Social Media’s Influence on American Culture

When people are on a train, waiting in line at Starbucks, or eating in the cafeteria majority of them are most likely on their cellphones either checking or updating their social media newsfeeds. While these individuals are browsing social media they are bombarded with endorsements from celebrities and consumers. A product could be anything from fashion, food, technology, music, etc. As social media users scroll through their newsfeed they may like, retweet or share the post about the product. I am guilty of liking a celebrity’s Facebook post or tweet about a product because I really admire the person. Moreover, I have tweeted about a product that I really loved. These situations have caused me to wonder: Has endorsements of products on social media become a cultural norm in American society?

Research concluded that “by 2011, approximately 83% of Fortune 500 companies were using some form of social media to connect with consumers” (Naylor, Lamberton, and West 105).  This statistic denotes that social media is more accessible than television, radio, and print when advertising products to a mass of consumers. Since social media is not bound to location or time, businesses and individuals can post about products anytime or any place. This statistic relates to American culture because endorsing items on social media is a commonality today in American society. According to InternetLiveStats.com, Twitter has 500 million tweets per day worldwide; this capacity of tweets per day highlights how accustomed people are to voicing thoughts on social media. Similarly, it emphasizes that social media is a popular way to communicate to a mass of people.

In Cultural Studies: Theory and Practice, Raymond Williams claims that “culture…is constituted by: the meanings generated by ordinary men and women; the lived experiences of its participants; and the texts and practices engaged in by all people as they conduct their lives” (46). Therefore, a mass of individuals supporting various products through social media in the United States could be considered an American practice with the vast amount of people engaged in it. Social media has a cultural aspect with different types of women and men designating significance to items when they broadcast their favor of products on social media. This action of tweeting or posting identifies the meaning that is attached to the products.

With social media functioning as an avenue to reach consumers online, it is no surprise that some companies might have celebrities who endorse products on their personal accounts. According to Wood and Bulkhater, "by following celebrities on Twitter, fans get a glimpse into the daily lives of their favorite celebrities, and they have a way to directly communicate with celebrities, all in real time" (133).  This notes how fans have access to the actions and thoughts of their beloved celebrities. Likewise, the fans have a direct source to knowing which brands celebrities are supporting. With celebrities being influential on their fans it could infer that seeing celebrities’ latest trends on social media could pique the consumer interest of the fans. 

For example, Oprah Winfrey made a tweet about the Windows Surface:

Since Winfrey is an inspiring person, for her career as a journalist and her willingness to support others, this post could have caused some fans to become interested in Windows’ Surface. Winfrey is also known nationally and internationally as a successful African-American woman regarding books, television shows, and businesses. Therefore, if she favors a product it is implied that the product is credible because of her status. This example notes how a celebrity can draw fans attention to a particular product.

Endorsement of products on social media is becoming more common in society. A multitude of people are voicing their thoughts on products from celebrities to millennials. The question we need to ask ourselves is: Does social media influence our consumer purchases?