Testing the causal impact of social media around the globe

With more than half of the world’s population using social media, its influence on our lives is undeniable. However, much of the existing research on social media’s effects has been concentrated in the US and UK, leaving a significant gap in understanding how these platforms impact individuals in other parts of the world. Emerging evidence suggests that social media’s effects may vary widely across different cultural, economic, and political contexts. This raises critical questions about its role in shaping polarization, intergroup attitudes, and well-being globally.

To address this gap, Dr. Steve Rathje and his team at New York University are leading a global field experiment across 23 countries, involving over 8,000 participants. The project aims to provide rare causal evidence on how social media influences key psychological outcomes, such as polarization, trust, political participation, and belief in misinformation. By examining these effects on a global scale, the study seeks to uncover how social media’s impact varies across diverse cultural and national contexts.

The methodology of this ambitious project is modelled after prior social media deactivation studies. Participants will be incentivized to reduce their social media screen time for two weeks. During this period, researchers will assess changes in their news knowledge, exposure to online hostility, intergroup attitudes, and overall well-being. The study will also explore how country-level factors, such as income inequality and democratic strength, as well as individual differences, moderate the effects of social media cessation.

This large-scale field experiment is a collaborative effort involving over 200 researchers from around the world. Pilot studies have already been conducted in the US, UK, and Brazil, and the team is preparing to launch primary data collection soon. The global dataset resulting from this research will offer invaluable insights into the nuanced effects of social media, informing ongoing debates about its role in society.