Toma & Hancock (2013). Self-affirmation underlies Facebook use. - Article summary

Social networking sites that allows users to craft self-representations that reveal core aspects of their self-concept (1) and highlights social connections with friends and family (2) satisfy human ego needs regarding desired self-images. These ego needs motivate social networking site use.

The self-affirmation theory states that people have a fundamental need to see themselves as valuable, worthy and good. This is an important motivator for behaviour. People tend to dismiss, distort or avoid information that threatens their self-worth. People value, cultivate and gravitate towards information that reinforces the positive self-image.

Self-affirmation refers to the process of bringing essential aspects of the self-concept to awareness (e.g. meaningful relationships). People are motivated to seek out such information in the environment and this need becomes particularly salient after an ego threat. After attending to self-affirming information, people’s tendency to engage in defensive processes is reduced or eliminated. Self-affirmation makes people more open-minded and secure toward threatening events.

Facebook profiles may constitute a venue for self-affirmation and users gravitate toward them in an unconscious effort to elevate their perceptions of self-worth and self-integrity. Social connectedness is the most potent source of self-affirmation.

In order for Facebook profiles to be self-affirming, they need to represent the domains of self on which self-worth is contingent (1), must offer a positive and desirable self-presentation (2) and the profiles must be accurate (3)              

Facebook profile exposure is a self-affirming activity. Facebook profile exposure increases self-worth and self-integrity. By showcasing a version of self that is attractive, successful and embedded in a network of meaningful relationships, Facebook enhances users’ perceptions of self-worth.

Facebook users gravitate toward their online profiles after experiencing psychological distress in an apparently unconscious effort to restore perceptions of self-worth. Self-affirmation will be dictated by accessibility (1) and effectiveness-cost ratio (2). Facebook is easy accessible and cost-effective, making it an ideal venue for spontaneous self-affirmation.