Culture has always been a mirror reflecting humanity's values, ideals, and ambitions. However, in the 21st century, with the rise of the digital revolution and social media, the meaning and role of culture have fundamentally changed. Today, it is not sophistication, depth, or content that defines the culture spreading on social media, but self-promotion, superficial content, and aimlessness. Platforms like YouTube, Instagram Reels, TikTok, and others have popularized content creators who became famous not because they created value, but because they were able to attract attention – even in the most absurd and mediocre ways.
The Triumph of Mediocrity
On social media platforms today, it is not quality but quantity and speed that reign supreme. TikTok videos, YouTube shorts, and Instagram Reels are short, quickly consumable contents that often carry no meaningful message. Users scroll through the endless stream of content in minutes, investing less and less energy in contemplating what they see. Content creators play into this: the more superficial and easily digestible the content, the greater the chance of success.
Mediocrity is not only evident in the quality of the content but also in the messages they convey. On YouTube and TikTok, countless contents revolve around what the creator ate, bought, or what trivial problems they face. These contents do not inspire, do not nourish the soul, and do not provide deeper insights into life – they merely serve as a pastime.
The Cult of Self-Promotion
One of the most striking phenomena of social media is the spread of self-promotion. Content creators often share something not because they consider it valuable, but because they hope to gain attention and likes. Self-promotion is not a new phenomenon – people have always liked to talk about themselves – but on social media platforms, it has reached a new level.
TikTok and Instagram stars often share content that is solely about how perfect, rich, or successful they are. This self-promotion is not just about self-admiration but also about placing the audience in an unrealistic reality. Young people consuming these contents often feel that their lives are boring and worthless compared to what they see on the screen. This can lead to self-esteem issues, anxiety, and depression.
The Power of Emptiness and Aimlessness
The contents spreading on social media platforms are often empty and aimless. They say nothing, do not inspire, and lead nowhere. TikTok trends, YouTube challenges, and Instagram trends often compete only for attention without representing any value. Content creators often participate in these trends just to keep up with competitors and not lose their followers.
This emptiness and aimlessness characterize not only the contents but also the lives of content creators. Many YouTubers, TikTokers, or Instagram influencers feel that their lives have no meaning without social media. Likes, views, and follower counts have become the center of their lives, while real values – relationships, personal growth, social responsibility – are pushed into the background.
Is There a Way Out?
The situation is not hopeless. Social media platforms are not inherently evil – they offer the opportunity to share valuable content and deliver inspiring messages to the world. Sophistication and depth are not lost; we just need to find a way to assert these values on social media as well.
Content creators must take responsibility for what they convey. It is not enough to chase attention – it is important that the content represents real value and inspires the audience. The audience, on the other hand, needs to be more conscious of the content they consume. They should not believe everything they see on the screen and should not follow every trend.
The crisis of culture we see on social media platforms is nothing but a reflection of the crisis of societal values. If mediocrity, self-promotion, and aimlessness prevail, society as a whole will suffer. But if we manage to restore sophistication, depth, and content, culture can once again be the bearer of humanity's noblest values.