Abstract
This study explored differential relationships between assertive self-presentational strategies and social media behaviour between females and males, and these are the same for selfie and non-selfie images. Four hundred and thirty six participants completed the study (253 females, 183 males; mean age = 21.24 years, range 18–30). They completed the Self-Presentation Tactics Scale (Assertive), and a week later the number of selfie-postings, selfie-edits, and total number of photo postings, on each participant's social media sites were counted. Females posted and edited more selfies than males, with no difference in non-selfie image posting. Males showed greater assertive self-presentational strategies of entitlement, enhancement, blasting, and ingratiating, but not intimidation. There was a complex relationship between sex and social media behaviour. The primary presentational strategy associated with selfie posting for females was intimidation, with a larger range of strategies associated with selfie posting for males. Both sexes showed associations between aggressive self-presentational strategies and non-selfie posting, but these associations were stronger for the males, in that those males with high levels of such strategies posted more non-selfies. These results are not easily characterised by either evolutionary or social role theories, but suggest online behaviour offers novel opportunities for sex difference research.
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Published Version
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