Social Media in the Marketing Context

Chapter 4

Culture

Abstract

Culture affects every aspect of our lives, from the things we value to the way in which we behave. The creation of a new environment in which consumers can communicate means that these cultural aspects have been transferred onto these new social media platforms, culminating in their own unique cultural characteristics and tendencies. This chapter starts by explaining the importance of culture in the context of the social media environment. This is followed by a discussion on postmodernism and how the characteristics of this cultural change are amplified in the social media environment. Next, the topic of consumer culture theory and tribalism is also discussed in detail in relation to its links to postmodernism and social ...