Hedonism in the digital age: An analysis of the use of social networks as a source of pleasure

Session

Journalism, Media and Communication

Description

This paper addresses the relationship between hedonism and the use of social networks in the context of the digital age. In a society increasingly dependent on technology and virtual communication, social networks have become powerful tools for fulfilling the emotional and psychological needs of individuals, including immediate gratification, attention and social recognition. Drawing on theories such as Cultivation Theory (George Gerbner), and Framing (Goffman), the study explores the hedonic motivations behind users' behavior on digital platforms. To analyze this phenomenon, an empirical study was conducted. The data show that most young people experience the use of social networks as a source of immediate gratification, especially in relation to receiving likes, sharing personal content and social interactions. However, a significant proportion of respondents also reported feelings of emptiness, decreased self-esteem and emotional dependence on these platforms. The results suggest that social media functions as a powerful mechanism for fulfilling hedonic needs, but also raise concerns about the long-term impacts on psychological well-being. The paper concludes with suggestions for media awareness and more conscious use of technology and social media.

Keywords:

digital hedonism, social networks, digital age, self-esteem, social evaluation

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.227

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Hedonism in the digital age: An analysis of the use of social networks as a source of pleasure

UBT Lipjan, Kosovo

This paper addresses the relationship between hedonism and the use of social networks in the context of the digital age. In a society increasingly dependent on technology and virtual communication, social networks have become powerful tools for fulfilling the emotional and psychological needs of individuals, including immediate gratification, attention and social recognition. Drawing on theories such as Cultivation Theory (George Gerbner), and Framing (Goffman), the study explores the hedonic motivations behind users' behavior on digital platforms. To analyze this phenomenon, an empirical study was conducted. The data show that most young people experience the use of social networks as a source of immediate gratification, especially in relation to receiving likes, sharing personal content and social interactions. However, a significant proportion of respondents also reported feelings of emptiness, decreased self-esteem and emotional dependence on these platforms. The results suggest that social media functions as a powerful mechanism for fulfilling hedonic needs, but also raise concerns about the long-term impacts on psychological well-being. The paper concludes with suggestions for media awareness and more conscious use of technology and social media.