Everyday Life, Media, and Viral Cultures

Everyday Life, Media, and Viral Cultures

Section editor: Dr. Marzieh Yousefi

"The Partners "

Bronze statue, Anaheim, United States.

Cultural Flatness in the Algorithm Era

Dr. Marzieh Yousefi, Assistant Professor

ACSS Department, UCW

Everywhere we turn, we see similar people with similar lifestyles and tastes. What we buy, eat, wear, listen to, and watch are becoming increasingly similar all around the world. Cultural variation is converging toward a global sameness. But why? Aren't people from different countries, races, and languages supposed to have different tastes?

Algorithms are not just tracking but shaping human experiences. They track what we do, and once they learn that a certain look or experience performs well, they push it to millions of users. This algorithmic “flatness” fosters homogeneity and uniformity — not just of digital content, but of physical, real-world spaces and experiences.

This reduction of local, traditional, and creative ideas into uniformity, or “cultural flatness”, is not a random event. It is a result of automated recommendation systems and algorithms (on social media, streaming platforms, and other digital infrastructures). The concept of cultural flatness is very similar to the old theory of “culture industry” in 1940s, when Adorno and Horkheimer argued that culture was turning to standardized, mass-produced, and guided by commercial interests rather than individual expression. The main difference is that algorithms are now mass-producing culture faster, more invisibly, and on a global scale through feedback loops.

In today’s digital world, lifestyles, social media feeds, fashion trends, music, tourist destinations, food, and even living spaces are becoming more and more similar. Global aesthetic and people’s taste are evolving into a universal visual template without any cultural depth. Minimalistic designs, beige furniture, nude makeup, neutral color clothes; this is the image that dominates social media today, accompanied by hashtags like #simpleliving and #minimalism. A minimalist look can be a symbol of calm, order, and a seemingly perfect life. However, the standard look is not merely aesthetic; it is a loss of cultural variations, individuality, creativity, and most probably minority cultures

Minimalist visuals perform well in the algorithm, so creators keep repeating the same visuals. This can lead to the homogenization of aesthetics worldwide. Moreover, what we desire, purchase, admire, and imitate is increasingly shaped by what algorithms predict will keep us engaged. Kyle Chayka, in his book “Filterworld: How Algorithms Flattened Culture” argues that algorithms result in sameness across global spaces, the blurring of taste, and a narrowing of experience. Chayka also argues that the algorithms pressure artists and other content creators to shape their work in ways that fit the feeds. However, once culture is flattened, traditional or colorful cultural trends are overshadowed by standardized imagery and the universally “Instagrammable” look. According to Chayka (2024), “The outcome of such algorithmic gatekeeping is the pervasive flattening that has been happening across culture”.

The convergence of distinct human cultures toward a reduced set of standardized global norms is diminishing diversity and individuality of human experiences. Over time, algorithms are not simply making us dress alike — they are making us think alike, desire alike, and perform identity alike, just like a generation of monoculture robots.

References

Adorno, T. W., & Horkheimer, M. (2002). The Culture Industry: Enlightenment as Mass Deception. In Dialectic of Enlightenment: Philosophical Fragments (pp. 94–136). Stanford University Press. (Original work published 1944)

Chayka, K. (2024). Filterworld: How algorithms flattened culture. Doubleday.

Are We Becoming the Algorithm? The Psychology Behind Online Identity

Maryam Safa Schneider, Assistant Professor

ACSS Department, UCW

Interviewer: Dr. Marzieh Yousefi

Can you share a bit about your background in psychology, particularly in relation to digital behaviour or media use?

I have an academic background that bridges psychology, communication technology, and digital arts. My research focuses on how digital environments and culture influence mental health, behaviour, and identity, with particular attention to the design of systems that support wellbeing and inclusion. Much of my work examines the psychological experience of working and interacting in digital spaces, for example, exploring how technostress, digital norms, and platform design shape attention, emotion, and connection at the workplace. I’m also deeply interested in accessibility and Universal Design for Learning (UDL), and in applying these frameworks to understand how inclusive systems design can foster healthier and more equitable digital experiences across work and educational settings. I also a health and work wellness coach.

From a psychological standpoint, how might recommendation algorithms contribute not just to cultural homogenization, but also to shifts in individual identity, self-expression, or sense of belonging?

Psychologically, constant exposure to algorithmically amplified aesthetics and lifestyles encourages social comparison and “norm” internalization, especially in visually driven platforms such as Instagram. Users learn which looks, opinions, and formats receive more visibility and positive feedback, and may gradually adjust how they present themselves. This happens through language choice, style, or content to align with what the system appears to reward. Research informed by social identity theory indicates that algorithmic curation can intensify identification with in-groups and exposure to specific cultural narratives, that is, the dominant ones (Carrasco-Farré et al., 2025). These “norms” or narratives favour high-engagement ideals such as curated wellness or productivity. For this reason, individuals may feel a sense of temporary belonging only within algorithmically validated bubbles in a digital environment, but not connected to diverse offline groups. This is partly why we see anxiety on the rise, especially among Gen Zs.

Do you think people are aware of how algorithms influence their tastes and preferences, and what psychological factors might make this influence hard to notice?

Most people know algorithms exist, but they rarely recognize how subtly they operate. Without explicit education about cognitive biases, fallacies, and how recommender systems work, most people do not have a clear mental model for questioning their feeds or their reactions to them. Understanding ideas like confirmation bias, selective exposure, and the mere‑exposure effect can help people pause and ask, “Do I like this because it’s in line with my values, or is it because it keeps being shown to me?”

This is why in my Social Psychology class, I teach my students how biases shape perception and judgment. Always towards the end of the term, I have class discussions about how algorithms can exploit us, and how developing critical awareness can create a small but meaningful gap between “what the feed wants me to mindlessly consume and accept” and “what I consciously endorse.” In this context, the goal is not to make students distrustful, but to give them the tools to recognize that their online preferences are partly psychological and partly technical, and to encourage them to remain open to reflection and improvement.

In your view, how do brands, influencers, and monetization models shape users’ psychological experiences online—self-esteem, comparison, anxiety around fitting in, etc.?

Influencers and brands prioritize enhanced, materialistic content that drives engagement and ultimately sales. They present filtered versions of life that emphasize optimal productivity, flawless bodies, or lavish lifestyles. This constant exposure triggers upward social comparisons, in which individuals measure themselves against unattainable standards, leading to lowered self-esteem and heightened pressure to "optimize" their own lives. Monetization reinforces this by rewarding content creators who embody and promote that specific aesthetics. For this reason, such online environments become a marketplace of mindless performative behaviours.

As a health and wellness coach, I frequently hear my clients express anxieties rooted in social comparisons with health and wellness influencers. Through social comparison, they perceive their own lifestyles as deficient. These perceptions stem from algorithmically amplified content that equates "health" with extreme routines, supplements, or aesthetics, intensifying feelings of inadequacy. Once we debunk these myths together by examining the curation of such content and the unique individual needs of each person, that is, never a one-size-fits-all solution, their anxiety subsides. This shows how much of the pressure is externally manufactured rather than a true benchmark for wellbeing.

What do you see as the psychological or social-emotional consequences of culture flattening—for individuals and for communities?

I agree that there are negative consequences of culture flattening, but I would also argue that it may not inevitably erode psychological depth or social-emotional richness; instead, it can take the form of cultural exchange and hybridity, which foster expanded creativity, hybrid identities, and resilient global communities through cross-cultural exposure and adaptive self-expression.

I see myself as a hybrid identity, and I believe that this algorithmic homogenization has a flip side that sparks hybrid creativity. We can see global trends with local flavours everywhere online. For instance, we can see viral fusions, such as TikTok dances that blend African rhythms with Western aesthetics. This type of content enhances self-expression without suppressing uniqueness.

What responsibilities should policymakers, designers, and communicators have in supporting users’ mental wellbeing and protecting cultural diversity in digital spaces?

Policymakers must push for transparency and accountability in algorithm design. Designers and software engineers can integrate wellbeing-informed principles. Educators can help people understand how digital environments shape behaviour and identity, too. But ultimately, some measures must be enacted at the governmental level and embedded within national legislation to ensure lasting and equitable protection for people’s mental well-being.

Is there anything else you’d like to share with our UCW readers about the psychological impacts of algorithm-driven culture?

Developing digital self-awareness, questioning why a certain trend appeals to us, or asking who benefits from the content I’m being shown can help us reclaim our agency. Our digital habits are shaped by design and established norms, but the good news is that they can also be reshaped through collective intention. And as educators, creators, and digital citizens, we all play a role in creating cultures, whether online or offline.

UCW readers, including fellow educators and researchers, should also recognize that algorithmic culture also subtly controls academic research agendas, shaping which topics trend as "worthy" by prioritizing clickable, high-engagement themes over nuanced, diverse inquiries into unfiltered isness of things.

Carrasco-Farré, C., Grimaldi, D., Torrens, M., & Longobuco, E. (2025). Social Identity Theory and Algorithmic Bias: Ingroup and Outgroup Acrophily in Recommender Systems. Journal of Management Information Systems, 42(4), 1017–1054. Https://doi.org/10.1080/07421222.2025.2561382

Stories of Our Times: A Social Reflection Through Film Reviews

Dr. Marzieh Yousefi, Assistant Professor

ACSS Department, UCW

Films are more than stories on screen to entertain; they are reflections of social issues to reflect on. In today’s digital world, where scrolling through endless short visuals just takes seconds of attention and emotions fade quickly, films can keep us thinking or emotional for quite a while. In this section, we will review films not only to evaluate acting and cinematography, but also to examine the stories that resonate with our students and our generation’s current values, trends, and worries.

To show how cinema continues to serve as a cultural mirror, capturing today’s social anxieties and technological shifts, the following review examines a recent work that boldly incorporates many of the challenges and debates defining our generation.

Film: Eddington (2025)

Reviewed by: Marziyeh Yousefi

Do you want to see contemporary social issues such as Covid-19, Black Lives Matter (BLM), child abuse, the rise of viral culture, the big data, and AI all in one film? Watch this dark satire neo-Western film, Eddigton, by Ari Aster. The film also features a stellar cast, including Joaquin Phoenix (as Sheriff Joe Cross), Pedro Pascal (as Mayor Ted Garcia), and Emma Stone (as Louise, Sheriff’s wife). Moreover, Eddigton has a strong visual language, especially an excellent cinematography from Darius Khondji (“Uncut Gems,” “The Immigrant”)

The story happens in a fictional small town of Eddington, New Mexico, during the early months of the COVID-19 pandemic. Sheriff Joe Cross (Joaquin Phoenix) tries to maintain order as fear grows in the community. On the other hand, the town’s mayor pushes new technology and modern data centers to control the crisis. There are other tensions between the Sheriff and Mayor Garcia, as he has a controversial past with the Sheriff’s wife and mother-in-law. This is where child abuse and some conspiracy theories are woven into the narrative. From the start of the film, you will notice divisions and polarization in this small town, which in fact mirrors wider divisions of America and the world at a larger scale. The ideological divisions in the town turn neighbors against each other. The chaos grows to violence as George Floyd’s killing and the viral spread of BLM protests reach Eddington. Despite all the chaos and personal tragedies, the data center gets built. This can represent the current corporate power and the takeover of life by automated, AI-driven systems.

In summary, if you are looking for an explanation of why and how humanity has reached such anxiety, confusion, division, and mistrust, or which party is wrong or right, you will not find the answer in this film, and I believe you never will in a real society! This film just opens our eyes to some unsettling dilemmas of our present world.

IMDb: 6.7/10

Rotten Tomatoes: 70%

My rating:4/5

Students were encouraged to choose movies they liked and reflect on them using the sample review provided. Below are some of the reviews from students’ perspectives.

Mission Impossible Sequel 5 (2023)

Reviewed by: Harsh Pabla

Mission: Impossible- Dead Reckoning Part One, by Christopher McQuarrie, is the seventh edition of the action franchise about Ethan Hunt, played by Tom Cruise. Although the franchise is quite old, the movie itself shows that it can still raise the bar up to incredible stunts and exciting action sequences. It is very light and I think that I had lots of fun with the action film that is one of the most popular action movies during recent years.

The action focused on character Ethan Hunt and his group events in the world, where there is a threat of a new type in the shape of a powerful artificial intelligence called The Entity, which can manipulate digital data. When governments and villains get involved to control the uncontrollable, it is up to Hunt to risk everything to put a stop to it. The plot is not simple; nevertheless, it is comprehensible to sustain the action and suspense.

The most remarkable thing is Cruise, who puts great emphasis on realistic stunts, such as a daring motorbike cliff jump, which forms the intensity of the film. Rebecca Ferguson, Simon Pegg, and Ving Rhames are back and perform well, balancing the tension and providing comic relief. In some moments, the film is too lengthy and sometimes overstuffed with explanations, but the action segments offset this a lot.

To round up, Dead Reckoning Part One is an action film worth watching. It brings heart-pounding, high energy excitement from start to finish.

The Pursuit of Happyness (2006)

Review: Harmanjot kaur

The pursuit of happyness is directed by Gabriele Muccino and starring Will Smith as main lead Chris Gardner. It is a drama based biographical based on true story. It is very emotional and inspiring movie showcasing the struggles of poverty and determination to create a better life. Additionally, I find this movie very engaging. Story revolves around hope, sacrifice and never gave up. The film follows Chris Gardner as a struggling salesman and a single father who raise his son alone and struggles with poverty. But still despite all the challenges he still works for an unpaid internship at a firm with a hope to get a more stable future. Will smith real life son brings innocence and honesty to the role which was the strongest part as it was really emotional and touching. And the way they depict the father and son duo leaves a very strong and unforgettable impression on the audience. Overall, the pursuit of happyness is deeply inspiring and emotional film I will recommend this to students and young people as they are at starting point of their life and they need to be motivated.

My rating: 4.5/5

Oppenheimer (2023)

Reviewed by: Aditya

Christopher Nolans Oppenheimer is a dramatic historical picture concerning the physicist who led the Manhattan Project and then spent the remainder of his lifetime trying to deal with what he had unleashed. It is massive, wordy, and mercilessly moving. My summary judgment, a compelling, challenging movie that justifies your time.

The narrative follows J. Robert Oppenheimer beginning in his early scholastic life through to the Trinity test and the deluge political consequence of participating in the endeavor. Instead of covering the entire history of events, the movie skips back and forth between hearings, lab experimentation, and personal lives that illustrate how science, egos, and powers interfere.

The best is the performance together with craft. Cillian Murphy endows Oppenheimer with a haunted brilliance--magnetic in moments of Dreaming Possibility, and stricken in moments of facing Consequence. Killer edges are given by Emily Blunt and Robert Downey Jr. in supporting roles. The sound design and score pulse like a thudding heart and they make the Trinity sequence not simply terrifying, it was made up of practical effects. The cross-cutting is sometimes so intense it can actually feel overwhelming and some of the secondary characters bleed together, but the pace does not drag.

Joker (2019)

Review by: Sonam Wangchuk

The 2019 film Joker directed by Todd Phillips stars Joaquin Phoenix in his Oscar-winning performance as Arthur Fleck while delivering a political commentary about social breakdown.My impression of the film is that it is disturbing, powerful, and deeply connected to the politics of inequality.

The story shows Arthur who works as a comedian in Gotham City while experiencing social invisibility.The reduction of public services results in neglected mental health support while wealthy individuals disregard poor people which leads to Arthur's violent behavior that mirrors political abandonment. The movie presents more than a character transformation into the Joker because it shows how a society fails its most vulnerable members.

The actor delivers an exceptional performance which reveals the dual personality of a marginalized man who displays both vulnerable and furious emotions.The film displays a dark visual style which depicts the city's deterioration while the haunting musical score intensifies the sense of disorder.The film has received criticism from some viewers who believe it promotes violence but I agree that its message can be interpreted in a wrong way.The film contains an undeniable political message because Joker represents a protest against corruption and elitism and systemic injustice.

The film Joker presents itself as entertainment while delivering political commentary.The film will appeal to audiences who want to understand the relationships between poverty and power and protest.

Adolescence (2025)

Review by: Nar Singh Brar

Adolescence is a new popular Netflix series which came in early 2025 written by Jack Thorne and Stephen Graham featuring Owen Cooper. The film explores on the psychological health

situation of todays kids. It tells us the story of a 13 year old boy who was accused of murder.

This netflix series got more attention because of its format as each episode is filmed in a single continuous shot. Owen cooper has given out great performance as Jamie. The acting and direction make the story feel both gripping and painfully real. What makes it further stand out is the focus on modern teenage issues and how bad the digital influence impact could be.

Overall, the series is really interesating and would make you sit in one place until you're done.

The series is at times difficult to watch, but that is exwactly why it works, it forces viewers to confront uncomfortable truths about adolescence today. Adolescence is haunting, mind-provoking, and not forgettable

My rating 4.5/5

The Devil Wears Prada (2006)

Review by: Nirja Malhotra

The Devil Wears Prada (2006) is a comedy-drama film which is directed by David Frankel that represents the glamorous and yet harsh life of the high fashion industry. With Meryl Streep playing the role of the legendary editor Miranda Priestly and Anne Hathaway playing her assistant Andy Sachs, the film is a mixed, stylish, ambitious, and self-realisation package. In general, the movie is not only entertaining but also makes one reflective, in particular, anyone interested in fashion.

The plot tracks the narrative of Andy, a young reporter who surprisingly gets hired in one of the leading magazines in the fashion industry. Although she finds it difficult to cope with the dynamics of this fast-paced world and the demands of her boss (Miranda), Andy can cope, only to find out that she was sacrificing herself in her personal life.

The strength of the movie lies in the fact that Annie Isherwood is played by Meryl Streep, who managed to strike the right balance between chilly dictatorial qualities and a hint of vulnerability. The outfits used are another masterpiece- Patricia Field can make each scene a fashion show with clothes being a character in itself. Yet, the rhythm is one-dimensional at some point, and the aspect of ambition or authenticity is a little clichéd.

Nonetheless, The Devil Wears Prada is not to be missed by fashion-minded people as well as those who are interested in the value of the cost of achievement. Fashionable, smart, and textured, the movie teaches us that fashion is not all about clothing; it is about power, identity choices.

My rating: 4/5

Miracles from Heaven (2016)

Review by: Nirmal Ali Qazi

I saw Miracles from heaven recently and loved it. It is based on a true story of a young girl Anna Beam who suffers from rare digestive disorder. It is about faith, family and the power of hope and how miracles can actually happen in real life.

The acting is very touching especially Jennifer Garner’s performance as Christy Beam, who played a mother fighting for her sick daughter. The film delivers a strong message of faith and strength.

Overall, it’s a touching film for anyone who enjoys emotional true stories with a positive and happy ending and If feeling hopeless right now in life . The movie message of hope and Faith is very strong. It reminded me that miracles can provide us support in difficult times and we should not loose hope in life.

My rating :4/5

Inception (2010)

Review By- Dev Gill

Inception (2010) is the science fiction thriller which was directed by Christopher Nolan, starring Leonardo DiCaprio as Dom Cobb, the professional thief stealing secrets by making entry into dreams of people. The film is known for the complex narrative, stunning visuals along with exploration of reality versus the illusion. My overall impression is highly positive as the same combines intellectual depth with the thrilling action.

The story follows Cobb as well as his team as they make attempt for an almost impossible mission: planting an idea within mind of someone by the process referred to as “inception”. As the dreams within dreams unfolds, the lines between the reality and imagination gets blurred.

One of the strongest aspects of Inception is direction and storytelling of Nolan. The layered dream worlds are crafted in brilliant manner, being supported through stunning visual effects along with iconic score of Hans Zimmer adding intensity and emotion. The strong performances are delivered by the cast mainly DiCaprio portraying emotional struggle with guilt and loss. The film challenges the viewers with the non-linear structure as well as intellectual puzzles, though some might find the plot initially as little overwhelming and confusing. Still, such complexity is what made film much rewatchable and thought-provoking.

Inception is more than merely the heist movie- the same is the deeper exploration of human mind, memory as well as grief. I would be recommending the same to anyone by whom science fiction, psychological thrillers or the films are enjoyed making you in thinking long after the credit rolls.

The Avengers: Endgame (2019)

Reviewed by: Sahil Bhola

The film, titled, Avengers: Endgame, is the culmination of a decade-long story-line known as the Infinity Saga by Marvel. Action, humor, and emotions combine to make it a very strong farewell to some of the most popular heroes in the franchise. It is exciting, all in all, and at the same time heart-warming.

The action starts after the horrifying occurrences of the story of the war on infinity, where half of all creativeness in the universe had been eliminated. The world left without Avengers is devastated, and those few members of the team who still survive must go back in time and make one last attempt to restore order. The plot, without giving too much away, swings between large scale action and some unexpectedly intimate scenes.

The thing that helps the latter differentiate is the capacity to manage the huge number of characters in the film and not to spread the characters too thin in their roles and at the same time giving them storylines that matter to them. Robert Downey Jr. as Iron Man and Chris Evans as Captain America stand out most because they have reached an emotional resolution in their stories. The visual effects are amazing, as well as the battle at the end of the film, but the length may be too long to relax viewers.

In summary, the movie is an eminent work that one should watch as an MCU fan or generally someone who has trailed the MCU over the years. It gives long-time viewers closure against the form of retroactive nostalgia, spectacle, and emotion. It is a film worth bearing at this three hour length.

The Pursuit of Happyness (2006)

Review by: Harmandeep Kaur

The Pursuit of Happyness (2006), a biographical drama film directed by Gabriele Muccino and starring Will Smith, is a tear-jerking movie based on the true story of Chris Gardner, a struggling salesman who loses his job and becomes homeless with his young son and still never loses sight of his goal for a better life. My overall impression is that it is a highly inspirational and emotionally powerful movie.

The movie tracks Chris as he loses his home, is brought to financial devastation, and is compelled to look after his son (Jaden Smith) while preparing for an unpaid internship at a white-shoe brokerage firm. The movie doesn't avoid either the harsh realities of poverty or hope and paternal love to offset the despondence.

What makes the movie memorable is the acting of Will Smith, which earned an Oscar nomination. His toughness and vulnerability are believable, and the added fact that he has a real-life relationship with his son Jaden makes his performance all the more realistic. The music also sentimentalizes what is otherwise a brutal story.

Overall, The Pursuit of Happyness is more than a movie—it's a lesson in life about perseverance, hope, and the strength of never giving up. I would recommend it to anyone who might find inspiration in the face of adversity.

She’s The Man

Review by: Gursimran Kaur

The film, which directed by Andy Fickman, is a teen comedy entitled “She’s The Man” (2006), an adaptation of the twelfth night by Shakespeare. Amanda Bynes in it plays a girl Viola who adores soccer, but fails to join the boy's team, thus masquerading as her twin brother Sebastian. The movie, I believe, is hilarious and entertaining, albeit sometimes silly.

The story is straightforward but good. Viola gets into her brother's new school and poses as him in an attempt to make the team. On her quest, she becomes embroiled in one misadventure after another, getting mixed up with her cohabiting Duke (Channing Tatum, and her long-lost crush, as well as her brother’s bad timing.

Amanda Bynes is what I liked best at the movie. She is funny and likeable with the character and Channing Tatum does an excellent job at Duke, as well. The soccer portions are humorous to follow and the whole comedy is light. There is also a good message in the movie on gender and how girls could be equally good in sports compared to boys. On the one hand, a part of jokes does not seem that fresh anymore, and the plot is predictable.

Altogether, She’s the Man is not the movie of the highest quality, but it is a good one. I would suggest it to every person who likes films on teen comedies or needs quite an easy film to watch.

My rating: 4/5.