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Giulia Ranzini
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Last Name
Ranzini
First name
Giulia
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+41 71 224 2792
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http://www.twitter.com/giuliaranzini
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PublicationA Tale of Two Online Personae : Social Media and the Self Representation of ProfessionalsThe predominance of Social Media over other communication tools has determined a change in the work practices of professionals from a wide variety of fields. As managers create their online personae (i.e. their different professional and personal digital selves) Social Network Websites can also be thought of as a space for identity construction and experimentation (Ellison et al., 2006; Ibarra, 1999). In the present paper, we focus on a sample of communication and PR professionals to explore how their Social Media usage and attitudes influence their impression management practices. Through the self-representation choices of managers online, we are capable to explore the concretization of their informal roles, and the consequences on identity negotiation processes, at individual and organizational level.Type: conference paper
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PublicationPersonae of Interest: Managers‘ Identities and the Online MirrorPurpose - In this chapter we discuss the implications social media have for the self-representation and identity formulation of professionals within organizations. Under the assumption that new, technology-mediated networking possibilities call for a reformulation of the boundaries between the professional and the private, we propose several avenues of investigation. The concept of "online personae" is also introduced in order to describe how managers may strive for equilibrium while balancing on and offline identities with impression management efforts. Approach - Proceeding conceptually, we review the existing literature and practice of managerial social media use and delineate the challenges, or "tensions" professionals have to mitigate while expressing themselves online. This allows for a full exploration of digital interaction as a quest for equilibrium, between one's professional and personal self-expression, but also between the management of one's impression, and the emotional attachment to a social media profile. Findings - We argue that social media may challenge current conceptions of managerial identity and work practices to a degree. Social media may demand different forms of representation both to inside and outside audiences, which can lead to the mediatization of both the professional and the organization, and call for a more conscious formulation of identity and management of impressions. We argue in particular that, within this context, online personae may serve as entities (through single or multiple accounts) delineating boundaries between the various roles managers are asked to perform within their professional and personal lives. Implications - Managerial awareness toward a tool such as online personae may help in critically reflecting the embeddedness of managerial practice within social networks. A critical management of personae can also help in formulating identity-based strategies for gaining access and improving the quality of connections and interactions. Ultimately, as social media become a tool for workplace collaboration, the strategic thinking behind online personae might take a progressively larger importance for the success of individuals, and for organizations at large. Originality/value - The chapter introduces a managerial point-of-view to the field of digital identities, widely analyzed on samples of adolescents and young adults. This allows to investigate matters proper of a professional life, such as the management of work/life boundaries, which become increasingly blurry in the online world. The chapter also introduces the concept of "online personae," which aims at describing with more specificities the message and audience consequences behind the choice of one single social media profile, or several coexisting ones.Type: book sectionIssue: Vol. 12
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PublicationMe, Myself and My Team : How communications teams can harness the power of online impression managementThe article is a short piece based on our EACD survey on the identity management practices of marketing and communication professeionals on how communications teams can harness the power of online impression managementType: newspaper articleJournal: Communication DirectorVolume: 2012Issue: 02
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PublicationI'll be your mirror : Identity reflections on the two sides of a computer screen( 2013-04-11)The transition from anonymous IRC chat rooms to complete digital profiles has determined a true revolution in the identity value of social media-based interaction. In fact, whether behind by an avatar, under a username, or through authentic credentials and pictures, individuals associate with their digital identities important pieces of themselves (Strano, 2008, Zhao & al, 2008). Research on Second Life-based avatars defines the connection between player and on-screen representation as "attachment" (Wolfendale, 2007): an emotional bond connecting individuals to their online selves, rendering the chosen character an extension of the real- life body (Ducheneaut & al, 2009). Social Media literature, instead, focuses on more strategized manners of self expression: on Facebook, where real names are the norm, identities exist and evolve through practices of self-monitoring and impression management (Ellison & al, 2006; Zhao & al, 2008; Ellison & al, 2011). With the present paper, I intend to bridge between the two approaches, proposing a conceptual model connecting emotional and rational sides to online self-expression, in order to highlight the meaningful bond existing between digital and computer un-mediated identities.Type: presentation
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PublicationType: presentation