In this blog post, we’ll examine why—contrary to societal concerns about data breaches—a paradoxical phenomenon exists on social media where users voluntarily disclose their own private lives while also prying into the private lives of others.
In the past, a major controversy arose when it was revealed that Google had collected and stored wireless network traffic—including communications—without prior consent while developing Street View. As a result of this incident, Google was fined and ordered to delete the personal data in question. In modern society, the issue of personal data management remains a constant source of controversy. This is because the very act of storing personal information in a database inherently carries the risk of a data breach. As people are exposed to countless cases of personal data leaks—whether caused by hacking or corporate profit motives—they are becoming increasingly sensitive to these issues.
One of the events that brought personal data issues to international attention was when Edward Snowden disclosed classified documents from the U.S. National Security Agency (NSA), revealing to the world its programs for monitoring civilian phone calls and conducting surveillance. The revelation that many political figures, civilians, and even the president were targets of wiretapping came as a major shock. In addition, Apple’s unauthorized collection of location data and Facebook’s unauthorized storage of personal information have sparked significant backlash and lawsuits. The core issue is the infringement of privacy. Here, privacy refers to the right to be free from searches or seizures of one’s possessions, as well as the right to restrict and control information about oneself. Having even the smallest piece of personal information collected constitutes a violation of privacy and is quite unpleasant.
But let’s now turn our attention elsewhere: specifically, to social media platforms such as Facebook, KakaoStory, Twitter, and Instagram. More broadly, let’s examine social media—which has become an integral part of our daily communication, including instant messengers like KakaoTalk and LINE. When you see people intently tapping away on their smartphones, most of them are using social media. It’s even common to see friends or couples meeting for a meal, yet with the conversation at a standstill as they each hold their phones and scroll through their own social media feeds. If you carefully scan the information posted on social media, you’ll find valuable details such as phone numbers, real names, addresses, educational backgrounds, and current employers. People even post personal details—such as where they went, what they ate, and what they did throughout the day—the kind of things one might typically write in a diary. On social media, people share their trivial private lives while simultaneously observing the private lives of others. Why has this contradictory phenomenon arisen, where people who claim they don’t want to disclose the aforementioned personal information to others consistently “upload” it to public spaces without a second thought?
Pathologically, the condition of being obsessed with peeping is called voyeurism, while the condition of an excessive desire to reveal oneself is called exhibitionism. These conditions are not limited to sexual matters but also apply to private life and other areas. When using social media, both voyeurism and exhibitionism regarding private life occur simultaneously. We read deeply personal posts shared by others and observe what is happening from the shelter of anonymity. We also post private stories and photos—the kind one might write in a diary—for anyone to see, constantly checking how many “likes” they’ve received. Let’s consider why this phenomenon occurs.
First and foremost, the issue of identity formation—“who I am”—is cited as a key reason. In South Korean society, there is a pronounced tendency to prioritize the “self” defined by one’s relationship with the “outside world”—that is, the “self” others see—over the “self” one defines for oneself. Since how others perceive me defines who I am, I must always present a version of myself that looks good to others. Phenomena such as the obsession with physical appearance and the craze for plastic surgery in South Korean society also stem from this context. On social media, this dynamic is further intensified. In this space, the “self” that others see is “quantified.” In other words, I am evaluated and quantified by metrics such as the “number of likes,” “daily views (Today),” and “number of comments.” Because of this, we laugh and cry over these numbers. When the numbers are high, we feel good, as if we’ve become someone remarkable, but when our posts receive few “likes,” we feel depressed. Those with high numbers are treated as power bloggers or celebrities. What’s intriguing here is that the “numbers” themselves—rather than the “quality” of their posts—typically serve as the sole yardstick. Research findings indicating that the urge to check reactions after posting is more addictive than alcohol or cigarettes are also related to this phenomenon. Because I am defined by the gaze of others, this triggers exhibitionism—the constant need to reveal myself—and voyeurism—the constant need to scrutinize others. I post sensational or emotional posts to get “Likes,” regardless of whether they are true or false.
Furthermore, because I am defined by others, I become curious about my standing in their eyes. So, wondering “how I appear” to others, I peer into their private lives under the cloak of anonymity. The ability to view the private lives of people with whom I have almost no personal connection is made possible by the mask of anonymity provided by social media. In this way, the posts uploaded to social media serve as a means of self-exposure for me and a means of voyeurism for others. Within this interaction, the image of myself as seen by others is compared to that of others. For example, seeing a post by someone who uploaded a plane ticket claiming they’re traveling to Europe while I’ve posted photos from a trip within South Korea might make me feel relatively unhappy. Eternal happiness cannot exist within relative happiness.
One reason people post their personal information is related to their obsession with social media itself. While the original purpose of using social media is likely to fulfill certain needs—such as maintaining relationships or satisfying curiosity—why is it that the more we use it, the less satisfied we feel, and the deeper we get drawn in? This happens precisely because the relationships formed on social media are hollow. People believe that their actions on social media are absolute and remain faithful to them, but these relationships are different from real-life interpersonal relationships. Making eye contact and talking to someone, conversations exchanged through warm glances and subtle expressions, the warmth shared in a hug—in real relationships, there is a great deal of emotional connection that cannot be put into words. No matter how many connections you make, comments you post, or “likes” you receive in cyberspace, the disconnect from real-life interpersonal relationships only deepens your sense of emptiness and makes you even more obsessed with social media.
A past survey found that South Korean smartphone users spent an average of 2 hours and 38 minutes per day on their devices, with 18% of that time devoted to Facebook, one of the social media platforms. While social media, to which we devote so much time, certainly has its positive aspects, we are clearly becoming obsessed with it—as evidenced by the anxiety we feel even when separated from our smartphones for just a few minutes. Underlying this is a shadow within our hearts. Could it be that this shadow has cast itself over the internet because we long for human connection in our harsh modern society? With the barriers to communication and relationships growing higher, might social media have presented itself as a door—one that allows people seeking a passageway to cross that wall?
Even if that “door” is merely a wall disguised as a door, it’s perhaps only natural that people are drawn to it. However, this door is an illusion. Rather than fixating on it, why not try making eye contact and having a conversation with the people who are dear to you—or even with the person sitting right across from you at the dinner table?
