"Keeping up with the Joneses" was an idea far before social media existed. As was worship of the wealthy and celebrities. And the people "most visible" on soci

"Keeping up with the Joneses" was an idea far before social media existed. As was worship of the wealthy and celebrities. And the people "most visible" on social media are very specifically the people we choose to follow. Maybe we can ask why do people choose to follow so many of the "richest/best looking/most successful" people, but that's putting the cart before the horse. We could just as easily ask in the 1980's why people buy so many fashion magazines or watch Lifestyles of the Rich and Famous. This pattern of behavior transcends media formats.