Emotional Experience on Facebook: A Dramaturgical Analysis of Digital Life
Emotional experience on facebook site
This paper presents a qualitative diary study investigating the emotional experiences of Facebook users through the lens of Goffman’s dramaturgical analysis. It categorizes user interactions into four distinct roles—Preparation, Communication, Performance, and Observation—revealing that memorable social media experiences are primarily driven by positive emotions like connectedness and entertainment.
TL;DR
In this seminal 2009 study, researchers from Lancaster University moved beyond click-stream data to understand why Facebook matters to people. By applying Erving Goffman’s sociological theories, they discovered that our most meaningful digital moments aren't just about "using a tool," but about performing a carefully curated version of ourselves to find connection and entertainment.
Context: Beyond the Data Points
In the late 2000s, Facebook was a "phenomenon" that researchers struggled to quantify. While most studies looked at what people did (privacy settings, app usage), Sas et al. wanted to know how it felt. They focused on memorable experiences—those emotionally charged moments that stay with a user—to uncover the underlying values of social networking.
The "Back Stage" and "Front Stage" of Facebook
The core of this paper lies in its application of Dramaturgical Analysis. The authors categorize the Facebook experience into a 2x2 matrix of Stages and Roles:
1. The Back Stage (Private)
- Preparation: This is the solitary work of crafting an identity. Whether it’s choosing the perfect profile picture or drafting a status update, it's about creating "sign vehicles" for public consumption.
- Communication: One-on-one interactions (IM/Email). This is where deep emotional support happens. The study found that private chats were key for "mood regulation" and reliving shared memories.
2. The Front Stage (Public)
- Performance: The act of interacting in front of an audience (Wall posts, public comments). Users use this stage to celebrate positive events—engagements, jobs, or just "mundane" kindness to make friends smile.
- Observation: The act of "social grooming" or browsing. This allows users to re-experience others' positive events or find "memories" in old photo albums.
Methodology: The Diary Study
The researchers recruited 13 participants for a two-week diary study. Instead of asking "what did you do today?", they asked:
- What was your most memorable experience on Facebook today?
- Why did this feeling matter to you?
This qualitative depth allowed them to see Facebook not as a utility, but as a theater for Impression Management.
Key Findings: Connection Over Conflict
The study revealed a strong inclination toward Positive Affect:
- Genuine Self-Expression: Users shared "best achievements" to receive public celebration.
- Competitive Humor: About 20% of interactions involved "laughing at" others through wit, but mostly to entertain a wider audience.
- The Power of Connection: 40% of memorable moments were private, emphasizing that "connectedness" is the primary driver of digital loyalty.
Critical Insight & Conclusion
The genius of this paper is its recognition that digital "tools" (like the Facebook Wall or Graffiti app) are actually stages for identity work.
Takeaway for the Future: While social media has changed drastically since 2009, the fundamental human need for "Back Stage" preparation and "Front Stage" validation remains. The study’s limitation is its small sample size (13 people), but its theoretical framework provides a timeless lens: we don't just use social media; we perform it. As designers build the next generation of social platforms (be it VR or AI-driven), they must consider how these spaces allow for both the messy "Back Stage" preparation and the polished "Front Stage" performance.