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Area of Science:

  • Psychology
  • Social Media Studies
  • Human-Computer Interaction

Background:

  • Individuals often engage in self-censorship on social network sites to manage their online image.
  • Previous research has identified these behaviors but has not explored the underlying psychological mechanisms.
  • A theoretical gap exists in understanding the cognitive and emotional processes driving online self-presentation management.

Purpose of the Study:

  • To propose and test a psychological model explaining avoidance-based self-regulation in social media contexts.
  • To investigate the role of public self-awareness, self-comparison, and social anxiety in shaping online behavior.
  • To extend the understanding of psychological factors influencing self-regulation under online surveillance.

Main Methods:

  • Two studies were conducted, utilizing social network site engagement (specifically Facebook) to stimulate public self-awareness.
  • Participants' self-awareness was assessed, followed by an examination of their self-comparison processes against audience expectations.
  • Measures of social anxiety and intention for avoidance-based self-regulation were collected to test the proposed model.

Main Results:

  • Findings supported the proposed model, demonstrating a process from public self-awareness to self-comparison.
  • Discrepancies between self-perception and audience expectations significantly increased social anxiety.
  • Increased social anxiety was directly linked to a greater intention to engage in avoidance-based self-regulation.

Conclusions:

  • Public self-awareness on social media can trigger a cycle of self-comparison and social anxiety, leading to self-regulatory actions.
  • This research provides empirical support for a psychological pathway explaining why individuals regulate their online selves to avoid negative judgment.
  • The study enhances our comprehension of the psychological underpinnings of self-presentation and self-regulation in digitally mediated social environments.