Performing the Norm
Semi-structured interviews (N=21) with young SNS „Rate“ profile owners were carried out in order to analyse the main trends in visual self-presentation strategies that 10-12-year-old Estonians use, and have perceived to be in use by others, on SNS. The aim of the study was to capture the role that the norms and rules of mediated culture, as well as the online peer group, have on the visual self-presentation strategies of the young on online environments. The findings of the study indicate that the youth are well aware of the rules and schemas prevalent in the online environments and form their self-presentation according to these norms of the peer culture. Although the understanding of what is considered „cute” enough to be uploaded on the SNS is in constant flux, the young are very conscious of publishing only the very best images of themselves. Thus, I suggest that the impression management on SNS consists of various strategically calculated acts in order to create a desired persona. A four-staged model of visual impression management used by the pre-teens on SNS is provided.