Over the last few weeks I have noticed that many people have been trying to find new ways to occupy their time and most have turned to social media apps to pass time while the COVID-19 Stay At Home order is in effect. In my own scrolling on my rotation of social media apps, I have noticed the increase in “challenges”. One that struck my attention and had me scrolling for more than normal was a special dance to show off a user’s culture. With the use of a certain song, the challenge is to change outfits each time the verse is repeated, and because it is Tik Tok, there are a few dance moves involved as well. Take user, “Jazlynebaybee”, for example. Her video of her and her partner’s Hawaiian and Korean culture appreciation earned her 5.6 million likes and over 66 million views. This trend quickly caught on and I began to see my feed flooded with TikTokers participating in this challenge. These online, viral challenges, are what is keeping us connected.
As we look at what is next for culture in terms of virality, I think we will see more people participate in showing off their culture on social media. Sharing content helps define and refine culture. Not only does it advocate for cultural norms, but it spreads awareness about cultural trends that many may not be aware of. These challenges go hand in hand with the STEPPS factors of virality. As users participate in this viral cultural challenge, they have the feeling of uniqueness as they represent their own culture but also inclusiveness as they find their way to stay connected and relevant during the Coronavirus.
Theresa Tumminello 