From: nikhil.kamath
The widespread adoption of social media has profoundly influenced how individuals perceive themselves and interact with culture, especially among younger generations. The drive for validation and the changing landscape of content consumption are key aspects of this impact [01:19:18].
Identity and Self-Perception
Social media platforms foster a culture where external validation plays a significant role in shaping identity. The desire for recognition and appreciation, exemplified by the pursuit of “blue ticks” or celebrity interactions, highlights this need [01:22:02]. For many, a “like” or a share on platforms like Instagram serves as a form of positive feedback and validation [01:22:22]. This focus on public perception can lead to individuals presenting a “version” of themselves online that contradicts their true feelings, creating a disconnect between outward presentation and internal reality [02:22:52]. The constant pursuit of an “acceptable” online persona can be detrimental to mental well-being [02:23:07].
“I almost have this like I know what people think when I walk into a room or I know what they expect me to be like and I know what kind of perception they would have of me so immediately there’s like pressure.” [03:20:00]
The environment created by social media can lead to a perceived need for “performance” in daily life, where every action is a “presentation” [02:21:57]. This phenomenon suggests that for Gen Z, confidence might be portrayed rather than truly possessed, as they may have theoretical knowledge of catastrophic events without pragmatic experience [02:21:33].
Influence on Culture and Consumption
Social media has fundamentally altered consumer behavior and cultural trends:
- Changing Shopping Patterns: Younger generations are increasingly comfortable shopping online, often driven by Instagram ads and direct-to-consumer (D2C) brands [01:24:08]. This contrasts with previous generations who preferred to see and feel products in person [01:05:44]. The “discovery” aspect of finding products through organic content, rather than explicit advertisements, also plays a role in purchasing decisions [01:25:47].
- Desire for Experience over Ownership: There is a shift away from ownership, with a preference for convenience and experiences. This is evident in the growing trend of renting items like clothes in cities like Mumbai [01:09:12]. Consumers are increasingly willing to pay for experiences, even from lower-income backgrounds, with activities like watching films in cinemas being perceived as valuable family outings [01:11:12].
- Social Media Platforms as Cultural Hubs: Instagram is particularly relevant for younger demographics, offering a blend of shopping, entertainment, and information consumption. Its versatility—allowing short videos, long videos, talks, music, and branded content—makes it a central platform for various age groups [01:29:51].
- The Rise of the Influencer: The role of the influencer has become a prominent and aspirational career path for Gen Z [02:10:46]. While some influencers are driven by genuine passion for educating or sharing, others may pursue it for superficial reasons. The line between traditional celebrities (like Bollywood actors) and influencers is blurring, with some arguing that influencers are not a threat but rather a separate form of content [02:08:48]. Influencers hold a responsibility for the content they promote, just as anyone posting online influences others [02:09:52].
- Changing Aspirations: Traditional role models like cricketers and actors are being supplemented by entrepreneurs. There is a perceived need to “sell the narrative” of diverse entrepreneurial paths, moving beyond stereotypes to encourage younger generations to take risks and create wealth [01:36:32].
- Conformity vs. Individuality: Older generations often promoted conformity, which may no longer be effective for Gen Z. The importance of individuality and self-discovery is highlighted as crucial for personal and societal evolution [01:39:52].
Addressing Societal Issues
Gen Z has inherited a world with significant social, economic, and political issues [02:19:50]. While sometimes labeled as “entitled” or “too woke,” this generation views their activism as an attempt to rectify past issues and build a better future, especially since they represent a large percentage of the population [02:20:04]. They seek greater participation in conversations that will shape their future, feeling that they are not given enough opportunities to voice their opinions [02:19:57].
In conclusion, social media’s pervasive influence on identity and culture is multifaceted. It fosters new forms of self-expression and validation, reshapes consumer behavior, and empowers younger generations to engage with societal issues, while also presenting challenges related to authenticity and mental well-being. The future of social media will likely continue this trend of integrating into daily life and shaping cultural norms.