Self-Concept Maintenance: Self-Regulation, Social Comparison & Identity

Introduction: The Fluid Nature of Self-Concept

Humans as social animals assume different social roles and present various self-images that represent one facet of their personalities appropriate or necessary to the social situation. One's perception of the "self" is fluid and may differ when one is alone compared to when one is in a group or public place. The private and public selves of the individual are ways in which one's self-concept is developed. In the study of human behavior, self-concept maintenance is necessary to "survive" socially: the kind of self-concept developed by the individual depends on his or her socio-historical background, which includes self-concept responses to specific social situations that have proven favorable or agreeable at the time.

In this context of self-concept maintenance, this paper discusses three relevant and critical theories that help further explain the nature of self-concept maintenance: self-regulation, social comparison, and social identity theories. These theories describe the process of self-concept development, including the motivations that encourage individuals to develop a specific self-concept or image, especially when in public or in a specific social environment. In addition to a comparison of these theories, an application is discussed through the media program "The Virtual Office," in which two female personalities are compared with regard to their self-concept. Having discussed the theories of self-concept maintenance, the analysis examines each female character's motivation and the possible development of her self-concept based on the principles of each theory.

Self-Regulation Theory

The theory of self-regulation is a self-concept maintenance theory that explains and describes the internal processes an individual goes through during the self-conceptualization stage. One's decision to assume a specific kind of social image is a series of processes that are both dependent on the person's personal development and the response of his or her social environment to these personalities. Self-regulation posits that, generally, individuals "control" their natural behavior. People develop self-concepts that are ultimately favorable to others, and individuals exercise self-control in order to ensure that a desired self-concept or image is socially and consistently maintained. Success in "controlling" one's behavior leads to "renewed efforts" for greater self-regulation, while lack of confidence or "doubt" in maintaining the image leads to "a tendency to disengage" (Carver, 2001:322).

There are occasions, of course, when one experiences "lapses in self-control." Specific examples cited include binge eating, in which a person's resolve to control his or her eating highly conflicts with the desire to eat. In this case, self-regulation succeeds when one is able to override this desire to "overindulge." However, there are cases when lapses in self-control do occur, and these lapses are usually coupled with "mental fatigue" and "total exhaustion." As confidence spirals down, so does self-control and the motivation to maintain one's self-concept, and the downward spiral worsens, potentially leading to the development of an entirely new personality — one that might be considered socially unacceptable or deviant (Carver, 2001:323–4).

Social comparison theory draws from three important axioms, describing why and how social comparison contributes to the development and maintenance of one's self-concept. These axioms are stated as follows (Kaminka, 2007:2):

Social Comparison Theory

(i) When lacking objective means for evaluation, agents compare their state to that of others; (ii) comparison increases with similarity; and (iii) agents take steps to reduce differences relative to the objects of comparison.

There are two cases in which the social environment's influence could lead an individual to either maintain or discontinue his or her developed self-concept. The first is the case of "imitation," in which the individual sees sufficient similarities in his or her social environment that reinforce the desired self-concept or image — that is, the image desired is shared by both the individual and the social environment. However, when the individual perceives that the majority or social environment does not subscribe to his or her desired image or behavior, he or she will adapt and assume a different behavior or image in accordance with the social environment or situation. This second case is called "contagion."

Conclusion

The three theories of self-concept maintenance — self-regulation, social comparison, and social identity — each illuminate a distinct dimension of how individuals develop, sustain, or lose their public selves in social contexts. Self-regulation addresses the internal discipline required to maintain a desired image; social comparison explains how observation of and similarity to others shapes self-concept choices; and social identity theory highlights the role of situational demands in activating or suppressing particular identities. Together, these frameworks provide a comprehensive lens through which to understand the divergent behaviors of Kathy and Jeanette, demonstrating that self-concept maintenance is both a personal psychological process and a socially negotiated outcome.