Social Class, Social Capital, and Social Comparison on Social Media among Young Adults in Thailand

Abstract

        Social media has become a primary research arena for exploring its effects on everyday life practices, including well-being, mental health, and social comparison. This research aims to investigate how social class and social capital relate to social comparison on social media among Thai young adults’ users. Specifically, the research focuses on the relationships among social class, social capital, and social comparison on social media among Thai young adults. Qualitative data are collected through in-depth interviews from a total of 15 participants categorized into Lower Class (LC), Middle Class (MC), and Upper Class (UC) groups (5 participants per group).

        The research findings indicate that social media increases horizontal comparison among peers, intimate friends, and community members, negatively impacting self-esteem, stress levels, and causing mild to moderate depression across all social classes. Participants often compare issues such as beauty standards, finances, competencies, academic achievements, and lifestyles, leading to mental health problems. The severity of these impacts varies based on the levels of comparison and participants’ social backgrounds and family capitals. The research discusses that bonding capital among LC participants offers insufficient support from homogenous community members, leading to feelings of not belonging, lowered self-esteem, and minor to moderate depression. In contrast, bridging capital influences horizontal comparison among MCs on social media, where profiles reflect competitive dynamics related to trendiness, fame, and popularity. Positioned within the middle of the class structure, MCs challenge traditional hierarchies and represent an emerging affluent urban Thai middle class. Meanwhile, linking capital provides substantial benefits to UC participants who use social media to showcase beautiful, luxurious, and elegant lifestyles.

        Overall, the research argues that concepts of social class, social capital, and individual agency intricately link how participants from different social classes engage in comparisons on social media. However, it emphasises the need to conceptualise participants’ agency, identity, and their own discourse with a nuanced lens. The research thus highlights the multifaceted representation of individuals' subjectivities revolving around dynamic and fluid identity practices.