Psychological Review of Social Media and Behavioural Changes in the Young Generation

In today’s world, university students scrolling through TikTok, WhatsApp, and Instagram during lectures has become commonplace. Many even reflexively check their social media notifications immediately upon waking or just before sleep. Media sosial has evolved from a mere communication tool into a new social sphere where individuals seek information, entertainment, relationships, and social recognition. In Indonesia, internet usage continues to rise annually. Data from the Indonesian Internet Service Providers Association (APJII) indicates the number of internet users in Indonesia has surpassed 221 million, representing approximately 79.5% of the total population. This significant figure demonstrates that Indonesian society is increasingly intertwined with the digital world. However, beyond the convenience offered, a compelling question arises from a psychological perspective: does social media merely change how humans communicate, or does it also alter how they think, evaluate themselves, and behave? This question is crucial because various current social phenomena cannot be separated from the influence of social media. The culture of comparing oneself to others, the need to always appear productive, the tendency to seek validation through the number of likes and views, and the anxiety of missing out on information are increasingly common experiences, particularly among teenagers and university students. This article aims to examine how social media influences behavioural changes in the young generation through a psychological lens, while critically analysing whether these changes are truly a technological impact or a reflection of human psychological needs finding a new space for expression. In social psychology, human behaviour is inseparable from the influence of the social environment. The presence of social media creates a new social environment that allows individuals to interact without the boundaries of space and time. Through observational processes, individuals can learn and imitate various behaviours they see on social media, ranging from lifestyles and communication styles to consumption patterns. This phenomenon is evident in the emergence of various trends that spread rapidly through social media. From fashion trends and food consumption patterns to specific lifestyles, these often go viral and are followed by many. In this context, social media not only disseminates information but also shapes collective societal behaviour. In recent years, Indonesian society has witnessed the emergence of various phenomena born and developed through social media, one of which is ‘flexing’ culture—the tendency to showcase achievements, wealth, or a particular lifestyle to gain attention and recognition from others. This phenomenon is visible in the proliferation of content featuring luxury holidays, branded goods, academic achievements, and personal lives packaged to appear attractive. Many social media users end up feeling left behind when they see others appearing more successful, happier, or more productive than themselves. Interestingly, what is displayed on social media is often not a complete representation of someone’s life. Users tend to showcase the best parts of their lives and hide the difficulties they face. Consequently, social media creates an illusion that other people’s lives are better than our own. In the author’s view, the core issue is not the habit of sharing personal experiences on social media. The problem arises when individuals start using other people’s lives as a standard to judge their own self-worth. When self-esteem begins to depend on the number of likes, comments, or followers, one’s identity becomes highly vulnerable to temporary social judgments. From a psychological perspective, this phenomenon indicates that social media has shifted the source of individual validation. Where previously recognition was obtained through direct interaction and real social relationships, some individuals now seek validation through digital responses that do not necessarily reflect genuine social acceptance. One of the most apparent behavioural changes is the shift in social interaction patterns. Before the rise of social media, interactions were predominantly conducted face-to-face. Today, a large portion of communication occurs through instant messages, comments, posts, and online video features. This change provides convenience in maintaining social relationships, allowing individuals to stay connected with friends or family in different locations. However, this convenience also brings certain psychological consequences. Several studies indicate that high-intensity social media use can reduce the quality of direct interaction. An individual may have many online connections but not necessarily possess deep emotional relationships. As a result, a person can still feel lonely despite having many followers or friends on social media. This phenomenon shows that the quantity of social relationships does not always align with their quality. One of the most significant behavioural changes due to social media is the increased tendency to make other people’s lives the benchmark for one’s own.