SEEKING MEANING IN LIFE AMID THE MYTH OF SUCCESS ON SOCIAL MEDIA
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Abstract
Social media has become a primary space for showcasing “success” in highly visible forms, often measured through likes, follower counts, and narratives of material or status-based progress. This has contributed to the rise of a “myth of success,” in which success is standardized into a single idealized image and appears attainable simply by “trying hard enough.” This article aims to: (1) explain the mechanisms through which social media reproduces the myth of success via self-presentation, selective content curation, and the attention economy; (2) analyze its impact on individuals’ search for meaning in life through the lens of social comparison and the basic psychological needs proposed by Self-Determination Theory; and (3) propose ways to restore meaning in life using existential psychology/logotherapy and contemporary Thai Buddhist wisdom, along with practical recommendations for media literacy and for shaping a digital culture that supports intrinsic values. The article is a literature review and conceptual synthesis, drawing on Thai research on social comparison on social media and its effects on self-esteem and well-being, as well as international studies on social comparison, envy, passive social media use, and psychological well-being, in order to develop an analytical framework and policy recommendations.
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