The researchers headed by Dr. Phillip Ozimek from the Faculty of Psychology at Ruhr University Bochum, Germany, recruited 1,230 people for his or her online survey. With the intention to participate, respondents had to make use of not less than one social media channel not less than once per week. On average, the participants stated that they spent just over two hours a day on social media.
The research team used six different questionnaires to find out the extent to which the participants had a materialistic attitude and tended to check themselves with others, whether or not they used social media more actively or passively, whether or not they were hooked on social media, how stressed and the way satisfied they were with their lives.
Downward spiral set in motion
“The information showed that a stronger materialistic approach goes hand in hand with an inclination to check oneself with others,” points out Phillip Ozimek. This comparison may be very easy to make on social media, primarily through passive use, i.e. by the content posted by other users. Materialism and passive use were also linked to addictive use of social media. “By this we mean, for instance, that users are continually eager about the respective channels and fear that they’re missing out on something in the event that they should not online,” explains Phillip Ozimek. This in turn results in symptoms of poorer mental health, i.e. stress. The ultimate link within the chain is reduced life satisfaction. “Social media is considered one of six stepping stones to unhappiness,” concludes Phillip Ozimek.
Social media attracts and breeds materialists
“Overall, the study provides further evidence that the usage of social media is related to risks, especially for individuals with a highly materialistic mindset,” says the psychologist. This is especially worrying, because social media can trigger and increase materialistic values, for instance through (influencer) marketing. At the identical time, the platforms attract materialists anyway, as they’re an ideal method to satisfy many materialistic needs.
“It’s definitely a very good idea to concentrate on the period of time you spend on social media and to scale back it,” recommends Phillip Ozimek. He advises against giving up Social Media completely. “Should you did, you are prone to overcompensate.” The research team also suggests recording materialism and social media use in patients undergoing treatment for mental health disorders. “While these aspects are sometimes irrelevant, they could be a place to begin for extra interventions that patients can check out at home.”
