The popularity of social media can be discussed in terms of ideology. An ideology is a system of ideas and ideals, especially those that form the basis for economic and political theories and policies. Social media platforms such as Facebook, Instagram, Twitter, and TikTok are not just neutral communication tools, but also serve to spread ideology. but rather a vehicle for spreading and reinforcing ideologies.

For example, as I have found when using Instagram myself, friends and acquaintances often post about their daily events, hobbies, and purchases, which naturally leads to comparisons with themselves. In particular, whenever I see posts about travel, dining, or fashion, I sometimes feel pressure to have a similar experience. Because these posts are often beautifully photographed or edited videos, they give the appearance of a seemingly perfect lifestyle, and their impact is too great to ignore.

In addition, people often feel that such a lifestyle is ideal, and this can become accepted as a kind of social norm. For example, when one friend posts about enjoying a vacation at a luxurious resort, it is shared by others as the “ideal way to spend a vacation,” and reaching it becomes a kind of marker of success and happiness. Repeatedly seeing such posts can make one’s own life feel inadequate or even dissatisfied with the status quo.

Social media can be subdivided into two such experiences: individualism and consumerism. Social media encourages users to engage in personal branding and self-promotion. By highlighting their uniqueness, accomplishments, and lifestyle, users attempt to achieve a form of self-expression that is considered successful in today’s capitalist society. This is consistent with a broader ideology that values individual success and self-actualization.

Furthermore, social media reinforces consumerism. On the platforms, consumer behavior is often tied to personal identity, and influencer and targeted advertising is widespread. This environment reinforces the notion that personal happiness and social status are enhanced by consumption and perpetuates the narrative that the purchase of products and experiences is the key to a fulfilling life.

Social media also allows certain ideologies to dominate public debate. Algorithms that determine what content users see tend to prioritize sensational, extreme, or popular content. This reinforces existing power structures and dominant ideologies, and risks marginalizing dissenting or alternative viewpoints. Furthermore, social media platforms themselves operate under a capitalist ideology that profits from user engagement, and this economic model further reinforces capitalist values in everyday life.

In conclusion, from an ideological perspective, social media is more than just a communication tool; it is a powerful force that reflects and reinforces dominant cultural and social ideologies. Its popularity is consistent with the ideologies of individualism, consumerism, and global capitalism, and is likely rooted in its ability to amplify them. At the same time, social media play an important role in shaping how these ideologies evolve and impact everyday life.