Oudah Kadhim Abed

This study examines the employment of self-praise in online celebrity culture, particularly the self-presentation strategies adopted by male and female English and Iraqi celebrities on social media. Drawing on the theoretical frameworks of self-presentation, politeness theory, and self-praise, the study examines how male and female celebrities employ self-praise to negotiate their public images, engage with audiences, and enhance their market value. By examining posts on Instagram, Twitter, and Weibo, this study identifies prevalent self-praise strategies, such as explicit self-praise, adapted self-praise, and implicit self-praise, and draws attention to the affordances of platforms like hashtags, character limits, and multimodal content that influence these strategies. Further, this study investigates the degree to which cultural norms, primarily of individualism and collectivism, inform male and female celebrities' practice and perception of self-praise in different cultural settings. The findings suggest that as a global platform for celebrity branding and social validation, self-praise is grounded in the cultural expectations and affordances of given platforms. This study adds to the knowledge of self-presentation in the digital era and offers insights into the intersection of self-praise, gender, celebrity culture, and social media.