TECHNORATIMEDIA 2013 DIGITAL INFLUENCE REPORT

In his theories of self-monitoring, Snyder (1974) suggests that personality determines the level at which people regulate their performance in relation to others’ reactions. As such, an individual’s reaction to socially normative pressures is dependent on where they are situated along an axis of self-monitoring. High self -monitors are highly attuned to the expectations and reactions of others, and are therefore extremely conscious of presenting themselves in a way that creates the desired impressions, either positive or negative. Conversely, low self-monitors fail to incorporate social feedback when constructing their presentation. Self-monitoring is important for considering how...