THE INFLUENCE OF SOCIAL MEDIA ON SELF-PERCEPTION

Abstract

In today's digital era, social media has become a dominant force that not only facilitates communication but also significantly influences individual self-perception. This study explores how the widespread use of social media platforms—such as Instagram, TikTok, Twitter, and WhatsApp—affects the way individuals view themselves, particularly through processes of social comparison, identity construction, and exposure to curated online content. Utilizing a qualitative method with a library research approach, this paper analyzes various theoretical frameworks, including the Uses and Gratifications Theory and the Technology Acceptance Model, to understand user behavior and the psychological implications of digital engagement. The findings indicate that external digital stimuli can impact both the cognitive and emotional dimensions of self-perception, often creating tension between real and virtual identities. Furthermore, the study emphasizes the critical role of digital literacy in fostering mindful and responsible media consumption. As social media continues to evolve, enhancing digital competence is essential to mitigate its negative effects on self-perception and to promote psychological well-being in the digital age.