Sociologist Erving Goffman developed the concept of dramaturgy, the idea that life is like a never-ending play in which people are actors. Goffman believed that when we are born, we are thrust onto a stage called everyday life, and that our socialization consists of learning how to play our assigned roles from other people. We enact our roles in the company of others, who are in turn enacting their roles in interaction with us. He believed that whatever we do, we are playing out some role on the stage of life.
Goffman distinguished between front stages and back stages. During our everyday life, we spend most of our lives on the front stage, where we get to deliver our lines and perform. A wedding is a front stage. A classroom lectern is a front stage. A dinner table can be a front stage. Almost any place where we act in front of others is a front stage. Sometimes we are allowed to retreat to the back stages of life. In these private areas, we don’t have to act. We can be our real selves. We can also practice and prepare for our return to the front stage.
Goffman coined the term impression management to refer to our desire to manipulate others’ impressions of us on the front stage. According to Goffman, we use various mechanisms, called sign vehicles, to present ourselves to others. The most commonly employed sign vehicles are the following:
The social setting is the physical place where interaction occurs. It could be a doctor’s examination room, a hallway, someone’s home, or a professor’s office. How we arrange our spaces, and what we put in them, conveys a lot of information about us. A person who lives in a huge home with security guards, attack dogs, and motion detectors conveys the message that he or she is very important, wealthy, and powerful, and probably that uninvited visitors should stay away. On the other hand, the owner of a house with no fence, lots of lights, and a welcome mat would seem much more inviting but perhaps not as rich or powerful.
How we decorate our settings, or what props we use, also gives clues to how we want people to think of us. A businesswoman with a photo of her family on her desk communicates that things outside of work are important in her life. When a professor displays her degrees and certificates on the wall of her office, she communicates that she wants to be viewed as a credible authority in her chosen field. When people decorate offices, hang pictures in clinics, or display artwork in their homes, they are using props to convey information about how they want others to see them.
Our appearance also speaks volumes about us. People’s first impressions are based almost exclusively on appearance.