Digital Identity and Ideal Self-Presentation on Social Media: A Generation Z Study within the Society of the Spectacle

The Society of the Spectacle is a theory proposed by Guy Debord, which asserts that in modern society, reality is replaced by images. This theory argues that individuals transform the world they live in into a “spectacle” through their continuous efforts to present themselves to an audience. The most concrete reflection of the Society of the Spectacle in the digital age is social media platforms, which are especially used intensively by young people and young adults today. On these platforms, users constantly reconstruct their lives to make them visible and socially approved. The aim of this study is to reveal the processes of self-construction and appearance-based awareness levels of Generation Z individuals on social media. The study examines how young individuals construct their identities in these digital spaces, where visuality is particularly emphasized. The research was conducted using a quantitative method and employed two valid psychometric scales. The data were analyzed using SPSS 30.0 software. Descriptive statistics, correlation analysis, independent samples t-tests, and ANOVA were conducted. The study was carried out with 300 participants aged between 18 and 27. Statistical analyses revealed that female participants exhibited significantly higher levels of appearance awareness and digital identity construction compared to male participants. It was also found that individuals in the high-income group engaged in more aesthetic and performative identity presentations on social media.