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Why do we focus on social media and not on other media and formats like movies and advertisements? Didn't the same thing happen before social media existed?

Kike Esnaola
Kike Esnaola
Health psychologist specializing in an inclusive approach to mental health, eating behavior, and sexual and gender diversity
Forapsico

The communication formats that existed before the advent of social media significantly influenced, and continue to influence, teenagers. The most common psychological process through which they are influenced is identification with role models: previously footballers, singers, actors, and actresses, and now also YouTubers, influencers, Instagrammers, TikTokers, streamers , and so on.

But social networks constitute a new means of connection and relationship between equals with particular codes, channels and dynamics.

On the one hand, they are a real and central medium in the lives of teenagers . Movies, advertisements, or radio are not forms of interconnection. This is one of the major differences.

Socialization, the search for a social group, and the need for belonging are crucial elements in the psychological development of adolescents. Online role models establish a closer relationship with them, addressing adolescents directly. Therefore, they are fulfilling this active psychological need during this stage of development.

On the other hand, social networks are a means of peer socialization . Conventional media are not. And this is where a new digital universe of socialization opens up, influencing the daily lives of teenagers as much as, or even more than, analog social interactions.

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Kike Esnaola
Kike Esnaola
Health psychologist specializing in an inclusive approach to mental health, eating behavior, and sexual and gender diversity
Forapsico