ours compared to Europe. Cultural and traditional pressures in our region emphasize perfection, both online and offline. This constant exposure to judgment can be exhausting. It’s important to prioritize personal happiness and authenticity, rather than constantly worrying about the opinions of others.