This study employs the symbolic interactionist approach to examine demographic influences on social media usage, aiming to explore differences in consumption patterns and predict associations between demographics and interactive and active use across three leading social networks. A representative sample of 501 participants completed an online survey distributed by a research institute adhering to international guidelines and ESOMAR criteria. The findings were analyzed statistically.

The results indicate that gender, age, marital status, and education level can predict the frequency of overall use, active use, and interactive use of social media. Specifically, women use Facebook and Instagram more frequently and are more interactive users than men, whereas men use Twitter more frequently. Younger and single individuals use Instagram more frequently and actively compared to older and married individuals, respectively. Additionally, individuals with lower educational attainment are more active on Facebook and Instagram and more interactive on Instagram.

Interpreting these findings through the lens of symbolic interactionism, the study suggests that social media platforms offer members of disadvantaged groups—such as women, singles, younger adults, and individuals with lower education levels—an opportunity to connect with larger communities that share their cultural values, challenging traditional role norms.

Authors:
Tal Laor, Ariel University, Israel

About the Presenter(s)
Dr Tal Laor is a University Associate Professor/Senior Lecturer at Ariel University in Israel

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