Analyzing Social Media's Impact on Global Culture: Report

This report explores the influence of social media on the spread of global culture. It examines how platforms like Facebook, YouTube, Instagram, and Twitter facilitate cultural exchange and communication, enabling users to share information about their countries, beliefs, and traditions. The report references the Diffusion of Innovation Theory, highlighting the role of relative advantage, trialability, complexity, compatibility, and observability in the adoption of new ideas. It concludes that social media significantly impacts the globalization of culture by promoting intercultural adaptation and communication. The report references books and journals to support its arguments, providing a comprehensive overview of the subject.

Contemporary Society
in a Global World

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLSUSION.............................................................................................................................1
REFERENCES................................................................................................................................2

The ways social media have influenced the spread of a global culture
INTRODUCTION
Social media plays significant role in spreading culture from one nation to other. Through
social media individual can communicate, interact, share message and information with each
other efficiently. In this context, the present study will focus on analysing the role of social
media in influencing the share of global culture.
MAIN BODY
Living in the age of social media has made it easier to be well informed about other
countries. Social media becomes a platform where people living in one country upload their
pictures, share their country’s festivals, beliefs and culture which can be viewed by other people
living in different countries (Jenkins, Ford and Green, 2018). Due to easy access to social media
sites people can promote and share their cultural practices with one another efficiently. The
Diffusion of Innovation Theory (DOI) of globalisation elaborates the advancements and new
ideas spread within a social organisation. According to this theory, five seeming traits influence
the adoption behaviour of users which are relative advantage, trailability, complexity,
compatibility and observability (Sawyer and Chen, 2012). There are four most widely used
social media platform which utilised more frequently by users: Facebook, YouTube, Instagram
and Twitter. Social media greatly influenced the spread of culture in present era. Approximately
2 billion people actively using social media sites in order to interact and communicate with each
other. Through this platform, users share messages and information about their country’s culture
and beliefs which helps in promoting globalisation (Goodrich and De Mooij, 2014).
CONCLSUSION
Social media influences spread of culture effectively. In the study it was found that The
Diffusion of Innovation Theory (DOI) underpins promotion of globalisation through social
media sites.
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REFERENCES
Books and Journals
Goodrich, K. and De Mooij, M., 2014. How ‘social’are social media? A cross-cultural
comparison of online and offline purchase decision influences. Journal of Marketing
Communications, 20(1-2), pp.103-116.
Jenkins, H., Ford, S. and Green, J., 2018. Spreadable media: Creating value and meaning in a
networked culture. NYU press.
Online
Sawyer, R. and Chen, G.M., 2012. The impact of social media on intercultural adaptation.
[Online]. Accessed from :< http://digitalcommons.uri.edu/cgi/viewcontent.cgi?
article=1033&context=com_facpubs>
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