William James on "possible selves": Implications for studying identity in communication contexts

Abstract

This article describes ideas about the self suggested by William James and how these conceptualizations can be used in communication research. First, the article summarizes the elements of self according to James and how the "possible selves" could be drawn upon in a persuasive communication context. It is suggested that there are at least two approaches to studying possible selves from an empirical perspective: The accessibility of one self out of a field of many possible selves, and the synthesis of potentially conflicting selves. Further, the article argues that the influence of these selves on behavior and on antecedents to behavior suggests that greater attention should be focused on the study of identity as a mediator of communication effects. However, it is argued that James's work should also inspire further exploration of the experience of self as that which provides a sense of continuity despite substantively and temporally variable possible selves. This sense of personal identity cannot be interrogated via traditional empirical methods nor within a persuasive communication context, and a greater attunement to this sense of self has potential to enhance communication experiences. © 2009 International Communication Association.