The self

The self concept

The beliefs a person holds about his own
attributes and how he evaluates him/her self
on these qualities.
The self is described along certain dimensions
• Content (physical and mental)
• Positivity
• Intensity and stability
• Accuracy (degree to which in corresponds to reality)
 Self-esteem
Positivity of a person’s self concept.

People with low self esteem tend to Avoid

• embarrassment,
• failure or
• Rejection

“Love yourself, love your hair”

 Real Vs ideal selves
Am I as good looking as I would like to be?
Am I making as much money as I should be?

Ideal the person’s conception of how he/she

would like to be.
Real own realistic appraisal of the qualities of
have and don’t have.
 The looking glass self
Imagining the reaction of others towards us
“taking the role of the other”

Will differ depending on whose view we take.

Introducing Interactive mirror
Skirt in a mirror you can "try on."
 Self consciousness
• Being “painfully” aware of the image you
present in public.
• Self consciousness affects choice of products
like cloths and makeup.
• Self monitors, desire to leave an impression
on others.
“I guess I will put on a show to impress or
entertain others”
 The extended self
• The external objects that we consider part of
us
Example women are more attuned to the symbolic
implications of shoes than men
Objects range from very personal to national
monuments
• Individual level
• Family level
• Community level
• Group level
 Gender roles
• Gender is very important in shaping the self
concept
• IT SHAPES Expectation on how men and
women should
• Act
• Dress
• Speak
• EAT !!!
 Meeting gender expectations
Manufacturers and retailers tend to reinforce a
society’s expectations regarding the correct way
for boys and girls, men and women, to look and
act.

Even if two countries look the same they might

have different gender expectations. EXAMPLE???
 Meeting gender expectations
Men pursue Agentic goals Vs. women who
pursue Communal.
Mattel noticed that:
Boys prefer stacking blocks and working
towards a goal, such as finishing a building
Girls don’t like repetitive stacking , they prefer
to create relationships between characters,
building communities and decorative spaces.
YKM tote bags. Hold the jump rope handle
 Gender vs. sexual identity
• Gender (male and female) biological characteristics.
• Sexual identity (masculinity and femininity)
stereotypical characteristics (behavioral)

Categorize the following male / female OR

masculine / feminine.
 Female roles……
• The evolution in the women’s role in the
society.
• Women in the past fought a good fight for
feminism.
• Believe in equal pay
• Lifestyle is not limited by gender
• Women can have a successful life without a man or
children.
Traditional gender role stereotypes….
• Do they still exist???

• Contradictory messages of what is

appropriate and what is not?
 Male roles
• The ideal man is tough, aggressive, muscular
man who enjoys manly sports.
• SOME say that men are threatened by not
being the powerful male stereotype.
The trend
• Continual evolution in male roles; Example,
male cleansers, moisturizers, sunscreens,
jewelery, products are on the rise.
Case study for the MISSED tutorial
“Riding the plus size wave”

Do as homework and hand in on Sunday to Miss

May Fahmy. It counts for participation for the
missed tutorial on Thursday.