How does social media impact, differ or alter cultural diversity? There have been previous concerns that global media, including globalised social media, may have a homogenising effect on global culture, in addition to contributing to the marginalisation of minority cultures (Johnson & Callahan, 2013). I want to share some of the things professional research has found when looking at how cultural identities and social media intertwine.

Social Media Changing Cultural Identity

Research professionals understand that globalisation – in which all cultures may have access to information and knowledge from all over the globe (Arnett, 2002) – is something that is having a significant consequence of the transformation of identity. According to Arnett, globalisation can impact identity in various ways, largely due to the comparisons drawn between oneself and the social environment they are exposed to. With social media platforms forming a type of communication that has extensive reach across oceans and continents, is it possible that Facebook could alter an entire culture?

Simple differences in social media interactions, compared with offline interactions, could likely contribute to the change in behaviours and languages within cultures. A study examining various media consumption and usage in Spanish speakers found that social media differed in that the frequency of primary-language usage on social media platforms was significantly lower compared to other communication avenues (Velázquez, 2017). The study likely attributed this to the perception of group-inclusiveness and self-preservation, particularly within English-dominant environments online.

How these changes in behaviour will impact the long-term evolution of cultural identity is currently unknown and underresearched.

Social Media Magnifying Minority Cultures

There is also professional literature exploring how social media can be utilised specifically for magnifying minority cultures, in ways that weren’t previously available. This is a concept that has been highlighted by various cultures. A study looking at the use of Snapchat within religious cultures, specifically the Church of Jesus Christ of Latter-day Saints, concluded that “Minority cultures can use social media to enhance minority values and behaviors in ways not envisioned by mainstream social media use” (Callahan, Church, King & Elinzano, 2019, p.1).

This is also a primary concept depicted in a paper published by Johnson and Callahan (2013), in which they state that “New media have the ability to extend cultural perspectives of minority cultures that have historically been marginalised by geographical disadvantages” (p.319). The paper in question explored social media interaction within Garifuna culture, finding further evidence supporting that social media platforms are able to create spaces for extending minority cultures. For example, excerpts within the paper express that while social media exposes the minority culture to “mainstream” content from larger westernised cultures, it also provided a space in which they could access content from others within their own culture which they would not otherwise have come across. Because of this ability to create culture-specific spaces, feelings of marginalisation can actually be eased.

Is Minority Discrimination Perpetuated by Social Media Use?

On social media platforms, all information is more pervasive, most constant, and overall just more. And this includes the distribution of racism and other cultural or minority discrimination. Keum and Miller (2017) discuss how, compared with offline racism, racism perpetuated by social media can be much more pervasive and permanent. In the worst situations, this type of online content can even become “viral”, subjecting minorities to a barrage of online hate and cruelty (Keum & Miller, 2017). They found that not only do individuals feel the effects of personal racist attacks online, but they also carry the burden of vicarious exposure as well.

In addition, one of the first research studies looking at the mental health effects of social media discrimination on cultural minorities found that there is a significant effect on depression and general anxiety symptoms for male Hispanics when they face social media discrimination (Cano et al., 2020). It is not a stretch, based on this research, that there may be significant discomfort and hesitation for some individuals from minority cultures when accessing social media platforms – something that Caucasian users largely do not face.

Social Media & Cultural Diversity: An Information Professional Perspective

As information professionals, a thorough and ongoing understanding of how social media can impact or be different for those in various cultures and identities is crucial in making sure that our professional use of platforms is utilized effectively, thoughtfully and respectfully for everyone who may engage with our content. It is important to understand when we, as professionals, facilitate programs and workshops for digital and social media literacy with patrons that may have a different cultural background from our own. Additionally, it is just as critical to recognise the interactions between social media and cultural differences that are still unknown. Working in a country like Australia we are surrounded by multiculturalism and should not assume that our patrons have the same background we have. It is in our best interest to be aware and respectful of how these intersectional facets affect our interaction with others.

References.

Arnett, J. J. (2002). The psychology of globalisation. The American Psychologist, 57(10), 774-783. doi: 10.1037/0003-066X.57.10.774

Barker, V. & Ota, H. (2011). Mixi Diary versus Facebook photos: Social networking site use among Japanese and Caucasian American females. Journal of Intercultural Communication Research, 40(1), 39-63. doi: 10.1080/17475759.2011.558321

Callahan, C., Church, S. H., King, J., & Elinzano, M. (2019). Snapchat usage among minority populations. Journal of Media & Religion, 18(1), 1-12. doi: 10.1080/15348423.2019.1639404

Cano, M. A., Schwartz, S. J., MacKinnon, D. P., Keum, B. T. H., Prado, G., Marsiglia, F. F., … Dios, M. A. (2020). Exposure to ethnic discrimination in social media and symptoms of anxiety and depression among Hispanic emerging adult: Examining the moderating role of gender. Journal of Clinical Psychology, 77, 571-586. doi: 10.1002/jclp.23050

Johnson, J. L. & Callahan, C. (2013). Minority cultures and social media: Magnifying Garifuna. Journal of Intercultural Communication Research, 42(4), 319-339. doi: 10.1080/17475759.2013.842608

Keum, B. T. & Miller, M. J. (2017). Racism in digital era: Development and initial validation of the perceived online racism scale (PORS v1.0). Journal of Counselling Psychology, 64(3), 310-324. doi: 10.1037/cou0000205

Velázquez, I. I. (2017). Reported literacy, media consumption and social media use as measures of relevance of Spanish as a heritage language. The International Journal of Bilingualism, 21(1)m 21-33. doi: 10.1177/1367006915596377