Identity and Self-Presentation on Social Networking Web Sites

We analyzed the written and visual content of 100 Internet profiles of male and female emerging adults aged 18 to 25 years in China and the United States to explore their public presentation of self and identity on popular social networking Web sites. Findings indicate that although there are some similarities, U.S. profile users are more likely than Chinese to publish optimistic blog entries, to positively rate their personality, appearance, and mood, display photos of themselves, friends, and family, and are less likely to discuss identity exploration and mood disruptions. We also describe the few gender differences and conclude that the self-focus and feelings of anxiety of young Chinese social profile users likely reflect elements of both traditional collectivist culture and the dramatic changes of present-day China.