Measuring Power in K’s, not Watts.

Power is measured differently across many sciences. In physics, it’s measured at the rate at which energy is transferred, the formula being (P = V x I). In politics, you can measure power through the annual API (Asia Power Index). So as a ThoughtDaughter, how do you measure a power in social media?

A New Cultural Power
A country will have two different types of power: hard and soft (no innuendo intended). Hard power refers to a tangible resource, which could be GDP or military, whereas soft relates to intangible resources, such as culture or policy. If we explore cultural power a little further, traditionally what you will see are things such as movies or music. For example, countries such as the USA and South Korea have great cultural powers because of their entertainment industries- Hollywood and K-Pop.

I would like to propose that the individuals that dominate social media now act as a new cultural power the same way Hollywood once did. This is because it is a breeding ground for clout, a modern-day term for popularity which is highly sought after. But clout is only a by-product of a mechanism that has been designed to learn your behaviours and use them against you: these algorithms that continuously fight for your attention.

We explored briefly how they fight for your attention in the last article, ‘Social Currency,’ but how does culture turn into power? Firstly, it exudes values, ideologies, and lifestyles that are placed on a pedestal so high that your average person will never be able to reach. These same traits shape international perception and beauty standards and trends. This in itself is powerful, as it by force fosters a positive attitude towards the country and its influence.

word to party because I do belong in the city

A ‘Theoretical’ Case Study
I am still under the smoke and mirrors of ‘The American Dream’. As much as I know about that country's wrongdoings, I still heavily believe that my quality of life would be better than it is where I currently am because of the lifestyle people have there. For example, I see the ‘4 in 5’ series on TikTok, showcasing the lives of 4 friends in the 5 NYC boroughs, or ‘Fat Sundays,’ where friends have a day of eating their way through NYC after a night out.

So I saved, and I took myself there.

My first time was everything I expected it to be. The streets felt the same as the films, and the atmosphere was something so different to what I had ever known. I felt like I had been dropped on the set of Sex and The City, and it’s a feeling I now chase every day. Everything I do is in efforts to get me on the streets of New York City.

From that case study which in reality is just a dream of mine, you can see how that country has exerted their cultural power through social media: TV show/TikTok > Exudes lifestyle > Positive attitude > Action.

Would you agree that this new media acts as a cultural power and if not, why?
In conclusion, I may not have found my way to my graduation in Politics and International Relations, but I definitely find the smallest links between concepts, in true Thought Daughter fashion.