A Cross-Cultural Study of Risky Online Self-Presentation

The use of social media is pervasive among young adults. However, not all posted content is beneficial to their self-presentation, but can have negative and damaging consequences. This study investigated how individual differences in self-monitoring and impulsiveness influence risky online self-presentation in British and Italian samples. British participants (n = 88) were more likely to post comments and images related to their alcohol and drug use, whereas Italian (n = 90) participants posted more offensive content and personal information. High self-monitoring and high impulsiveness was positively predictive of risky self-presentation online regardless of nationality, highlighting the normative influence of social media culture, and the influence of both spontaneous and deliberative behavior on posting inappropriate content online. These novel insights regarding the way young adults present themselves on social network sites could help explain differences in self-presentation.