페이스북에서의 사회비교 현상 연구

The main purpose of this study is to examine why and in what way people make social comparisons in an online SNS environment. SNS including Facebook and twitter may be a convenient medium in which people can find evidence indicating that they are similar to others because SNS connects one with close friends and fans. Therefore, there will be comparisons with similar others than upward and downward comparisons in SNS. H1: In Facebook, there will be more horizontal comparisons than upward or downward comparisons. Method A total of 65 students(35 males and 30 females) from a mid-sized university in Korea participated in this study for extra credit. Participants received record sheets and instruction for recording their SNS activities. They were asked to record all the postings, comments, and photos in their Facebook regarding their own and other people`s appearance and physical attractiveness for the last three months. Specifically, participants were required to describe each case in terms of 1) whether they posted it or made comments on postings by other people, 2) why they posted it or made a comment on it, 3) whether there were any psychological responses and com- parisons regarding physical attractiveness and appearance. Participants` descriptions were carefully coded with regard to the type of postings, directions of social comparison (i.e., horizontal, upward, or downward), motivations for social comparison (i.e., self- improvement, self-enhancement, self- evaluation, interest). Results Participants received record sheets and instruction for recording their SNS activities. As shown in Table 1. out of 226 cases. horizontal comparisons constitutes 161 cases (71.2%) which are significantly more than upward (58 cases) and downward (7 cases) comparisons(χ2=163.38, df = 2, p < .001). Discussion SNS including Facebook and Twitter is a new and convenient way of connecting people where they can make social comparisons. This study found that people tend to make more horizontal comparison than upward or downward comparison in SNS. It seems that people can find evidence indicating that they are similar to others in SNS because SNS connects one with close friends and fans.