Social Media is Shifting the Values in Our Societies: An Increase in People’s Achievement and Conformity Orientation

Past research explored the beneficial and harmful effects of social media (SM), but no study has investigated how SM might change people's identities. Authors suggest that SM is a catalyst for a shift in two individual values, achievement and conformity, transforming the fabric of our societies. A difference-in-differences analysis found that countries with higher SM adoption compared to their culturally similar country show an increase in achievement and conformity orientation. Next, authors manipulated SM use and established a causal link between SM use and the activation of achievement and conformity values in Facebook users. These findings were replicated with objective SM usage data, and the pertinent mechanism was explored: people's SM use increases achievement and conformity orientation through an increased need for approval, particularly for those who self-ruminate. Findings suggest that SM use contributes to the emergence of a societal culture that places an emphasis on achievement-seeking and conformity.