ISSN International Journal of Asia Digital Art and Design. Vol.20. No Asia Digital Art and Design Association

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1 ISSN International Journal of Asia Digital Art and Design Vol.20 No Asia Digital Art and Design Association

2 Contents categories name title Original Article Lee Jeong Yeon Self-presentation in Facebook profile photos based on Sasang typology Categories for paper Original Article A paper in this category has to be a logical and empirical report of the study, the review and the proposal by the author on the issue of digital art and design based on media technology. It also has to include the novelty and academic values which can be shared with ADADA members or the people who study digital art and design. Number of pages: 6-10 Art Paper A paper in this category has to consist of the author s practice, result and expository writing on the field of digital art and design. It also has to have the originality in its concepts, methods, expression techniques and making process, and the result should have some values which can be shared with ADADA members or the people who study digital art and design. Number of pages: 6-10

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5 Received September 19, 2016; Accepted September 30, 2016 Self-presentation in Facebook profile photos based on Sasang typology Lee, Joung Youn. Media business, SMIT Abstract Recently, in SNS user research, users personality traits were examined as a factor that influences usage behavior. However, although personality traits are suitable for identifying a single behavior, they have limitations in predicting user s behavior that derives new functions. On the other hand, Lee Je-Ma s Sasang typology, which segments people into 4 types (So-Eum, So-Yang, Tae-Eum, and Tae-Yang), considers physiology, pathology, and personality traits according to variations in personality, psychological status, and organ functionality. This explains psychological or behavioral conditions that can be applied to models that can predict or determine the causes of the limitations that must be overcome with the use of personality traits alone. This study evaluates and explores the potential for self-presentation in setting users profile pictures(pps) on Facebook or KakaoTalk according to the Sasang types. An analysis of the profile pictures of users (N = 105) was conducted through participatory research. The experimental results on Facebook showed a significant difference between the So-Eum and So-Yang types (x2 = , p < 0.001). Most of the users of the So-Eum type use Facebook for self-expression; due to this motivation, they were seen to set self-directed photographs where they looked away from the camera or object/landscape photographs, which present their emotions or status. On the other hand, users of the So-Yang type use Facebook for communication purposes. Hence, they set groups of pictures that suggest their social activity or non-directed self-portraits like ID card photographs in which they are looking at the camera. Based on the above results for Facebook, this study proposes a framework to derive the relationship between self-expression and thought for the type of typology in Facebook and KakaoTalk. A future direction for this study will be conducting large-scale KakaoTalk and Facebook user segmentation surveys and experiments. This study corroborates previous findings about the nature of self-presentation in SNS and offers new insights into new variables for impression management in user segmentation design methods (e.g. persona). Keywords: Sasang Typology, Self-presentation, Facebook Profile photos 1 Introduction The rapid development of the mobile industry has fostered the need for real-time communication activities. Such activities entail communication of self-identity as the need for such activities involves the need for self-exposure. Therefore, engaging in online communication activities can be considered as engaging in an act of self-presentation. Given that users of social networking sites (SNSs) have almost full control over the disclosure of personal information, they can strategically manage their image better than they can in traditional face-to-face interactions. However, this self-presentation can be influenced by the characteristics of the media being used. For example, online self-expression is selective as it allows you to form an image of your desired self that you present to others. SNSs, such as Facebook and Kakao Talk, allow you to express yourself through selective impression management using a variety of media formats, and help form a space wherein you may undergo a change in your personal identity. Therefore, a good self-presentation strategy is needed to relieve the burden on impression management and modifying this strategy according to the characteristics of the media being used is necessary for effective operational methods. In addition, self-expression on SNSs involves the use of intentional language and non-verbal information, which can be influenced by demographic information (age, gender, etc.), personal characteristics (personality, self-consciousness, etc.), situational factors (exposure target, exposure process, etc.), and the type of media. Because of the inherent interpersonal nature of an SNS, many relationships formed online eventually advance to real-world contact. The majority of SNSs demonstrate such a trend. However, a major exception is Facebook, which tends to demonstrate an opposite trend, considering the type of information a Facebook profile contains and the fact that the majority of one s Facebook contacts are known from the offline world. In fact, most Facebook users provide personal information in their profile without being concerned about privacy. Considering all this, it can be said that Facebook usage is influenced by more factors than self-exposure or the presentation of self-identity. These findings give rise to the question of what personality traits affect the need for self-presentation through social media tools such as Facebook and instant messaging applications. 63

6 2 Aim This study is an exploratory research conducted to create a self-expression strategy, considering the individual characteristics of users, for relieving the burden on impression management and expressing self-identity through Facebook and Kakao Talk. Based on a study of the types of individuals according to their self-presentation on SNSs, the present study was conducted to lay the groundwork for future research on self-expression strategies, to examine how personality traits are expressed on SNSs, and to accordingly examine each type. It utilizes the Sasang typology of Traditional Korean Medicine as a tool to judge character. The profile pictures of Facebook users were used for the analysis. Based on these pictures, this study determined the individual s type according to the spirit of the typology, So-Eum and So-Yang. The typology of self-expression was validated primarily on Facebook. 3 Literature Review 1) Personality Factors in HCI and SNS Much of HCI research has until now focused on the general user population, overlooking personality differences. However, there have been claims that such studies have not considered differences in users fundamental idiosyncratic attributes, such as their personalities or motivations, which would have been equivalent to testing the effectiveness of a medical treatment by providing it to all patients, regardless of their specific genetic make-up [1]. In the last five years, research on users has been actively conducted by analyzing individuals personality and characteristics associated with the usage of internet and SNSs. Several studies have examined the influence of personality traits on the use of internet by utilizing the five-factor model [2]. The Big-Five framework is a model of personality that contains five factors representing personality traits at a broad level: neuroticism, extraversion, openness to experiences, agreeableness, and conscientiousness. The first trait, neuroticism, reflects a person s tendency to experience psychological distress. High levels of the trait are associated with sensitivity to threat. Extraversion, the second trait, reflects a person s tendency to be sociable and to be able to experience positive emotions. The third factor, openness to experiences, represents an individual s willingness to consider alternative approaches, to be intellectually curious, and to enjoy artistic pursuits. Agreeableness, the fourth factor, is another aspect of interpersonal behavior, reflecting a tendency to be trusting, sympathetic, and cooperative. The fifth dimension, conscientiousness, reflects the degree to which an individual is organized, diligent, and scrupulous. Each factor is bipolar (e.g., extraversion vs. introversion) and summarizes various specific aspects (e.g., sociability), which in turn contain more specific traits (e.g., talkative, outgoing). This model suggests that the majority of individual differences in personality can be classified into these five broad domains. The line of research that has examined personality and internet use determined that extraversion and neuroticism were significantly related to online activities [3, 4]. Early studies on individuals online activities found that individuals high in extraversion and low in neuroticism were not as heavy Internet users as their more introverted and neurotic counterparts [3]. [5] study concluded that introverts or neurotics, because of facing difficulties in social interactions, find their true-self through the internet, while extroverts and non-neurotics find their true self through traditional social interactions. In examining personality as a potential predictor of use of social networking sites, three of the five factors showed promise: extraversion, neuroticism, and openness to experiences [4]. Extraverted individuals had many connections with others in the real world and also via social networking sites. Further, they tended to have higher self-esteem [6]. They used Facebook as an expanded communication channel. [7] found that extraversion was positively related to belonging to Facebook groups, but there was no association with how they communicated on the site. People high in neuroticism had greater instant messaging use [8], because instant messaging permits additional time to contemplate responses, making it easier for neurotic people to communicate with others. People who exhibit high neuroticism tend to spend more time on SNSs than extraverts or those who have a low level of neuroticism, because they use SNSs to make themselves as attractive as possible in the virtual word [9]. SNSs inherent interpersonal nature and self-disclosure traits is the reason personality traits are becoming dominant factors in SNS research. However, some studies [1] [2] have argued that many web designers still perceive users as a homogeneous group and take no account of personality differences, which results in the website not being able to fulfill individual needs. Although personality traits are suitable for identifying usage pattern, they have limitations in predicting a user s behavior that derives new functions [10]. 2) Sasang typology This study seeks to adopt and implement the SASANG Constitution, which has a high reproducibility that brings together physiological and pathological aspects. SASANG Typology was systematically theorized in the book Dong-Yi-Soo-Bo- Won (The Principle of Life Preservation in Oriental Medicine) [11] by Jae Ma Lee in the field of traditional Korean Medicine. According to SASANG Constitutional Theory, the individual differences in behavioral patterns, nature, physical characteristics, and susceptibility to certain diseases are based on people's bio-psychological traits. Despite its potential value in constructing personalized and integrative medicine, traits of 64

7 SASANG types have not been studied in a quantitative and scientific manner, barring their development and propagation to other countries and cultures [12]. In SASANG Typology, humans are classified into four SASANG types; Tae-Yang (TY), So-Yang (SY), Tae-Eum (TE), and So-Eum (SE). Each type has unique characteristics, as explained below [13]. both So-Eum and So-Yang type s personality. Its moderation is in contrast with the stark conflict between So-Yang and So-Eum, which are extraverted and neurotic respectively. Hence, Te-Eum type was excluded in this study. 3) Self presentation on Facebook profile pictures As a popularity of SNS like Facebook grows, many researchers concerns about the impact of such sites on the impression management and self-presentation. Facebook users can express themselves through explicit declarations regarding their interests or favorite books, films, or music through About me menu. However, users of Facebook profiles rely less on these explicit statements, and more on implicit cues such as posted pictures or profile images [18]. Their findings also indicates that user used different strategies in identity constructions on Facebook. They distinguished a continuum of modes of self-presentation on Facebook from implicit to explicit identity claims as below. Figure 1 Sasang typology and 4 types Tae-Yang (TY) types have large lungs and a small liver. They are usually creative, genuine, and visionary people who have good judgment, strong ambition, and charismatic leadership. Statistically, this type is quite rare (about 0.05% in population). Tae-Eum (TE) types have large livers and small lungs. The personality is conservative and cautious, not outgoing, but reticent, quiet, in general. This type exhibits perseverant and outstanding leadership, and it has the largest portion among four types (about 50%). So-Yang (SY) types have large spleens and small kidneys. They tend to be extroverts and progressive. This type is also passionate and inquisitive (about 30%). So-Eum (SE) types are generally short and small, and they usually have large kidneys and a small spleen. Their personality is generally adorable, obedient, kind, prudent, and inactive (about 20%). Despite the fact that the SASANG typology can identify a user s psychological type, study design, such as spatial design, fashion and beauty design, and the appearance of robots [14], has been mainly limited to the physical component of the SASANG typology. Correlation between the Sasang typology and HCI, such as social media [15] and PC wall paper [16], has recently been studied. The SASANG typology can be used as a user behavior prediction tool. Previous research [17] indicates that the traits of extraversion and neuroticism are correlated with types of individuals described by Sasang typology. They claimed that the So-Yang type is more extroverted than the Tae-Eum type, which in turn is more extroverted than the So-Eum type. They further claimed that the So-Eum type is more introverted and has high neuroticism than the So-Yang type. The Te-Eum type shows Figure 2 The continuum of implicit and explicit identity This Facebook profile pictures (PPs) appears in the upper left Figure 3 Facebook PPs corner of a profile page and acts as a primary identity maker for a user s profile (Figure 3). The profile image acts as the most pointed attempt of photographic self-presentation of the Facebook profile. In essence, this image stands in for the user s body in this online space. Facebook PPs can be seen as a form of implicit identity construction as explained as above. And also PP is still the image that appears in Facebook friend request and news feed, and it therefore remains as the basis of other s first impressions. [19] suggests that social network users use PPs to increase their social presence and reduce uncertainty in interaction partners by presenting a particular image of themselves, and image chosen to convey a particular impression about the user s identity. 65

8 Table 1 Previous research on PPs Segmentation [20] proposed that Facebook users differ from each other in the composition of visual element (expression of emotion, status, activeness, total looks), they portray in their Facebook PPs regarding to their motivations for Facebook impression management (need to belong, need for self-promotion and need for self-expression). [19] tried to categorize profile picture types into self, friends, relationship partner, activity, random picture, family, animal, school and work. Correlations between self-presentation and Sasang constitution, in accordance with the five-factor model of HCI, were analyzed in order to answer the following research questions. RQ. Does the individual s Facebook profile image express different from their SASANG type? 4 Methods 1) Participants Participants were 105 people aged from 20 to 40 years, and were recruited from researcher s Facebook friends, which allows for the subjects and the contents of their profiles to be inspected. Participants are from all different background/ domain and age s variation from to ensure that factors like generation, cultures, ethnicity, religious beliefs, and traditional norms of different ages and background do not affect the research.. The sample was comprised of 60 men and 45 women, having an average age of years (SD=5.81). Table 1 Participants Sex Age male (26.4) female (37.7) 2) Procedure (22.6) 35-14(13.2) The participants were asked to take simple questionnaire to figure out participant s Facebook usage pattern and motivation of Facebook uses through online Survey tool (Goole). And same time Questionnaire of Sasang Typology Classification (QSCCII) had been distributed to participants to evaluate their Sasang types. QSCC is a Sasang typology-based inventory, which was developed by the Department of Sasang Medicine at Kyung Hee Medical Center (Seoul, Korea) in 1993 and revised in 1996, and has been used in clinical studies. The QSCC is composed of 121 forced-choice items and this has PC application version that participant can take using PC and the results of the survey was then collected by . After collecting Sasang Types from participants, next part of the study was done to gauge three researchers evaluation of participants Facebook profile pictures and their categorization into the six profile picture categories as below based on previous researches[20][21][22] in table 3. Table 2 Facebook Profile photos segmentation Self-portraits Self-directed Non-directed Interests Objects Landscape Social Life Works/Schools Families An analysis of the profile pictures of users (N = 105) was conducted through participatory research. 5 Result The experimental results on Facebook PPs showed a significant difference between the So-Eum and So-Yang types (x2 = , p < 0.001). And regarding to motivation of Facebook usage in Sasang types, Tae-Eum and So-Eum stated that they use Facebook for self-expression, but So-Yang scored less in that category (p = 0.009). This validates the claim that Tae-Eum and So-Eum with higher neuroticism make use of Facebook to express their emotional states and situations. Most of the users of the So-Eum type use Facebook for self-expression; due to this motivation, More than 75% of them were seen to set self-directed and expressed portrait photo where they looked away from the camera as figure 5 and 20% of them used object/landscape photographs, which represent their emotions or status. Participants of the So-Yang 66

9 type use Facebook for communication and social connection purposes. Hence, 15% of them set groups of pictures that suggest their social activity or 62% of them used non-directed self-portraits like ID card photographs in which they looked at the camera as below figure 6. studies were relatively small (N = 105). Additionally, according to Lee Je Ma s description of the Sasang constitutional types as proportions of the total population, Tae-Eum accounts for 50%, So-Yang for 30%, and So-Eum for 20%. In contrast, this study found the So-Yang type to account for 43% of participants, while the Tae-Eum type accounted for 33%. The results of this study imply that a user s personality traits of Sasang typology, incorporating innate factors, and with higher reproducibility than the Western five-factor model of personality, can be used to facilitate the variables and aspects of user segmentation design methods (i.e., persona ), which will help to propose new services for users impression management based on individual personality and inherent nature. Figure 4 So-Eum s PP : Self-expressed Photo Acknowledgment This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2015S1A5A2A ) Figure 5 So-Yang s PP : Portriats References [1] Nov, O., Arazy, O., López, C., & Brusilovsky, P. (2013, April). Exploring personality-targeted UI design in online social participation systems. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp ). ACM 6 Conclusion [2] McCrae, R. R., & Costa Jr, P. T. (1997). Personality trait structure as a human universal. American psychologist, 52(5), 509. [3] Amichai-Hamburger, Y. (2002). Internet and personality. Computers in Human Behavior, 18(1), Figure 6 So-Eum s PP: Landscale Photo [4] Correa, T., Hinsley, A. W., & De Zuniga, H. G. (2010). Who interacts on the Web?: The intersection of users personality and social media use. Computers in Human Behavior, 26(2), This study investigated Sasang typology by analyzing user s Facebook profile photos expression type. The difference between the So-Yang and So-Eum types was most apparent, and allowed the study of differences in self presentantion to constitutional type. [5] Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54(3), So-Yang type characteristically used the non-directed self-portraits image like ID card photo and groups of people showing their social activity. So-Yang type has characteristically high emotional stability and high extraversion, they are associated with actual selfpresentation[23]. On the other hand, So-Eum type used mostly used self-expressed portrait image which were expressing user s ideal self. Because of their high neurocism, individuals often used landscape images or self-expressed object, which can be seen to present a their desire to express So-Eum types characteristic as a neuroticism association with general self-disclosure, emotional disclosure, and presentation of actual, ideal, and hidden self-aspects [23]. So-Yang type individuals tended to use photo related to important relationships, in part due to the outward-oriented and sociable characteristics of the So-Yang type. This study has the following limitations: First, the sample [6] Mehdizade, S. (2010). Self-presentation 2.0: Narcissism and self-esteem on Facebook. Cyberpsychology, Behavior, and Social Networking, 13(4), [7] Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in human behavior, 25(2), [8] Jenkins-Guarnieri, M. A., Wright, S. L., & Hudiburgh, L. M. (2012). The relationships among attachment style, personality traits, interpersonal competency, and Facebook use. Journal of Applied Developmental Psychology, 33(6), [9] Leary, M. R., & Allen, A. B. (2011). Personality and Persona: Personality Processes in Self- Presentation. Journal of 67

10 personality, 79(6), [10] Choi, H. C. (2010).An Application of Sasangchejil(a theory of four different types of persons) to the Study of Uses and Effects of Mass Media, 韓國言論學報, 48(2), [11] Lee, JM. Dong-Yi-Soo-Se-Bo-Won. Lee Jae Ma,Seoul, Korea, 1894 [12] Chae H, Park SH, Lee SJ & Kim MG, Wedding D & Kwon YK. Psychological profile of SASANG Constitution: a systematic review. Evidence Based Complement Alternative Medi-cine [13] The Association of Korean Oriental Medicine official Site, http: / [14] Sung, W. O., Song, M. J., & Chung, K. W. (2007, August). Applying Sasang typology theory to robot appearance design. In Robot and Human interactive Communication, RO-MAN The 16th IEEE International Symposium on (pp ). IEEE. [15]Lee, J. Y., Kim, H. S., Choi, E. J., & Choi, S. J. (2013). Exploratory study on online social networks user from SASANG typology-focused on Korean Facebook users. In Online Communities and Social Computing (pp ). Springer Berlin Heidelberg. [13] Lee, J. Y. (2015). Personal computer wallpaper user segmentation based on Sasang typology. Integrative Medicine Research, 4(1), [17] Chae H, Park SH, Lee SJ & Kim MG, Wedding D & Kwon YK. Psychological profile of SASANG Typology: a systematic review. Evidence Based Complement Alternative Medicine [18] Zhao, S., Grasmuck, S., & Martin, J. (2008). Identity construction on Facebook: Digital empowerment in anchored relationships. Computers in human behavior, 24(5), [19] Xu, Q. (2014). Should I trust him? The effects of reviewer profile characteristics on ewom credibility. Computers in Human Behavior, 33, [20] Nosko, A., Wood, E., & Molema, S. (2010). All about me: Disclosure in online social networking profiles: The case of FACEBOOK. Computers in Human Behavior, 26(3), [21] Vilnai-Yavetz, I., & Tifferet, S. (2015). A Picture Is Worth a Thousand Words: Segmenting Consumers by Facebook Profile Images. Journal of Interactive Marketing, 32, [22] Hum, N. J., Chamberlin, P. E., Hambright, B. L., Portwood, A. C., Schat, A. C., & Bevan, J. L. (2011). A picture is worth a thousand words: A content analysis of Facebook profile photographs. Computers in Human Behavior, 27(5), [23] Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54(3),

11 International Journal of Asia Digital Art and Design Vol.20 No.03 Date of issue 2016/10/01 Asia Digital Art and Design Association Chair Chairperson, Academic Referee Committee Designed By Edited By Published By Asia Digital Art and Design Association c/o Tokyo Metropolitan University 6-6, Asahigaoka, Hino-shi, Tokyo, , Japan Copyright 2016 Asia Digital Art and Design Association