Tag: Erving Goffman

  • The Presentation of Self in Everyday Life

    Erving Goffman

    I picked the book up thanks to a post on “backstage” based on it – the stage is where we present ourselves to the world, and backstage is where we allow our true selves to just be. The context was how “social media” was shrinking the backstage area because we are always on show.

    I wondered how a 250-page book could be written on the subject of “presentation of self”, but realised the depths as soon as I had read a few pages of The Presentation of Self in Everyday Life. How we behave in the presence of others is indeed a fascinating subject. Goffman uses the metaphor of a theatrical performance to explore the nuances and interplay that occur in practically every interaction we have. A dramaturgical analysis. This interaction need not even be with another specific person but just with the world at large. For instance, he uses an example of how we present ourselves when stepping out on to a beach – our facial expression, the book we carry (or not), whether we go for a swim (or not). Just as an actor uses techniques to present a character, we give performances in everyday life to guide others’ impression of us. The expressions we “give” and the impressions we “give off”. Many stages (contexts), many props (subjects we talk about, clothes we wear, attitudes, beliefs etc) for many audiences. I realised that some are so ingrained that I have to really “step outside” to catch it. 

    It gets even more interesting when we consider that others are also doing the same thing. This leads to intriguing dynamics. It not only means we have to sometimes co-opt them, but that we also play a role in their performance. Teamwork, which involves many rules – in performances within and without- that we must conform to, if we want to stay a part of the team. Familiarity, solidarity and a working consensus on individual roles and interplay all lead to the creation of the team’s “mythology”. The audience is also a part of the performance and without their tacit agreement, the show would fall apart. There is also a “definition of situation” that all constituents must agree on. This not only plays out in social gatherings, but in society at large, which expects its performers to play a role. 

    “Impression management” is a very useful takeaway from The Presentation of Self in Everyday Life. Reality and perception not necessarily being the same. Not that we aren’t doing it already, but the nuances, and perspectives on the tool-kits we should make for ourselves. The “expressive control” for instance, the lack of which might give away a the believability of a performance. While The Presentation of Self in Everyday Life has been written more than half a century ago and social interactions have changed a lot since then, including the explosion of non face-to-face forms like the internet, there is a lot it offers in terms of perspective, lessons and actionable insights. It is not an easy read, and I have had to re-read paragraphs and pages a few times, but it is definitely worth the effort.

    The Presentation of Self in Everyday Life

  • Provoke the Woke?

    Originally published in afaqs

    “In these unprecedented times”, brands have been making many efforts to stay relevant by inserting themselves into cultural narratives, but it isn’t that easy. In fact, they are increasingly realising that their plans might actually backfire when they provoke the ‘woke’.

    Woke versus Broke

    Nike’s path-breaking campaign in 2018, featuring (American football quarterback) Colin Kaepernick, is now a case study for brands taking a stance on matters of societal relevance. But it also had a relatively lesser-known second order consequence. In 2019, Nike was forced to take sides in the Hong Kong protests.

    When Daryl Morey, general manager, Houston Rockets (a professional basketball team in the US), tweeted his support for the protesters, China gave the National Basketball Association (NBA) a cold stare. The NBA apologised, and Nike gave an assist by pulling its Houston Rockets merchandise from five stores in Beijing and Shanghai.

    It didn’t just end there. Courtesy LeBron James (professional basketball player), with whom Nike has an association worth north of $1 billion. James’s response was that Morey was misinformed, and that “We do have freedom of speech, but there can be a lot of negative things that come with that, too. I don’t think every issue should be everybody’s problem.”

    Nike took a stance, by staying silent. But having taken an unflinching stance in the US on a ‘freedom of expression’ issue, Nike’s response to China reflected poorly on the brand. Unsurprisingly, they got called out by quite a few commentators. Nike had its reasons. Its China business was worth $6 billion, having doubled in five years, even as the US sales remained flat.

    All the world’s staged

    In ‘The Presentation of Self in Everyday Life’, Erving Goffman uses the metaphor of a theatre to describe human interactions. Backstage is where “the performer can relax; he can drop his front, forgo speaking in his lines, and step out of character.” On stage, though, there is a performance to be delivered. These days, thanks to the proliferation of social platforms, the ‘backstage’ is shrinking. We’re always ‘on show’ for some audience – on Instagram/Facebook/LinkedIn/Twitter, and yes, TikTok.

    The same goes for brands as well. Advertising, PR communication, social media content, all ‘performances’ are not just watched, but connected, too, with everything that is known about the brand. Every expression is an impression. Goffman emphasises that the audience is also a part of the performance, and without their tacit agreement, the show would fall apart. Taken together, this means that the option to be selectively woke is disappearing.

    Moments of truth

    Back in 2017, a three-second body wash ad on Facebook, which featured a Black woman turning into a White woman, almost cost Dove years of ‘real beauty’ work. It managed to redeem itself by making some smart moves, both tactically and strategically. Things have become more difficult these days. Because ironically, we are all even more touchy in the era of social distancing! And bad news travels faster. All it takes is one status update.

    Even as (Amazon’s) Jeff Bezos drew applause for “And Dave, you’re the kind of customer I’m happy to lose”, there were questions being asked about the use of Amazon’s tech by police for racial profiling. While resolving that, the company got called out for treatment of workers. It’s not just Amazon. When brands like Uber, Apple, Adidas, etc., take a stance on racism, they are being questioned on the lack of diversity in workforce and leadership. Google and Facebook are even facing employee activism.

    Closer home, #BlackLivesMatter, and celebrities endorsing fairness creams make for an interesting Venn diagram. And, it’s not just celebrities. In the name of ‘Moment Marketing’, many brands have seen their woke moments in the sun rapidly become sunstrokes!

    Don’t get me wrong, this is not to say that brands shouldn’t make topical and relevant narratives a part of their messaging strategy. But in an increasingly polarised world, communication is a full contact sport.

    Dave or Dove, the message is clear, brand communication is no longer a skin-deep game, it is about having skin in the game. As consumers move upwards in the hierarchy of needs, their expectation from brands is moving down – in a direction that’s familiar to marketers. Rather than just creating awareness and interest on things that matter, consumers desire action from brands!