There are basically two types of self-presentation, each serving a different motive. Strategic self-presentation consists of our efforts to shape others’ impressions in specific ways in order to gain influence, power, sympathy, or approval. Prominent examples of strategic self-presentation are everywhere: in personal ads, in online message boards, in political campaign promises, and in defendants’ appeals to the jury. The specific goals vary and include the desire to be seen as likable, competent, moral, dangerous, or helpless. Whatever the goal may be, people find it less effortful to present themselves in ways that are accurate rather than con- trived.
The first is ingratiation, a term used to describe acts that are motivated by the desire to “get along” with others and be liked. The other is self-promotion, a term used to describe acts that are motivated by a desire to “get ahead” and gain respect for one’s competence. observations of employment interviews reveal that ingratiation and self-promotion are common self-presentation tactics that Western job applicants use—and these tactics lead recruiters to form positive impressions.
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