For this assignment, I set out to analyze a Facebook profile using the Brunswikian Lens Model and the Five Factor Model, in order to gauge an individual's personality as it exists on an online social networking site. As the subject of this analysis, I chose an individual that I have virtually no FtF experience with - she is a girl that I met by chance, at 4:30 AM in the morning on a sidewalk very far from my apartment, who gave me directions back to Cornell campus, and the morning after, a Facebook friend request. She seems the perfect individual for analysis, as she seems to be very active with her Facebook account. We'll refer to her as "Mary."
The Brunswikian Lens Model is an impression formation theory used by Walther et al. that focuses on how personality byproducts are used by others to create an impression of an individual. Central to the model are the concepts of cue validity and cue utilization. Cue validity refers to the truthfulness of the information being conveyed through a particular cue; cue utilization refers to the observers decision to include the cue in the formation of an impression. Cues can take on the form of either identity claims (self- or other-directed) of behavioral residues (interior or exterior).
Applying this theory to Mary's Facebook profile, we can see a number of self-directed identity claims, which are cue meant to reinforce one's self-views. Firstly, she repeatedly features profile pictures that are of her in her younger years, a lot of which have to do with her childhood; in one instance, her profile picture was of her sitting with a kid on her lap (giving no indication of their relation). There are also a number of photographs in her albums that are pictures of objects or locations that are unexplained and which serve as personal images that only she or a small group of people recognize. In her quote section, there is a small amount of quotes that appear to be inside jokes, as they are attributed to individuals on a first name basis ("blah blah blah --as Jacquie would say"). Other-directed identity claims make up virtually everything else on her profile -- from her listing of favorite music and movies to her decision to add certain applications.
Mary's interior behavioral residue consists of cues that results from behavior within the medium itself. In this case, the medium is Facebook. Examples of Mary's interior behavioral residue would be the many instances in which she performs an action that makes the NewsFeed -- from her wall posts to others, to her uploading photos, to her constantly sending me "Causes" invitations -- the cumulative history of her interactions within Facebook. Exterior behavioral residue cues are traces of Mary's experiences outside of the medium. Examples of this include photographs of Mary at a gathering or sports game, or a number of wall posts referencing Mary's adventure at a party the weekend before.
Provided that I have interpreted these cue correctly, and that my impression demonstrates functional achievement, I would use the Five Factors Model to describe Mary as highly conscientious and agreeable, moderate in extroversion and openness, and low in neuroticism.
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