We are past the times of television and newspapers dominating public opinion. People opt to receive the news firsthand – a possibility social media offers. They also tend to avoid these traditional media because of the probability of being misled by the authorities.
This is why social media has become so important for brands, political campaigns, and showbiz. They seek to bond with their target customers on a personal level. Now, let’s understand the actual impact of social media on reshaping public opinion.
The Role of Social Media in Global Political Movements:
Mobilization of Mass Movements and Amplification of Voices:
Social media allows people from one end of the globe to be in contact, in real-time, with people from the other side of it. The power of social media and how people use it effectively can be seen in how it has shaped the culture of mass movements and protests. It has allowed activists and ordinary citizens to organize and connect large-scale protests with information being shared almost instantly. Platforms like X (formerly known as Twitter) and Facebook are important ingredients for these global movements. Because they give the people space to spread information, organize, and gather support for a cause. All of these things which were previously unimaginable on such a big scale.
People use hashtags, viral posts and live videos to amplify their voices and gain global attention. The use of social media by a diverse range of people from around the world allows for local issues to be broadcast globally. It allows for protests from one side of the world to inspire similar movements elsewhere.
Traditional media is often at risk of being manipulated by higher authorities. On the other hand, social media is more personal giving every individual a voice that can be heard. It simplifies activism. Further allowing anyone with an internet connection and an account to organize, participate and lead a movement.
An example of how social media can cause a global outcry in support of a cause is the #MeToo movement. It started back in 2006 by Tarana Burke but gained momentum in 2017 with its hashtag. It was a way to show the general public the magnitude of the problem. Actress Alyssa Milano encouraged people to share their stories of sexual assault and harassment to create awareness. This call to action led to millions of people around the world pitching in with their experiences.
The impact of this movement led to a global discussion on sexual harassment, especially in the workplace. This resulted in numerous high-class resignations and legal actions being taken against prominent figures in the many industries. It further influences policy changes and increased support for survivors globally. Other similar causes gained momentum because of social media. These are the Black Lives Matter Movement and the Green Earth Movement.
Use of Social Media for Political Campaigns:
TikTok has become the frontline for the 2024 Presidential Campaign for Vice President Kamala Harris. Her use of TikTok to connect with the younger audience through the platform they enjoy could be the winning point for her presidential race.
TikTok is particularly popular among Gen Z and Millenials. The platform is known for its short video format but also focuses on humour and creativity. Memes and trends can be used for politically communicating to the youthful population. This makes it ideal for trying to appeal to young voters who cannot be reached via other conventional forms of media. For instance, Harris’s campaign and others utilize TikTok, using its viral trends including memes, and challenges. It is in search of the people and using a tactic to ensure that the people hear the message.
In addition, the platform also allows talking to people through comments, duets, stitches, and challenges provided by them. That makes it engaging which is important in swaying younger audiences who are voters. So social media is very crucial for politicians. Especially bad ones because every misstep during a campaign can go viral. Those millions of views are something that could impact public opinion against them.
Social Media as a Global Market Influencer:
Driving Consumer Trends:
Social Media allows for people to showcase their whole lifestyles; from where they live, how they dress and what they consume.It has driven the general public’s preferences. That is because the average person imitates what he sees popular people or role models do. This too, has helped the companies make the most of the opportunity by utilizing consumers and marketing.
Influencers on social media hold a huge influence on the people they are targeting. The great surge of Korean Skin Care may illustrate that. Because of how many influencers promoted Korean skincare on their platforms which made people desire to have the same. This goes for not only Skin care but also foods, apparel and games.
Impact on Luxury Markets:
The social media influencers have changed how products are marketed. Even luxury brands approach influencers to promote their product to drive sales and popularity. Discussions on the brands or products on Instagram or X can influence the luxury goods market. Which has significant effects on both primary and secondary markets.
An example of this is Hermes’s recent price hike, which sparked conversations on social media and will likely impact demand and prices in the secondary market.
Cultural and Economic Ripple Effects:
The culture is influenced in a big way by social media. It has led to the rapid consumption of music, fashion and ideas worldwide. The dance crazes that swept social media sites like Instagram and TikTok have affected the music industry. Just like the Billboard Hot 100, the sudden popularity of old music and the changing advertisements of the songs. The growing demand in the market for Korean bands and songs is also a prominent example of social media influence. Because it was due to the continued discussion over it on social media which directly impacted the global consumption of K-pop.
Social media and its impact on public opinion are likely to bring some economic effects. It can affect the stock market, brand equity as well as the pattern of purchases by the people. Also, the boom and bust cycles of cryptocurrency can be tracked to these channels. More so, the tweets of prominent people like Elon Musk are good examples of social media fads and illustrate perfectly the market swings in such a phenomenon.
Conclusion:
It is evident how much social media has impacted public opinion and market trends over the years. By allowing quick communication and activating people’s movements, it has enabled nations and societies to work for social and political changes. Thereby altering consumer practices and market trends. With more social media being integrated into society, the ability to recognize and respect the power of social media is important. It will, in one way or another, determine how well the positive change that can be created using social media will happen.
