Effect of Technology-Driven Environment on Indian Millennials:

Examining Its Effect on Social Psychology and Authentic Self

Representations

Tanushree Sharma and Maithili Ganjoo

Department of Media Studies and Humanities,

Manav Rachna International Institute of Research and Studies, Faridabad, Haryana, India

Keywords: Indian Millennials, Social Media, Behaviour, Technology, Social Psychology, Authenticity.

Abstract: India's economy is swiftly advancing, positioning itself among the world's fastest-growing economies.

Moreover, millennials constitute a substantial proportion of the populace, having been raised in a different

environment compared to that of their predecessors. Millennials are surrounded by technology and social

media, and this has had a profound impact on the way that they interact with each other. Recently, the

proliferation of digital technology and social media platforms has significantly impacted the way millennials

communicate, interact, and express themselves. While technology has enabled instant gratification,

connection, and convenience, it has also raised concerns about the impact on social and psychological

wellness, resulting in more than one identity – digital and offline. The current research study aims to

investigate the effects of the technology-driven environment on the social psychology and authentic self-

representations of Indian millennials. This research paper will use a mixed methodology where both

quantitative and qualitative tools will be used. A survey will be conducted among online millennials from

tier-one cities in India. The findings of the study are expected to provide insight into the effects of technology-

driven environments on the social psychology and authenticity of Indian millennials. The study hypothesizes

that overabundant use of technology and social media can lead to a dual identity, raising the issue of

authenticity of self-representation. Conversely, the study also hypothesizes that technology can provide

opportunities for self-expression, connection, and personal growth, leading to positive self-representation.

1 INTRODUCTION

In recent years, technology has transformed the world

and has become an integral part of our lives.

Millennials, born between 1981 and 1996, have

grown up in a world that has been influenced by

technological advancements. The emergence of

social media, smartphones, and the internet has

revolutionized our modes of interaction,

employment, and communication. India, akin to

numerous other nations, has experienced this

transformative shift and has experienced rapid

technological advancements in recent years, which

has had a significant impact on the social psychology

of Indian millennials. Social psychology refers to the

study of how individuals think, feel, and behave in

social situations. Millennials have witnessed the

evolution of the internet, the rise of social media, and

the advent of smartphones. As a result, their behavior,

beliefs, and attitudes toward the world have been

shaped by technology to a large extent. The effect of

technology on social psychology has been widely

studied in the literature. According to a study by

Hampton et al. (2011), the usage of social media is

correlated with increased social capital but also with

increased stress and anxiety. A paper by Namita

Nagpal and Sarvesh Dutt Tripathi highlights the shift

occurring in the media and communication habits of

young people. Another study by Lin et al. (2016)

proved that the use of social media is related to

decreased life satisfaction, while Lee et al. (2014)

found that social media use is associated with

increased loneliness and depression.

Within the Indian context, research conducted by

Parthasarathy and Krishnan (2019) uncovered a

relationship between social media utilization and

heightened self-esteem and life satisfaction among

college students in India. Similarly, Sood and Sharma

(2018) revealed that Indian youth engaging with

Sharma, T. and Ganjoo, M.

Effect of Technology-Driven Environment on Indian Millennials: Examining Its Effect on Social Psychology and Authentic Self Representations.

DOI: 10.5220/0012802200003882

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies (PAMIR-2 2023), pages 267-272

ISBN: 978-989-758-723-8

267

social media exhibited increased tendencies towards

narcissism and aggression. The impact of technology

on self-presentation has been extensively explored in

literature.

2 THEORETICAL

FRAMEWORKS

The foundation for this article's theoretical

framework incorporates various fundamental

concepts from the realm of social psychology. Kurt

Lewin, who is regarded as the initiator of modern

social psychology, defined it as a branch of

psychology that investigates how individuals interact

with others and are impacted by them in social

circumstances. Its primary objective is to grasp how

the social environment in which individuals operate

molds their thoughts, emotions, and actions. A

fundamental theory in social psychology is social

identity theory, pioneered in the 1970s by Henri

Tajfel and John Turner. This theory posits that

individuals shape their self-concept based on the

groups to which they belong, encompassing factors

such as race, ethnicity, gender, religion, or

occupation. Another significant concept in social

psychology is social influence, which elucidates how

others impact individuals within their social milieu.

Social influence manifests through various

mechanisms, including conformity, obedience, and

persuasion. A seminal study illustrating social

influence is the Milgram experiment, conducted by

Milgram in 1963, showcasing the authority's ability

to compel individuals to engage in harmful actions.

Another concept is the social comparison theory

by Festinger (1954), which suggests that individuals

evaluate themselves by comparing themselves to

others. In a technology-driven environment, social

comparison is facilitated through social media

platforms, where individuals can easily compare

themselves to their peers and other individuals who

are presented as aspirational figures.

3 LITERATURE REVIEW

The world we live in today is a technology-driven

environment. With the advent of the internet and the

proliferation of social media, technology has

profoundly impacted the way humans communicate.

This has had a significant impact on the lives of

millennials, whose world is immensely different from

that of previous generations. This thematic literature

review examines the effect of a technology-driven

environment on Indian millennials and how it affects

their social psychology and authentic self-

representation.

3.1 Technology and Social Psychology

The field of social psychology has been considerably

affected by the usage of technology. Social media

platforms like Instagram, Facebook, and Twitter have

become an inseparable aspect of millennials' daily

routines. These platforms enable individuals to

communicate with others and express their emotions,

viewpoints, and experiences. Nonetheless, social

media usage has been associated with numerous

adverse repercussions, such as heightened emotions

of depression, loneliness, and anxiety (Hunt et al.,

2018). One of the factors behind this is that social

media platforms often encourage a culture of

comparison, where individuals evaluate their lives to

the filtered and idealized versions of others that are

displayed online (Kross et al., 2013). This can give

rise to sentiments of inadequacy and diminished self-

esteem as individuals strive to measure up to

impractical expectations.

Social media has ingrained itself as a ubiquitous

aspect of modern society, boasting a global user base

exceeding 3.8 billion individuals (Kemp, 2022).

Research has consistently highlighted associations

between social media usage and diverse

psychological impacts, including heightened levels of

loneliness and depression (Lin et al., 2016), as well as

diminished overall well-being (Twenge & Campbell,

2019).

In addition to social media, technology has also

influenced the way in which people form and

maintain relationships. Online dating platforms have

become increasingly popular, with over 30% of

American adults having used these platforms (Pew

Research Center, 2020). Furthermore, technology has

revolutionized individuals' perception and

engagement with their surroundings.

To sum it, the literature on technology and social

psychology highlights the ways in which technology

has transformed the social landscape.

3.2 Self-Representations

Self-portrayals on social media have evolved into a

pervasive aspect of online interaction. Individuals

utilize these platforms to showcase their identities and

craft narratives that mirror their personal and

communal personas. The concept of genuine self-

representation pertains to the degree to which

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individuals authentically and accurately depict

themselves to others.

Research has revealed that social media platforms

influence individuals' genuine self-representations.

For instance, a study conducted by Toma and

Hancock (2013) observed that individuals often

portray themselves in a more favorable light on social

media platforms compared to their real-life personas.

However, the pressure to create a positive image

online can also lead to the creation of false or

exaggerated identities, known as "catfishing" (Drouin

et al., 2015). This can have negative consequences for

both the individual and those they interact with

online.

One perspective on self-representations on social

media is that they are often idealized and curated to

present an aspirational version of the self (Zhao et al.,

2008). Individuals use social media to create a

positive impression of themselves, which can lead to

social comparison and the formation of unrealistic

expectations for themselves (Fardouly et al., 2015).

Research has also suggested that this self-

presentation can have detrimental effects on

individuals' mental health, particularly when

comparing themselves to others (Kross et al., 2013).

An alternative viewpoint regarding self-

representation on social media suggests its potential

to empower individuals who have historically been

marginalized or silenced (Boyd, 2010). Social media

platforms provide a space for individuals to express

their viewpoints and connect with others who share

similar interests, fostering the creation of

communities and the cultivation of collective

identities (Miller & Slater, 2000).

3.3 Effects on Indian Millennials

The influence of a technology-driven environment on

Indian millennials represents a burgeoning area of

investigation. While relatively nascent, research

indicates that technology usage significantly impacts

the social psychology and genuine self-

representations of this demographic.

Social media platforms have seamlessly

integrated into the daily routines of Indian

millennials, with platforms such as Facebook,

Instagram, and TikTok enjoying particular popularity

(Hans et al., 2021). Nevertheless, social media usage

among Indian millennials has also been associated

with several adverse outcomes. For instance, research

by Chakraborty et al. (2018) identified a correlation

between excessive social media use and heightened

feelings of anxiety and depression among Indian

college students.

Regarding genuine self-representation, studies

reveal that Indian millennials exhibit self-

presentation bias on social media platforms. Yadav et

al. (2020) discovered that Indian college students tend

to portray themselves in a more positive light on

social media compared to real-life scenarios.

Alternatively, social media is perceived to aid in

identity development and self-expression among

Indian millennials (Kaur & Kumar, 2016). These

platforms offer a medium for sharing experiences,

beliefs, and values, fostering avenues for self-

discovery and expression (Sharma & Sharma, 2020).

Social media has also impacted Indian

millennials' political engagement. Research has

shown that social media has become a primary source

of political news and information and has played a

role in shaping Indian millennials' political views

(Chadha & Kaur, 2020).

4 RESEARCH OBJECTIVES

This study attempts to serve two purposes: first, to

investigate the effect of a technology-driven

environment on the social psychology of Indian

millennials (IM), and second, to understand the

concept of self-representation in terms of millennials'

social behavior.

The three objectives formulated based on gap

areas identified from the literature review are

1. To assess the influence of technology,

specifically IM.

2. To test the extent of realization of the impact

3. To examine the self-representation and the

authenticity of IM

4.1 Hypotheses

The following hypotheses are developed on the basis

of the review of the literature:

Hypothesis 1: Excessive use of technology and

social media can lead to a dual identity, raising the

issue of authenticity of self-representation

Hypothesis 2: Technology can provide

opportunities for self-expression, connection, and

personal growth, leading to positive self-

representation.

4.2 Research Design

The primary objective of this investigation was to

analyze the interplay between technology and social

psychology, along with the self-portrayal tendencies

observed among the Indian millennial populace.

Effect of Technology-Driven Environment on Indian Millennials: Examining Its Effect on Social Psychology and Authentic Self

Representations

269

Specifically, it aimed to ascertain whether such usage

led to the emergence of a dual identity, raising

concerns about the genuineness of self-portrayal, or

whether technology provided avenues for self-

expression, connection, and personal development,

consequently fostering positive self-presentation. To

accomplish this goal, a mixed-method approach

incorporating qualitative and quantitative

methodologies was employed. Reliable

questionnaires were administered to collect data from

Indian millennials, with the individual serving as the

primary unit of analysis.

4.3 Sample Recruitment

The present study focused on a group of Indian

millennials who are technologically savvy and

possess smartphones, residing in tier 1 and tier 2

cities. A total of 150 millennials were selected to

participate in the study, and the survey questionnaire

was used as the primary tool for data collection.

Among the selected participants, 110 individuals

responded to the survey questionnaire, representing a

response rate of approximately 75%.

4.4 Analysis and Findings

The present study is done to find out the possible

relationship between Indian Millennials and

technology. The majority of the respondents of the

study spend more than five hours on smartphones.

This will help the study assess the extent of

smartphone usage by Indian Millennials on a daily

basis and the impact of technology on their daily

routine and behavior. The major findings of the

survey are summarized below in the survey.

Social Behaviour, Social Identity and Self-

Esteem.The study revealed that a majority of urban

Indian Millennials spend over four hours daily on

social media, showcasing the significant role of

technology in shaping social behavior and

psychology. Participants reported varied impacts on

their social lives, with 48% citing positive effects,

31% negative, and 21% neutral. Notably, 46% felt

social media negatively influenced their self-esteem,

while 31% reported positive effects. Additionally,

59% felt pressured to maintain a certain image online.

Concerning comparison behaviors, 41% often

compared themselves to others on social media, 30%

did so sometimes, and 29% rarely or never did. These

findings underscore the prevalence of social media

usage among Indian Millennials and its complex

interplay with their social interactions, self-

perception, and pressures to conform to online

standards.

4.5 The Self and the Other

Inquiring about the accuracy of the online persona in

representing the authentic self, the study found that

34% of respondents believed that their online persona

accurately represents their authentic self, 43%

believed it to be somewhat accurate, and 23%

believed it to be inaccurate. This question aimed to

explore respondents' perceptions of their online

personas and their accuracy in representing their true

identity, with responses indicating the extent to which

respondents believed their online persona reflected

their genuine self. These findings provide support for

the study's hypothesis that the realization of a dual

identity prompts questioning of self-behavior.

Regarding the use of technology to avoid face-to-

face communication or social interaction, the study

found that 57% of respondents reported having done

so, while 29% did not, and 14% were neutral. These

results indicate that technology is increasingly being

viewed as a tool to circumvent face-to-face

communication or social interaction.

4.6 Technology and Relationships

The study delved into the influence of technology,

particularly smartphones and social media, on

romantic relationships among Indian Millennials. It

focused on assessing trends in romantic relationships,

with specific emphasis on the impact of technology.

Findings revealed that 40% of respondents use dating

apps, indicating technology's significant role in

partner search. Additionally, 80% felt pressured to

maintain a certain image on these apps, highlighting

potential social pressures. Over 75% believed

technology both facilitated and hindered romantic

relationships, indicating its complex role.

Furthermore, 90% of respondents disapproved of

"ghosting," emphasizing the importance of respectful

communication in relationships. These insights

underscore the nuanced impact of technology on

romantic relationships, including its facilitation of

partner search, imposition of social pressures, and its

role in communication dynamics.

4.7 Technology and Mental Health

The study examined the impact of technology on the

mental health, self-expression, communication

patterns, and overall well-being of Indian Millennials.

Results showed that nearly half of respondents

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experienced anxiety or stress when disconnected

from technology, indicating a dependence on it. Over

60% believed that social media and technology

significantly affected their mental health,

emphasizing its profound influence. More than half

admitted to deleting social media posts due to

concerns about others' perceptions, revealing the

impact on self-expression and authenticity.

Additionally, a majority felt pressured to respond

immediately to notifications, indicating the role of

technology in communication expectations and

anxiety. Over 50% felt overwhelmed by the pervasive

presence of technology in their lives, suggesting its

impact on well-being and productivity. These

findings established the complex relationship

between technology and the mental and emotional

well-being of Indian Millennials, highlighting both its

benefits and challenges in contemporary society.

5 DISCUSSION AND

CONCLUSIONS

This study delves into the intricate relationship

between technology and the social psychology of

Indian millennials, examining both interpersonal and

intrapersonal dynamics. Intrapersonally, it explores

self-image, self-esteem, and psychological well-

being, while interpersonal aspects cover social

behavior, comparison, and psychology. Results

indicate that millennials recognize the impact of

technology on their daily lives, acknowledging both

positive and negative effects. They feel compelled to

conform to societal norms online, leading to self-

censorship and concerns about self-presentation.

Social media usage correlates with self-image and

self-worth, highlighting its influence on identity

construction. The study suggests that millennials

navigate dual identities online and offline, impacting

their behavior. Moreover, technology increasingly

substitutes face-to-face interactions, affecting social

behavior and relationships. Specifically focusing on

romantic relationships, technology both facilitates

and complicates their initiation and maintenance.

Importantly, the study establishes a direct link

between technology use and mental health, with

respondents experiencing heightened anxiety and

stress, largely due to constant notifications and digital

overload. Indian millennials feel overwhelmed by the

abundance of gadgets vying for their attention,

disrupting their routines. In conclusion, the findings

emphasizes the multifaceted impact of technology on

the social and psychological well-being of Indian

millennials, shedding light on identity formation,

communication patterns, and mental health

challenges in the digital age.

5.1 Limitations of the Study

This study on the effect of technology-driven

environments on Indian millennials and their social

psychology and self-representation has many

limitations that must be considered. The study was

conducted only in urban areas of India, which may

limit its generalizability to rural areas or other

countries with different cultural and socioeconomic

backgrounds. The sample size was also relatively

small.

Another limitation is that the study relied on self-

reported measures to assess the impact of technology

on social psychology and self-representation. Self-

report measures can be influenced by response biases

or social desirability biases, which may have

impacted the accuracy of the results. Additionally, the

study did not explore the specific types of technology

that the participants were using, which could impact

the findings.

Ultimately, the study did not explore potential

variations in how technology affects social

psychology or self-representation based on gender or

socioeconomic status. Subsequent research

endeavors could delve into these potential disparities

to attain a more nuanced comprehension of

technology's impact on diverse demographic groups.

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