The Surge in the Phenomenon of Showing Off Through SNS, Who Is It For?
The Surge in the Phenomenon of Showing Off Through SNS, Who Is It For?
  • Kim Gyeong-min (ST reporter)
  • 승인 2023.07.03 23:15
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Do Soongsilians use social network services a lot? While using SNS, they were impressed by people living colorful lives, as well as they were pessimistic about why their lives were not so colorful compared to theirs. However, comparing yourself with people on social media is like comparing the highlights of a person's life with the behind-the-scenes of his or her life. SNS has a culture of showing that much. This time, ST learned about the show-style culture that is popular and posted on social media frequently. ...............Ed

     The desire to show off is one of the many desires that is deeply embedded in humans. In recent years, it is no exaggeration to say that this desire to show off has soared in line with Social Networking Service (SNS). This is because most of the shows are done through SNS. It is safe to say that this has now become a representative culture of the 21st century beyond the phenomenon. Then, what kind of connection does SNS have with this desire to show off? Particularly, what should be noted in the current phenomenon of showing off is that it is not the enjoyment of a specific upper class. The phenomenon of showing off usually appears to be the purchase and display of expensive items. In fact, it costs a lot of money to buy such expensive goods, so it has long been treated as the exclusive property of the upper class. However, the phenomenon of showing off in SNS that has emerged over the past few years is also spreading to pop culture as the middle class consumes luxury goods, such as designer items. The decisive influence of SNS is that anyone can easily show off and see it. Now, if it stops in the middle class, they can be seen overspending by overdoing their debts. And here, SNS is acting as a signal. How did SNS encourage this phenomenon of showing off?
     SNS has now become a huge culture. People are building a culture in a non-face-to-face world beyond facing networks, and they have become inseparable from life. There is nothing like SNS to show the way how I live to an unspecified number of people. Therefore, the desire to show off is more explosive in the SNS world. Particularly, items that have soared in purchases over the years have spread through SNS, sparking a trend. However, it is necessary to examine whether the current trends are really purchased by preference and necessity, or whether they have been reduced to mere show-off or display their consumption through SNS.
     The first is luxury goods. Over the past few years, “luxury unboxing” videos in YouTube and SNS have been very popular. If you search for luxury unboxing on YouTube, there are many videos that exceed millions of views. Its impact on people‘s consumption is enormous. Moreover, if you search for luxury goods, you can find about 2.4 million hashtag search results on Instagram. In fact, though it is a product that is too expensive for everyone to consume and have. Yet, due to the familiarity of SNS, people tend to see it as something that is necessary, in large part because of social dynamics. Thus, people will purchase them even if they go into debt to do so.

     The second is Omakase. It can also be seen as an expensive food culture that has become popular among people through SNS. Omakase has not been popular in Korea for a long time but it had a viral spread these days because it can be tasted and displayed as a high-end food through SNS. More than 600,000 search results are released just by typing Omakase with hashtags, and the number has soared in recent years. The Internet version of the Japanese media weekly, Shukanshincho, pointed out that Korea‘s Omakase epidemic is not actually a trend to enjoy and feel the taste, but is just a luxury. In an article titled, ”Japanese Omakase is popular in Korea,” it reported, ”Omakase is a symbol of luxury for young Koreans.” The surge in luxury sports such as golf as well as luxury goods and omakase can be seen as part of a show-style life. Therefore, in conclusion, the rapid spread of the phenomenon of luxury of such high-end items shows that there is a connection point to show off through SNS.

     What are the real people‘s perceptions? ST conducted a survey of 35 adult men and women on consumption culture through SNS. When asked how many hours a day they use Instagram and personal SNS, about 37.1% said they use it for 2-3 hours, and about 28.6% said they use it for more than 3 hours. It was confirmed that SNS was used for a considerable amount of time. A total of 91.4% of respondents said that SNS has plenty of influence on life. It should be noted that when asked what is the top priority among the reasons for using SNS, about 80% said it was for contact and social life, and no one said it was used to show off. However, when asked the next question, ”Do people actually recognize that they live a show-like life because of SNS?” A total of 85.7% of the respondents said yes. This eventually confirms the link that recognizes that SNS is reduced to such a means of display, although the beginning was not intended for such display. This survey has implications in which the rate of recognition of SNS, which has been reduced to a means of showing off contrary to its initial purpose, was high. When asked if he thought the use of SNS was a problem, the main content discussed that it would eventually be a problem if its use was excessive.

     The ancient philosopher Aristotle argues that the mixed politics of the past is greater than other identities, that is, the middle class can be moderate to prevent social confusion. This can be applied even today, which can be seen as helpful for the sound consumption function of society. Rather than exercise moderation, the middle class joins in on the spree of consumption that the upper class engages in, even at the cost of borrowing to sustain such a spending habit.
     The solution to this problem is to avoid excessive use. For SNS to function positively rather than encouraging consumption, it is necessary to reduce the excessive dependence on SNS. Of course, not everyone is showing off through SNS. However, after analyzing the appearances that have been seen on SNS over the past few years, an issue must be addressed properly. Blind consumption should be avoided, and an attitude of reasonable consumption will be needed once one is satisfied. Everyone is aware that excessive consumption is a problem. Only then will we be able to grow to be more mature persons who truly enjoy the right culture.


Kim Gyeong-min (ST reporter)

Kim Jung-min (ST Cub-Reporter)

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