A social cognitive approach to traditional media content and social media use: Selfie-related behavior as competitive strategy

Mass media systems play increasingly prevalent roles in our lives. However, the relationship between traditional mass media exposure and behavior on social media is unclear, particularly in the context of selfie-related behavior, which includes capturing, editing, and sharing images of oneself. In the tradition of social cognitive theory, we argue that reality television (RTV) models a value system focused on the self and competition with others, and hypothesize a model where self-worth based on competition mediates the relationship between RTV viewing and selfie-related behavior. Path analysis results from survey data (N = 334) support the mediation model. Selfie-related behavior was explicated and measured via novel instruments. Audience variables including online network size and diversity also played roles in selfie editing and sharing, as did specific social media platforms. Results are discussed in the context of evolving media systems.