ClubHouse is a new social network that is invite only and based on voice. How can we explain the growing interest to the network? Is it the result of a demand for such kind of social networking or rather an aggressive PR campaign? To answer these questions we will talk to UrIH’s psychologists: Maria Lavrova, Senior Lecturer at the Department of Clinical Psychology and Psychophysiology, and Rustam Muslumov, Associate Professor at the Department of Pedagogy and Psychology of Education.
From the view of psychology, what is the allure of social network?
Maria Lavrova: Social networks were initially created for communication and new acquaintances. But today they help people all over the world to meet almost all their basic needs. A user may meet their need to belong to a certain community and the need for self-esteem through followers and likes. The creation of a unique personal account is also an attempt at self-expression. Thus, social networks are the powerful tool for achieving social approval and recognition.
Ruslan Muslumov: I would add that social networks today compete with the real life communication due to the growing pool of opportunities to transform, widening potential audience, some degree of confidentiality and more social actions possible. Thanks to the fact that most of “social protocols” do not work on the internet, users have more opportunities for creativity and risk-taking to show themselves out.
What is behind the interest in ClubHouse then? It is based on voice only – no recordings, no photos, no texts, no comments… Not so many opportunities for self-expression are available there. No likes at all!
Maria Lavrova: ClubHouse is invite only. This requirement speaks to the need of belonging to a group and signifies some exceptionalism and status. Such grandees as Ilon Musk and Oleg Tinkov use ClubHouse. Now the app is available only on the App Store for iOS devices. It also makes it something that is not for everyone. That, of course, triggers curiosity and interest.
Ruslan Muslumov: I would agree. The idea that a recourse is limited is a popular tool that stimulates interest and triggers a quest for limited resources”. Instagram stories are based on that. They disappear after 24 hours. So, you have to catch them in time.
In your view, what is ClubHouse? Whether it is a breakthrough that helps to meet the needs of the audience or it is rather a commercial product that is aggressively promoted?
Maria Lavrova: I see ClubHouse as a marketing story. This story was created taking into consideration psychological needs of users. The creators also correctly predicted the audience’s behavior. Only time will tell for how long it will retain leadership position.
Ruslan Muslumov: The reality is that many projects compete for users’ attention. That kind of projects need to be aggressive promoted in order to succeed. Otherwise, they will not reach its target audience. In my view, exactly that sort of aggressiveness is intrinsic to ClubHouse.
Among the trends in the world of social networks are the individualized content and elitism. I suppose the popularity of ClubHouse to be the result of the popularity of its specific users, “opinion leaders” that definitely have considerable influence on the internet community.
Создано / Изменено: 8 марта 2021 / 16 сентября 2021
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