Abstract

The aim of the study was to identify the characteristics of the digital idealisation of happiness in social networks among education seekers. The methodology for examining the concept of happiness in the digital environment included a comprehensive analysis of interdisciplinary literature, a theoretical generalisation of the transformation of the concept under the influence of digital culture (particularly in the social networks Instagram, TikTok, and Facebook), and a content analysis of public accounts belonging to young people, with emphasis on the phenomena of digital idealisation, social comparison, and online self-representation. The study revealed that success in the digital environment for young people in Kyrgyzstan is shaped by a complex interplay of digital idealisation, social comparison, and online self-representation. It was found that young users post content that highlights material achievements, travel, career success, and an active lifestyle, thereby constructing an idealised perception of happiness. It was further noted that this content is often accompanied by positive vocabulary, metaphors, hyperbole, and hashtags, which amplify emotional impact and foster a high level of audience engagement. Simultaneously, this creates additional pressure on young individuals striving to meet these perceived standards, frequently resulting in cognitive dissonance and stress due to the mismatch between real life and digital “ideality”. The study also observed that audience reactions increase the perceived importance of digital validation of success, leading to a shift in values from genuine happiness to its virtual representation. This phenomenon manifests not only in attempts at self-realisation but also in emotional fatigue, anxiety, and heightened social sensitivity. The findings indicated that the perception of success among young people in Kyrgyzstan within the digital environment is shaped by an idealised virtual image of happiness, driven by social comparison, positive online self-representation, and a dependence on digital validation. The practical significance of this study lies in its potential application by educational institutions, psychologists, and social workers to develop programmes for digital hygiene, critical thinking, and psycho-emotional support for young people navigating the digital space

Keywords

emotional well-being; virtual images; psychological discomfort; social comparisons; technological influence

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