Originally written in April 2016 for a Psychology tutorial.
Discuss how (a) one area of social psychology and (b) one area of cognitive psychology can help us to understand everyday life and/or current affairs
Introduction
The Internet and the advent of social media have provided psychologists even more arenas in which to conduct study on human behaviour in the past few decades. Today, social media plays a large role in people’s everyday lives. The study of psychology can be used to better understand why people choose to engage themselves online and how social media captures their attention. Particularly, I will focus on the topics of social identity and visual attention as fields of psychological research whose research can be applied to the topic of social media usage and the insights these fields may reveal about social media usage.
Social Media and Social Identity
The social identity theory or approach was developed by Henri Tajfel and John Turner as a method by which intergroup behaviour could be explained. Tajfel defines social identity as “the individual’s knowledge that he belongs to certain social groups together with some emotional and value significance to him of the group membership” (Abrams & Hogg, 1998: 7). Crucial to this definition is the significance group belongingness has for the individual. Group membership needs to be significant enough to the individual that it forms a part of the individual’s self-evaluation or sense of identity. Groups vary from racial or gender groups to religious or political groups. Social identity theory examines the “group in the individual” (Abrams & Hogg, 1998: 3), or the influence of group membership upon the individual. There are several different kinds of social influence; for instance, normative influence, which “creates conformity which is merely public compliance with, rather than private acceptance or internalization of, the group’s attitudes, beliefs, opinions, or behaviour” (Abrams & Hogg, 1998: 146). Furthermore, the social identity approach maintains the position that every individual’s perspective of reality is socially structured – that an individual socially derives knowledge of the world through social comparisons of his- or herself to others (Abrams & Hogg, 1998: 20).
Oliviera, Huertas, and Lin (2015) surveyed Brazilian Facebook users from an age range of 16-24 in hoped in determining which of their nine hypothesised factors – subjective norm, group norm, social identity, purposive value, self-discovery, maintaining interpersonal interconnectivity, social enhancement, entertainment value, and social presence – users felt best aligned with their purposes for Facebook usage. Subjective norm, social identity, maintaining interpersonal interconnectivity, and entertainment were found to be significant factors for their social media usage. Age group may be a pertinent factor of subjective norm, as it seems studies investigating behaviour regarding social media usually focus on an age group in the late teens through the twenties. Social identity theory can suggest that subjective norm, being one of the influencing factors for social media usage, demonstrates the normative influence of social media – that social media usage may “[result] from the individual’s need for social approval and acceptance” (Abrams & Hogg, 1998: 146). Social media is another group in which one may be a member, and both membership and lack of membership make a statement about oneself.
Oliviera, Huertas, and Lin’s study (along with others, e.g. Mazur & Li, 2016) also illustrates that social media is not only a way in which to communicate, but also is another method of establishing groups and expressing or displaying identity. Social media then also becomes another means of social comparison. Indeed, Mazur & Li’s study (2016) quite literally compared the online profiles of Chinese and American young adults on their native, popular social media sites. Among other conclusions, they found differences in the users’ attitudes towards themselves as generally reflective of the collectivist and individualist societies in which they lived, in that Chinese users were generally more negative in their views of themselves, while Americans where usually more positive. If one remembers that the social identity approach posits that individuals build their knowledge of the world through social comparisons, the usage of social media poses another avenue by which social comparison between individuals or groups may take place. This may contribute to the pervasive use of social media.
The social identity approach is just one example of an excellent lens and theory of social psychology with which to analyse individuals’ social media usage. By applying a few brief concepts of the social identity theory on Oliviera, Huertas, and Lin’s findings, I have demonstrated some insights that may be made using social psychology. However, there are doubtless more studies concerning social media whose findings may be interpreted with the help of social identity theory.
Facebook and Visual Attention
Visual attention is a field of cognitive psychology that is pertinent to the social media, given the frequent usage of social media websites to share photos. Corbetta and Shulman (2002) proposed two major attentional systems: a top-down process and a bottom-up process. After analysis of brain-imaging studies, they further proposed that the top-down (goal-directed) system comprised of a dorsal fronto-parietal network, and the bottom-up (stimulus-driven) system comprised of a ventral network. These two systems influence and interact with each other to process visual information (Corbetta and Shulman 2002; Vossel, Geng, & Fink 2014). Thus, one study that will be discussed focuses on top-down factors, and the other, bottom-up factors, affecting the visual attention of social media users.
Much research on visual attention utilises eye-tracking software to follow participants’ gaze and measure the amount of time spent attending a particular stimulus. The two particular studies that will be discussed both utilised this technique to different ends. One, conducted by Ulloa et al. (2015) examined in their study the time-to-click and time spent viewing information of the same links but with differing link image size – including a control without a link image. Their findings, from testing a group of Spanish university-age students, found that greater image size correlated to longer looking time and higher likelihood of users clicking the link. This aligns with the proposals of Corbetta and Shulman’s attentional system, as the larger images appeal to the bottom-up processing system by being more eye-catching or colourful (Reiger, Bartz, & Bente, 2014). Ulloa et al’s study presents an example of the bottom-up factors that may arrest Facebook users’ visual attention. Distracting, eye-catching stimuli may prompt users to spend more time examining such stimuli.
Another study, conducted by Reiger, Bartz, and Bente (2014), focussed on top-down factors of visual attention: context congruence. They found that text and image congruency with the content of the website had positive effects on visual awareness, memory of advertisement content, and attitudes. Though this study did not directly study Facebook usage, Facebook itself is user-specific, as social media tends to be a medium to tailor content to particular interests of the user. Thus, stimuli like advertisements, for instance, can be better tailored to each user based on their previously indicated ‘Liked’ subject matters. In fact, removing ads on one’s personal Facebook feed results in a query from the page as to why the user wished not to see it, and informs the user that the information is being used to customise advertisements (Facebook, 2016). If the advertisements appeal to the content to which the user subscribes, then it is more likely that ads will be attended to, as they become more relevant to the user. I propose that context congruence, if applied to all social media content, may also contribute to the user’s sustained visual attention. If all information on a social media page is related to the user and their goals or interests, then this congruence may contribute to a user’s sustained attention.
Corbetta and Shulman introduced models of attention that are both goal-directed and stimulus-driven. Reiger, Bartz, and Bente’s as well as Ulloa et al.’s studies exemplify the ways in which social media, and especially Facebook, can target different systems of visual attention. Reiger, Bartz, and Bente looked particularly how social media can capture users’ attention by targeting top-down processing, by applying context congruence to advertisements. Ulloa et al. demonstrated through their study of differing link image size the effects of bottom-down factors on catching users’ attention. These studies are just two of many that can provide insight into how Facebook captures its users’ visual attention.
Conclusion
Through discussing social identity and visual attention, I have offered two subjects of psychological research through which explanations for continued social media usage may be made. This by no means implies that social identity and visual attention are the only fields of psychological study that are relevant to understanding why people continue to use social media. However, applying social identity and visual attention to the topic of social media exemplifies the relevance and utility of psychological research in the understanding of everyday life and behaviour.
References:
Abrams, D., & Hogg, M.A. (1998). Social identifications: a social psychology of intergroup relations and group processes. London: Routledge.
Corbetta, M., & Shulman, G.L. (2002). Control of goal-directed and stimulus-driven attention in the brain. Nature Reviews Neuroscience, 3, 201-215.
De Oliviera, M.J., Huertas, M.K.Z., & Lin, Z. (2015). Factors driving young users’ engagement with Facebook: Evidence from Brazil. Computers in Human Behaviour, 54, 54-61. doi: http://dx.doi.org/10.1016/j.chb.2015.07.038
Facebook. (2016). “About Advertising on Facebook.” Available at: https://www.facebook.com/about/ads. Accessed 7 April 2016.
Mazur, E. & Li, Y. (2016). Identity and self-presentation on social networking web sites: A comparison of online profiles of Chinese and American emerging adults. Psychology of Popular Media Culture, 5(2), 101-118. doi: http://dx.doi.org/10.1037/ppm0000054.
Rieger, D., Bartz, F., & Bente G. (2014). Reintegrating the ad: Effects of context congruency banner advertising in hybrid media. Journal of Media Psychology: Theories, Methods, and Applications, 27(2), 64-77. doi: http://dx.doi.org/10.1027/1864-1105/a000131.
Ulloa, L.C., Mora, M-C.M., Pros, R.C, & Tarrida, A.C. (2015). News photography for Facebook: effects of images on the visual behaviour of readers in three simulated newspaper formats. Information Research – An International Electronic Journal, 20(1).
Vossel, S., Geng, J.J., & Fink, G.R. (2014). Dorsal and Ventral Attention Systems: Distinct Neural Circuits but Collaborative Roles. The Neuroscientist, 20(2), 150-159.
(As a postscript: I was very nervous being in this tutorial group as it was lead by Professor Steve Reicher. The first essay I turned in to him received abysmal marks, and this one received a near-perfect score; that semester was definitely one heck of an emotional rollercoaster!)