When you are in a particular situation, you can present yourself in any way you chose or the way you'd like to be viewed by an audience. This 'role' of the way you are 'presenting yourself' influences the (definition of a) situation to an audience, i.e the minds of participants, becuase they are now acting in response to the role you are presenting yourself in.
For an ex, you are in the subway, and you accidently trip on someones foot, but you catch yourself before actually making the fall. If you hide your embarassment, and apologize with a "I'm Confident, this trip does not define me" tone (role), than the audience who have watched you trip, would also see you and the situation as a person who had just accidently trip, "happens to all of us, lets move on with our lives". But if you apologize with a uncertain, shy embarassed tone (role), than the audience would view as someone who had just done something embarassing, "thank goodness it wasn't me who tripped on her, that's embarassing".
So therefore, by playing a particular role in a situation, influences and conducts the environment around you, such as the audience, that will act in accordance with that particular persona.
..... LOL by answering this question, actually helped me to answer this question... idk if the way I answered it was right though.. I myself was looking for referrals on this one.
^and now becuase I've said this, you are probably questioning your confidence about this answer, or the confidence you had about this answer earlier was higher than what it has become after reading the truth above.
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