In today's digital age, social media is something we can't live without today and it definitely shows. We check our socials when we wake up, while we're doing our day to day activities and before we head to bed; we are clearly immersed in the world of social networks. Thus, its obvious that it has brought both positive and negative impact in our lives. The academic field, communication and many more have seen drastic changes ever since social media made its debut with MySpace and Facebook. In this discussion, we'll be looking at a particular transformation which was brought by the presence of social media and that is society's intercultural perspective. We'll also be looking at how psychology plays a major role in shifting this particular evolution in society.
Social media offers a forum for social comparison with members of other cultural groups as well as with peers. Users frequently discover themselves contrasting their ideals, accomplishments, and lives with those of people from different backgrounds. their cultural identities can be significantly impacted by this comparing behaviour since it makes them consider their own ancestry and values. Social comparison has positive as well as negative impacts on cultural identity. It can encourage people to interact with and learn from others as well as develop a greater appreciation of their own culture. In an effort to adjust to existing cultural norms, it can also result in assimilation or cultural uneasiness.
Next, let's discuss how society's emotions greatly play a role in their own intercultural perspective. Our social media cultural perceptions depend heavily on our emotions. Content that draws attention to injustices, traditions, or festivals may cause powerful emotional reactions. Cultural content has the power to evoke feelings of empathy, anger, joy, and grief as well as to change our perspectives and understanding. Videos showing, for instance, instances of generosity or perseverance in the face of hardship within a particular culture might increase one's appreciation of that culture. On the other hand, when false information or stereotypes are present, emotional reactions can also serve to strengthen preconceptions and biases.
Cognitive dissonance, a state of mental discomfort that occurs when our beliefs conflict with new information, can be brought on by encountering diverse cultural ideas on social media. Feeling discomfort may encourage people to reflect on their cultural presumptions and strive for a more inclusive worldview, which can lead to personal growth. Since cognitive dissonance can make people consider their prejudices and preconceptions more carefully, it has implications for how people interpret culture. It presents a challenge for us to balance the diversity and depth of the world's civilizations with our preconceived beliefs.
On October 27th, the company “Big Pharmacy released a racially insulting advertisement on TikTok that was offensive to hindus for insulting a very important aspect of their religion by having a male chinese influencer that goes by the alias ”Songbill", wearing an “Indian” outfit and scanning items at the counter with a “bindi” drawn on his forehead with a marker. This incident had caused an uproar on social media. Within hours of the advertisement being posted on TikTok, social media platforms were inundated with criticisms, protests, and demands for accountability. People of Hindu faith, along with supporters of cultural sensitivity, voiced their outrage and disappointment. The point is, social media content, like "Big Pharmacy" ad, can evoke strong emotional responses in viewers. Such emotionally charged content may lead to heightened emotional reactions, both positive and negative, which can, in turn, influence cultural interpretation. For instance, outrage and anger in response to the ad may impact how individuals perceive and interpret Hindu culture, potentially fostering a sense of injustice and cultural misappropriation.
In conclusion, Social media is a major factor in how we interpret culture in the age of the internet. In addition to being an effective tool for learning and cultural exchange, it presents difficulties with regard to emotional reactions, social comparison, and cognitive biases. The environment is made more complex by the impact of algorithms and the psychology of virality. Being conscious is necessary while navigating the complex connection between psychology, social media, and cultural interpretation. Users need to actively seek out different viewpoints, examine their prejudices, and interact with information that contradicts their worldviews. By doing this, we may take advantage of social media's ability to promote more empathy and understanding across cultures in our globalised society.
Ameerul Haziq is a content creator under the Newswav Creator programme, where you get to express yourself, be a citizen journalist, and at the same time monetize your content & reach millions of users on Newswav. Log in to creator.newswav.com and become a Newswav Creator now!
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