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1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING her relationship breakup (2009), describes the dilemma of changing her status from ‘In a Relationship’ to ‘Single’: 8:;74#%M Russell (1946) contends that impressions are observed and converted into ideas, and 6+36&$6&$*&6+%&X$8%3L&7D&*70%7"%&6+36&$*&>%0%0)%>%8M&`0'>%**$7"*&570%*&4>*6&3"8&3>%&8%>$I%8& from experience, e.g. a man born blind has no idea of colours because he has never had an impression of them (p.601): the ideas ‘that retain a considerable degree of the vivacity of the original impressions belong to memory, the others to imagination’ (Russell 1946 p.601). It is this act of interpretation that ultimately forms what are commonly labelled ‘impressions’, and impressions can be constructed for a particular purpose or reaction. Motivations Scholars have contented themselves with assuming the motivations of identitycreation and selfpresentation for decades. According to U&G, ‘motives are general dispositions 6+36&$"C(%"5%&'%7'#%L*&356$7"*&63H%"&D7>&6+%&D(#4#0%"6&7D&3&"%%8&7>&G3"6L&.b3'35+3>$**$& 2002 p.349). From a philosophical standpoint, there are no motivations, only choices: 356$7"*&63H%"&)3*%8&7"&3"&%I3#(36$7"&7D&6+%$>&)%"%46*&7>&7(6570%*M Mook (1996) argues that the motive for identitycreation is an unconscious one, while Bughin (2007), Kollock (1999) and Rheingold (1993) argue that it is psychological and 3$0%8&36&*%%H$",&>%57,"$6$7"&7>&'%>*7"3#&%D45359M&36%*-&X3557>8$",& to [U&G], communication needs interact with social and psychological factors to produce motives for communicating’. 20
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING Joyce and Kraut (2006) present an argument for the reinforcement model, which ‘predicts that people repeat actions that lead to positive reinforcements’ (p.725). Similarly, Bowman and Willis (2003) contend that people produce content to inform or entertain other users, while Shao (2009) suggests they wish to trigger responses or interaction. This paper asserts that these models can only explain, not predict, behaviour. Intentions Selfexpression is a process that allows users to control the impressions they give .Y70$"$5H&E^^^a&O7"%*&3"8&b$6603"&E^WV1&3"8&6+%>%)9&$"C(%"5%&76+%>*L&$"6%>'>%636$7"*M& Given the content of UGM sites such as Facebook, it is safe to suggest that users are seeking a reaction or acceptance from the community in which they choose to create their identity. While it can be assumed that there is intention behind the action, the actual intention cannot be assumed from the content generated by the user. It can be proposed that the user anticipates the outcomes that will result from their action or they would not have acted in 6+%&4>*6&'#35%M&j7G%I%>S&G+36&6+%9&$"6%"8&67&,3$"&D>70&6+%*%&7(6570%*S&3"8&6+%>%D7>%&6+%& intention behind the action, is known only to them. Conclusion The philosophical argument is not new. Applied to social identitycreation and self disclosure, however, it highlights some interesting points. It does not make assumptions of the user or seek to decipher their behaviour or intentions. It proposes instead that users intentionally act and that there is choice and strategy behind their actions. _*%>*&7D&_=N&*$6%*&5>%36%&'>74#%*&$"&7>8%>&67&*+3'%&6+%&$0'>%**$7"*&,$I%"&7DDM&B+%*%&3>%& interpreted by others and it is the resultant idea that forms the basis for their conclusions. Users choose to engage in identitycreation and selfdisclosure because of the outcomes foreseen. The philosophical argument puts the onus of action back on the user through attributing them choice rather than attributing action to whim. Where the U&G model implies that any usergenerated content is fair game for psychological assessment, the philosophical perspective provides a way to evaluate user online behaviour as deliberate in search of outcomes. 21
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