The Psychological Driving Force That Makes Social Networks so Successful

The gargantuan, overgrown beasts that we call social networks today might be unthinkable for someone from La Rochefoucauld’s time, but despite being beyond that generation’s reach, the man himself would probably have had a lot to say about them. One his greatest skills was his ability to perceive the underlying motives behind people’s behaviour, much of which is focused on our longing for social approval—a desire that forms the foundation of modern social networks. Without the “like” button, there probably wouldn’t be a Facebook, an Instagram, or a Twitter. There may not even be a Medium. La Rochefoucauld was able to fully appreciate the power of social approval, and the extent to which it drives our behaviour.

The lives that we portray on social media can be vastly different to reality, with only the so-called positive aspects of our experiences shared, in an unconscious attempt to disguise the often banal truth of our day-to-day existences. Like actors on a stage, we slip on a more attractive mask, position ourselves in appealing situations, and carry out impressive performances to trick our audience into believing that our lives are something to be envied. We want to be adored, after all. The problem with such bombastic fakery is that the mask can become to the reality, and who we really are slips from our memory, to be replaced with society’s notion of prestige and success—the existence of an subservient toady.

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