Facebook is debatably the most popular and most frequently accessed social networking site available on the internet today with over 175 million active users worldwide. With its scanty beginnings by a Harvard undergrad in 2004, no one could have predicted the sheer magnitude of the site’s subsequent success. Facebook provides users with the opportunity to connect with friends, join causes, share pictures, create events, and much more. The most salient feature of the site is its ease of use. With one click of the mouse, you can see what an old friend is up to or revise your profile. However, the question is: What is the underlying premise of Facebook? There is growing concern that despite the many advantageous aspects of social networking sites, they may “offer a gateway for self-promotion via self-descriptions, vanity via photos, and large numbers of shallow relationships (friends are counted—sometimes reaching the thousands—and in some cases ranked), each of which is potentially linked to trait narcissism” (Buffardi & Campbell 2008).
Narcissism describes a dimension of personality that is characterized by an inflated sense of self and egotistical tendencies. Narcissists are skilled at using their connections with others to promote an image of popularity and accomplishment. The relationships they form, however, do not exhibit high levels of intimacy and affection. Narcissists are also known to brag about their achievements and feed off of opportunities to obtain glory and admiration in the public sphere. How, then, do social networking sites cater to narcissistic ideals? Easy. First, they promote the formation of superficial and shallow “friendships,” as communication is grounded in “wall posts” and fleeting conversations on “chat.” Statuses serve a bragging function as members can embellish reality and let everyone know what they are doing. Additionally, users can create a profile and tag pictures that accentuate and exaggerate their positive qualities.
Laura E. Buffardi and W. Keith Campbell conducted a study to empirically test the extent to which narcissism is evident on Facebook. 156 undergraduate college students participated in the study. They observed various Facebook profiles and rated them on 37 different personality dimensions. The 129 participants that allowed their profiles to be used in the study completed a Narcissistic Personality Inventory test so the data collected could be appropriately correlated. Results revealed that higher scores on the NPI predicted elevated levels of interaction on Facebook. They also were positively correlated with the amount of self-promoting quotes and the attractiveness of the profile photo.
Overall, the study revealed that narcissism is related to higher levels of Facebook activity as well as to the amount of self-promoting content included on the profile page. Correlating the NPI scores with participants’ profile evaluations revealed that they were accurate predictors of the actual level of narcissism the owner of the profile possessed. These conclusions support the idea that Facebook and other similar social networking sites are devices that effectively cater to narcissists and narcissistic tendencies.
Are you a narcissist? Not sure? Log onto Facebook and analyze your profile – it may reveal more about your personality than you previously thought!
http://psp.sagepub.com/cgi/reprint/34/10/1303
http://topics.nytimes.com/top/news/business/companies/facebook_inc/index.html?inline=nyt-org
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