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Postmodern era social scientists have enlarged their vision to see ‘self’ as constructed in a social context rather than in a vacuum (e.g.: Mead, 1934 & Goffman, 1959). The concept of ‘self’ can be examined in one such context, i.e. technology. Online social networks are characterized by rapidly changing communication patterns (Olaniran, 2014), that involves technology. Social Networking sites (SNSs) are “web-based services that allow individuals toa) construct a public or semi-public profile within a bounded system, b) articulate a list of other users with whom they share a connection, and c) view and traverse their list of connections and those made by others within the system” (Boyd &Ellison, 2008).
Among the Social Networking Sites, Facebook is the largest base of social networking with 1.84 billion daily active users on average for December 2020 with an increase of 11% year-over-year (Facebook, 2020).India is a leading market for Facebook with 340 million users (Statista, 2021). 52% people using multiple social networking sites considered Facebook as the “home base”(Duggan et al., 2015). The surge in user base of SNSs is becoming a concern as a significant number of people are susceptible to developing addiction related to Facebook usage.
Non-substance related addiction, are also classified under impulse control disorders, and is usually called ‘soft’ or ‘process’ addiction that includes binge eating, addiction to technology, physical exercise, spiritual preoccupation, sexual addiction, compulsive buying, and pathological gambling (Albrecht et. al., 2007; Potenza, 2006; Shaffer &Hall, 2000). Behavioral addiction causes a compulsion to engage in an activity repeatedly till it becomes harmful to one’s physical, mental or social health and wellbeing (Korolenko, 1991).
This radical shift in the means of communication and managing interpersonal relationships has repercussions on various aspects of our lives. For instance, Vallerand et al. (2003) concluded that excessive use of social media affects our lives in a disruptive way causing depression, anxiety, and phobias. Various researchers have linked dysthymia with Internet addiction (Yen et al., 2008) and loneliness (Shettar et al., 2017). In one study done on impression management on Facebook, it was found that people are more likely to express better emotional wellbeing and positive emotions as compared to negative emotions online (Qiu, et. al., 2012).
Excessive social media use can cause behaviour patterns similar to dependence. Just like substance-related addiction, Facebook addiction also causes disruption of everyday life and interpersonal relationships (Young, 2004). Facebook use qualifies for the criteria of ‘Facebook Addiction Disorder’ when it causes “neglect of personal life, mental preoccupation, and escapism, mood modifying experiences, tolerance, and concealing the addictive behaviour” (Young, 2009).