A Study on Persona and Self-Presentation through Fashion on Instagram -Focusing on Women in Their 20s and 30s-

인스타그램에서의 페르소나와 패션을 통한 자기표현에 관한 연구 -20~30대 여성을 중심으로-

  • Won, Yeon Jung (Institute of Symbio-Life Tech, Yonsei University) ;
  • Shin, Eun Jung (Dept. of Clothing & Textiles, Yonsei University) ;
  • Koh, Ae-Ran (Dept. of Clothing & Textiles, Yonsei University)
  • 원연정 (연세대학교 심바이오틱 라이프텍 연구원) ;
  • 신은정 (연세대학교 의류학과) ;
  • 고애란 (연세대학교 의류학과)
  • Received : 2021.05.17
  • Accepted : 2021.09.24
  • Published : 2021.10.31


This study qualitatively explored the case of users utilizing multiple accounts on one social network service to create their own multiple spaces and different personas. The purpose of the study was to understand the behavior of people who use multiple accounts to express their identity online using Carl Jung's personality theory. We used in-depth interviews and the Zaltman metaphor elicitation technique (ZMET), targeting 19 people in their 20s and 30s who use more than one personal account on Instagram. Creating a shared consensus map using the configuration concept of ZMET derived six personas in relation to Instagram accounts. The motivations for the respondents' self-presentation associated with their personas and self-presentation types shown on Instagram were analyzed in terms of persona and fashion and subdivided into five dimensions: relationship management strategic presentation, self-monitoring presentation, competence demonstration presentation, anonymous presentation, and persona-centered presentation. Each respondent's persona and self-presentation formed by the Instagram account was analyzed.