Social media pressure and its effects on youth behaviour and wellbeing: A case study from south africa

Social media has become an integral part of young people’s daily lives, shaping social interaction, emotional wellbeing, and behavioural choices. While global studies highlight both positive and negative effects, limited qualitative research has explored these dynamics within rural South African contexts. The purpose of this study is to understand how social media affects young people's daily lives. The study adopted a qualitative, interpretivist approach. It was conducted in the OR Tambo District Municipality, located in the Eastern Cape Province of South Africa, a predominantly rural area characterised by high youth unemployment and widespread social media use. Using purposive and snowball sampling, data were collected from twenty-four (24) social media users using Google Forms as the semi-structured interview guide and administered via WhatsApp. The data were analysed using thematic analysis. The findings indicate that social media outcomes in young people's lives are twofold; it may have a positive effect on them and put them at risk. Participants reported motivation, emotional coping, and inspiration, alongside exposure to peer pressure, financial risk, and online scams in the use of social media. They demonstrated critical awareness and self-regulation, and expressed concern about online safety and the need for greater guidance and platform accountability. This study contributes to knowledge by challenging deficit-based narratives that portray young people as passive victims of social media. It foregrounds the rural South Africa social media users' perspective and advances eco-humanistic scholarship by situating social media use within interconnected social, economic, and ethical systems.