Essay on Cultural Analysis

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Cultural Analysis Within the past decade, social media has gained worldwide popularity and has become a platform for every day communication. Users are beginning to use social media to fulfil many basic psychological needs in terms of making connections with others and finding a personal identity. The question is: How is social media affecting the way we communicate? How have critics and academics in our culture responded to the upsurge in social media? As social media continues to grow, so does the amount of research on the topic. A study on communication in social networks was conducted in 2013 by Megan Sponcil and Priscilla Gitimu in which 96 Midwestern university students answered a questionnaire inquiring about their social …show more content…
The authors use these findings to explain why social media has gained such popularity in recent years. This popularity is not exclusively for staying connected with friends either. A 2013 study conducted by Melissa Clark, head of Department of Management and Marketing at University of North Alabama, and Joanna Melancon head of Department of Marketing, Western Kentucky University, in which participants answered a questionnaire inquiring about relationship satisfaction, trust, commitment, loyalty, word of mouth and customer satisfaction. The results concluded that companies who actively participate in social media “tend to have better relationships with their followers in terms of customer satisfaction and loyalty” (International Journal of Marketing Studies 132). From this, we can make the assumption that when companies use social media, it helps them to connect better with their customers. However, participants in the study were asked only about companies who use social media. The data could be labeled as biased because they didn’t include data on companies who do not participate in social media. The authors might be making hasty generalizations when interpreting their findings. Popular networking sites are commonly used as a marketing tool because “social media followers perceive higher levels of relationship investment [and] report higher perceptions of relationship quality…than do non followers” (International

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