Media and Communication Perspectives on Snapchat Behavioural Trends: A Cross-National Survey of Snapchat Rituals, Wellbeing, and Platform Labour

Abstract

Snapchat ephemeral content, streaks, and augmented-reality filters have changed the rules of digital life, especially among Gen Z. In spite of the fact that the platform serves in all countries, the psychological effects of the dominant features of the platform in different cultural contexts remain underexplored. This study was conducted in a cross-national analysis to examine the influence of cultural dimensions on the nature of Gen Z users' experience of Fear of Missing Out (FOMO), burnout, and platform labour in the United States, India, and Saudi Arabia. The study conducted a cross-sectional survey of 600 respondents and analysed it using ANOVA, regression, moderation, and mediation (200 respondents in each country recruited through snowball sampling). The results indicated that Indian users had the highest levels of FOMO, and these results were linked to collectivist pressures. Algorithmic literacy and streak rituals were shown to be valid predictors of FOMO, and that individualist orientations moderated this connection. FOMO also mediated the connection between streaks and burnout, and Saudi users invoked ghosting streaks because of certain restrictive contextual circumstances, depicting defensive coping styles. Collectively, these findings reveal the need to design platforms and policies in a culturally sensitive context to address algorithmic exploitation and user well-being at a global level, like the Digital Services Act in the EU.