Keeping in Touch or Keeping Score? Social Comparisons on Facebook

• Main Author: Midgley, Claire Elizabeth
• Other Authors: Lockwood, Penelope
• Language: en_ca
• Published: 2013
• Subjects: Social comparisons; Facebook; Self-esteem; 0451
• Online Access: http://hdl.handle.net/1807/43235

In face-to-face contexts, individuals typically make one social comparison per day and make more self-enhancing downward comparisons (to worse-off others) than potentially threatening upward comparisons (to better-off others). However, online social networks such as Facebook may be radically altering these standards. In two studies, I examined the frequency, direction, and impact of social comparisons on Facebook, and investigated potential moderating factors, including self-esteem. Participants reported making more upward than downward Facebook comparisons (Studies 1 and 2) and made an average of four comparisons in a 20-minute Facebook session (Study 2). Both low self-esteem and being motivated to log onto Facebook to get information with others predict making more comparisons on Facebook (Study 1) and participants with lower self-esteem may feel worse about themselves after making both upward and downward Facebook comparisons compared to their higher self-esteem peers (Study 2).