Page 64 - Essentials of Human Communication

Impression Management: Goals and Strategies 43

wisdom goes. Or you might form an impression of someone on the
basis of that person’s age or gender or ethnic origin. Or you might
rely on what others have said about the person and form impressions
that are consistent with these comments. And, of course, they might
well do the same in forming impressions of you.
Part of the art and skill of communication is to understand and
be able to manage the impressions you give to others. Mastering the
art of impression management will enable you to present yourself as
you want others to see you, at least to some extent.
The strategies you use to achieve this desired impression will
depend on your specific goal. The sections that follow focus on seven
major communication goals and strategies. Note that although they
may help you communicate the impression you want to convey, each
of these strategies may also backfire and communicate exactly the
opposite of your intended purpose.

To be Liked: AffiniTy-Seeking And PoLiTeneSS
STrATegieS
If you’re new at school or on the job and you want to be well-liked,
included in the activities of others, and thought of highly, you’d likely use affinity- Communication
seeking strategies and politeness strategies. Another set of strategies often used to Choice Point
increase likability is immediacy strategies (discussed in Chapter 6, pp. 126-127). face to face
You’ve been communicating
Affinity-Seeking Strategies Using the affinity-seeking strategies outlined here with Pat over the Internet for the past seven
will probably increase your chances of being liked (Bell & Daly, 1984). Such strategies are months and you finally have decided to
especially important in initial interactions, and their use by teachers has even been found meet for coffee. You really want Pat to like
to increase student motivation (Martin & Rubin, 1998; Myers & Zhong, 2004; Wrench, you. What are some impression-management
McCroskey, & Richmond, 2008). strategies you might use to get Pat to like you?
What messages would you be sure not to
● Appear active, enthusiastic, and dynamic. communicate?
● Follow the cultural rules for polite, cooperative, respectful conversation.
● Communicate interest in the other person and include him or her in your social activities
and groupings.
● Present yourself as comfortable and relaxed.
● Stimulate and encourage the other person to talk about him- or herself; reinforce his or
her disclosures and contributions. Self-disclose yourself.
● Appear optimistic and positive rather than pessimistic and negative.
● Appear honest, reliable, and interesting.
● Arrange circumstances so that you and the other person come into frequent contact.
● Communicate warmth, supportiveness, and empathy.
● Demonstrate that you share significant attitudes and values with the other person.
Although this research was conducted before the advent of social media, you can
easily see how the same strategies could be used in online communication. For example,
you can post photos to show that you’re active and enthusiastic; you can follow Communication
the rules for polite interaction by giving “likes” and “+1s” to others; and you can Choice Point
communicate interest in the other person by inviting him or her to hang out, by online dating
joining a group, by commenting on a post, or by retweeting. Not surprisingly, You’ve decided to join an on-
plain old flattery also goes a long way toward improving your likability. Flattery line dating service. How might you present
can increase your chances for success in a job interview, the tip a customer is yourself as likable? What types of information
likely to leave, and even your credibility (Varma, Toh, & Pichler, 2006; Seiter, would you want to include and exclude in
2007; Vonk, 2002). your profile?