STAGE 1 FMB by Grace Boateng

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Grace Boateng (6/02/21) ......................................................

Student name: Grace Boateng Student ID: N0802431 Word Count: 7,700

A world where social media has become like a drug.

Contents:

Introduction ...................................Page 7 Pre-content...Page 8-9

Methodology 5.1 Introduction page ...Page 26 5.2 Sample...Page 27 5.3 Secomdary research...Page 27 5.4 Primary research... Page 28-29

Aims & objectives

Rationale

............................Page 10-11

............................Page 12-13

4.1 Introduction ...Page 16 4.2 Symptom 1: Is there even a connection...Page 17-18 4.3 Symptom 2: Digital dependancy...Page 19-21 4.4 ymptom 3:If you dont post it, you weren’t invited ...Page 22 4.5 Gap analysis...Page 23

Research findings

Discussion of findings

Key findings

7.1 Introduction... Page 36 7.2 Is there really a connection?...Page 37 7.3 Attention economy ....Page 40-43 7.4 “Overly commercial”... Page 44-45

.........................................Page 46

............................Page 32-37

Literature review

Conclusion ............................ Page 48-49 9.2 P.E.S.T.L.E... Page 50-51 9.3 Ranking external factors... Page 52 9.4 Scenario planning... Page 53 9.5 Recommendations Page 54-55 References... Page 56-60 Bibliography... Page 60-63 Image references ...Page 64-65 Appendix... Page 66-

“…‘Like’ it or not, using social media can cause anxiety, depression, and other health challenges”

(Sperling, 2020).

Introduction

Social Media is a digital technology that has become a prominent part of contemporary world. As it continues to innovate and be innovated, it doesn’t shy away from increasing anxiety amongst its users (Galluci, 2019). This report explores how the evolution and usage of Social Media are causing mental health issues amongst the digital natives; Generation Z. Thus, throughout this report, this form of technology is investigated to reveal its mental health impacts and the additional factors that contribute to it. Examples of Social media are W (Clement, 2020): • Facebook • Youtube • Whatsapp • Instagram • TikTok • Snapchat • Twitter

Generation Z: “members of the generation of people born between the mid-1990s and mid-2010s who are seen as confident users of new technology” (Collins English Dictionary, n.d.). Members of this generation are aged between 9 and 24 years old (2021).

Millennial: a member of the generation who reached adulthood around the year 2000 (Collins English Dictionary, n.d.). Members of this generation are aged between 25 and 40 years old (2021).

pre-content Digital Native: According to Halton (2019), a digital native is a person who doesn’t know a life without technology. They are comfortable with technology and have been since a young age; Gen Z.

Anxiety: According to the National Health Service (2019) anxiety is an uneasy feeling which follows with fear and worry that can be minor or severe. It can also manifest in the form of:

• restlessness • a sense of dread • feeling constantly “on edge” • difficulty concentrating • irritability 9

This research aims to explore how Social media applications have evolved and how it is impacting mental health amongst Generation Z.

AIMS & OBJECTIVES To explore how social media applications such as Instagram have evolved in the last decade. Understand how Gen Z utilise social media have utilised social media in the last decade. Assess how social media has affected anxiety levels amongst Generation Z in the last decade. To understand the benefits that the usage of social media has had/is having amongst Generation Z users in the last decade. Explore how popular fashion brands have influenced the innovation of social media applications in the last decade. 10

Rationale

The ‘electric-sheep’ argument: we should be getting our dopamine from natural sources because that is the best way (Hawkins, 2020). Examples include eating lots of protein to nourish the body and exercising often. We should be getting this reward chemical from real-life. However, currently, it is reported by Hillard, 2020, that people are getting their ‘daily dose of dopamine’ from Social Media (a system electronic of tools). Dopamine is the same chemical released when people take Class-A drugs; such as cocaine. Our state of happiness has somewhat become dependent on digital technology (eclincher, n.d.), meaning we are, to an extent, governed/ affected negatively (mentally) by our devices.

SOCIAL MEDIA & ANXIETY

Symptom 1:

4.2

Although the academic journal provides two explanations of Social media, it doesn’t give a solidified singular definition. This shows a lack of certainty and therefore, hinders the authenticity of its value. As trust within society began with face value information (Schroeder, 2016), users must know what social media is at face-value, raising the questions as to whether it is for staying connected, or if it is for business or, if it is a place of self-expression? According to Chaffey (2020) there are more than 3.5 billion people on Social media (almost 50% of the world’s population). This shows that digital connectivity is distinguished, in terms of users, and extrapolates to continue rising (Chaffey, 2020). Therefore, it’s vital to have a set explanation because the effects of being digitally connected go beyond the physical and is increasing anxiety for some of its users, especially, with hyperconnectivity currently being at its highest usage.

Is there even a connection?

Literature review

Social media, at the core, connects users digitally, providing the ability to communicate online. However, humans innately desire physical interaction for healthy growth and development (Hawkins, 2020). As Social media has evolved, so has Hyperconnectivity: using multiple devices and systems to stay connected with Social media (Twenge, 2017). With hyperconnectivity increasing, Social media users are becoming more involved in the digital space and therefore, more digitally connected. Although there is an increased online interaction, this increase signifies the decrease of physical interactions implying a disconnect in society.

4.2.1

“It is important to understand social media as...sociality; this concept allows us to understand how social media can be simultaneously both more conservative and, more liberating than life offline” (Costa et al, 2016, p 127).

Connected vs disconnected

4.1

Renounced by some experts as the 4th utility, after necessities such as food and water it would be difficult for the world to function without Social media (4th Utility, n.d.; Rostam, 2019). However, with its power and influence in today's world, there is a range of evidence that shows it is linked to anxiety, especially on the digital natives. Research has raised questions as to whether Social media become a toxic place. If one can really be social on Social media. People are craving 'likes' for a drug like feeling, could this imply addiction? Why does a communication tool cause such adverse effects? Well, it is just business. Following secondary research on the subject of Social media and anxiety, there are three main chapters: 'Is there even a connection', ‘Digital dependency' and 'If you don’t post it, you weren’t invited' which will be progressed throughout this report with the aid of primary research. Furthermore, research gaps have been established in the literature review, which, have provided possibilities for the future.

Social Media has changed over the past decade. “Prior to social media there were mainly either private conversational media or public broadcasting media...Social media is today a place within which we socialise...” (Costa et al, 2016). This shows that Social media has become more common as a mode of communication. Social Media is keeping consumers connected but it is more than that. According to Carr and Hayes (2015), Social Media is the essence of global communication. He also describes Social Media as the digital technology that accentuates content created by its users. This emphasises the significance of digital connectivity, and how communication is profoundly electronic. Hence, signifying the increase of hyperconnectivity.

In the contemporary world, Social media is evidently understood to be a tool that helps keep people connected. However, some believe it is making us more disconnected than ever. Kristen Galluci, a consumer insight specialist, describes Social media as “making us unsocial...killing [real] relationships... [and] is replacing experiences” (Galluci, 2019). This indicated that people are gradually losing touch with the real, in this case, human connections. This is further supported by an academic report that reveals Gen Z as the most digitally connected generation. Comparatively higher than their predecessors, more than 70% of the digital natives are hyperconnected. This means they benefit by being able to communicate with peers and even becoming aware of social events digitally but, usage can be linked to social isolation and mental health issues (Abudamous, 2020). However, Physical communication allows the participants to create real relationships which is more beneficial to overall wellbeing, as a lack of real relationships increases the risk of premature death by 50% (Unknown, 2019). Furthermore, Saxe (2018) amplifies how the digitally contemporary world would benefit from more faceto-face communication, as mentioned before, it is a natural desire.

“...[communication] is progressively accessed by means other than the World Wide Web. The rapid diffusion of smartphones and mobile devices (e.g., tablet computing) is facilitating access to social media [and communication] through applications (i.e., apps) and direct interfaces, often without going through a web browser. …[Eventually] we will less often...[communicate]...via desktop… rather we will… [use]…social media tools” (Carr and Hayes, 2015).

The growth of Social platforms amongst Generation Z (Gen Z) is simultaneously impacting mental health. Twenge, in her book, amplifies how virtual connections can increase anxiety: “...For one thing, not getting a reply to your text or social media message has a high potential for causing anxiety—a common precursor to depression” (Twenge, 2017, p 140). This shows how merely one can experience anxiety. The world is profoundly digitally connected, meaning people are more virtually connected, simultaneously increasing social isolation (lack of real social interactions). This means, especially amongst Gen Z, increased anxiety levels (Robinson and Smith, 2018). There is a pitfall between the online world and reality for Social media users. Therefore, this report examines further how Social media is affecting anxiety amongst its most popular users.

Moreover, this theory, accentuated by Kant, shows that individuals may use Social media to not only stay up-to-date and communicate. This confers to another perspective of Social media: an expression of freedom. Having the ability to create one’s own identity online and controlling one’s identity at the ‘touch of a button’ is what Gen Z innately desire. This is further corroborated by the findings of John Locke about freedom and necessity. Locke believes that “[S] o far as a Man has a power to think, or not to think; to move, or not to move, according to the preference or direction of his own mind, so far is a Man Free” (Rickless, 2020). This displays how freedom is individualistic and one’s actions are a result of one’s minds. On the other hand, the latter expositions are unsatisfactory because they fail to address where the desire for digital autonomy comes from. According to sociologist Cooley, desires, in this instance, are not motivated personally but, by the perception of others .

4.2.2

An innate expression Social media is a tool that thrives of user-generated content. Amongst Gen Z, freedom in expression is innate (Hoefel and Francis, 2020). This may be a reason as to why they are so invested in Social media. Generation Z is a generation who care about how the world views them, which is why they prefer having the freedom to do that.

• “First, we imagine how we must appear others. • “First,towe imagine how we must appear to others. • Second, imagine the the judgment • Second, we weimagine judgmentof that of that appearance. appearance. • Finally, we develop ourthrough self through the • Finally, we develop our self the judgments judgments of others” of others” (Lumen, n.d.). (Lumen, n.d.).

According to Kant’s theory of autonomy, individuals favour having control over their identity: “we may think of a person as free when bound only by her own will and not by the will of another. Her actions then express her own will and not the will of someone or something else. The authority of the principles binding her will is then also not external to her will. It comes from the fact that she willed them” (Cureton and Johnson, 2019). As a result, autonomy creates a sense of authority. This feeling of freedom works well for a Gen Z because they administrate how/why they utilise social applications (app/apps). This indicates that an individual who experiences anxiety due to Social media, maybe as a result of their usage.

This shows that there are external influencing factors. However, are the factors beyond personal control? It may be that this is the reason for anxiety: the lack of actual control. According to Tartakovsky, (2017) it is evident that a lack of control over anything, can increase anxiety in people. The less they know, the more fearful they become (Rickless, 2020). Innately humans have a fascination for knowing. Therefore, anything that is foreign to innate wants, upsetting responses follow.

However, having a ‘lack of control’ is ‘learned’. Control shows whether incidents in life are due to an individual, or to external circumstances. This ideaology is when one shapes their own life because they have control over it. On the other end of the continuum, is powerlessness which is shaped by factors beyond personal control (Keeton, Perry and Sayer, 2008). This incapability, being of external influence, reduces the control one has and, this is ‘learned’ over time. Although having control is seems to be innate, there are factors beyond personal control that also occur. This opposes, once again, Kant and Locke’s theory of autonomy because it shows that there is a lack of freedom and that freedom is dependent on others. This calls for scrutiny which will be assessed through primary research targeting 18-38-year-olds (Generation Z and some millennials). Does Social media really provide freedom? Is it really a place of expression? Does is promote good health? Why is Gen Z so anxious?

4.3

Symptom 2: Digital dependency

“In...years, social media sites...[have gone] from being a daily activity for half of [Gen Z] to almost all of them” (Twenge, 2017, p 77).

As Social media continues to become more and more integrated with the lives of many, it is causing addictionlike implications, especially amongst Gen Z. “95% of Gen Z owns a smartphone and will spend up to 10 hours a day... [on social media]” (eclincher, n.d.). Spending this amount of time is affecting users’ real-life relationships and causing mental obstacles. Through analysis, it will be evident as to why this addiction is taking place, and why almost 50% of people’s day attends to Social media.

4.3.1

4.3.2

Dopamine or DopaME?

Attention economy

Social media users are dependent on it. Dependency is a state that comes from the reward chemical dopamine, which, can be understood as the feeling of “pleasure and motivation” (Fader, 2020). Social media interaction is comparable to a syringe of dopamine being injected straight into the body. Due to the nature of dopamine, medical experts also attribute it (e.g., retweets and likes) to an addiction that is similar to one that is of Cocaine (Hillaird, 2020).

According to Kahneman’s attention model, attention is “a reservoir of mental energy from which resources are drawn to meet situational attentional demands for task processing” (Galanis, 2016; Fader, 2020). With his ‘Capacity model’ (see appendix 8, Figure 1), he explains how individuals give sufficient attention to demands even when known that it requires more mental effort.

According to Hawkins (2020) we should be getting our dopamine from natural sources because that is the best way. Examples include eating lots of protein to nourish the body and exercising often. Dopamine, ‘reward’ chemical, should be released from reallife. However, currently, it is reported that people getting their ‘daily dose of dopamine’ from Social media, a digital space (Hawkins, 2020). Social media platforms are formulated in a way in which users receive ‘likes’ in return for their generated content. These ‘likes’, which briefly represent favour and popularity, discharge dopamine as confidence is aroused (Galluci, 2019). This concept is supported by Kant’s theory: The hypothetical imperative. According to Schroder (2016), Kant believed that humans make choices based on desired outcomes, the same way people post on Social media to receive likes. Consequently, this illustrates that Social media users, especially Gen Z, post on Social media to delight themselves (eclincher, n.d.), which shows a cycle of seeking validation or depending on Social media to self-gratify. Subsequently, this cycle causes users to keep coming back to the Social applications.

His model reasons that in this case, Gen Z, increase their mental efforts towards Social media applications because it meets both situational (‘use of time’) and mental (dopamine) demands. In his book, he explains why consumers go to Social media as it provides a familiar state which the brain likes. “A reliable way to make people believe in falsehoods is frequent repetition because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.” (Kahneman and Macat, 2018). This also supports the previous sub-chapter ‘Dopamine or DopaME’ in illustrating how business’ use our attention to their profitability.

Facebooks tactics are addictive. Social media companies introduced and withhold ‘likes’ its application users, so they always come back (Price, 2018). Psychologists refer to this ‘intermittent reinforcements’. “Sometimes, when we check social media there’s something exciting waiting for us (a ‘reward’), sometimes there’s not. It’s the unpredictability that keeps...[them] coming back “ (Price, 2018). Notwithstanding the latter, Social media has become a lucrative business. Social media owners open their platforms to businesses to use for marketing themselves and the users are the customers. Facebooks tactics are addictive. Social media companies introduced and withhold ‘likes’ from its application users, so they always come back (Price, 2018). Psychologists refer to this as intermittent reinforcements. “Sometimes, when we check social media there’s something exciting waiting for us (a reward), sometimes there’s not. It’s the unpredictability that keeps...[them] coming back “ (Price, 2018). Notwithstanding the latter, Social media has become a lucrative business. The money is in keeping consumers on the application as much as possible (Rhodes, 2020). As a result, Social media owners open their platforms to businesses to selfmarket. Therefore, the dependency isn’t due solely to the actions of consumers, but also the profitable tactics of businesses.

Moreover, at an event in Philadelphia, “founding president of Facebook...admitted that the social network was founded not to unite us, but to distract us...The thought process was: How do we consume as much of your time and conscious attention as possible?” (Parkin, 2018). Facebook achieved this via the introduction of the ‘like button’. When the like button is tapped, it gives a little dopamine hit. According to Parking (2018) this is how Facebook have built their social empire: by giving its consumers dopamine hits.

However, this repetitive falsehood ‘social media’, is also reducing attention spans, which increases anxiety (Geddes, n.d.; Azeezat, Fazida and Lamis, 2020). This is because the brain naturally uses attentiveness to meet psychological needs. According to Twenge (2017) a lack of attention leads to missing important details and poor communication in all relationships which is a fundamental cause for anxiety. This angle shows that Gen Z may be experiencing increased anxiety because of a lack of attention towards the right things. Therefore, reduced ability to concentrate fully is a cause of mental health issues. This perspective is augmented by a scientific institution: “The structure of social media influences on mental health...the prolonged use of social media platforms such as Facebook...related to negative signs and symptoms...[of] anxiety...reduced concentration…” (Azeezat, Fazida and Lamis, 2020). It is obvious Social media is having damaging effects on its users’ mental health. But why are tech giants continuing to innovate their platforms to keep users coming back when the effects are cynical? There needs to be a healthy balance between the online world and the real world because users are being drawn into a toxic cycle as mentioned in the previous chapter ‘Dopamine or DopaME’. However, business’ need to make a profit, and attention is what creates that so, will/can there be a balance?

Note: Class A drug users are addicted to the substance partially due to the release of dopamine during use (Fader, 2020). 20

4.4

Symptom 3: If you don’t post it, you werent invited The Fear of Missing Out (FOMO) expresses how Gen Z has become so focused on their prominence because of Social media. “62% of Gen-Z likely to snap at bosses if asked to stay back on Fridays” (Gupte, 2019). Gen Z’s value their social time, especially the ones that they can post online. Social media allows the digital natives to express how perfect and fun their lives are, which, is why they cannot miss out on posting events. The potential risk of being left out is what a Gen Z aims to reduce showing the extent of FOMO.

4.5

“69% of [Instagram users] experience FOMO at least once a week or once every hour...” (Navicore solutions, 2020)

Gap analysis:

In her book, Twenge emphasises how the transfer of information has changed. Traditionally, the methods were physical (E.G., letters and face-to-face communication), and, now it is more digital, the most substantial being through digital media (E.G., emails and text messages). “... [before people would] ...hear about social events through whispers and loose talk.... Now [you can] see up-to-the-minute pictures of exactly what they are missing” (Twenge, 2017, p 129). This what Gen Z refer to as the Fear of Missing Out. The digital natives prefer to know what is going on all the time, preferring not to find out about an event via an Instagram post whilst it is happening. A Gen Z would prefer to be invited and do the posting (Gupte, 2019). However, some mental health experts, such as Birla (2018), believe that FOMO is the reason why anxiety and Social media are simultaneous in contemporary society. This constant urge to be up to date creates room for anxiety. The feeling/fear of ‘missing’ out is causing users to consistently check their social application, which is, as mentioned in the previous chapter dopamine, a toxic cycle of self-gratification. What is uncertain is why Social media is the first is the option for a solution. Why does Social media satisfy? On the other hand, does it really satisfy, or does it temporarily satisfy to hurt later?

This literature review has created a more conclusive understanding of Social media and anxiety. This has been achieved using a combination of extensive primary research, alongside the application of relevant theories. The findings indicate that Social media has become somewhat like a drug to some of its users, Gen Z. These digital natives have become heavily invested in the technology, and as a result, are the most anxious generation. As Social media continues to the lead media, its most prominent users are becoming more and more anxious. Theories associating with the mind and innateness, show that there is a need for scrutiny because there is the evidence of manipulation leading to over usage by users. Business’ openly admit they are enticing consumers into toxic cycles but continue to innovate the cycles. With the conduct of this literature review, gaps in knowledge will be consummated by a thorough inquiry into Gen Z and the relation between Social media and the increase of anxiety.

[Figure 2]

Literature review

Apparent truth

Expert interview

Survey (Atif 2013)

Methodology

5.1 As a part of this project, both primary and secondary research methods were used to authenticate and provide a balanced study. To ensure a well-rounded approach in this study, the mixed-method triangulation method (see appendix 8, Figure 2 ) was adopted, which is “...[a combination of] quantitative and qualitative data collection and analysis in one study...[which provides] stronger evidence and more confidence in your findings” (Public Health England, 2020). This approach meant that the literature review, along with the use of quantitative, and qualitative research methods, could be scrutinised to gain a more profound understanding of Social media and anxiety. Moreover, to keep the project on course each research approach has been evaluated. 26

5.2

5.3

Sample

Secondary research

According to Chaffey, 2020, more than 50% of the world’s population are Social media users, amassing almost 4 Billion users. This manifestation of digital technology, Social media is a diverse platform used by a range of people. On the other hand, Gen Z is believed to be the most consistent and, most prominent users of the social platforms, but they are also the most exposed to mental health issues as a result of usage (Hovorka, 2020). The generation is significantly digitally dependant, and they are even referred to as “digital natives” (Hoefel et al, 2020) by some trusted trend research companies such as McKinsey and Company. This is because they are the fundamental demographic to be born into a world that doesn’t know a world without social media. Therefore it can be considered that Gen Z’s dependency on Social media is innate, and this is the reason they are the chosen sample. Furthermore, Millennials also make up a significant part of prominent Social media users (Chaffey, 2020), being of a different age group allows for a varied perspective around the subject area. Therefore, they are included in the sample.

Qualitative & quantitative A carefully selected range of peer-reviewed academic resources were used to produce a valid combination of secondary research for the literature review: to gain definite insights into the research area. A broad range of journals, books, appropriate documentaries and databases supported in forming fair notions. Secondary research can be defined as “a research method that involves using already existing data... Existing data is summarized and collated to increase the overall effectiveness of research “(QuestionPro, n.d.). Through extensive secondary research, essential themes were identified. This identification revealed gaps in knowledge and aided primary research. Secondary research involves pre-existing data which means the research has already been conducted. As a result, it is both time and cost-effective. However, because it involves pre-existing information, there can be scrutiny around the credibility of the research, or the researcher (Valcheva, 2021). Therefore, the research itself should not be taken at face value, but, also investigated for validity. 27

5.4

5.4.2

Qualitative & quantitative

Primary research Focus group

Online survey

As part of this project, primary research was carried out. Primary research is data that is collected firsthand by a researcher in a specific area of study (Driscoll, 2011). An online survey was conducted too, consisting of both qualitative and quantitative questions. It received over 100 responses, making it valid, and was targeted Gen Z and Millennials. The survey was aimed at two generations because Social media is used the most amongst them. This meant that the responses would be coming from the most anxious of social media users (Hovorka, 2020).

As part of this project, primary research was carried out. Primary research is data that is collected firsthand by a researcher in a specific area of study (Driscoll, 2011). A focus group was carried out with 6 participants (3 males and 3 females) aged between 18-30, which proved notably interactive. Participants debated and conversated around the topic area, which, provided both quantitative and qualitative responses. This method was useful because it lasted for 40 minutes and created a clear dialogue around the topic.

A focus group was carried out with 6 participants (3 males and 3 females) aged between 18-30, which proved notably interactive. Participants debated and conversated around the topic area, which, provided both quantitative and qualitative responses. This method was useful because it lasted for 40 minutes and created a clear dialogue around the topic.

5.4.1 Dairy log

Qualitative & quantitative Another method of primary research that was used is dairy logs. This involved 2 male and 2 female Gen Z participants aged between 18-24. This diary log was documentation of how many hours they spent on social media, and how they were feeling at the end of the day for 7 days. In terms of recording hours spent on Social media, the usage of the following apps were used, which, according to Clement, 2020, the following are the most popular Social applications (ranked by the number of users):

5.4.3 Expert interview

1. Facebook 2. Youtube 3. Whatsapp 4. Instagram 5. TikTok 6. Snapchat 7. Twitter

Qualitative For a more professional perspective understanding of Social media and anxiety, interviews with industry professionals were carried out through email. Through this form of research, valid and reliable data relevant to the research objectives were acquired (Saunders, Lewis and Thornhill, 2009). The information obtained from these experts was a vital part of the research stage as “...[they can provide] specific knowledge needed to determine an appropriate conclusion of value” (Hawrich, 2014). This mode of research allowed the professionals to curate their answers in their own time. As a result, quality qualitative and quantitative responses were received, constituting genuine insights for the project.

A limitation of the focus group was that not all participants shared their opinion on everything, so, the diary log created a private safe space for participants to express expression. This gave both qualitative and quantifiable results which allowed for a broader analysis around the subject area 28

5.4.4

Limitation of each primary approach: Focus group: A limitation faced during the focus group is that some participants just agreed with other participants. “Respondents can feel peer pressure to give similar answers... [other respondents]” (Temkin, n.d.). What this meant is that not all participants gave detailed or unbiased responses which, according to Temkin, n.d, can skew overall results.

Online survey: The online survey had its benefit as the results were collated electronically for the researcher, reducing any miscalculations. But, some participants gave one words responses meaning there was a deficit of detail. To overcome this, similarities with the more detailed replies were combined to recognise correlations. Moreover, two surveys should have been conducted: one for Gen Z and another for Millennials. This would have made it easier to compare the primary findings. As a result, deeper comparative insights into two generations would have been enhanced.

Dairy log: A majority of respondents did not go into as much detail as anticipated. This may have been because the diary log only lasted for 7 days. However, with the addition of usage figures, it did solidify their written responses.

Expert interview:

The responses were highly informative. However, the lack of face-to-face interaction did hinder the ability for discussion to gain even deeper insights. This is because virtual interaction is not as effective as physical interaction (Saunders, Lewis and Thornhill, 2009). Another limitation was that it was harder to get responses from professionals with higher levels of notice. Alternatively, industry professionals with great merit, yet less following were contacted. 29

“

Social media interaction is comparable to a syringe of dopamine being injected straight into the body.

(Hillard,2020)

6 Reasearch findings 32

Dairy study: 2 FEMALE PARTICIPANTS

How do you feel after using Social media? I’m not happy about the time i spend on them

Can be draining sometimes if you feel like you’re too involved in other peoples lives or like you’re missing out on things

Depending on what I see it can motive me

[Figure 6], Dairy study (see appendix 7)

Weekly average screen time change (pre-lockdown to now)

I feel like I know that’s happening in some parts of the world.. and it’s better than reading news because it’s lively and fascinating

Depends, i speak to friends which is a positive but overall it doesn’t make me feel that great and it’s got worse with lockdown

2 MALE PARTICIPANTS

Online survey:

40 30

Drained at times

[Figure 3], Online survey results (see appendix 4, f)

Hours

Are you dependant on Social media?

0 -10 -20

50.7%

Participant 4

Participant 3

49.3%

Participant 2

-40

Participant 1

-30

[Figure 7], Dairy study (see appendix 7) [Figure 4], Online survey results (see appendix 4, I.)

It is evident that external factors, such as virus outbreaks (global pandemic), can increase Social media usage (see appendix 7). Therefore, there can be multiple factors that influence Social media usage.

Which Social platform do you use the most?

Feelings...In line with high usage amount FACEBOOK

Participant 7

TIK TOK

Im angry at myself right now because I’ve been on my phone for hoursssss… Now I have to do everything I procrastinated about today tomorrow

TWITTER INSTAGRAM SNAPCHAT 0

Number of respondents [Figure 5], Online survey results (see appendix 4, D) 34

Participant 8

Once again we move. I should just be called an addict.

[Figure 8], Dairy study (see appendix 7) 35

Participant 9

Participant 10

Today I felt productive again but its because I used my phone less than I did yesterday (emoji)

Lazy- been on my phone a lot

7.2

Is there really a connection? Hyperconnectivity, as discussed in the literature review, is a way Gen Z stay up to date with information. Gen Z prefers to have multiple Social applications to suit their different needs, and this was evident in the primary research phase. Some respondents revealed it ‘’keeps them updated with what is going in the world” (see appendix 4, I). Furthermore, the focus group also pointed out that Social media kept them updated (Participant 5, see appendix 6). This shows that Social media is a beneficial tool when keeping its users connected with external situations. Moreover, with almost 50% of survey respondents being “dependant on social media” (see appendix 4, I) amplifies how integrated Social media is amongst Gen Z. This shows the extent of being digitally connected: it is so prominent that users are dependent on it daily.

Discussion Of findings

This daily dependence suggests a high usage of digital media which simultaneously reduces physical interaction (Galluci, 2019). Users believe being hyperconnected benefits them by keeping them connected however, research suggests otherwise. Some survey respondents revealed that it makes them “lose a sense of reality” in terms of physical interaction and henceforth the virtual world “becomes their reality” (see appendix 4, I). This once again raises the question; does Social media actually keep people connected if it affects physical communication? (something that society thrives of). Overall, this shows the uncertainty around Social media because evidence suggests it does the opposite of its purpose. As Twenge (2020) believes, once social media becomes a reality for some, it creates room for anxiety because there is always a fear of missing out on something. Therefore, Social media has become like a drug: users depend on it daily to ‘support’ their lives just like a pill would.

7.1 A mixed-method strategy, mentioned in the methodology, was utilised to produce a range of first-hand insights around the topic of discussion. The findings have been separated into three chapters: ‘Is there even a connection?’, ‘attention economy’ and ‘“Overly commercial”’. The chapters focus on Social media and anxiety using conclusions of both primary and, secondary findings. Furthermore, the topic area is discussed further.

..........Which ............one .............do ...............I ...........take ............this ......morning?

7.3

Attention economy Both the literature review and primary research have made it evident that being hyperconnected is normal amongst Gen Z. This allows them to be up to date with a variety of information, whether relevant to them or not. However, it was unclear why even irrelevant information still holds value. Upon gathering research from a focus group, it revealed that being hyper-connected reduces the risk of not knowing, even ineffective information matters. This is so one is not left out.

During the research phase, a gap analysis implied that some Social media applications, such as Facebook, manipulate its users to use the app constantly. At a technology event, one of Facebook’s founders admitted that their apps are engineered to keep users coming back. This suggests that users are being driven to applications and becoming dependant is not their fault. This viewpoint is concurred by an industry expert of innovation and biology. He believes that Social media applications purposefully use algorithms that create a need to constantly check the app (see appendix 5) as discussed in the sub-chapter “attention economy”. Dopamine is scientifically proven to be released when on Social media (Hawkins, 2020), this chemical feeling of reward causes users to keep going back onto apps. This outlook manifested during the focus group as 80% of participants felt the need to always checking socials apps when knowing there is nothing new there to see (see appendix 6). This shows that Social media creates a false sense of achievement; something that should be achieved from doing physical activity. Once again, reinforcing the drug like nature.

“

“Yeah, me too, like I’m up-to-date with family and everything that’s going on. To be honest I don’t really like watching the news so it’s a quicker way for me. And I do not want to miss out on anything going on in the world… even if it has nothing to with me *laughs*...Yes, even if it isn’t relevant it is just good to know. They do say knowledge is power, so I’d like to know a lot. Plus I’m always checking my socials to see what is popping.” (Participant 5, see appendix 6)

This respondent’s statement suggests that Gen Z have multiple social platforms because there is a need to keep up to date with several matters. However, according to Parking (2018), Social media users have various platforms because of the “hit dopamine” it can provide. Despite, businesses openly admitting this, it is clear that some users do not know they’re purposely directed into this repetitive checking of applications.

However, Social media continues to play a prominent role in Gen Z’s daily life. This accords with the sub-chapter “attention economy” in the literature review because, although Gen Z know business’ profit of their usage, they continue to give them their attention. This raises a question. Do the digital natives know they are being manipulated to use these apps? A Gen Z favour their autonomy and, research revealed the current algorithms do not support that, rather it creates room for anxiety. According to the National Health Service (2019), common symptoms of anxiety include the feeling of nervousness, restlessness, or being tense. Primary research also told that more than 40% of respondents knew that Social media was a high cause of feeling nervous, restless, or being tense whilst utilising Social media (see appendix 4, I). This, once again, shows that not only do users know social apps have a direct link with their feelings but, they also admit it. Maybe, the digital natives do not know that it can be the algorithms used by app developers that cause these experiences but, they do know the personal mental impacts

“

Ultimately we have a responsibility to improve our approach to social media development as well as community best practices in order to balance it all out.

This shows that the impacts of Social media cannot be blamed solely on it. Users need to understand that their usage of this digital technology is literally due to them. Therefore, the impacts can be reduced/ avoided as users are not forced to use Social media. Through the focus group, this perspective was apparent. Some participants felt that the way Social media impacts individual is dependant in how they use it (Participant 6, see appendix 6). Moreover, this is reinforced by Kant in his theory of Autonomy. Kant believed the experiences humans go through are subsequent to previous actions, whether beneficial or not (Cureton and Johnson, 2019).

“TRAPPED”

Furthermore, although Social media has its benefit by being a medium of media consumption, research revealed an adversarial. As mentioned in the methodology, a diary study was carried out. The dairy study unveiled a correlation between usage and feelings similar to that of nervousness, restlessness, or being tense.

Gen Z are the biggest users of Social media, and, according to industry knowledge, Gen Z’s attention is profitable. Social media is “the largest marketing define and data pool resource” (Appendix 5). This exhibits that the more Gen Z use an app, the more capital the apps make. In the online survey, it was clear that Gen Z knew about the lucrative nature of their Social media usage (see appendix 4, K):

“ “

“

“Feeling overwhelmed”, “Im angry at myself right now because I’ve been on my phone for hoursssss… Now I have to do everything I procrastinated about today tomorrow “ (Participant 7, see appendix 7)

businesses are using this to their advantage, a large portions of the consumer market will use social media and it’s an effective way to get their message across

“

we see adverts or paid promotion

“

great platform for marketing

“

The literature review revealed that as Social media continues to develop and become more integrated with lives, it is negatively impacting the mental state of its users. This was evident from the online survey, as almost 90% of respondents agreed that social media impacts mental health (see appendix 4, G). Despite this, primary research exhibited that Social media makes positive impacts, mentally, too. This might be because Social media is broad and can go beyond socialising. This was obvious across the chosen sample for this project: Gen Z and Millennials. The interview with the industry expert illustrated Social media can create pitfalls that cause “negative impact” as it is linked to anxiety (see appendix 5). However, they then did mention,

In the gap analysis, it was clear that an over-usage of social apps can lead to anxiety. The participants of the diary study who had higher amounts of time spent on Social media, whether in comparison to other participants or, comparison their own usage equalled with this. Therefore, this proposes that there is a direct link between high amounts of app usage and anxiousness. 42

According to Stubb, Nyström and Jonas (2019), influencer marketing is when a business uses a person or service with a large audience to advertise their product or service. Moreover, there has been a rise in the use of influencer marketing. Between 2016 and 2020, the influencer marketing market was estimated to have experienced a growth increase of more than $8 billion (The State of Influencer Marketing, 2020), showing the scale and influence of this marketing tactic. Business’ use influencers, simply, to make a profit. A social application, like Instagram, provides a platform where the customer (followers) can be found. This is further supported by the result of the primary research (see appendix 4, E):

“ “

7.4

...everything is a marketing ploy or an advert.

“Overly commercial“

Companies need to find ways to reach out to customers, if needs be that means social media

Secondary research made it clear that Social media had developed in the last decade. This proved to be true also, in primary research. The digital technology of discussion was once, solely, a mode of public media broadcasting (Costa et al, 2016). Today, supported by Peralta (2021), it has become a marketing hub, marketplace and beyond. The typical example being Facebook: once a place to connect with friends, and is still that, but with a lucrative business strategy (selling consumer data). The online survey carried out also proved the perception that social media has changed. Out of 107 respondents, 100% agreed that social media has changed in the last decade (see appendix 4, E), with a majority of respondents referring to it with words synonymous of e-commerce. This proves that Social media, indeed, has developed, specifically into a profitable sphere. This insinuates that there has been a shift from the well-being of consumers (social interaction) to revenue-generating objectives. The shift has potentially caused a lack of care in the health of users. Therefore, it may be why Gen Z are anxious and dependant. The platforms are taking less precaution of their algorithms health impacts, which are evidently causing complications.

“ “ “

Furthermore, as mentioned in the literature review, Social media can be defined as a platform centred on user-generated content. This creates room for ‘flaunting’ lifestyles via posts, highlight reels and stories (Twenge, 2017), which is another influence of FOMO (to know what others have going on in their lives). This shows that some users are impacted by what other users post. This was evident in primary research (see appendix 4, G). Social media makes users feel like they have to present themselves in a specific way: displaying their ‘amazing’ lifestyles. Therefore, if one does not have an amazing to flaunt, they become anxious about it (Abudamous, 2020). The algorithms play a significant role but, the user-generated content in making Gen Z restless and nervous.

“

overly commercial

Therefore, to charge as much as possible, Instagram will use algorithms that draw as many consumers as possible onto the app (to provide an appraised service). Now, this raises the question as to whether influencer marketing is a component in Gen Z’s anxiety. As app developers, adopt these algorithms (explained previously) it causes Gen Z to use Social media impulsively. Research also suggests a link between impulsive usage and anxiety. Therefore, Social media needs algorithms need revision because multiple aspects of it are causing unfortunate effects on its users. It is like a drug that users cannot stop taking.

Key Findings The majority of research participants experience symptoms of anxiety in relation to Social media usage, yet there is a continued usage and urge for it. Gen Z know it affects them but that do not actually know why it is so. This manifests the addiction aspect of Social media and how users are aware of their symptoms but not of the cause (algorithms), to an extent. The algorithms are made to entice consumers impulsively but there is not enough awareness of this. Gen Z has a lack of understanding of the ‘science’ of Social media. Scientifically, dopamine is an essential aspect of keeping users on applications. However, it is not clear to consumers that algorithms are put in place to creates releases of reward chemicals. Thus, app developers and consumers do not have a transparent relationship with each other, especially, as one party is causing negative mental health impacts. Gen Z enjoys being a part of a community, socialising and having friends. This allows them to be involved with many individuals which, makes them more ‘popular’. Therefore, being around/knowing people is important for a digital native. Hyperconnectivity is excellent for this, especially in the current climate of the world. Although hyperconnectivity has its advantages, the FOMO has a link with and increasing hyperconnectivity. As a result, Gen Z installs multiple social applications on their devices. Therefore, various algorithms are causing impulsive use of social apps which lead to anxiety.

The research suggested that consumers the way Social media affects someone is due to them and their usage. However, this is a blame victim approach and diverts attention away from the Social platform owners. Instead, the owners need to take responsibility for their products, causing harm

9.1

Conclusion

This project investigated the notion of Social media being like a drug in the contemporary world. The literature review examined a range of themes belonging to Social media and mental health, further informed by appropriate theories and, studies. Primary research presented the possibility to develop these insights further. This lead to more understanding pertaining the digital natives. Research has made it evident that Social media plays a notable role in today’s society. However, it does cause mental health issues, particularly on Gen Z. By examining essential insights, it became clear that consumers do not have transparent relationships with social applications. Users seem to think Social media is a digital space of selfexpression and freedom, but, the algorithms say otherwise. Overall, there is uncertainty around Social platforms and its intentions due to the lack of transparency with users. Is Social media really a valuable tool of today, or is it slowly diminishing the minds of Gen Z?

9.2P.E.S.T.L.E “The PESTLE Analysis is used as a tool of situational analysis for business evaluation purposes and is one of the most used models in the evaluation of the external business environment that is highly dynamic” (Perera, 2017, p 2). Therefore, a PESTLE analysis has been conducted around Social media and anxiety for a more in-depth understanding of external influences.

P E

SOCIAL

Digital technology itself has been some milestones in many facets. Social media, being one of them, has integrated daily livelihood (Peralta, 2021). Users can do more than socialise on the platforms: check health, reminders of appointments and receive government notification. This shows how unified digital technology is with even with the more trivial things in life. As it continues to develop, users are more involved with it. However, there is a loss of autonomy: electric sheep. This argument suggests the lack of control over digital consumption and the effects of it.

TECHNOLOGICAL

Application owners, such as Facebook, have been accused of manipulative behaviour towards its consumers. In 2018, the owners were scrutinised for deliberately using skewed algorithms during Brexit’s voting stage (Ameer and Noujaim, 2019). This shows that Social media can impacts users mentally by manipulation. Social media corporations can be corrupt towards their users.

It has been evident that Social media apps use consumer data to develop algorithms that entice them onto the app even when there are no notifications. The corporations have been obtaining this data by breaching the privacy of consumers. Since then, GDPR laws have been put in place to guarantee consumers privacy and authority over their data (Wolford, n.d.).

LEGAL

POLITICAL

ECONOMICAL

S T L E

FOMO is a notion that is apparent amongst Gen Z. This feeling of being left out has increased the usage of multiple social applications amongst the digital natives. As a result, hyperconnectivity is a major attribute of a digital native. Being hyperconnected, one can be ‘plugged’ into what is going on locally and beyond, hoping not to missing out on anything.

In the past decade, retail had become heavily digital. This means fashion brands have a wide platform to buy and sell. However, as mentioned in the discussion, brands manipulate consumers onto applications to maximise profit the product or, service being sold. The increase in digital retail means Social media has also become a marketing hub that is almost inseparable from socialising: One can shop and send direct messages on Instagram, Facebook and many more. This simultaneous nature of retail and socialising: as brands attract users onto the same app used to communicate with friends, there is a decrease of differentiation (Nash, 2019). The uncertainty and attraction to the app, therefore, can lead to anxiety. 50

ENVIRONMENTAL

As a result of the global pandemic: Coronavirus (COVID-19) has shifted the world into a digital space. Work, education and beyond are thriving through Microsoft teams and ZOOM. Although Social media applications are proven to cause anxiety, it has also experienced an increase in downloads, especially during COVID-19. Due to being isolated, the majority of communication and entertainment is online, which, is why apps such as Tik Tok have flourished in this period. This shows that Social media utilisation goes beyond the self, and external factors (beyond personal) are involved. Therefore, multiple factors cause one to use Social media so the algorithms cannot be the only reason for the adverse effects. 51

9.3 Ranking

9.4 Scenario planning

external factors

Low Immediacy

GDPR

Retail shift

FOMO

Electric sheep

High Immediacy

In this scenario, Gen Z will be more aware of the algorithms that directly impact their mental health. Due to the awareness, and their characteristics (wanting brands to care) they will shift towards the more mindful applications such as CALM. Simultaneously, this will reduce Social media utilising, and the owners will attempt to entice them back in. However, this can only be achieved through more manipulating tactics. This scenario presents distrust on the apps side. Consequently, with Gen Z being aware of the manipulative techniques, they can no longer trust the brands and prefer using applications that interest in their mental health, not damage it.

Scenario 2:

Brand manipulation

Trust no more

Gen Z awarness of Social application tactics

Enlightened

Dark

What can actually be done?

Electric sheep

Here, hyperconnectivity and usage continue to increase due to the global climate (CVOID-19). Digital media consumption will become the standard way of life, and Gen Z will think that is ok simply because of how usual isolation has become. This means there are no other means of physical interaction as quarantine is what the external environment is facing. However, the lack of physical communication will cause anxiety to increase further because Social media usage is escalating. With the issue being external, there is nothing that can be done other than, adapting to a new way of life.

Life has become massively digital with the likes of Artificial intelligence taking over. This means Gen z will lack awareness of algorithmic impacts and physical interaction, in simple things like shopping, and this disconnect will continue to increase. Social app owners will also adapt to this state, but profiting will still be in high focus. Therefore, the algorithms will advance to entice consumer more than ever before. However, as consumers are physically disconnected, dopamine will be dependent on the digital world. This is the worst-case scenario because it emphasises the electric sheep. Gen Z will be left dark and will continue in anxiety.

Scenario 4:

COVID-19

Social media platforms will take responsibility for the negative impacts of the algorithms. As a result, Gen Z will be profoundly aware of how Social media impacts and, has been impacting their mental health. The transparency will create a non-toxic online environment that meets the needs of all parties. This will join the gap of consumers data being collected for unknown profits. By increasing transparency, Social media will become a place where nervousness, restlessness, or being tense can thrive. Subsequently, this is the best scenario. Consumers will know the intention of social platforms, and, this will give them autonomy over their user experience. It will be an experience that isn’t based on one’s profits.

Level of hyperconnectivity/ Social media usage

The middle ground

Scenario 1:

High Relevance

Scenario 3:

Connected

Low Relevance

Disconnected

(See appendix 8, A)

9.5 Recommendations

TRANSAPRENCY Transparency! A business strategy that encourages social platform owners to be transparent towards consumers in all facets. If there are algorithms that create dependency, Gen Z should know. When consumers are connected, and even when disconnected to Social media, there should be a trusting relationship.

1 54

CONTROL

RE-CONNECT

BACK TO SCIALISING

Brands like Facebook, being able to, skew information against political parties should have never happened: it shows a lack of regulation. There should be a higher authority (government) that review the impacts of current algorithms and how they impact Gen Zs mental health. With the involvement of government, there will be accountability which creates room for transparency. Consumers will be able to have a trustee in the digital world. This will make the digital world a safer place, especially when it comes to mental health.

It is recommended that Social media application promote the need to disconnect from the digital world and re-connect with the physical world. Currently, a digital disconnect is promoted by users of social apps. However, the owners need to take responsibility and consider concepts that promote the need for a disconnect. This will show users spending hours on applications that the apps do care about their anxiety.

The e-commerce (business/ influencer marketing) aspect of Social media either needs to be reduced or eradicated. The bridging of the two has made social media lose its essence (socialising) and this is highly evident amongst consumers. The profiting nature of the apps needs to be reassessed as e-commerce is extrapolated to rise.

4 55

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APPEDIX:

Appendix 1

Appendix 2

Gantt chart

Project information sheet

Appendix 3

Appendix 4

Consent forms

Survey results

Appendix 5

Appendix 6

Expert interview

Focus group transcript

Appendix 7

Appendix 8

Dairy study

Graphs/ diagrams