Social Media and Empathy Development Across Cultures

Social Media is everywhere these days, with more than half the world's population being on at least one (Statista, 2022). As a result, early adoption by children and adolescents is becoming increasingly more common (ACMA, 2021). But what are the effects of these platforms on development?

Recent studies are showing that heavy social media use may have a link to a lack of empathy, both online and offline. However, the research indicates that social media affects users differently depending on their culture (Martingano et al., 2022; Parlangeli et al., 2019; Albashrawi et al., 2022). After analysing studies from a diverse set of social media members, from Italian, Saudi Arabian, and American backgrounds, it’s understood that although some cultures utilise the same platforms, how they perceive and use that media content varies drastically (Martingano et al., 2022; Parlangeli et al., 2019; Albashrawi et al., 2022).

Overall, the three studies analysed articulated that social media affected empathy both positively and negatively. This data was obtained primarily through questionnaire-style research, which gathered sociodemographic characteristics, social media use, levels of empathy and moral disengagement, as well as questions to discover if users had witnessed or experienced reprehensible actions online (Martingano et al., 2022; Parlangeli et al., 2019; Albashrawi et al., 2022). With around 2000 individuals involved between the three studies, ranging from ages 12–27, they give us a comprehensive view of social media users in total (OBERLO, 2021).

The studies found links between social media use and offensive behaviour. Heavy social media use was also found to have a direct impact on users’ well-being, as well as a tangible link between narcissism and an inability to apprehend emotions. Results also indicated lower social and emotional skills from those who used social media during developmental ages (Jarrett, 2018; Martingano et al., 2022).

However, similar European studies found positive relationships between social media use and empathy, noticing an improvement in users' well-being and empathy while using these online platforms (Martingano et al., 2022). This implies that social media effects are constrained to locations, cultures, and other sociocultural factors, as well as regions’ adoption of social media platforms. Social Media users were also found to have less empathy towards users with more cultural distance (Wei & Liu, 2020), reinforcing the theory of cultural proximity and its presence in social media (Ksiazek & Webster, 2008).

It is recommended that social media users make an effort to balance their use of these platforms with reality. Users must be aware of the benefits that real-life social interactions have on development, helping to foster genuine empathy and social skills (Frost, 2022).

Beyond academic research, there are also real-world examples of how empathy is expressed—or lacking—on social media. A social media phenomenon in 2013, dubbed “Selfies at Funerals”, was met with extreme uproar from both internet users and offline individuals globally due to its unempathetic nature. Created on Tumblr by journalist Jason Feifer, the page showcased individuals taking selfies at funerals (Feifer, 2013; Meese et al., 2015). This was met with claims that selfies taken at funerals “cheapen” the significance of such an emotional event (Grandoni, 2013). The matter escalated further when The Huffington Post published their report “Funeral Selfies are the latest evidence Apocalypse can't come soon enough”, claiming that a lack of compassion exists when users pivoted attention on themselves in a situation reserved for celebrating and remembering a life (Grandoni, 2013; Meese et al., 2015).

A more recent example came with the passing of Her Majesty the Queen, when the hashtag #RIPBozo began trending on Twitter within minutes of the official announcement. Millions of distasteful posts were shared across social media platforms. This stemmed from the monarchy's past practices of slavery and looting from nations across the globe (Cutsforth, 2022). Although their history was damaging and unacceptable, the #RIPBozo trend acts as another real-world example of a lack of empathy on social media.

Interestingly, the Chinese platform Kuaishou and Russia's VKontakte displayed far less unempathetic content, with most users paying their respects by sharing highlights of the Queen's life (Kuaishou, 2022; VKontakte, 2022). This reinforces earlier studies’ conclusions that culture, location, and other social factors strongly determine how social media affects empathy.

Social media affects users’ empathy and socio-emotional skills differently. Further research with larger data sets is required to obtain more robust, definitive conclusions. Given the rapidly changing nature of platforms, updated research is essential in understanding these effects. Additionally, education should be strengthened for young users, parents, and educators to ensure members maintain a healthy balance between social media and reality (Parlangeli et al., 2019).

Research suggests that developing children and adolescents spend a maximum of three hours per day on social media; anything beyond this period can significantly affect users’ self-view and hinder the brain's effective processing of emotional responses (Cohen, 2021).

Social media’s impact on empathy is complex, varying across cultures, platforms, and age groups. While some studies show concerning links to narcissism and reduced emotional skills, others highlight positive effects in certain contexts. Real-world cases like “Selfies at Funerals” and the #RIPBozo trend reveal how culture shapes whether behaviours are seen as unempathetic or as new forms of expression.

To navigate this, balance is essential. Stronger education for young users and ongoing research into evolving platforms can help ensure social media fosters, rather than undermines, empathy. Offline experiences—face-to-face connection, community, and shared environments—remain vital foundations for wellbeing in a digital age.