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THE DOUBLE-EDGED SWORD OF SOCIAL MEDIA: ANALYSING THE IMPACT OF
USAGE PATTERNS AND INTENSITY ON SUBJECTIVE WELL-BEING IN SOUTH
AFRICA
ABSTRACT
The rapid proliferation of social media platforms has fundamentally reshaped human interaction,
creating a paradox where tools designed for connection may simultaneously enhance and undermine
well-being. Grounded in Haidt's (2006) Happiness Hypothesis, which posits that happiness stems
from a strong sense of belonging and purpose, this study investigates the complex relationship
between social media usage patterns and subjective well-being within the unique South African
context. A quantitative, cross-sectional research design was employed, utilizing an online survey
administered to a sample of 400 South African university students. Participants completed measures
assessing their social media usage intensity, patterns of active versus passive use, and subjective
well-being.
It is hypothesized that a higher intensity of social media use will be a significant negative predictor
of happiness. Conversely, it is predicted that a higher proportion of active (as opposed to passive)
social media use will be a significant positive predictor of happiness. The findings will be analyzed
to elucidate how different engagement styles with digital platforms impact psychological well-being.
This research aims to contribute valuable insights for promoting digital literacy and mental health in
an increasingly connected world, offering culturally relevant data from a previously
under-researched population.
THE DOUBLE-EDGED SWORD OF SOCIAL MEDIA: ANALYSING THE IMPACT OF
USAGE PATTERNS AND INTENSITY ON SUBJECTIVE WELL-BEING IN SOUTH
AFRICA
ABSTRACT
The rapid proliferation of social media platforms has fundamentally reshaped human interaction,
creating a paradox where tools designed for connection may simultaneously enhance and undermine
well-being. Grounded in Haidt's (2006) Happiness Hypothesis, which posits that happiness stems
from a strong sense of belonging and purpose, this study investigates the complex relationship
between social media usage patterns and subjective well-being within the unique South African
context. A quantitative, cross-sectional research design was employed, utilizing an online survey
administered to a sample of 400 South African university students. Participants completed measures
assessing their social media usage intensity, patterns of active versus passive use, and subjective
well-being.
It is hypothesized that a higher intensity of social media use will be a significant negative predictor
of happiness. Conversely, it is predicted that a higher proportion of active (as opposed to passive)
social media use will be a significant positive predictor of happiness. The findings will be analyzed
to elucidate how different engagement styles with digital platforms impact psychological well-being.
This research aims to contribute valuable insights for promoting digital literacy and mental health in
an increasingly connected world, offering culturally relevant data from a previously
under-researched population.
