How Social Media Impacts the Future of Cultural Taste | by Sharon Gray | May 2022


I have always been fascinated by the Internet and its components, my first interaction with the interface dates back to 2005 when Yahoo! Messenger was all the rage. My mother couldn’t afford a family computer at the time, so I always begged her for 100 naira ($1 – adjusted for inflation), to buy about 1 hour of computer time at the neighborhood cybercafé. Hour 1 generally sped up because I was just surfing and surfing, brimming with excitement as I stared wide-eyed at the screen. For me, the Internet was not only a communication tool, it was a means of socialization.

Ever since MySpace made history as the first Internet company to reach 1 million active users, social media has been a concept and a product that has been loved and loathed with equal intensity. Often opposing demographics but never opposing psychographics – the reason for demographic disparities is rooted in developmental differences, however, psychographic factors ensure everyone has a place on social media. Everyone is welcome, that’s why group chats and Twitter factions exist, and that’s why Facebook favors organic engagements on group pages over business page announcements

I know the various tech companies have been criticized for their reliance on social engineering platforms and people’s attention – however, it’s important to highlight some of the great social media they’ve done and will continue to do, especially acting as a melting pot for national and sub-cultural cultures. around the world to synthesize informal language, fashion and style, design and aesthetics,

The nature of social media is to promote exposure, whether for your thoughts or your looks, and the reward for exposure is validation and replication. One person’s opinions turn to another person’s belief across the world, usually beyond propaganda, but focused on self-awareness, personal space, and self-esteem. One London girl’s personal style is replicated experimentally by another girl in Lagos, Nigeria – she is complimented by everyone for her unique sense of style, it reinforces her decision and completes the behavior change process.

The merging of cultural elements across the globe is evident in the emergence of the positively rebellious nature of Generation Z. They are not bound by the developmental parameters of older generations simply because the social learning process, which is a key learning principle in the development of conscious beings, is not limited to their immediate environmental mores and norms.

They can choose their tribe and instinctively absorb the different parts of various cultures that interest them; music, fashion, social beliefs and well-being are unconsciously redesigned for good, and eventually, generations to come can perceive adaptive sensations beyond the parameters of their physical environment – ​​it now literally takes a global village to raise a child.

With the emergence of mainstream immersive technology products and platforms such as AI, VR, and Metaverse in the mainstream market, the simulation of social interactions between cultures will become more real-time and synthesized. I wonder what this eventual global cultural personality will mean for marketers, product and brand managers, PR and digital marketers when it comes to segmentation and targeting. One thing is clear, however, the Internet has established itself as one of the forces of societal socialization.

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