Final Academic Paper
Social Media: An Aspect of Popular Culture
George Orwell once said that one of the tactics if not the main tactic that big brother uses to keep
control of the masses is to constantly interrupt their thoughts with flashing images and pictures,
loud noises and discontinuous talking. Having all the mentioned features, social media is
promulgating its roots in society. As an integral part of society, it has completely changed the
way people communicate and interact with each other and provides new identities to them. This
platform is invading every aspect of our life whether it is social or private. As a digital landscape
it is constructing new culture, giving new identities to humans, and determining the level of
satisfaction.
In today’s digital world, social media has become a powerful instrument in creating and
constructing new identities. Social media platforms such as Facebook, Instagram and twitter
have provided huge opportunities for individuals to experience various aspects of life, but they
are showing only those relations, achievements and experiences of an individual which present a
desired image for other users and hide or filter out less favorable aspects of their life. Gray Day
also points out this aspect of media in his article. He wrote that “at a very general level
bodybuilding is part of an overall focus on the body which permeates every aspect of the media
and represents consumer society's concern with the outside rather than the inside, with surface
rather than depth” (Day, 1990). Furthermore, the main purpose of showing an ideal life is to
make other users aware of their imperfect life and this action raises a desire for a perfect life. To
achieve this type of life the users only share those moments in life which match with the perfect
life and hide their inner and actual identity. In actual essence they are living with an identity
which is designed by digital forces.
Social media is enforcing a new culture which is popular as well as acceptable to all. It creates
filters which limit the exposure to diverse perspectives and reinforces existing powerful culture.
Paul O’flinn also expresses the same type of concern regarding local and distinct cultures. He
wrote in this article that” the apparently meaningless T -shirt in fact marks is the collapse of the
local, the distinct, the different, the strange, the unique, the parochial and the eccentric, all
absorbed into a world market which seeks to obliterate cultural specificity, regional variety and
national tradition in order to function more efficiently” (O’Flinn, 1990). Social media presents
powerful culture in such a way that users get affected by this culture. Digital forces are
manipulating users in such a way that users consider their culture as inferior and start to follow
the culture which is shown on social media. For instance, in Gilgit Baltistan brides and grooms
were wearing local clothes and local caps during their marriages, but after the arrival of social
media, now brides are wearing specially designed clothes and grooms are wearing suits in their
marriages. In addition to this, various other customs are also getting mixed up with the Northern
Area’s culture due to the influence and sudden arrival of social media. In short, social media is
distorting our culture and if this continues, in future strong popular culture practices will become
part of our culture diluting the centuries old organic customs.
More importantly, social media defines our satisfaction level as it is a well-made statement that
change is the only constant in this world. Social media capitalizes on these certain changes in our
emotions and psychology. For instance, if people do not receive any notification or update from
social media platforms, they feel that there is something missing and it creates a void sense in
them. This can easily be observed if they lost their phone or if they are not allowed to check
social media for three hours, these actions would generate anxiety and frustration. They even lost
control and at that time they wanted their mobile phone at any cost. Moreover, they want to
know have they received any notification or not. Obviously, people are opening and closing
social media platforms hundreds of times a day. These repetitions are giving comfort to them.
Gray Day also endorsed this idea in his article, and he wrote that repetitions lie at the heart of
popular culture, and it is a way of jouissance for the consumers (Day, 1990).
One of the major aspects in making social media a major popular culture phenomenon is the
contribution of social media influencers. Social media influencers are so influential that they can
be considered as the architects of modern culture. With huge followings, these people have a lot
of power over trends, consumer choices and societal norms. They go beyond visibility to shape
aspirational lifestyles and cultural paradigms through sponsored content, product endorsements
and curated lifestyles. Influencers act as cultural intermediaries who connect brands with
consumers, thus contributing to the emergence of new cultural narratives. The products they
promote, the causes they support and the lives they lead blend seamlessly into the fabric of
culture shaping the tastes and preferences of their large audiences. This mutual relationship is
evident in a feedback loop where cultural influence is constantly exchanged within digital
communities. In this digital era, influencers are instrumental in reflecting and shaping societal
values and preferences. Their ability to bridge gaps, amplify messages and cultivate cultural
shifts underscores their significance as key players in the ongoing evolution of contemporary
culture.
In the light of above-explained ideas, the deep impact of social media on modern society is
characterized by its influence on identity formation, cultural change and individual happiness.
Just as George Orwell’s warnings about intrusive tactics find parallels in the interruptions of
social media, the platform constructs idealized identities by distorting personal narratives.
Furthermore, it shapes cultural norms that erode local traditions in favor of a globalized,
homogenized culture. The constant need for notifications reflects a digital-era anxiety and shows
how much people depend on social media for satisfaction.
References:
Day,G. (1990). Pose for Thought: Bodybuilding and Other Matters. In G.Day(Ed), Readings in
popular culture (pp.48-58). St. Martin's Press.
O’Flinn, P. (1990). T-shirt and the coming collapse of capitalism. In G.Day(Ed), Readings in
popular culture (pp.68-74). St. Martin's Press