Social media background

Social media background

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A recent study examined people’s Facebook statuses and whether there was an association between their personalities and their motivation behind what they posted. Of course we all have that person on Facebook who you know, for a fact, is just trying to get sympathy for everything coming down the road, but other statuses aren’t so obvious. The study of adult Facebook users found that personality had a lot to do with what people posted. For example, extraverts were all about posting social things on Facebook as a way to connect, those with low self-esteem were more likely to post things about their romantic relationships, conscientious people were drawn to posting things that would get a lot of “likes” (as in a lot of child-related stuff), and the narcissists, who use Facebook as a means to get validation, constantly post statuses about their accomplishments. You know the people I’m talking about: Look at me! Look at me! I just got my dream job and am making a million trillion a year! Ugh. Gag me with a spoon.

And sometimes we like in order to show solidarity or unity with a friend or acquaintance and their way of thinking. Social media can be a way of gaining “virtual empathy”—and that empathy can have real-world implications. A study reported in Psychology Today showed that spending more time using social networks and engaging in instant message chats predicted more ability to be virtual empathic and that virtual empathy was a good indicator of being able to express real-world empathy. When it comes to how we choose to like brands and companies, the motivation is a bit simpler. A Syncapse study found that most people seem to make these decision based on practical reasons, like wanting to receive coupons and regular updates from companies they like.

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For example, research presented last year at the meeting of the Society for Personality and Social Psychology (SPSP) showed how the site offers a dangerous medium for social comparison. People in that study with lots of Facebook friends had lower self-esteem, feeling worse about their place in life and their achievements if they’d just viewed their friends’ status updates, compared with people who hadn’t recently surfed the site. But for people with just a few Facebook friends, viewing status updates wasn’t a problem. Another study, detailed in the Sept. 13 issue of the journal Nature, found such Facebook friends can influence real-life actions of one another. In that study, one “get out the vote” message sent to 61 million Facebook users on Election Day 2010 led to 340,000 people casting ballots when they otherwise would not have.

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