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But this isn’t the first study to try to figure out why the hell people post the stuff they do. A June 2014 study found that people who overshare on Facebook just want to feel like they belong (clearly, unaware they’re driving others mad), and a September 2014 study found that people who are always posting good things about their relationships are probably pretty insecure about them so they feel this bizarre need to overcompensate on Facebook, of all places. What it comes down to is that we’re all a type when it comes to our Facebook statuses. Even if we can’t be totally pegged to just one category, we’re definitely bits and pieces of a few. That’s just what Facebook has done to us: Given us more labels.
One element of Facebook that we may not realize is how often we use the Like to affirm something about ourselves. In a study of more than 58,000 people who made their likes public through a Facebook app, researchers discovered that Likes could predict a number of identification traits that users had not disclosed: “Feeding people’s “likes” into an algorithm, information hidden in the lists of favorites predicted whether someone was white or African American with 95% accuracy, whether they were a gay male with 88% accuracy, and even identified participants as a Democrat or Republican with 85% accuracy. The ‘likes’ list predicted gender with 93% accuracy and age could be reliably determined 75% of the time.”
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For example, research presented last year at the meeting of the Society for Personality and Social Psychology (SPSP) showed how the site offers a dangerous medium for social comparison. People in that study with lots of Facebook friends had lower self-esteem, feeling worse about their place in life and their achievements if they’d just viewed their friends’ status updates, compared with people who hadn’t recently surfed the site. But for people with just a few Facebook friends, viewing status updates wasn’t a problem. Another study, detailed in the Sept. 13 issue of the journal Nature, found such Facebook friends can influence real-life actions of one another. In that study, one “get out the vote” message sent to 61 million Facebook users on Election Day 2010 led to 340,000 people casting ballots when they otherwise would not have.
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