TITLE:
Exploring the Interplay between Social Media Use, Identity Anxiety, Social Comparison, and Gender Attitudes in China: A Xiaohongshu-Based Perspective
AUTHORS:
Liang Jing
KEYWORDS:
Active and Passive Social Networking Site Use, Social Comparison, Identity Anxiety, Attitudes Toward Gender Equality
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.5,
May
30,
2025
ABSTRACT: Objective: This study examined how different patterns of social media use—namely active and passive engagement on Xiaohongshu—affect users’ attitudes toward gender equality, and how these relationships are moderated by identity anxiety and social comparison. Method: A sample of 507 Chinese adults completed measures of social networking site (SNS) use, identity anxiety, social comparison, and gender attitudes. Structural equation modeling was employed to test hypothesized moderation effects. Results: Neither active nor passive SNS use independently predicted attitudes toward gender equality. However, identity anxiety significantly moderated both relationships. Specifically, SNS use was positively associated with egalitarian gender attitudes among individuals with low identity anxiety but negatively associated among those with high identity anxiety. Social comparison did not significantly moderate the effects. Conclusions: These findings suggest that the psychological context in which SNS is used—particularly one’s level of identity anxiety—critically influences how digital engagement shapes social beliefs. The implications point to the importance of digital literacy, targeted mental health support, and inclusive platform design in promoting egalitarian attitudes.