In 1943, the American psychologist Abraham Maslow developed his theory of human needs.
According to this theory, humans have a need for esteem (gaining respect and recognition within our communities) and self-actualisation (realisation of one’s potential). Neither of these can occur without first an understanding of who we currently are. Sharing a list, then, is a way of saying to others, “this is me!”.
But sharing your Wrapped list serves more functions than simply self-expression. It facilitates social comparison and social connection.
SOCIAL COMPARISON
In 1954, American social psychologist Leon Festinger published his social comparison theory.
He believed humans are naturally inclined to compare themselves to others. We constantly evaluate where we stand in relation to those around us.
When you post your Wrapped list, you aren’t just saying, “this is what I listened to” or “this is who I am”. You’re also inviting others to engage in a subtle social dialogue.
Seeing someone else with the same song on their list might spark a sense of connection. Seeing that you’re in the top 1 per cent of Taylor Swift fans might make you feel even a little superior (and others a little envious).
(As a side note, I hope this happens to me again this year.)
Seeing someone else’s Wrapped can also inspire and validate. If a friend’s list includes a mix of genres you’ve never explored, you might feel encouraged to branch out. Or you might see someone else’s list and feel relieved you’re not the only one obsessed with an artist.
Whether conscious or subconscious, these comparisons drive engagement with Spotify.
