ABSTRACT
In anthropology, we understand identity as socially constructed through everyday practices and social interaction. This is true for social media as well, but the constructed nature of self is much more intensive and premeditated online. The confident, attractive, social media self was one that gave students a sense of pride, and importantly, garnered positive attention from others in the form of likes and comments. This chapter describes how students cultivated and reproduced their public image using editing tools to create a personal brand that encompassed the internal and external self, revealing various works involved in the production process of a perfect post. Achieving a personal brand required that posts have consistent aesthetic elements including color scheme, composition, stance, mood, physical appearance, style, and personality traits. A successful post should appear natural, effectively masking the labor-intensive process of developing an instantly recognizable aesthetic. This chapter explores the gendered aspects of editing and the social pressure (felt more acutely by women) to not only engage in these practices, but also master the impossible art of appearing both authentic and flawless.
