Visual Phatic Communication among Jordanian Users of Snap-chat Streaks

Abstract

This study investigates the effect of gender and age on phatic communication through Snapchat streaks among Jordanian Snapchat users. It tests whether Snapchat streaking behaviour differs across gender and age groups. It focuses on three areas, including streak maintenance patterns, visual content types preferred by users, and perception of emotional and relational aspects that users associate with streaking. The study adopts a mixed-methods approach that includes a survey of 100 participants, quantitative visual analysis of streak images, and semi‑structured interviews with 50 participants. The findings show that both Jordanian males and females actively use exchanges of Snap streaks for purposes of digital connection. However, Snapchat streaking reveals gender and age-based differences in both streaking patterns and the use of visual content type; for example, females are more likely than males to maintain longer Streaks, and younger users show a stronger tendency to actively engage in Snapchat streaks and to maintain them.  These gendered preferences resonate with wider sociocultural norms and further demonstrate that the phaticity of Snapchat streaks functions as a simple yet symbolically rich ritual of digital connection.