PSYCHOSOCIAL EXPERIENCES OF SNAPCHAT USE AMONG PAKISTANI YOUNG ADULTS: A QUALITATIVE STUDY
Article Sidebar
Main Article Content
Abstract
In Pakistan, Snapchat has become an increasingly popular platform among young adults, shaping how they connect, communicate, and present themselves in digital spaces. While existing literature has examined global patterns of social media use, little is known about the psychosocial experiences of Pakistani youth on Snapchat, where cultural, religious, and gendered values intersect with digital practices. This study aimed to explore (1) the psychosocial experiences young adults encounter through their everyday use of Snapchat, (2) how Snapchat use influences their communication and relationships, (3) the role of cultural, religious, and gender-based factors in shaping their experiences. A qualitative exploratory design was employed. Semi-structured, in-depth interviews were conducted with 20 young adults (10 males, 10 females) aged 18–26 years from Lahore, Pakistan, recruited through purposive sampling. All interviews were audio-recorded, transcribed verbatim, and analyzed thematically using Braun and Clarke’s (2006) six-step framework. Four major themes emerged from the analysis: (i) Digital Belonging (everyday social glue, playful digital expressions, and relational dynamics), (ii) Pressures and Emotional Costs (streaks and digital compulsions, emotional fluctuations), (iii) Performing the Self (curated vs. authentic selves, boundaries of expression), and (iv) Cultural and Gendered Boundaries (gendered norms of comfort, cultural expectations and family honor, religious and spiritual concerns). The findings suggest that while Snapchat fosters belonging, creativity, and relational maintenance, it also generates pressures of comparison, compulsive use, and cultural constraints. These insights highlight the importance of culturally sensitive digital literacy and mental health interventions Future research should expand to diverse populations and explore cross-platform dynamics to provide a more comprehensive understanding of youth social media experiences.
Article Details
References
Aksar, I. A., Firdaus, A. S. B., Danaee, M., & Maqsood, H. (2020). Virtual manifestations of patriarchy: Digital experience of Pakistani women. Asian Women, 36(1), 61–89. https://doi.org/10.14431/aw.2020.3.36.1.61
Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469–480. https://doi.org/10.1037/0003-066X.55.5.469
Bayer, J. B., Ellison, N. B., Schoenebeck, S. Y., & Falk, E. B. (2016). Sharing the small moments: Ephemeral social interaction on Snapchat. Information, Communication & Society, 19(7), 956–977. https://doi.org/10.1080/1369118X.2015.1084349
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. doi:10.1191/1478088706qp063oa
Burnell, K., Kurup, A. R., & Underwood, M. K. (2022). Snapchat lenses and body image concerns. New Media & Society, 24(9), 2088–2106. https://doi.org/10.1177/1461444821993038
Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. Telematics and Informatics, 35(8), 2289–2298. https://doi.org/10.1016/j.tele.2018.09.009
DeJonckheere, M., & Vaughn, L. M. (2019). Semistructured interviewing in primary care research: A balance of relationship and rigour. Family Medicine and Community Health, 7(2), Article e000057. doi:10.1136/fmch-2018-000057
Dhir, A., Yossatorn, Y., Kaur, P., & Chen, S. (2018). Online social media fatigue and psychological wellbeing—A study of compulsive use, fear of missing out, fatigue, anxiety and depression. International Journal of Information Management, 40, 141–152. https://doi.org/10.1016/j.ijinfomgt.2018.01.012
Fardouly, J., & Vartanian, L. R. (2016). Social media and body image concerns: Current research and future directions. Current Opinion in Psychology, 9, 1–5. https://doi.org/10.1016/j.copsyc.2015.09.005
Habib, A., Ali, T., Nazir, Z., & Mahfooz, A. (2022). Snapchat filters changing young women’s attitudes. Annals of Medicine and Surgery, 82, Article 104668. https://doi.org/10.1016/j.amsu.2022.104668
Iftikhar, I., Yasmeen, B., Nadeem, M., Ahmed, N., Javed, M., & Hamid, M. H. S. (2023). Snapping towards happiness: The role of Snap Chat addiction and self-esteem as mediators. Journal of Positive School Psychology, 7(4), 1135–1154.
Kahlow, J. A., Coker, M. C., & Richards, R. (2020). The multimodal nature of Snapchat in close relationships: Toward a social presence-based theoretical framework. Computers in Human Behavior, 111, Article 106409. https://doi.org/10.1016/j.chb.2020.106409
Kallio, H., Pietilä, A.-M., Johnson, M., & Kangasniemi, M. (2016). Systematic methodological review: Developing a framework for a qualitative semi-structured interview guide. Journal of Advanced Nursing, 72(12), 2954–2965. doi:10.1111/jan.13031
Kross, E., Verduyn, P., Sheppes, G., Costello, C. K., Jonides, J., & Ybarra, O. (2021). Social media and well-being: Pitfalls, progress, and next steps. Trends in Cognitive Sciences, 25(1), 55–66. https://doi.org/10.1016/j.tics.2020.10.005
Makki, T. W., DeCook, J. R., Kadylak, T., & Lee, O. J. (2018). The social value of Snapchat: An exploration of affiliation motivation, the technology acceptance model, and relational maintenance in Snapchat use. International Journal of Human–Computer Interaction, 34(5), 410–420. https://doi.org/10.1080/10447318.2017.1357903
McDaniel, B. T., & Coyne, S. M. (2016). Technoference: The interference of technology in couple relationships and implications for women’s personal and relational well-being. Psychology of Popular Media Culture, 5(1), 85–98. https://doi.org/10.1037/ppm0000065
Naz, N. F., & Aslam, N. (2023). Development and validation of Belief in Evil Eye Scale. Pakistan Journal of Social and Clinical Psychology, 21(2), 18–27.
Nesi, J., Choukas-Bradley, S., & Prinstein, M. J. (2018). Transformation of adolescent peer relations in the social media context: Part 1—A theoretical framework and application to dyadic peer relationships. Clinical Child and Family Psychology Review, 21(3), 267–294. https://doi.org/10.1007/s10567-018-0261-x
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16, 1–13. doi:10.1177/1609406917733847
Piwek, L., & Joinson, A. (2016). “What do they Snapchat about?” Patterns of use in time-limited instant messaging service. Computers in Human Behavior, 54, 358–367. https://doi.org/10.1016/j.chb.2015.08.026
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Utz, S., Muscanell, N., & Khalid, C. (2015). Snapchat elicits more jealousy than Facebook: A comparison of Snapchat and Facebook use. Cyberpsychology, Behavior, and Social Networking, 18(3), 141–146. https://doi.org/10.1089/cyber.2014.0479
Valkenburg, P. M., Meier, A., & Beyens, I. (2022). Social media use and its impact on adolescent mental health: An umbrella review of the evidence. Current Opinion in Psychology, 44, 58–68. https://doi.org/10.1016/j.copsyc.2021.08.017
van Essen, C. M., & Van Ouytsel, J. (2023). Snapchat streaks—How are these forms of gamified interactions associated with problematic smartphone use and fear of missing out among early adolescents? Telematics and Informatics Reports, 11, Article 100087. https://doi.org/10.1016/j.teler.2023.100087
Vaterlaus, J. M., Barnett, K., Roche, C., & Young, J. A. (2016). “Snapchat is more personal”: An exploratory study on Snapchat behaviors and young adult interpersonal relationships. Computers in Human Behavior, 62, 594–601. https://doi.org/10.1016/j.chb.2016.04.029.