Psychoanalytic View on Congruence While Creating an Avatar in Social Networks

Kseniya Sergeevna Mashkova's master's thesis, "A Psychoanalytic Perspective on Congruence in Avatar Creation in Social Networks," explores the psychological mechanisms involved in the formation and maintenance of personal branding in the virtual space. The purpose of this study was to examine the impact of psychoanalytic coaching on the development and maintenance of personality congruence in social networks. The main objectives of the research included: 1. Analyzing theoretical psychoanalytic concepts applicable to the avatar creation process. 2. Investigating the unconscious determinants influencing the formation of the online persona. 3. Evaluating the effectiveness of psychoanalytic coaching in achieving personal brand congruence. The study revealed that personality congruence plays a crucial role in successful self-presentation and psychological well-being. Psychoanalytic coaching, which addresses unconscious motives and internal conflicts, contributes to the development of an authentic and sustainable personal brand. The empirical part of the research, based on the analysis of three client cases, confirmed that the psychoanalytic approach helps clients understand and overcome internal barriers, leading to more authentic self-expression in social networks.