The term dramaturgical perspective was first adapted into sociology from the theatre by Erving Goffman, who developed most of the related terminology and ideas in his 1959 book, The Presentation of Self in Everyday Life. Together with ethnomethodology and symbolic interactionism, is one of the most relevant perspectives in the field of qualitative research.

Before providing further explanations, read the following passage wrote by Orwell (1961) about his experiences when washing dishes in a Paris restaurant:

As soon crosses the door, a sudden change ensues. The set of his shoulders is modified, all dirt, desire and irritation are gone in an instant. It glides smoothly over the carpet with a solemn, almost priestly. Remember our maitre d’hotel assistant, a fiery Italian, pausing at the door of the room to address an apprentice who had broken a bottle of wine, shaking his fist above his head, screamed loudly (happily the door was more or less soundproof):

“Tu fais me – you are called waiter, you, a young bastard? Thou waiter! You are not up to standard to scrub the floors in the burdel where your mother comes from. Marquereau!

Then he entered the dining room and sailed crossing with plate in hand, graceful as a swan. Ten seconds later bowed reverentially to a client. And I could not help but think, as soon as she saw him bend over and smile, smile with that blessed trained waiter, that the customer was about to be embarrassed to have such aristocrat to serve him. (Orwell, 1961, p. 68-69)

Which are the theoretical assumptions of dramaturgical perspective? Life is like a theatrical performance. We humans adapt to the roles we play. But also, we try to convince others that we are the people we represent, like maitre d’hotel assistant in Orwell´s passage. And that´s why Clinton denies a couple times his sexual relationship with a scholar or, more related to our everyday life behavior, why many of us quickly get ready when having an unforeseen visit at home in the very morning, why we wear our best dress in a job interview, or why we try to make the best impression on our CEO when he/she drops by the office.

What does this perspective imply for a market researcher? A businessman buys good suits to make a good impression on customers. People buy the latest iPhone model to show that they are up to date with new technologies or acquire certain brands to show their commitment to the values ​​they represent. An environmentalist likely refrains from acquire a brand which does not show any sensitivity with global warm. In short, we buy things to play certain roles, as well as to convince others we are the people we want to be. Can your company help people on this venture? So by mean qualitative research you may know what roles your target wants to play in life. This information may be crucial for a successful marketing strategy.

References

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