Education & Career Mass Media

The Expectation of Being Liked All the Time on Social Sites – IV

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What happens when we turn into social media addict, warns Noveena. Here’s the fourth and last part of her research, exclusively for Different Truths.

If you’re like any of the social media addicts, then one of the first things you’ll do in the morning is to check your social feed. Depending on your choice it could be Facebook, Instagram, Snapchat or LinkedIn. Whichever platform we’re on, one of the first checkpoints is the ‘notification’ tab. ‘Has anyone liked something of mine’? ‘Has anyone tagged me’? It’s a habit we quickly get pulled into. It’s addictive. Have you ever stopped to wonder why it’s so addictive?

That little rush you get when your post gets more likes than normal? There is a reason for that rush. For every thumb up or heart, we get a little psychological high. One of the major reasons behind this is the ‘expectation’. It mostly happens with the mass communication scholars, who have more inclination towards social networking sites. They need a sense of validation of being liked by people all the time.

A recent study on the effect of social media likes have on a student’s brain, like it to winning money or eating chocolate. The study also demonstrated that people are more likely to engage with posts that have been endorsed/liked by a large number of their peers — a follow the crowd mentality.

Why do Social Media Scholars Want to be Liked?

More studies indicate we talk about ourselves nearly 40% of the time! When we start using our keyboard to talk this figure jumps to around 80%.

As social beings, we like to talk about ourselves. A lot. Either directly or indirectly. More studies indicate we talk about ourselves nearly 40% of the time! When we start using our keyboard to talk this figure jumps to around 80%. Why? Face to face communication is quick and occasionally awkward. People don’t have time to think of the words before they’re leaving our mouth. They speak from experience here. Talking online gives them time to think and words can be carefully selected to present themselves in the best possible light. The online space is something one can control. People share their thoughts and interests primarily because they want to stay connected with the people; they care about but also, because they want to give others an idea of who they are. If their friends and followers like their posts, they feel good.

Why Likes are Good for Business?

Social media for business is a long-term play.

Understanding the power of likes on a personal level is different from scoring likes as a business. Likes are great for brand awareness, but one shouldn’t expect them to convert to jumps in revenue unless you’re doing something special and unique. Social media for business is a long-term play. Launching a new page or creating content, expecting at the same hour to get maximum recognition is not something which is a piece of cake. It requires good promotional and marketing strategies. Social media has evolved to an extent where business could also be facilitated. This is one of the reasons why mass communication scholars are attached so much to social media. They are getting an opportunity through social media platforms to create content, to initiate a business and make it a career.


There is no doubt about the fact, that the younger generation is immensely influenced by the concept of social networking sites.

If we conclude, there is a great impact of social networking sites among the mass communication scholars and students. There is no doubt about the fact, that the younger generation is immensely influenced by the concept of social networking sites. Whether it is Facebook, LinkedIn, Twitter, Instagram or anything else, social media has some pros and cons like any other thing. On one side it provides an opportunity in terms of career generation, business facilitation, building network, providing latest updates regarding day-day scenario. Then on the other side, it also acts as an impediment in the student’s academic hour, works as an addiction for both the students and mass communication scholar and also hampers their sleeping hours. There is a crying need that the students or the mass communication Scholars must understand, that anything use in access is a symbol of danger. If we talk about the impact, then there is both positive and negative impact on mass communication scholars. Mostly negative, and it could only be curtailed if they start realising that there is a life beyond the virtual world.


Photo from the Internet

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1 Comment
  1. Rupa Rao 2 months ago

    Noveena-40% itself sounds so high for one to be focused on talking about oneself- then jumping to 80% on SM kills me.
    I-ness is at all time high and hence the maladies that come with it.
    Well written piece, thank you.
    I love your interesting background too…rich!!

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