The article is devoted to an empirical analysis of the relationship between self-esteem and strategies for self-presentation and the construction of a network Self-image of users of social networks. In the definition and study of self-esteem, differences were taken into account not only in the level of self-esteem as such, but also in its various types, determined by a different combination of two dimensions of self-esteem: self-disposition (self-worth) and competence. To measure self-esteem, methods were used – the Rosenberg Self-esteem Scale (RSES), the Tafarodi and Swan scale (SLCS). The Online Self Presentation Scale (POSS) developed by K. Fullwood, B.M. James and C.H. Chen-Wilson was used to identify strategies for self-presentation in social networks and to construct a network Self-image. The conducted analysis showed the absence of significant statistical links between the level of self-esteem, both global and by individual components, and indicators of the intensity of use of social networks. The results of comparing the level of self-esteem among users with a different network role, that is, a predominant level of activity in online communications, turned out to be more definite. The interrelationships between the level and type of self-esteem, on the one hand, and strategies of self-presentation and the construction of a network self-image, on the other hand, are revealed. It has been proven that users with low self-esteem significantly distort their Self-image when communicating on social networks, tend to idealize their Self-image and show a desire to adjust their image to the expectations of a specific network audience. People with high self-esteem demonstrate more conservative models of online communication, are not inclined to self-promotion and idealization of the Self-image, as well as to the divergence of Self-images in various networks and communities.
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