Goffman's Key Terms and Consumer Experiences

In his book, The Presentation of Self in Everyday Life, Goffman (1959) focuses on the self as a staged production in which people actively present themselves to different audiences one encounters. To bolster his conceptualization, Goffman used an interesting metaphor of “all the world’s a stage” (1959, 254). This, he terms as a “dramaturgical approach” (Goffman 1959, 240) in which an actor puts on a show for others; drawing analogies between human behaviors and the theater. Goffman (1959) likens the individual to an actor on stage performing for and with other individuals involved in the situation. Three types of space exist for the actor to perform on, to enact the self, and to interact with others: the front stage, the backstage, the outer region. Goffman (1959) utilizes specific dramaturgical terms such as performance, teams, front and back regions, sign-vehicles, and highlights the process of dramatic realization. These terms will be discussed in the following sections.

Both Simmel and Goffman have greatly contributed to the development of the sociological investigation of human interaction and experiences, they have taken a science that was not easily understood and brought it to the center of attention. While using different methods to ultimately obtain an understanding of how society functions, whether it be on the individual level or the as a group interplay.

Our identity is comprised of inner qualities and outer representations of self. It consists of innumerable defining characteristics that make up the whole of who we are in any given moment. These fragments of self include our sexuality, gender, and sense of belonging to a particular culture, nation, religion, family, or some other group. Our identity includes our looks, personality, beliefs and fears. Each individual in society assigns themselves a particular role, whether it be as a mother, brother, retiree, performer, sportsman or as a part of their occupation, a doctor or lawyer. Often one’s entire sense of self is consumed by

In The Presentation of Everyday Life, Goffman lays out the seven elements that create a performance: belief in the role that is being played, the front or ‘mask’, dramatic realization, idealization, maintenance of expressive control, misrepresentation, and deception/mystification. Using the simple description of someone interviewing for a job, we can see that “As he seeks to assume the role of an ideal employee (idealization), he tries (in his performance) to convey a certain image about himself through his dress, his speech, and his expressions (his front), emphasizing those things that he wants the interviewers to know (dramatic realization). He has to maintain control over these expressions throughout the interview (maintenance of expressive control). Any lapse in his performance in that role (misrepresentation) may lead to him revealing those things that he has been trying to conceal (mystification).” (Corbin, 2012)

Growing up in a generation with high expectations of identity that are constantly altering whether it’s the latest trends, styles and even mind-set principles, can be over whelming. When asked to describe one-self, we often are stuck thinking of what particular word could fully describe who we are as a person. We have such a hard time of coming with just one word because there is no form of describing one’s self. How we see ourselves, we may not want to be that the next day. “Looks can be deceiving” or “the first impressions are the most important” is commonly instilled in our mindset which it is true to some extent. Our work

Social identity theory proposed by Tajfel & Turner (2004) is a theory of group membership and behaviour which has made significant contributions in explaining in-group favouritism, out-group denigration, competition and other interactions of an individual among social groups (Korte, 2007; Brown, 2000; Tajfel & Turner, 2004). Social identity theory can be defined as an individual’s sense of who they are based on the group that they belong to through a process of self-categorisation and depersonalisation (Tajfel & Turner, 2004). In this essay, I will define social identity theory through its three mental processes involved in group evaluation which are: social identification which is a process whereby we are placed into certain

Erving Goffman was a sociologist known for developing the symbolic interaction and dramaturgical theory perspective. The dramaturgical theory is a social psychological perspective that studies human behavior and social interaction in terms of the analogy of the theater. This perspective is also related to symbolic interactionism. Symbolic interactionism is a theory based on interaction and communication, facilitated by many different words, gestures, and other symbols that have acquired various meanings. Dramaturgical theorist focus on how people manipulate various aspects of themselves and their settings to influence how others define and respond to them. In this perspective, “the self” is constructed of the various roles that one acquires, in order to present their various selves in ways that sustain particular impressions to their audiences. “The self” is a private possession established in and reflective of an individual’s personality, which includes ones values, beliefs, motives, traits, and dispositions. In addition, a person’s “self” is acquired through social relationships and is a structurally fundamental process that may change due to various situations. As humans interact with one another they are placed in social categories based on their attributes and actions. These assessments are primarily based on ones knowledge of roles.

The social identity theory is a theory developed by Henry Tajfel, in which Tajfel believes that who we are socially determines how many positive feelings we have towards ourselves. Basically, if we like where we stand socially, then we will like who we are and display happiness. In this theory, Tajfel labels the “in group” and the “out group” and says that we will always compare our “in group” to another’s “out group.” By comparing these groups, we develop a better personal view on ourselves (King, 2009). A big factor of the social identity theory is that the groups will tend to critique the differences of the groups, and overlook the similarities. A modern day example of the social identity theory would be your everyday high school cheerleaders versus band members. The cheerleaders think of themselves as the queen bees of the school,

This view gives us a deeper understanding of behaviours as performances. A personal example of looking at a performativity culture and analyzing it, is the roles people play in everyday life. The role of a

Goffman, E. 1959. ‘Performances’ chapter 1, from the presentation of self in everyday life. London: penguin.

People who are in a group or belong to and even assigned to the group, they would naturally think of the member within that group as the in-groups while others outside the group would be the out-groups. This can be explained by social categorization. People would normally categorize other people into different categories, including themselves. And bond between the in-groups would form. This however, would develop a discrimination between the in-group and out-group where people would favor the in-group more. Social categorization can be seen in the study done by Cialdini et .al (1976). The main purpose of the study is to find out whether people would favor their own “in-group” members more than the other people, the “out-groups”. Researcher uses two methods. First, researchers find fans from 7 different large United State prestigious football universities in a field experiment. Researchers then observed the student’s

This excerpt shows how more emphasis is put on women’s appearance and its keep up, and also shows the negative connotation of this prettiness; it is associated with shallowness. Not only is there an assumption that women spend much of their time on their appearance, but also there is the connected fact that others pay more attention to their appearance than their other character traits. This is still a reality of today as can be seen on the red carpet. Female celebrities have a whole industry devoted to making them look fashionable and pretty for events. The focus of these events becomes what they’re wearing rather than their work as actresses and singers.

Alongside Goffman's idea of the ‘masks’, he also mentions staging. He suggests that our self-presentation is constructed and controlled, and it shows the way we ‘set out’ our self-presentation, this includes; the costume we wear, the physical locations and the props we might use. When I’m at

Ever since I have been able to pick out my own outfits, every outfit I have put on has reflected the way I am feeling inward. Every phase I have gone through has been shown in the way I dress. I was the girl in band tees and bright colored skinny jeans, I was the girl in skirts, and even now I am the girl with the minimalistic 90 's grunge vibe. Before I did not consider this aspect of myself to be “body art”, but now I have come to realize just how deep of a significance clothing has on how we see ourselves and other people. I have also come to realize that elements like dress and make up constitute a performance. When I choose to wear make-up and an outfit I picked out for the day, I am putting on a performance whether or not I realize

In the second stage, social identification, we adopt the identity of the group we have categorised ourselves as belonging to. If for example you have categorised yourself as a student, the chances are you will adopt the identity of a student and begin to act in the ways you believe students act (and conform to the norms of the group). There will be an emotional significance to your identification with a group, and your self-esteem will become bound up with group membership. Again, Gilman had identified himself and Beauport as Hy Dairies’ member that was not true for Beauport who was very new and in different job hierarchy unlike Gilman. Thus, she did not identify herself with Hy dairies and Gilman.