ADV 319 Study Guide - Midterm Guide: Ruby Rose, Game Informer, Social Comparison Theory

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29 Oct 2018
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Chapter 6 Study Guide
Chapter 6: Self-Esteem and Identity
Self-Concept: summarizes the beliefs a person holds about his own attributes and
how he evaluate the self on these qualities (overarching)
Includes content, positivity, intensity, stability over time, and accuracy
Self Image: how you perceive yourself and how you think that other
perceive you
Contains roles, personality, physical characteristics, skills/abilities,
occupations, and hobbies
Impacted by personal and social norms
Self Esteem: how you feel about yourself (emotional)
High = positive evaluation of self, low = negative evaluation of self
Types of Self Esteem
Global (“who we are”)
Generally consistent
Situational (“what we do”)
Fluctuates with circumstances, roles, events
Could be problematic when someone has high self
esteem
Example from class: Dove
Self Efficacy: a person’s judgement about being able to perform a
particular activity (ability), believe that you can do something
“I can” vs. “I cannot”
High self-efficacy in one area does not mean high self-efficacy in
another area, it is specific to the task being attempted
Real vs. Ideal Selves
Real self: our realistic appraisal of the qualities we have
Ideal self: our conception of how we would like to be
There is a discrepancy
Marketers appeal: we’re more inspired by ideal self
Products can:
Help us reach ideal self
Be consistent with actual self
Extended Self
Individual: personal possessions (ex: cars, clothing)
Family: residence and furnishings (ex: furniture, house items)
Community: neighborhood or town where you live
Group: social or other groups (ex. FIG)
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Self Concept vs. Self Esteem
Self concept is more cognitive while self esteem is more affective and
dynamic (you are influenced by social media, life experiences, etc.)
We have multiple selves because we have different roles = dramaturgical
perspective
Idea that you’re on a stage, different actors
When we come to school vs when we go out with friends
Impression Management (ex: social media): be aware of how others see you,
actively engaging behaviors/interactions based on how people see us
Social Media and Self
Positives: self-expression, self-identity, community building
Negatives: high levels of anxiety, depression, bullying, and FOMO,
or the “fear of missing out.”
Social media and Self-Esteem
Negative on our self-esteem
Ex: Instagram easily makes women feel as if their bodies aren’t
good
We are more inclined to present our ideal self
Self-Consciousness
Gender Identity and Expression
Gender Roles = vary by culture but are changing
Societies still expect traditional roles
Agentic roles: men = assertive and have certain skills
Communal roles: women are taught to foster harmonious
relationships (more likely to have an interdependent self view)
Gender Socialization
Gender Stereotypes + Relevant Theories
Stereotypes
Good women vs. bad women (Ex: Ursula vs Ariel)
Good men vs. bad men (Ex: Disney)
Women in distress
Men as the hero
Sex-Typed Traits and Products
Social Comparison Theory
Upward Comparison: when you compare yourself to
someone “better” than you-- media, someone you think is
better off then in you whatever trait-- leads to low
self-esteem
Downward Comparison: feel like you are better than that
person -- raises self esteem
Compare ourselves to others to evaluate ourselves
Not always intentional (we do it all the time)
Social media comparison
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Document Summary

Self-concept: summarizes the beliefs a person holds about his own attributes and how he evaluate the self on these qualities (overarching) Includes content, positivity, intensity, stability over time, and accuracy. Self image: how you perceive yourself and how you think that other perceive you. Contains roles, personality, physical characteristics, skills/abilities, occupations, and hobbies. Self esteem: how you feel about yourself (emotional) High = positive evaluation of self, low = negative evaluation of self. Could be problematic when someone has high self. Self efficacy: a person"s judgement about being able to perform a particular activity (ability), believe that you can do something. High self-efficacy in one area does not mean high self-efficacy in another area, it is specific to the task being attempted. Real self: our realistic appraisal of the qualities we have. Ideal self: our conception of how we would like to be. Marketers appeal: we"re more inspired by ideal self. Family: residence and furnishings (ex: furniture, house items)

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