You have just joined a new social media platform, eager to connect with like-minded individuals. You start posting about your passions, only to be met with some misperception and even criticism. It’s not that your content is bad—but you may not following the unwritten rules of the platform’s social folkways and mores. Like our social life, the virtual world is also governed by social norms of folkways and mores, from hashtags to engagement etiquette, that can make or break your online presence.

Social media has undergone a profound transformation since its inception, from a simple means of sharing pictures and connecting with friends and family to a cultural force that shapes our social interactions and perceptions. What began as a set of folkways—informal, habitual behaviours—has gradually evolved into a set of mores, where active participation is not just encouraged but often expected.

William Graham Sumner (1906) defined folkways as the customary behaviours and conventions of society, representing the ordinary habits and practices that people follow without question. In contrast, stricter norms are based on moral beliefs, with violations often resulting in strong social disapproval or legal punishment. Sumner emphasised that folkways are the foundation of culture, shaping social interactions, while mores are crucial for maintaining social order and moral standards within a community (Sumner 1906). Folkways and mores, as defined by Sumner, have retained their essence but adapted to govern the virtual world. In the digital realm, folkways manifest in everyday online behaviours and customs, such as social media etiquette, like, share and follow. Mores, now when applied to virtual spaces, dictate acceptable conduct, like respect for privacy and intolerance for cyberbullying. These norms, though rooted in traditional values, have evolved to encompass digital interactions, ensuring a harmonious and ethical online environment. Understanding and adhering to these norms are essential for fostering positive online communities, ensuring that social media remains a space for meaningful connection and discourse. Thus, while the environments have changed, the fundamental roles of folkways and mores in guiding social behaviour remain consistent across physical and virtual worlds.

Like the physical world, the folkways and mores in the virtual realm are also dynamic, constantly evolving with changing trends and behaviours (Sumner 1906). Platforms like Facebook, once primarily used for staying in touch with friends and sharing personal updates, have become integral to modern social life. Users not active on such platforms can find themselves out of the loop, missing important updates from friends, invitations to events, and even opportunities for social engagement. The pressure to be present and active on social media is particularly evident among younger generations, where platforms like Instagram and Snapchat are used as primary channels for communication and social validation. Similarly, platforms like Twitter, Reddit and TikTok have their own unique cultures and norms, where active participation is key to being a part of the community and staying relevant.

Certain career development platforms such as LinkedIn, Glassdoor, and Indeed, which emphasise professional networking, exemplify the shift from folkways to mores. These evolved into platforms where job opportunities are often advertised and networking has become a crucial aspect of career advancement. For individuals who are not active on such platforms, the consequences can be significant, as they may miss out on job opportunities and networking connections that could advance their careers.

Cancel culture, a modern social phenomenon exemplifies the influence of folkways and mores in the digital age. Cancel culture often enforces these norms by publicly shaming those who violate them, leading to social consequences. This highlights the evolving nature of folkways and mores in shaping societal behaviour, even in the virtual realm. The shift from folkways to mores on social media has been driven by several factors. One key factor is the increasing importance of social media in our daily lives. As more aspects of our social, professional, and personal lives move online, the pressure to be present and active on social media has grown. Additionally, social media algorithms and features that highlight recent and active users have reinforced the idea that being active on these platforms is important for social acceptance and visibility. Another factor driving this shift is the rise of influencer culture, where individuals who are active and influential on social media can gain significant social status and even financial rewards. This has created a social hierarchy on social media, where those who are not active or influential may feel marginalised or left behind.

In conclusion, social media has evolved from a set of folkways to mores, where active participation is not just a choice but often a social expectation. Platforms like Facebook, LinkedIn, Twitter, and others have become integral to modern social life, shaping our social interactions and perceptions in profound ways. As social media continues to evolve, it will be important for individuals to navigate these platforms thoughtfully and critically, understanding the impact they can have on our social lives and relationships

Reference:

Sumner, W.G. (1906). Folkways, Boston: Ginn & Co.

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Nikita Kaliravana is a PhD scholar at Gujarat National Law University, Gandhinagar.