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Impact of social media pattern usage and information sharing on instagram influence and cultural dynamics

This PhD thesis example explores the profound influence of Instagram usage patterns on cultural dynamics and identity formation among university students aged 18-22. The research meticulously analyzes how different types of information shared on Instagram, from educational content to personal narratives, shape users’ cultural perceptions and social interactions. It examines how these interactions either contribute to or detract from social cohesion, employing detailed thematic analysis based on interviews with young female students. Provided by our professional writing service, this thesis utilizes APA citations to analyze qualitative data from young women, offering significant insights into social media’s role in cultural and identity shifts.

May 27, 2024

* The sample essays are for browsing purposes only and are not to be submitted as original work to avoid issues with plagiarism.

SOCIAL MEDIA USAGE 1

Impact of Social Media Pattern Usage and Information Sharing on Instagram Influence and

Cultural Dynamics

Abstract

Instagram is one of the most popular social networking sites among young women,

especially those aged 18 – 22. They use this platform for various purposes, which vary from one

individual to another. For instance, young people may use it for communication or education,

while older people may use it for business. Identity formation or development is a core task

during this age, and this raises the question of how their usage patterns and the type of

information they share affect their identity formation. Additionally, it is important to examine

how usage patterns and the type of information shared affect their cultural dynamics and social

cohesion. Therefore, this research aims to address these questions. Social capital and Goffman

theories mainly guide the research. Six in-depth semi-structured interviews are conducted with

young female university students aged 18 – 22 years, who were frequent Instagram users.

Purposive sampling was used to recruit the participants. Thematic analysis of qualitative

interview findings shed light on the participants’ usage patterns, seeking emotional support,

networking, affirmation and celebration of culture and cultural identity, engaging with the

community and peers, education, viewing fashion trends, academic support, and engaging in the

creative expression. These information sharing patterns lead to the formation of a wide range of

identities, including social, cultural, academic, intellectual, educational, appearance, and fashion

identities. The shared patterns and information also lead to forming, maintaining, and

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transforming different cultures. Additionally, information shared positively and negatively

impacts the social cohesion of the study participants. This research shows that Instagram is a

perfect tool for satisfying the agency and communication needs of women aged 18 – 22. On the

other hand, sharing information on Instagram and interacting with followers can give them a

sense of belonging and social connection.

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CHAPTER ONE

INTRODUCTION

1. Introduction

1. Research Background

Today's use of social media platforms is a universal phenomenon (Elhai et al., 2016;

Pittman and Reich, 2016). Due to the increased prevalence of social media sites in contemporary

society, individuals worldwide share stronger interconnectedness than ever before (Hanna et al.,

2011; Bashir et al., 2021). Research shows that the population that increasingly uses smartphones

is the youth aged 15 – 24 years. This highlights that many high schools and higher education

institutions (colleges and universities) students own smartphones that enable them to access

social media platforms (Olson et al., 2022).

Instagram is one of the most popular social network sites, and around 1 billion active

users log into it monthly (Dixon, 2024). Dean (2024) commented that:

“The 2 billion MAUs made Instagram the 4th largest social network worldwide, with

37.74% of the world’s 5.3 billion internet users accessing the app monthly” (Dean, 2024, para

11).

Among this population, some of the active users of this platform are younger women

aged 16 – 24 years (Moth, 2015). These young women frequently visit the social networking

sites as they seek access to information, highlighting their dependence on these sites for such

resources (Goldstraw and Keegan, 2016).

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Over the last few years, changes have been made in these sites, leading to a significant

increase in information shared in various formats (Chen et al., 2021). In modern society,

engaging with information is a routine practice crucial for individuals across diverse vocations,

skilled fields, and professional communities in various disciplines. The information different

users, including young women, share on Instagram allows them to accomplish different tasks in

private and official capacities (Downey, 2012). The increased need for them to make choices of

the type of information to access has led to differences in their information sharing behaviour

(Bashir et al., 2021).

Instagram users, such as young women, tend to engage with their friends and family

members on this platform to meet their needs, which can be emotional, social, or informational

(Quan-Haase and Young, 2010; Brandtzaeg, 2012). Nevertheless, as this social networking site

presents a wide range of features and serves specific purposes, the usage pattern among this

population does not appear to be the same (Romero et al., 2022).

Users on Instagram make themselves visible by taking and posting images on this

platform. This shows that they need to engage in two ways: self-representation and self-

disclosure. Through these two ways, they can curate their online self and control how their

followers see them. This makes Instagram regarded as a field for youths to explore and showcase

their identities (Subrahmanyam and Smahel, 2011).

As such, young women may construct their online selves in many ways (Atrill, 2015).

For instance, they can develop, edit, and re-edit themselves and even come to a conclusion to

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develop multiple selves. As a result, they decide on the information they need to share to define

themselves in a way that shows their perfect or real self-views (Vogel et al., 2014; Rosenberg and

Egbert, 2011).

As social media continues to expand, students from diverse cultural backgrounds gain

access to communication and the sharing of cultural values, beliefs, and norms. This offers a

unique prospect to study the effect of social media on cultural changes among students (Dukper

et al., 2018). Nevertheless, only some features and aspects of these platforms positively impact

society. Due to the increased number of people using social media platforms are regarded as

essential cyberspaces for multicultural communities to communicate their cultural identities

(Kasemsap, 2015). Because of this, the primary question is how Instagram usage influences and

information shared through the platform influences the cultural dynamic and social cohesion of

young women aged 18 – 22 years.

2. Problem Statement

Social media platforms like Instagram are playing a key role in the lives of young

women, aged 18 to 22 years. The active usage of these sites shape the social interactions, and

influence their overall well-being. But no enough empirical evidence is available on this

demographic group, which makes it difficult for researchers to understand the consequences of

using this platform for this demographic group. The current study attempted to address this gap

by drawing on relevant studies, like Ngundo (2024) and Romero et al. (2022) that examine the

psychological impact of using Instagram on young users. These studies also highlighted the need

for introducing the supportive mechanisms and tailored interventions (Romero et al., 2022;

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Ngundo, 2024). The exploration of informational identity formation, and cultural dynamics

experienced by young female university students offer a nuanced perspective on social media use

implications for this demographic group. The in-depth empirical investigation sheds light on the

complex interplay between social cohesion, cultural dynamics, and Instagram use patterns

among 18 to 22 years’ old women.

3. Study Aims and Questions

The main general objective of this research is to examine the impact of social media usage

patterns and information sharing on the platform, how they influence cultural dynamics and

social cohesion, and to identify formation among young women university students aged 18 – 22.

The specific objectives of the study are as follows;

1. To examine the impact of Instagram usage patterns on cultural dynamics and social

cohesion and identify formation among young women university students aged 18 – 22.

2. To examine the impact of information sharing through Instagram on cultural dynamics

and social cohesion and identify formation among young women university students aged

18 – 22.

Based on the specific objectives above, the main research question of the study is as follows;

"How do the patterns of Instagram usage and information sharing on Instagram influence the

social and cultural dynamics of university students (aged 18–22), and what are the implications

for social cohesion and identity formation?"

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4. Justification of the Study

The conclusions of this study are crucial since they will provide valuable insights into the

nuanced ways in which Instagram affects social dynamics and cultural identity formation among

university students who have already entered the age of being referred to as adults. Additionally,

there will be a better comprehension of the role of Instagram in shaping individual and collective

identities, fostering cross-cultural understanding, and promoting social cohesion among women

aged 18 – 22 years within the community. As a student, this study offers insights into how my

Instagram use can possibly influence my self-perceptions and social interactions. I consider it

important to understand the impact of social media on cultural dynamics and identity formation

for responsibly navigating the digital landscape. The study also offers useful insights into how to

foster the cross-cultural understanding among the young women like myself.

May 27, 2024

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Academic level:

Ph.D.

Type of paper:

Thesis

Discipline:

Marketing

Citation:

APA

Pages:

40 (11000 words)