Identita a sebe-prezentace na In-stagramu

The thesis focused on identity and self-presentation on the social network Instagram. The topic was related to the area of small business owners who use Instagram as a tool to promote their business. The aim of the thesis was to find out what self-presentation strategies are used by small business owners, what form of self-presentation predominantly occurs, how they perceive their presented identity on Instagram and how they perceive and construct their personal and professional "self". To find answers to the research questions, a qualitative method was chosen, namely a semi-structured interview supported by photographs. The results showed that the strategy of the small business owners is rather unconscious, but very distinct. It is mainly about targeted sharing of aesthetic content, a well-thought-out plan, impression management and the use of authenticity to induce a sense of proximity. Elements of the Qualified self emerged most frequently. The form of self-presentation was most often indirect. The perceptions of professional and personal self differed among the tradespeople, but they were somewhat intertwined.