Social Comparison Theory and Social Media

If a person can measure something, it means they know it. Making a comparison or benchmarking is the simplest and most common method of measurement known. Usually, no other tool is required. We see with our eyes and decide with our minds. We look at one thing, then turn and look at another, and say the first one is better or worse. We reach this decision after comparing those things with each other. If someone tells us “this is better” and we accept it just because that person said so without making our own comparison, it means we have not yet been “enlightened.” Because, as Yavuz Unat also mentions, “enlightenment is the effort of a person to understand the world and their life by relying on their own reason. It is based on the idea that human reason is autonomous, and what is essential here is not to believe, but to know.”

We are constantly told that we should not compare ourselves with others. But are we able to do this? Should we or should we not?

Social comparison theory is a concept proposed by social psychologist Leon Festinger in 1954. Festinger states that people are constantly in search of making accurate evaluations about themselves. They aim to have a clear perception of who they are, their competencies, and their shortcomings. He defines this as “self-evaluation.”

Social comparison can be defined as the process of thinking by relating information about one or more people to ourselves. This comparison is made to obtain precise information about various aspects of the self (self-improvement) and to improve them by working on these aspects. Comparing oneself with others is a socially widespread phenomenon. This behavior leads to consequences such as a person's self-concept and level of expectation. This can be considered a form of self-improvement; for example, if an individual sees themselves as a lovable and honest person, this thought motivates them to be a more preferred person among the people around them.

HYPOTHESES OF SOCIAL COMPARISON THEORY

Festinger proposed 8 important hypotheses in social comparison theory. These hypotheses come together to complete the theory.

1. Humans have an innate drive to evaluate their opinions and abilities. This hypothesis forms the basis of the theory. People tend to compare themselves with others to gain an accurate understanding of themselves. The lack of this information can sometimes be dangerous or even fatal. For example, a person learning to drive must understand their performance level. The lack of this information can lead to serious consequences.

2. When people cannot evaluate their abilities on their own, they look for an external benchmark; that is, they do this by comparing themselves with other equally competent peers. For example, if a person wants to know how intelligent they are, but cannot find the tools to measure it on their own, they look for social ways to reach a conclusion by comparing their intelligence level with others.

3. The tendency of a person to compare themselves with others will decrease over time when their own opinions or abilities differ significantly from those of others. Festinger states that people are more likely to make comparisons with people they find similar to themselves. This is because it is more useful in making more accurate evaluations. For example, you want to know how good a swimmer you are. Let's say there are two other people in the pool learning to swim besides you. One is a 6-year-old child starting to swim on their first day, and the other is someone around your age who started swimming lessons at about the same time as you. In this case, who will you be more inclined to compare yourself with?

4. The innate drive of people is to improve their abilities rather than their opinions. The reason for this is that abilities are always important (for example, for survival); whereas opinions are only valuable in social situations. For example, you have an opinion that a football team is overrated, does not showcase the game well, and their successes are just a matter of luck. If there is no one with whom you can compare this opinion, you may never attempt to question this view.

5. Some non-social or personal obstacles make it difficult or almost impossible for a person to improve their abilities. However, such an obstacle does not exist when it comes to opinions. For example, in the context of opinions, a person may remain hesitant about change only because they feel the need to maintain consistency with the beliefs, concepts, and other views that limit them. Other than that, there is no non-social restrictive element. On the other hand, if a person wants to run or swim faster, various obstacles must be overcome to achieve this.

6. A person's comparison of themselves with someone else ends when they realize that this comparison will lead to negative consequences. However, this situation only applies to opinions. If a person realizes that the other person's opinions are very different from their own, they do not spend time engaging in that debate. For example, when you realize that a colleague's political views at your workplace are completely different from your own, you avoid this debate because you know that a tense argument will occur between you. When it comes to abilities, people stop comparing when they realize that someone else's ability is very different from their own. For example, a neighborhood grocer will not be inclined to compare their market share with the market share of a supermarket with many branches.

7. When a social comparison is made among a group of people, there must be consistency in the ability levels of the group members. In the absence of consistency, the comparison becomes meaningless. For example, if a comparison group has been formed for musicians, the comparison will only take place if all musicians are close to each other in terms of similar levels of expertise, years of experience, and many other factors.

8. When a person is aware of the difference between themselves and others, they are less motivated to compare themselves with the other person. For example, if a writer is aware of their own level of writing expertise and the level of an 8-year-old child, the probability of them making a comparison between them will be at the lowest level. Similarly, they would not want to compare themselves with Orhan Pamuk.

THE ROLE OF SOCIAL MEDIA IN SOCIAL COMPARISON

Social media plays an important role in social comparison. With technology rapidly taking over the world, people have become heavily involved in online communication through social media. While debates continue over whether social media is a blessing or a danger, it is clear that it creates a strong ground for social comparisons.

In a study conducted by Vogel and Erin A. Rose and other researchers, it was found that people who use Facebook frequently have lower self-esteem and that this effect occurs through upward social comparison. Another study concluded that women experience body dissatisfaction when exposed to posts consisting of thin and idealized model images. This situation is similar for men. In a similar study where men were shown images displaying wealth and status, it was observed that the subjects felt lower levels of self-esteem and body satisfaction.

Since social media is an environment where people are bombarded with excessive messages, making social comparisons also becomes an excessively common behavioral pattern. This paves the way for both behavioral disorders and mental breakdowns. The solution is to reduce the amount of messages they receive during the day and to be cautious about the elements in the messages they see that will cause them to make comparisons; in other words, to be aware of their own selves, thoughts, and abilities.

Knowledge is to know knowledge,

Knowledge is to know yourself,

If you do not know yourself,

What is the point of reading?

In this quatrain, Yunus Emre emphasizes that true knowledge comes from a person knowing themselves. A person knowing their own essence is more valuable and meaningful than the messages they receive from the outside.