After finishing up another semester of GSI-ing a media effects class, I returned to considering what the effects of social media might be on its users. Of all the theories covered in the class, the one that seemed the most applicable to social media is social comparison theory. If comparing ourselves to others is something we do naturally in order to establish an identity and an idea of what constitutes normal behavior (especially when we're young adults and teens, which happens to be SNS's key demographic), what better tool could you create for comparing your self to others than Facebook? The questions, from a public/psychological/emotional health standpoint are: in what ways does FB present a distorted image of others, and could the ease with which one can compare one's self to others lead to increased time spent dwelling on how well or how poorly one measured up to one's peers?
I think one key variable to look at is how one uses the site. Do they spend more time looking at other people's pictures, comments, and friends, or do they participate by posting their own? What moods are they in when they go to FB? Some research indicates that people in high affect states tend to be social, talking with others, going to parties, while those who are in low affect states (though its not exactly equivalent to "bad mood," we might think of it as such for now) watch more TV. I could imagine going to FB in either state: when bored and in a bad mood, just to passively look at what others are doing, or when I'm excited to express something about my life.
Then there's whether or not you see FB as a place to "put your best face forward." Obviously, everyone does a bit of image tailoring when they post pictures of update their statuses, but some people seem more keen on impressing others (or inspiring jealousy?) with their images, while others display a more warts-and-all aesthetic. I would think there would be a tendency to assume that others use the site in roughly the same way you do: if you're a warts-and-all poster, you assume others are, too, and if their profiles are pretty much squeaky-clean, you assume their real lives are.
The reason why I think FB is so appealing for the social comparer in all of us is the ease with which we can see what other people very similar to us are doing with their lives, and we can see it evolve in real time in some sort of context. Of course, you can do this by observing your peers at work or at school. You can do it by tuning in to local gossip. You can do it by hearing/watching/reading stories (even if they're fiction, the fact that they ring true with a large audience tells you that they're depicting behavior, identities, and values that are, in some sense, normal; even more so w/ reality TV, probly). But the nice part of using FB to compare yourself to others is that you can't be seen while you're doing it. Also, these people are usually more similar to you than your work peers (though some of them might be your work peers). The lives of people you grew up with seems like a more natural thing to compare one's self to. These people, unlike people you meet later in life, had the same starting point as you.
In a way, this reminds me of one of my favorite TV shows: the Up Series. I always saw that show, which explicitly compared documentary footage of a few people who grew up together as they aged from 7 to 49 (so far), as one of the most useful tools for learning about what you can do with your life, why some people's lives turn out different than others, and why most people try to make themselves happy whether or not they live lives that are seen as "successful." It did what a lot of reality shows don't do: examine the criteria we use to compare ourselves to one another and show how it varies from person to person.
In some ways, Facebook is like a reality TV competition shows and the Up Series in that it presents an opportunity for social comparison. However, there is no narrative built into it to guide you to think about the nature of comparison, success, or happiness or guide you to decide who the winners and losers are and which one you happen to be at the moment (and how you might go about becoming more of a winner). My hunch is that it can accentuate any tendency you bring to it, the tendency to compare or the tendency to think about why and how we compare ourselves to one another.
