An epidemic of “Communal narcissism” in Hong Kong’s social media influence

October 11, 2024 – (Hong Kong) Although narcissism in its various forms has long been associated with the use of social media, social narcissism represents a subtle and ingrained variation among people with influence of Hong Kong. Unlike classical narcissists who blow their ego to excess, social narcissists mask their high sense of self-aggrandizement with a clear sense of selflessness and consideration for society. They present themselves as good leaders, saviors of society, and paragons of virtue – all while seeking admiration and validation.

Social narcissists are wolves in sheep’s clothing. They develop an image of selflessness and moral superiority, but it’s all for self-gratification and power. It is narcissism masquerading as enlightened leadership.

This type of narcissism seems to have been made for Hong Kong’s highly connected, status-conscious culture, where “face” and social capital are valuable assets. The city’s unique blend of Eastern collectivism and Western individualism provides fertile ground for social narcissists to thrive, especially on social media.

This pattern of behavior – an outward kindness that hides an insatiable need to be admired – is a symptom of social narcissism. Unlike classical narcissists who may boast about personal accomplishments or physical attributes, social narcissists derive their sense of superiority from being seen as righteous and conscientious in society.

They present themselves as saviors, as uniquely compassionate people who can solve society’s problems. It’s a smart strategy in a culture that rewards shared prosperity. By sticking to logic, they make it difficult to criticize them without it seeming petty or selfish.

This dynamic is happening all over Hong Kong’s social media sites. Influencers rally their followers around social causes, lifestyles, position themselves as the voices of their generation, and cultivate a cult-like following through a combination of persuasion and intimidation.

Jason, a fitness influencer with a huge following on Instagram and YouTube, introduces this technique. Her feed is a series of exercise videos interspersed with compassionate talks about mental health awareness and physical fitness. “We’re not just building a better body, we’re building a better world!” is his signature phrase.

However, the former gym workers paint a picture of a man who is obsessed with his image and who will not tolerate anything that could damage his heroic personality. A former trainer says: “He would reprimand the staff if the lighting was not suitable for his videos or if someone dared to work behind the scenes. “It was all about maintaining this image of the perfect teacher.”

This distinction between public personality and private behavior is a recurring theme among Hong Kong’s conflict-promoters. They teach authenticity as they carefully craft every aspect of their online presence. They support humility while seeking constant praise and validation from fans and employees alike.

The rise of social narcissism among Hong Kong’s social media stars reflects broader social changes. In a city struggling with political instability and generational divisions, these influencers are emerging as beacons of hope and agents of change. They tap into the youth’s desire to have meaning and to belong, to give a sense of community and purpose – although it is always based on the selfishness of the person who inspires.

“It’s a perfect storm of cultural factors,” says a local sociologist. “You have a generation that has been raised on social media, that is willing to seek validation through their likes and followings. You have a society that values ​​collective harmony but also material success. And you have and traditional power structures being disrupted by technology. It is natural for new forms of leadership and influence to emerge.”

The impact of this epidemic of communal narcissism extends beyond the digital realm. As these influencers gather large followings, they wield significant cultural and economic power. Brands are desperate for their sympathy, political parties want their support, and young people are looking to them for guidance and inspiration.

“The danger is that we elevate people who are really selfish to be in a position to have real influence. Their followers make the mistake of having a background and conflate access to social media with real experience or moral strength.

This distinction between entertainment, activism, and leadership has real-world implications. Narcissists may advocate for good causes, but their involvement is often shallow and self-centered. They reduce complex social media to simple hashtags and photo opportunities, prioritizing optics over substance.

Martin Yuen, a community organizer who has seen them for a long time, says: “It is slow to use steroids. “These influencers come in, raise awareness for the day, take some photos, and then move on to the next step. They leave a trail of failed efforts and disillusioned volunteers.”

Furthermore, the example set by these social narcissists shapes the aspirations and behavior of their young followers. In a survey of Hong Kong university students, 68% listed “being an influencer” as a desired career path, citing the ability to “make a difference” and “inspire others” as the most important things. main motivation.

We see a growing generation valuing appearance and quality. There is a belief that unless you spread your good deeds to the world, they are useless. It establishes an effective system of ethics and social responsibility.

This change has implications for cultural institutions and power structures in Hong Kong. As young people continue to turn to influencers for guidance and validation, established authorities – from government agencies to academic institutions – find themselves struggling to maintain relevance and credibility. These communal narcissists fill the void. In times of uncertainty and rapid change, they provide simple answers and a sense of belonging. It is a powerful attraction, especially for young people who are looking for guidance.

The question then becomes: How can Hong Kong deal with this increase in social theft among its elite? Experts agree that a multi-pronged approach is needed, combining media literacy, mental health support, and re-examining social values. We need to teach young people to think seriously about what they eat. Looking beyond the polished images and motivational statements and questioning the true feelings of these influencers.

There are also calls for social media platforms to play a more active role in curbing the spread of bad behaviour. “The platform’s algorithms reward engagement more than anything else, which often means promoting amazing and boastful posts. They need to think about the long-term social impact of the content they promote. .Some activists themselves are beginning to push back against the tide of social narcissism.

Often these influencers are as much victims as perpetrators. Caught in a never-ending cycle of performance, they are always looking for validation. It’s a recipe for burnout and an identity crisis. The important thing is to change our values. We need to celebrate true community spirit more than practical sacrifice. We need to create spaces where young people can find meaning and experience offline, not just through a screen. Finally, solving the epidemic of narcissism among Hong Kong’s social media stars is not a matter of arresting a few high-profile influencers. It’s about reevaluating our collective relationship with technology, fame, and what it really means to have a positive impact on society.