LESSON 2
Self-Concept and Impression Management
Who are you? Take a moment now to answer this question. How did you define
yourself? As a student? A man or woman? By your age? Your religion? Your
occupation? Of course, there are many ways of identifying yourself. List as many
ways as you can to identify who you are. Write your list down. Try to include all the
characteristics that describe you:
 your moods or feelings (happy, sad, easy-going, sensitive)
 your appearance (good-looking, unattractive)
 your social traits (friendly, shy)
 talents you possess or lack (musical, tone-deaf, athletic, unathletic)
 your intellectual capacity (smart, stupid)
 your strong beliefs (religious, environmentalist)
 your social roles (brother, parent, spouse)
 your physical condition (healthy, overweight)
Now take a look at what you’ve written. You’ll probably see that the words you’ve
chosen represent a profile of what you view as your most important
characteristics. In other words, if you were required to describe the “real you,”
this list ought to be a good summary.
COMMUNICATION AND THE SELF-CONCEPT
What you’ve done in developing this list is to give a partial description of your selfconcept: the relatively stable set of perceptions you hold of yourself. You probably
recognize that this self-concept list is only a partial one. To make the description
complete, you’d have to keep adding items until your list ran into hundreds of
words. Take a moment now to ask yourself once again, “Who am I?” Add your
answers to your list. You could go on and on, couldn’t you?
Of course, not every item on your list is equally important. For example, the most
significant part of one person’s self-concept might consist of social roles, and for
another it might be physical appearance, health, friendships, accomplishments, or
skills. You can discover how much you value each part of your self-concept by rankordering the items on the list you’ve compiled. Try it now: Place 1 next to the most
fundamental thing about you, 2 next to the second most important item, and so on
until you’ve completed your list.
This exercise has value, even though you haven’t made a comprehensive list. The
concept of self is perhaps our most fundamental possession. Knowing who we are is
essential, for without a self-concept, it would be impossible to relate to the world.
How the Self-Concept Develops
Most researchers agree that we are not born with a self-concept. An infant lying in
a crib has no notion of self, no notion (even if he could talk) of how to answer the
question, “Who am I?” Soon after birth, the infant begins to differentiate among
the stimuli in the environment: familiar and unfamiliar faces, the sounds that mean
food, the noises that frighten, the cat that jumps in the crib, the sister who
tickles—each becomes a separate part of the world. Recognition of distinctions in
the environment probably precedes recognition of the self.
During the first year of life, the child begins to recognize “self” as distinct from
the surroundings. If you’ve ever watched children at this age, you’ve probably
marveled at how they can stare with great fascination at a foot, hand, and other
body parts that float into view, almost as if they were strange objects belonging to
someone else. Then the connection is made, as if the child were realizing “The hand
is me,” “The foot is me.” These first revelations form the child’s earliest concept
of self. At this early stage, the self-concept is almost exclusively physical,
involving the child’s basic realization of existing and possessing certain body parts
over which some control is exerted.
Although children may behave more or less sociably, they don’t automatically view
themselves in a way that reflects their actual characteristics. In fact, the
opposite is closer to the truth: The self-concept is extremely subjective, being
almost totally a product of interaction with others. Your self-concept is shaped by
those around you. This process of shaping occurs in two ways: reflected appraisal
and social comparison.
Reflected Appraisal: The “Looking Glass” Self
Consider your own life. Recall someone you know or once knew who was an “ego
booster” for you—someone who helped enhance your self-concept by acting in a way
that made you feel accepted, competent, worthwhile, important, appreciated, or
loved. The person may not have played a crucial role in your life as long as the role
was positive. Often your self-concept is shaped by many tiny nudges as well as by a
few giant events. A family member with whom you’ve spent most of your life can be
an ego booster, but so can the stranger on the street who spontaneously smiles and
strikes up a friendly conversation.
Now recall an “ego buster” from your life—someone who acted in a large or small
way to reduce your self-esteem. As with ego booster, ego buster messages aren’t
always intentional. The acquaintance who forgets your name after you’ve been
introduced or the friend who yawns while you’re describing an important problem
can diminish your feelings of self-worth.
As early as 1912, sociologist Charles Cooley used the image of a mirror to identify
the process of reflected appraisal: the fact that each of us develops a selfconcept that matches the way others see us. In other words, we are likely to feel
less valuable, lovable, and capable to the degree that others have communicated
ego busting signals; and we will probably feel good about ourselves to the extent
that others seem to feel good about us. The validity of the principle of reflected
appraisal will become clear when you realize that the self-concept you described in
the list at the beginning of this chapter is a product of the positive and negative
messages you have received throughout your life.
To illustrate this point further, let’s start at the beginning. Newborn children
aren’t born with any sense of identity: They learn to judge themselves only through
the way others treat them. At first the evaluations aren’t linguistic. Nonetheless,
even the earliest days of life are full of messages that constitute the first
boosters and busters that start to shape the child’s self-concept. The amount of
time parents allow their baby to cry before attending to its needs nonverbally
communicates over a period of time how important it is to them. Their method of
handling the child also speaks volumes: Do they affectionately play with it, or do
they treat it like so much baggage? Does the tone of voice with which they speak
express love and enjoyment or disappointment and irritation.
Of course, many of these messages aren’t intentional ones. It is rare when a parent
will deliberately try to tell a child it’s not lovable; but whether they’re intentional
or not doesn’t matter—nonverbal statements play a big role in shaping a youngster’s
feelings of being OK or not OK.
As the child learns to speak and understand language, verbal messages also
contribute to a developing self-concept. Ever day a child is bombarded with scores
of messages about herself. Some of these are positive: “You’re so cute!” “I love
you.” “What a big girl.” Other messages are more discouraging: “What’s the matter
with you?” “Can’t you do anything right?” “You’re a bad boy.” “Leave me alone.”
“You’re driving me crazy.”
Evaluations like these are the mirror by which we know ourselves; and since
children are trusting souls who have no other way of viewing themselves, they
accept at face value both the positive and negative evaluations of the apparently
all-knowing and all-powerful adults around them.
These same principles in the formation of the self-concept continue in later life,
especially when messages come from what sociologists term a significant other—a
person whose opinions we especially value. The evaluations of a few especially
important people can have long-range effects. A teacher from long ago, a special
friend or relative, or perhaps a barely known acquaintance whom you respected can
all leave an imprint on how you view yourself. To see the importance of significant
others, ask yourself how you arrived at your opinion of yourself as a student . . . as
a person attractive to others . . . as a competent worker . . . and you’ll see that
these self-evaluations were probably influenced by the way others viewed you. It’s
been said, “We are not only our brother’s keeper; in countless large and small ways,
we are our brother’s maker.” This was expressed by Aaron Bleiberg and Harry
Leubling thus: “I am not what I think I am. I am not what you think I am. I am what
I think you think I am.”
Although messages from others have a powerful impact on shaping our identity, it
is an exaggeration to suggest that feedback is always responsible for modifying
the self-concept. There are cases where a person’s actual abilities play a larger
role in shaping both self-evaluations and the perceptions of others. For example, if
you are an outstanding athlete or a computer whiz, your accomplishments will
probably boost your self-esteem, even if others don’t give you much praise.
Furthermore, the influence of significant others becomes less powerful as we grow
older. The critical comment that might devastate a child or adolescent would
probably have less effect on an adult.
Social Comparison
So far we have looked at the way others’ messages shape your self-concept. In
addition to these messages, each of us forms our self-image by the process of
social comparison: evaluating ourselves in terms of how we compare with others.
Two types of social comparison need highlighting In the first, we decide whether
we are superior or inferior by comparing ourselves with others. Are we attractive
or ugly? A success or failure? Intelligent or stupid? It depends on those against
whom we compare ourselves.
You might feel just ordinary or inferior in terms of talent, friendships, or
attractiveness if you compare yourself with an inappropriate reference group. You
might never be as beautiful as a Hollywood star, as agile as a professional athlete,
or as wealthy as a millionaire. when you consider the matter logically, these facts
don’t mean you’re worthless. Nonetheless, many people judge themselves against
unreasonable standards and suffer accordingly.
This principle is especially powerful when we compare ourselves to images in the
media. Comparing your appearance to a professionally made-up, professionally
photographed, and systematically starved fashion model is bound to lead to
disappointment. Likewise, comparing your success to the head of MegaWorld
Corporation on your favorite TV drama will make you feel a failure.
In addition to feelings of superiority and inferiority, social comparison also
provides a way to decide if we are the same as or different from others. A child
who is interested in ballet and who lives in a setting where such preferences are
regarded as weird will start to accept this label if there is no support from others.
Likewise, adults who want to improve the quality of their relationships but are
surrounded by friends and family who don’t agree such matters are important may
think of themselves as oddballs. Thus, it’s easy to recognize that the reference
groups against whom we compare ourselves play an important role in shaping our
view of ourselves.
You might argue that not every part of one’s self-concept is shaped by others,
insisting there are certain objective facts that are recognizable by selfobservation. After all, nobody needs to tell a person that he is taller than others,
speaks with an accent, has acne, and so on. These facts are obvious.
Though it’s true that some features of the self are immediately apparent, the
significance we attach to them—the rank we assign them in the hierarchy of our
list and the interpretation we give them—depends greatly on the opinions of
others. After all, there are many of your features that are readily observable, yet
you don’t find them important at all because nobody has regarded them as
significant.
Here’s an example: I am one of the least coordinated or athletic people I know. I’m
not good at anything related to sports—can’t hit a golf ball straight, can’t catch a
thrown ball, can’t make a basket from anywhere on the court. When I was growing
up, girls didn’t play sports; we had to endure an hour a week of “gym” class where
we did calisthenics, but never played a game of any kind. So this characteristic of
mine was completely unimportant. No one ever said, “That Marie’s a nice girl, but
she sure can’t play basketball.” No one even knew, much less cared. If, as a junior in
college, I had made a self-concept list such as you did when you began this lesson,
there would be nothing about sports or athletic ability on it. My guess is that the
lists of many of the women in this class include either “good at sports” or “not good
at sports.” Why? Because now society pays attention to such things in females.
By now you might be thinking, “Hey, it’s not my fault I’ve always been shy. Since my
self-concept results from the way others have treated me, I can’t help being who I
am.” Though it’s true that to a great extent you are a product of your environment,
to believe you are forever doomed to a poor self-concept would be a big mistake.
You can change your attitudes and behaviors. So don’t use the fact that others
have shaped your self-concept as an excuse for self-pity or for acting helpless.
Now that you know the effect of overly negative evaluations have had on you in the
past, you’re in a better position to revise your perception of yourself more
favorably in the future.
First take a look at the following story. It should help you to consider what
responsibility you might have to others in light of what you’ve learned:
Cipher in the Snow
It started with tragedy on a biting cold February morning. I was driving behind the
Milford Corners bus as I did most snowy mornings on my way to school. It veered and stopped
short at the hotel, which it had no business doing, and I was annoyed as I had to come to an
unexpected stop. A boy lurched out of the bus, reeled, stumbled, and collapsed on the
snowbank at the curb. The bus driver and I reached him at the same moment. His thin, hollow
face was white even against the snow.
“He’s dead,” the driver whispered.
It didn’t register for a minute. I glanced quickly at the scared young faces staring
down at us from the school bus. “A doctor! Quick! I’ll phone from the hotel . . . .”
“No use, I tell you he’s dead.” The driver looked down at the boy’s still form. “He
never even said he felt bad,” he muttered. “Just tapped me on the shoulder and said, real
quiet, ‘I’m sorry. I have to get off at the hotel.’ That’s all. Polite and apologizing like.”
At school, the giggling, shuffling morning noise quieted as the news went down the
halls. I passed a huddle of girls. “Who was it? Who dropped dead on the way to school?” I
heard one of them half-whisper.
“Don’t know his name; some kid from Milford Corners” was the reply.
It was like that in the faculty room and the principal’s office. “I’d appreciate your
going out to tell the parents,” the principal told me. “They haven’t a phone and, anyway,
someone from school should go there in person. I’ll cover your classes.”
“Why me?” I asked. “Wouldn’t it be better if you did it?”
“I didn’t know the boy,” the principal admitted levelly. “And, in last year’s sophomore
personalities column I note that you were listed as his favorite teacher.”
I drove through the snow and cold down the bad canyon road to the Evans place and
thought about the boy, Cliff Evans. His favorite teacher! I thought. He hasn’t spoken two
words to me in two years! I could see him in my mind’s eye all right, sitting back there in the
last seat in my afternoon literature class. He came in the room by himself and left by himself.
“Cliff Evans,” I muttered to myself, “a boy who never talked.” I thought a minute. “A boy who
never smiled. I never saw him smile once.”
The big ranch kitchen was clean and warm. I blurted out my news somehow. Mrs.
Evans reached blindly toward a chair. “He never said anything about bein’ ailing.”
His stepfather snorted, “He ain’t said nothin’ about anything since I moved in here.”
Mrs. Evans pushed a pan to the back of the stove and began to untie her apron. “Now
hold on,” her husband snapped. “I got to have breakfast before I go to town. Nothin’ we can
do now anyway. If Cliff hadn’t been so dumb, he’d have told us he didn’t feel good.”
After school I sat in the office and stared blankly at the records spread out before
me. I was to close the file and write the obituary for the school paper. The almost bare
sheets mocked the effort. Cliff Evans, white, never legally adopted by stepfather, five young
half-brothers and sisters. These meager strands of information and the list of D grades were
all the records had to offer.
Cliff Evans had silently come in the school door in the mornings and gone out the
school door in the evenings, and that was all. He had never belonged to a club. He had never
played on a team. He had never held an office. As far as I could tell, he had never done one
happy, noisy kid thing. He had never been anybody at all.
How do you go about making a boy into a zero? The grade-school records showed me.
The first and second grade teachers’ annotations read “sweet, shy child,” “timid, but eager.”
Then the third grade note had opened the attack. Some teacher had written in a good, firm
hand, “Cliff won’t talk. Uncooperative. Slow learner.” The other academic sheep had followed
with “dull”; “slow-witted”; “low I.Q.” They became correct. The boy’s I.Q, score in the ninth
grade was listed as 83. But his I.Q. in the third grade had been 106. The score didn’t go under
100 until the seventh grade. Even shy, timid, sweet children have resilience. It takes time to
break them.
I stomped to the typewriter and wrote a savage report pointing out what education
had done to Cliff Evans. I slapped a copy on the principal’s desk and another in the sad, dogeared file. I banged the typewriter and slammed the file and crashed the door shut, but I
didn’t feel much better. A little boy kept walking after me, a little boy with a peaked, pale
face; a skinny body in faded jeans; and big eyes that had looked and searched for a long time
and then had become veiled.
I could guess how many times he’d been chosen last to play sides in a game, how many
whispered child conversations had excluded him, how many times he hadn’t been asked. I
could see and hear the faces and voices that said over and over, “You’re a nothing, Cliff
Evans.”
A child is a believing creature. Cliff undoubtedly believed them. Suddenly it seemed
clear to me: When finally there was nothing left at all for Cliff Evans, he collapsed on a
snowbank and went away. The doctor might list “heart failure” as the cause of death, but that
wouldn’t change my mind.
We couldn’t find ten students in the school who had known Cliff well enough to
attend the funeral as his friends. So the student body officers and a committee from the
junior class went as a group to the church, being politely sad. I attended the services with
them, and sat through it with a lump of cold lead in my chest and a big resolve growing
through me.
I’ve never forgotten Cliff Evans nor that resolve. He has been my challenge year
after year, class after class. I look for veiled eyes or bodies scrouged into a seat in an alien
world. “Look, kids,” I say silently, “I may not do anything else for you this year, but not one of
you is going to come out of here a nobody. I’ll work or fight to the bitter end doing battle
with society and the school board, but I won’t have one of you coming out of here thinking
himself a zero,”
Most of the time—not always, but most of the time—I’ve succeeded.
Jean Mizer
Characteristics of the Self-Concept
Now that you have a better idea of how your self-concept has developed, we can
take a closer look at some of its characteristics.
The Self-Concept is Subjective
Although we may believe that our self-concept is accurate, in truth it may well be
distorted. Some people view themselves much more harshly than the objective
facts warrant. We have all experienced a temporary case of the “uglies,” convinced
that we look much worse than others assure us we really appear. Research confirms
what common sense suggests: that people are more critical of themselves when
they are experiencing these negative moods than when they are feeling more
positive. Although we all suffer occasional bouts of self-doubt, some people suffer
from long-term or even permanent states of excessive self-doubt and criticism.
It’s easy to understand how this chronic condition can influence the way they
approach and respond to others.
Distorted self-evaluations like these can occur for several reasons. Let’s examine
these.
Obsolete Information. The effects of past failures in school or social situations
can linger long after they have occurred, even though such events don’t predict
failure in the future. Likewise, your past successes don’t guarantee future success.
Perhaps your jokes used to be well received or your work was superior, but now the
facts have changed.
Distorted Feedback. This can also create a self-image that is worse or better
than the factors warrant. Overly critical parents are one of the most common
causes of a negative self-image. In other cases the remarks of cruel friends,
uncaring teachers, excessively demanding employers, or even memorable strangers
can have a lasting effect. Other distorted messages are unrealistically positive, A
boss may think of herself as an excellent manager because her assistants shower
her with false praise in order to keep their jobs or gain promotions. Likewise, a
child’s inflated ego may be based on the praise of doting parents.
Self-Verification. Other communicators fasten onto a self-concept, whether it is
positive or negative, the tendency is to seek out people who confirm it. Recent
studies show that people with high self-esteem seek out partners who view them
favorably while those with negative self-concepts are more inclined to interact
with people who view them unfavorably. This suggests we are less concerned with
learning the “truth” about ourselves than we are with reinforcing a familiar selfconcept.
Perfectionism. The emphasis on perfection is common in our society. From the time
most of us learn to understand language, we are exposed to models who appear to
be perfect. Children’s stories and advertisements imply that the way to be a hero,
the way to be liked and admired, is to show no flaws. Unfortunately, many parents
perpetuate the myth of perfection by refusing to admit that they are ever
mistaken or unfair. Children, of course, accept this perfectionist façade for a long
time, not being in any position to dispute the wisdom of such powerful beings. And
from the behavior of the adults around them comes a clear message: “A welladjusted, successful person has no faults.” Thus, children learn that, in order to
gain acceptance, it’s necessary to pretend to “have it all together,” even though
they know this isn’t the case. Given this naïve belief that everyone else is perfect
and the knowledge that one isn’t, it’s easy to see how one’s self-concept would
suffer.
Don’t misunderstand: It’s not wrong to aim at perfection as an ideal. I’m only
suggesting that achieving perfection isn’t actually possible, so to expect perfection
of yourself is a sure ticket to an inaccurate and unnecessarily low self-concept.
Social Expectations. Interestingly, this same society that demands perfection of
us also rewards people who downplay the strengths we insist they possess (or
pretend to possess). We term these people “modest” and find their behavior
agreeable. On the other hand, we consider those who honestly appreciate their
strengths to be braggarts or egotists, confusing them with people who boast about
accomplishments they don’t possess. This convention leads most of us to talk freely
about our shortcomings while downplaying our accomplishments. It’s all right to
proclaim that you’re miserable if you’ve botched a project; but it’s considered
boastful to express your pride at a job well done. It’s fine to remark that you feel
unattractive, but egocentric to say that you think you look good.
After a while we begin to believe the types of statements we repeatedly make. The
disparaging remarks are viewed as modesty and become part of our self-concept,
and the strengths and accomplishments go unmentioned and are thus forgotten.
And in the end we see ourselves as much worse than we are.
Self-esteem may be based on inaccurate thinking, but it still has a powerful effect
on the way we relate to others. Remember from your first communication course
that false perceptions have real consequences. Take a look at these basic
differences between communicators with high and low self-esteem.
Persons with High Self-Esteem
1. Likely to think well of others.
2. Expect to be accepted by others.
3. Evaluate their own performance more
favorably than people with low self-esteem.
4. Perform well when being watched; not afraid
of others’ reactions.
5. Work harder for people who demand high
standards of performance.
6. Inclined to feel comfortable with others
they view as superior in some way.
7. Able to defend themselves against negative
comments of others.
Persons with Low Self-Esteem
1. Likely to disapprove of others.
2. Expect to be rejected by others.
3. Evaluate their own performance less
favorably than people with high self-esteem.
4. Perform poorly when being watched;
sensitive to possible negative reactions.
5. Work harder for undemanding, less critical
people.
6. Feel threatened by people they view as
superior in some way.
7. Have difficulty defending themselves
against others negative comments; more
easily influenced.,
Differences like these make sense when you realize that people who dislike
themselves are likely to believe that others won’t like them either. Realistically or
not, they imagine that others are constantly viewing them critically, and they
accept these imagined or real criticisms as more proof that they are indeed
unlikable people. Sometimes this low self-esteem is manifested as hostility toward
others, since the communicator takes the approach that the only way to look good
is to put others down.
One way to avoid falling into the trap of becoming overly critical is to recognize
your strengths. The following exercise will give you a chance to suspend the
ordinary rules of modesty and appreciate yourself publicly for a change.
1. Think of three personal strengths or accomplishments. These needn’t
feature areas in which you are an expert, and they don’t have to be
concerned with momentous feats. Think about some parts of yourself that
leaves you feeling pleased or proud.
2. If you are at a loss for items, think about some ways in which you’ve grown in
the past year—how you are a more skillful, wiser, or better person than you
previously were. Think about why certain friends or family members care
about you—what features you possess that make them appreciate you.
3. Write your three items down. You will be handing them in.
4. Designate one you wouldn’t mind having shared publicly.
The Self-Concept Resists Change
Despite the fact that we all change, there is a tendency to cling to an existing
self-concept, even when evidence shows it is obsolete. This tendency to seek and
attend to information that conforms to an existing self-concept has been labeled
cognitive conservatism.
It’s understandable why we’re reluctant to revise a previously favorable selfconcept. Think about how some professional athletes doggedly insist they can be of
value to the team when they are clearly past their prime. It must be tremendously
difficult to give up the life of excitement, recognition, and financial rewards that
comes with such a talent. Faced with such a loss, the athlete might well try to play
one more season, insisting that the old skills are still there. In the same way a
student who easily did well in high school, then struggles with the more difficult
course work of college, might be unwilling to admit that the label, “doesn’t have to
study” or “good scholar” might no longer apply. A previously industrious worker,
pointing to past commendations in the personnel file and insisting she is a top-notch
employee, might resent a supervisor’s mentioning increased absences and low
productivity.
Remember that the people in these examples aren’t lying when they insist that
they’re doing well in spite of the facts to the contrary. They honestly believe that
the old truths still hold precisely because their self-concepts are so resistant to
change.
Curiously, the tendency to cling to an outmoded self-perception also holds when the
new image would be more favorable than the old one. I once had a student who had
struggled in high school, then blossomed in college. He had more friends and was
more accepted socially; he also was doing very well in his course work. Despite all of
this, he still regarded himself as a “dumb nerd;” he kept expecting someone would
find out he was an imposter—neither as likeable nor as smart as everyone had been
“fooled” into thinking. Most of us have also seen someone who has lost a lot of
weight, but still regards him or herself as “fat.” Even when the clothes size or a
look in the mirror provides evidence that the “fat” identity is no longer accurate,
it’s very difficult to give up a long-held notion about oneself.
Why would someone resist change in self-concept, especially when such a change
would be a positive one? The thing is, redefining yourself creates a certain amount
of disorientation. Things you have believed have to be examined and may require
revision. It isn’t easy to discard long-held beliefs. It’s work to think of yourself in
a new way—easier to leave things as they are.
Resisting change in an inaccurate self-concept can cause us problems. Let’s take a
look at these.
You can be denied a happier life. If you cling to old negative beliefs about
yourself, you may be miserable when there is no need to feel bad. This can prevent
you from enjoying life fully.
Self-delusion an lack of growth. If you hold an unrealistically favorable picture
of yourself, you won’t see the real need for change that may exist. Instead of
learning new skills, working to change a relationship, or improving your physical
condition, you’ll stay with the familiar and comfortable delusion that everything is
all right. As time goes by, this delusion becomes more and more difficult to
maintain, leading to a third type of problem, defensiveness.
Defensiveness. To understand this problem, you need to remember that
communicators who are presented with information that contradicts their selfperception have two choices: They can either accept the new data and change their
perception accordingly, or they can keep their original viewpoint and in some way
refute the new information. Since most communicators are reluctant to downgrade
a favorable image of themselves, their tendency is to opt for refutation, either by
discounting the information and rationalizing it away or by counterattacking the
person who transmits it.
Changing Your Self-Concept
Now you know just what the self-concept is, how it is formed, and how it affects
your communication. But we still haven’t focused directly on perhaps the most
important question of all: How can you change the parts of your self-concept with
which you aren’t happy? There’s no quick method for becoming the person you’d like
to be: Personal growth and self-improvement are a lifetime process. But there are
a few suggestions I can make that will help you move closer to your goals.
Have Realistic Expectations
It’s important to realize that some of your dissatisfaction might come from
expecting too much of yourself. If you demand that you handle every interaction
perfectly, you’re bound to be disappointed. Nobody is able to handle every conflict
productively, to be totally relaxed and skillful in conversations, always to ask
perceptive questions, or to be 100 percent helpful when others have problems.
Expecting yourself to reach such unrealistic goals is to doom yourself to
unhappiness at the start.
Sometimes it’s easy to be hard on yourself because everyone around you seems to
be handling themselves so much better than you. It’s important to realize that
much of what seems like confidence and skill in others is a front to hide
uncertainty. They may be suffering from the same self-imposed demands of
perfection that you place on yourself.
Even in cases where others definitely seem more competent than you, it’s
important to judge yourself in terms of your own growth and not against the
behavior of others. Rather than feel miserable because you’re not as talented as an
expert, realize that you probably are a better, wiser, or more skillful person than
you used to be, and that this is a legitimate source of satisfaction. Perfection is
fine as an ideal, but you’re being unfair to yourself I you expect actually to reach
it.
Have a Realistic Perception of Yourself
One source of a poor self-concept is an inaccurate self-perception. As you’ve
already read, such unrealistic pictures sometimes come from being overly harsh on
yourself, believing that you’re worse than the facts indicate. By showing the selfconcept list you’ve developed to others who know you and whom you trust, it will be
possible to see whether you’ve been selling yourself short. Of course, it would be
foolish to deny that you could be a better person than you are, but it’s also
important to recognize your strengths. A periodic session of recognizing your
strengths such as you tried earlier in this chapter is often a good way to put your
strengths and shortcomings into perspective.
An unrealistically poor self-concept can also arise from the inaccurate feedback of
others. Perhaps you are in an environment where you receive an excessive number
of negative messages, many of which are undeserved, and a minimum of positive
messages. Workers with overly critical supervisors, children with cruel playmates,
and students with unsupportive teachers are all prone to low self-concepts owing to
excessively negative feedback.
If you fall into this category, it’s important to put the unrealistic evaluations you
receive into perspective and then to seek out more supportive people who will
acknowledge your assets as well as point out your shortcomings. Doing so is often a
quick and sure boost.
Have the Will to Change
Often we say we want to change, but we aren’t willing to do the necessary work. In
such cases it’s clear that the responsibility for growing rests squarely on your
shoulders. To illustrate this, try the following exercise:
1. Make a list of statements that begin with “I can’t . . .” Try to focus your
statements on your relationships with family, friends, co-workers, students,
and even strangers: anyone with whom you have a hard time communicating.
Write these down.
Sample statements:
“I can’t be myself with strangers I’d like to get to know at parties.”
“I can’t tell a friend how much I care about her.”
“I can’t bring myself to ask my supervisor for a raise I deserve.”
“I can’t ask questions in class.”
2. Now repeat each statement aloud, except this time change each “can’t” to a
“don’t.”
3. After you’ve finished, decide whether “can’t” or “don’t” is more appropriate
for each item. Think about the reasons for each choice.
4. Decide how many of your original statements have become self-fulfilling
prophecies for you—that is, your decision that you “can’t” do something is
the only force preventing you from doing it.
I hope the point of this exercise is clear. Often we maintain an unrealistic selfconcept by claiming that we “can’t” be the person we’d like to be when in fact we’re
simply not willing to do what’s required. You can change in many ways, if only you
are willing to make the effort.
Let’s say you decide you’d like to become more competent at handling conflict. You
might talk to “experts,” people you see as very skilled in this area; you might
decide to observe carefully and take notes on conflicts you witness in your life; you
might find books that give you useful information on the topic. You start out with
excellent intentions, but then your busy life intrudes. You decide it would be easier
to just observe others, rather than making notes; your reading program bogs down
as you work on papers for your classes. You just “can’t” fit the self-improvement
program into your busy schedule.
Let’s be realistic. Becoming a better communicator is probably one of many goals in
your life. It’s possible that other needs are more pressing, which is completely
reasonable. However, you should realize that changing your self-concept often
requires a good deal of commitment, and without that effort your good intentions
alone probably won’t get you much closer to that goal. In communication, as in most
other aspects of life, “there’s no such thing as a free lunch.”
However, this realization turns your “can’t” into a “don’t.” This means that later
when you do have the time, you “can” indeed get better at handling conflict. The
issue is not that you “can’t” handle conflict; it’s that you “don’t.” And “don’t” can
change.
It’s important to avoid absolving yourself from responsibility for who you are;
“can’t” attempts to duck this very responsibility. Even though your self-concept
results largely from messages you’ve received from others, you are not required to
cling to these messages for life. Change is possible, and only you can make the
change happen. This puts the responsibility precisely where it belongs—on the
owner of the self-concept.
Have the Skill to Change
Often trying isn’t enough. In some instances you would change if only you knew of a
way to do so. To see if this is the case for you, go back to your list of can’ts and
won’ts, and see if any items there are more appropriately “don’t know how to.” If
so, then the way to change is to learn how. You can do so in two ways.
First you can seek advice—from books and other printed sources. You can also get
advice from others who communicate well—friends, family members, instructors,
counselors, experts. Of course, not all the advice you receive will be useful, but if
you read widely and talk to enough people, you have a good chance of learning the
things you want to know.
A second method of learning how to change is to observe models—people who
handle themselves in the ways you would like to master. It’s often been said that
people learn more from models than in any other way, and by taking advantage of
this principle you will find that the world is full of teachers who can show you how
to communicate more successfully. Become a careful observer. Watch what people
you admire do and say, not so that you can copy them, but so that you can adapt
their behaviors to fit your own personal style.
At this point, you might be overwhelmed at the difficulty of changing the way you
think about yourself and the way you act. The process is not always an easy one
(although sometimes it is); but even when change is difficult, you know it is possible
if you are serous. You don’t need to be perfect, but you can improve your selfconcept if you choose.
PRESENTING THE SELF: COMMUNICATION AS IMPRESSION
MANAGEMENT
So far we have discussed how communication shapes the way communicators view
themselves. Now let’s turn the tables and focus on the topic of impression
management—the communication strategies people use to influence how others
view then. As you read, you will realize that many of our messages aim to create
desired impressions.
Public and Private Selves
To understand why impression management exists, we have to discuss the notion of
self in more detail. So far we have referred to the “self” as if each of us had only
one identity. In truth, each of us possesses several selves, some private and others
public. Often these selves are quite different.
The perceived self is a reflection of the self-concept. Your perceived self is the
person you believe yourself to be in moments of honest self-examination. We can
call the perceived self “private” because you are unlikely to reveal all of it to
another person. You can verify the private nature of the perceived self by
reviewing the self-concept list you developed early in this lesson. You’ll probably
find some elements of yourself there that you would not disclose to many people,
and some that you would not share with anyone. You might, for example, be
reluctant to share some feelings about your appearance (“I think I’m rather
unattractive”), your intelligence (“I’m not as smart as I wish I were”), your goals
(“The most important thing to me is becoming rich”), or your motives (“I care more
about myself than about others”).
By contrast to the perceived self, the presenting self is a public image—the way we
want to appear to others . . . not too different from what has been called the ideal
self. In most cases the presenting self we seek to create is a socially approved
image: diligent student, loving partner, conscientious worker, loyal friend, and so
on. Sociologist Erving Goffman argued that each of us, like an actor, creates roles
we want others to believe. He suggests that each of us maintains face by putting
on a front when we are around others whom we want to impress. By contrast,
behavior in the back region when we are alone may be quite different. You can
recognize the difference between front and backstage behaviors by recalling a
time when you observed a driver, alone in his or her car, behaving in ways that
would never be acceptable in public. All of us engage in backstage ways of acting
that we would never do in public. Recall how you behave alone in your home: if you
knew someone were watching, would you act differently?
It would be an oversimplification to suggest that each of us uses impression
management to create just one front. In the course of even a single day, most
people perform a variety of roles: “respectful student,” “joking friend,” “friendly
neighbor,” “helpful worker.” We even play a variety of roles with the same person.
The degree to which we act as impression managers is surprising. Some behaviors
that hardly seem deliberate are really small public performances. For example,
experimental subjects expressed facial disgust in reaction to eating terrible
tasting food when they were with others, but expressed no such facial reaction
when eating alone. Another study showed that communicators only engage in facial
response (smiling or looking sympathetic in response to another person’s message)
in a face-to-face setting where the other person could see them. When speaking
over the phone, they do not make the same expressions. Studies like these suggest
that most of our behavior is aimed at sending message to others—impression
management.
You can see that much impression management is unconscious. Subjects in the
studies described didn’t say to themselves, “Somebody is watching me eat this, so
I’ll make a face,” or “Since I’m in a face-to-face interaction, I’ll show my sympathy
with my facial expression.” Decisions like these are often instantaneous and
outside of our conscious awareness.
It’s probably an exaggeration to suggest that all behavior is aimed at making
impressions. Young children certainly aren’t strategic communicators. A baby
spontaneously laughs when pleased and cries when sad or uncomfortable without
any notion of creating an impression in others. Likewise, there are times when we,
as adults, act spontaneously. But when a significant other questions our presenting
self, the likelihood of acting to prop it up increases. This process isn’t always
conscious: At a nonconscious level of awareness we monitor others’ reactions and
swing into action when our face is threatened—especially by significant others.
Research shows that some people are much more aware of their impression
management behavior than others. These high self-monitors have the ability to pay
attention to their own behavior and others’ reactions, adjusting their
communication to create the desired impression. By contrast, low self-monitors
express what they are thinking and feeling without much attention to the
impression their behavior creates. You can get an idea of whether you are a high or
a low self-monitor by answering the following questions:
Self-Monitoring Inventory
These statements concern personal reactions to a number of different situations. No two
statements are exactly alike, so consider each statement carefully before answering. If a
statement is true, or mostly true, as applied to you, circle the T. If a statement is false, or not
usually true, as applied to you, circle the F.
1.
2.
3.
4.
I find it hard to imitate the behavior of other people.
T
F
I guess I put on a show to impress or entertain people.
T
F
I would probably make a good actor.
T
F
I sometimes appear to others to be experiencing deeper emotions than I
T
F
actually am.
5. In a group of people I am rarely the center of attention.
T
F
6. In different situations and with different people, I often act like very
T
F
different persons.
7. I can only argue for ideas I already believe.
T
F
8. In order to get along and be liked, I tend to be what people expect me to
T
F
be rather than anything else.
9. I may deceive people by being friendly when I really dislike them.
T
F
10. I’m not always the person I appear to be.
T
F
SCORING: Give yourself one point for each of questions 1, 5, and 7 that you answered F. Give
yourself one point for each of the remaining questions that you answered T. Add up your points. If
you are a good judge of yourself and scored 7 or above, you are probably a high self-monitoring
individual; 3 or below, you are probably a low self-monitoring individual.
What is the ideal score for this self-quiz? There are certainly advantages to being
a high self-monitor. People who pay attention to themselves are generally good
actors who can create the impression they want, acting interested when bored or
friendly when they really feel quite the opposite. This allows them to handle social
situations smoothly, putting others at ease. They are also good “people readers”
who can adjust their behavior to get the desired reaction from others. Along with
these advantages, there are some potential drawbacks to being an extremely high
self-monitor. Their analytical nature may prevent them from experiencing events
completely, since a portion of their attention will always be viewing the situation
from a detached position. High self-monitors’ ability to act means that it is
difficult to tell how they are really feeling. In fact, because high self-monitors
change roles often, they may have a hard time knowing themselves how they really
feel.
People who score low on the self-monitoring scale live life quite differently from
their more self-conscious counterparts. They have a more simple, focused idea of
who they are and who they want to be. Low self-monitors are likely to have a more
narrow repertoire of behaviors, so that they can be expected to act in more or
less the same way, regardless of the situation. This means that low self-monitors
are easy to read. “What you see is what you get” might be their motto. While this
lack of flexibility may make their social interaction less smooth in many situations,
low self-monitors can be counted on to be straightforward communicators.
By now it should be clear that neither extremely high nor low self-monitoring is the
ideal. There are some situations when paying attention to yourself and adapting
your behavior can be useful, and other times when reacting without considering the
effect on others is a better approach. This need for a range of behaviors
demonstrates again the notion of communicative competence outlined in Lesson 1:
Flexibility is the key to successful relationships.
Why Manage Impressions?
Why bother trying to shape others’ opinions? Sometimes we create and maintain a
front to follow social rules. As children we learn to act polite, even when bored.
Likewise, part of growing up consists of developing a set of manners for various
occasions: meeting strangers, attending school, going to church, and so on. Young
children who haven’t learned all the dos and don’ts of polite society often
embarrass their parents by behaving inappropriately (“Mommy, why is that man so
fat?”); but, by the time they enter school, behavior that might have been
excusable or even amusing just isn’t acceptable. Good manners are often aimed at
making others more comfortable. For example, able-bodied people often mask their
discomfort upon encountering someone who is disabled by acting nonchalant or
stressing similarities between themselves and the disabled person.
Social rules govern our behavior in a variety of settings. It would be impossible to
keep a job, for example, without meeting certain expectations. Salespeople are
obliged to treat customers with courtesy. Employees need to appear reasonably
respectful when talking to the boss. Some forms of clothing would be considered
outrageous at work. By agreeing to take a job, you are signing an unwritten
contract that you will present a certain face at work, whether or not that face
reflects the way you might be feeling at a particular moment.
Even when social roles don’t dictate the proper way to behave, we often manage
impressions for a second reason: to accomplish personal goals. You might, for
example, dress up for a visit to traffic court in hope that your front (responsible
citizen) will convince the judge to treat you sympathetically. You might act sociable
to your neighbors so they will agree to your request that they keep their dog off
your lawn.
Sometimes impression management aims at achieving one or more of the relational
goals we discussed in Lesson 1: affiliation, control, or respect. For instance, you
might act more friendly and lively than you feel upon meeting a new person, so that
you will appear likable. You could sigh and roll our eyes when arguing politics with a
classmate to gain an advantage in an argument. You might smile and flirt to show
the attractive stranger at a party that you would like to get better acquainted. In
situations like these, you aren’t being deceptive as much as putting “your best foot
forward.”
All these examples show that it is difficult—even impossible—not to create
impressions. After all, you have to send some sort of message. If you didn’t act
friendly when meeting a stranger, you have to act aloof, indifferent, hostile, or in
some other manner. If you don’t act businesslike, you have to behave in an
alternative way: casual, goofy, or whatever. Often the question isn’t whether or not
to present a face to others; it’s only which face to present.
How Do We Manage Impressions?
How do we create a public face? There are three different types of communication
that help create a front: manner, appearance, and setting. Manner consists of a
communicator’s words and nonverbal actions. Physicians, for example, display a wide
variety of manner as they conduct physical examinations. Some are friendly and
conversational, while others adopt a brusque and impersonal approach. Still others
are polite but businesslike. Much of a communicator’s manner comes from what he
or she says. A doctor who remembers details about your interests and hobbies is
quite different from one who sticks to clinical questions. One who explains a
medical procedure creates a different impression than another who reveals little
to the patient. Along with the content of speech, nonverbal behaviors play a big
role in creating impressions. A doctor who greets you with a friendly smile and a
handshake comes across quite differently from one who gives nothing more than a
curt nod. Manner varies widely in other professional and personal settings—
professors, salespeople, hair stylists, and so on—and the impressions they create
differ accordingly. The same principle holds in personal relationships. Your manner
plays a major role in shaping how others view you. Since you do have to speak and
act, the question isn’t whether your manner sends a message; rather, it’s whether
these messages will be intentional.
Along with manner, a second dimension of impression management is appearance—
the personal items people use to shape an image. Sometimes appearance is part of
creating a professional image. A physician’s white lab coat and a police officer’s
uniform both set the wearer apart as someone special. A tailored suit or a rumpled
outfit create very different impressions in the business world. Off the job,
clothing is just as important. We choose clothing that sends a message about
ourselves, sometimes trendy and sometimes traditional. Some people dress in ways
to accent their sexuality, while others hide it. Clothing can say, “I’m an athlete,”
“I’m wealthy,” or “I’m an environmentalist.” Along with dress, other aspects of
appearance play a strong role in impression management. Are you suntanned or
pale? What is your hairstyle?
A final way to manage impressions is through the choice of setting—physical items
we use to influence how others view us. In modern western society the automobile
is a major part of impression management. This explains why many people lust after
cars that are far more expensive and powerful than they really need. A sporty
convertible or fancy imported sedan doesn’t just get drivers from one place to
another: It also makes statements about the kind of people they are. The physical
setting we choose and the way we arrange it is another important way to manage
impressions. What colors do you choose for the place you live? What artwork?
What music do you play? Of course we choose a setting that we enjoy, but in many
cases we create an environment that will present the desired front to others. If
you doubt this fact, jut recall the last time you straightened up the house before
important guests arrived. Backstage you might be comfortable with a messy place,
but your public front—at least to some people—is quite different.
Impression Management and Honesty
After reading this far, impression management might sound like an academic label
for manipulation or phoniness. If the perceived self is the “real” you, it might seem
that any behavior that contradicts it would be dishonest.
There are certainly situations where impression management is dishonest. A
manipulative date who pretends to be affectionate in order to gain sexual favors is
clearly unethical and deceitful. So are job applicants who lie about academic
records to get hired or salespeople who pretend to be dedicated to customer
service when their real goal is to make a quick buck. But managing impressions
doesn’t necessarily make you a liar. In fact, it is almost impossible to imaging how
we could communicate effectively without making decisions about which front to
present in one situation or another. It would be ludicrous for you to act the same
way with strangers as you do with close friends, and nobody would show the same
face to a two-year-old as they would to an adult.
Each of us has a repertoire of faces—a cast of characters—and part of being a
competent communicator is choosing the best role for the situation. Consider a few
examples:




You offer to teach a friend a new skill: playing the guitar, operating a
computer program, or sharpening up a tennis backhand. Your friend is making
slow progress with the skill, and you find yourself growing impatient.
At a party you meet someone whom you find very attractive, and you are
pretty sure that the feeling is mutual. On one hand you feel an obligation to
spend most of your time with the person you came with, but the opportunity
here is very appealing.
At work, you face a belligerent customer. You don’t believe anyone has the
right to treat you this way.
A friend or family member makes a joke about your appearance that hurts
your feelings. You aren’t sure whether to make an issue of the remark or
pretend that it doesn’t bother you.
In each of these situations and in many others you have a choice about how to act.
It is an oversimplification to say that there is only one honest way to behave in
each circumstance, and that every other response would be insincere and
dishonest. Instead impression management involves deciding which face—which
part of yourself—to reveal. For example, when teaching a new skill, you choose to
display the “patient” instead of the “impatient” side of yourself. In the same way,
at work you have the option of acting hostile or nondefensive in difficult situations.
With strangers, friends, or family, you can choose whether to disclose your
feelings. Which face to show to others is an important decision, but in any case you
are sharing a real part of yourself. You may not be revealing everything; but as you
will learn later, complete self-disclosure is rarely appropriate.