Social narcissists
Social narcissists
How does a social narcissist behave? How can we decipher this phenomenon through case studies and online behaviors? What can online therapy do?
In the digital age, the phenomenon of social narcissism has sparked growing interest both among the public and within the scientific community. This modern form of narcissism—characterized by an excessive search for attention and approval through social media—represents a significant departure from classic narcissism. Jean M. Twenge and W. Keith Campbell, in their influential work The Narcissism Epidemic: Living in the Age of Entitlement (Twenge & Campbell, 2009), explore the cultural and psychological roots of this phenomenon, highlighting how societal changes have fueled an increase in narcissistic traits. Moreover, recent studies—such as one published in Personality and Individual Differences (2018)—have underscored the correlation between social media use and rising narcissism, demonstrating a direct link between the act of posting selfies and narcissism. The aim of this article is to examine social narcissism, analyzing how changes in the social-media landscape have shaped this new personality profile and what the implications are for mental well-being and interpersonal relationships.
Differences between narcissism and social narcissism: psychological theories
Narcissism, as a classic psychological concept, differs significantly from social narcissism, its contemporary manifestation. While traditional narcissism is characterized by a grandiose sense of self-importance, an excessive need for admiration, and a lack of empathy (American Psychiatric Association, 2013), social narcissism focuses more specifically on the role of social media as vehicles for these aspirations. This modern form of narcissism is fueled by digital interaction and social identity. Studies in social psychology, such as one published in Cyberpsychology, Behavior, and Social Networking (2019), show how social narcissists leverage social media to obtain admiration and validation, using them as an extension of their need for recognition.
Theories such as Tajfel and Turner’s (1979) social identity theory and Rosenberg’s (1965) self-esteem framework are essential for understanding social narcissism. These theories suggest that individuals enhance their self-esteem through belonging to favorably perceived social groups and use social media to gauge their social value. The study “Narcissism and Social Networking Sites: The Act of Taking Selfies” (Personality and Individual Differences, 2018) emphasizes that—unlike classic narcissism, which can exist independently of social media—social narcissism is intrinsically tied to online presence and others’ perceptions on these platforms. This linkage among self-esteem, social identity, and digital media highlights the complexity of social narcissism in the contemporary context.
How social narcissism intertwines anxiety and depression in the world of social media
The impact of social media on social narcissism goes far beyond simple self-esteem, profoundly influencing individuals’ mental well-being—particularly regarding anxiety and depression. Platforms like Instagram, Facebook, and TikTok, while powerful tools for constructing personal image, can also foster a constant sense of insecurity and social comparison. This is especially true for social narcissists, who rely heavily on external validation for their sense of self-worth. An article in The Journal of Social Psychology (2015) highlights how continuous exposure to idealized content on social media can intensify feelings of inadequacy and envy, contributing to low self-esteem and anxiety disorders.
Furthermore, the pursuit of constant approval and admiration on social media can lead to a vicious cycle of emotional dependence on these platforms, increasing the risk of developing depressive symptoms. A study published in Journal of Abnormal Psychology (2014) found that excessive social-media use and the obsessive seeking of “likes” and approval can be signals of psychological vulnerability, leading to anxiety states and depressive episodes. This is particularly problematic for social narcissists, because their self-esteem is tightly bound to online reactions and interactions. When the desired admiration isn’t obtained, or when they compare themselves to others they perceive as superior, they may experience feelings of failure and dissatisfaction—further aggravating symptoms of anxiety and depression.
Deciphering social narcissism through case studies and online behaviors
Analyzing case studies and concrete examples can provide deeper understanding of social narcissism and how it manifests in real life. A prime example is the way influencers and public figures use social media, often curating their online image to project an aura of success and perfection. A case study published in Journal of Consumer Research (2016) examined influencer behavior on Instagram, showing how presenting a luxurious, enviable lifestyle can reflect narcissistic tendencies. These individuals tend to use social media to craft a personal narrative that emphasizes success, beauty, and status—often at the expense of deeper authenticity.
Another significant example concerns the use of selfies and self-celebratory posts, which have become common tools for self-promotion among social-media users. A study in Psychology of Popular Media Culture (2017) analyzed the effect of selfies on public perception, finding that excessive sharing of selfies can be perceived as a sign of narcissism and can negatively influence how others view an individual.
These case studies underscore that social narcissism isn’t just a matter of self-esteem or need for attention; it also represents a complex way to navigate and influence public opinion in the digital age. The ability of these individuals to manipulate public image via social media reflects a fundamental aspect of social narcissism: the constant quest for approval and admiration in an increasingly connected, visually driven world.
What can online therapy do?
Online psychological therapy offers valuable tools both for the victims of social narcissism and for social narcissists themselves, with approaches like systemic-relational therapy and brief strategic therapy proving particularly effective.
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For victims of social narcissists (systemic-relational therapy):
The focus is on relational dynamics and patterns. This approach can help decipher and modify dysfunctional relationships, fostering a deeper understanding of how these dynamics affect well-being. Victims learn to recognize toxic patterns, set firmer boundaries, and improve self-esteem—finding healthier, more assertive ways of interacting.
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For social narcissists (brief strategic therapy):
This approach offers a focused path to address and change problematic behaviors. It aims for rapid, targeted changes in behavior and thinking through specific techniques that challenge the person’s perceptions and actions. For example, it can help social narcissists reduce dependence on external validation, increase awareness of how their behavior impacts others, and develop strategies for greater empathy and authentic connection. Through targeted, strategic work, social narcissists can learn to recognize and modify their thinking and behavior patterns, paving the way for healthier relationships and greater personal satisfaction.
In both cases, these therapeutic approaches aim to create a supportive, understanding environment, where both victims and narcissists can learn to manage more effectively the challenges posed by social narcissism. These methods not only address immediate symptoms and behaviors, but also explore and understand deeper roots of the problems—thereby fostering sustainable, long-term personal growth.
References
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American Psychiatric Association. (2013). Diagnostic and Statistical Manual of Mental Disorders (5th ed.). Arlington, VA: American Psychiatric Publishing.
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Tajfel, H., & Turner, J. C. (1979). An Integrative Theory of Intergroup Conflict. In W. G. Austin & S. Worchel (Eds.), The Social Psychology of Intergroup Relations (pp. 33–47). Monterey, CA: Brooks/Cole.
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Rosenberg, M. (1965). Society and the Adolescent Self-Image. Princeton, NJ: Princeton University Press.
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Personality and Individual Differences. (2018). “Narcissism and Social Networking Sites: The Act of Taking Selfies.” Volume 133, pp. 207–211.
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Cyberpsychology, Behavior, and Social Networking. (2019). Volume 22, Issue 5.
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Twenge, J. M., & Campbell, W. K. (2009). The Narcissism Epidemic: Living in the Age of Entitlement. New York, NY: Free Press.
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The Journal of Social Psychology. (2015). “Impact of Social Media on Self-Esteem and Anxiety: The Influence of Idealized Images.” Volume 155, Issue 3, pp. 207–216.
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Journal of Abnormal Psychology. (2014). “Social Media Use and Depression: A Complex Relationship.” Volume 123, Issue 2, pp. 455–467.
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Journal of Consumer Research. (2016). “The Instagram Effect: How the Pursuit of Perfection Impacts Social Media Influencers.” Volume 43, Issue 1, pp. 123–137.
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Psychology of Popular Media Culture. (2017). “Selfie Culture in the Age of Social Media: The Impact of Selfies on Public Perception and Interaction.” Volume 6, Issue 2, pp. 202–215.
For information, write to Dr. Jessica Zecchini.
Email contact: consulenza@jessicazecchini.it, WhatsApp contact: 370 32 17 351
