Anthropology and Reels Culture in Social Media: A Modern Lens on Identity and Expression

In the age of social media, the rise of “Reels” on platforms like Instagram, Facebook, and YouTube has revolutionized the way people communicate, express themselves, and share culture. These short-form videos, ranging from 15 to 90 seconds, serve as powerful tools for both personal expression and cultural dissemination. From an anthropological perspective, Reels offer valuable insights into identity formation, cultural hybridization, and the role of technology in shaping social trends. This blog explores how Reels culture, when viewed through an anthropological lens, transforms the way we understand culture in the digital age.

Cultural Expression in the Digital Age

Anthropology has long focused on how culture is transmitted through language, art, rituals, and other forms of expression. Traditionally, cultural transmission occurred in specific localities through face-to-face interactions, but social media has significantly altered this process. Reels are now a platform for showcasing various cultural practices, from dance and music to language and fashion. In these digital spaces, cultural elements can spread across global audiences almost instantaneously.

Clifford Geertz's concept of culture as a “web of significance” resonates with Reels culture, as people weave together elements from different cultural traditions to create new, hybrid forms of expression (Geertz, 1973). For example, viral dance challenges often mix elements of different global traditions, reflecting the fluid nature of cultural exchange in the age of social media.

Identity Formation and Performance

One of the central concerns of anthropology is identity formation. Reels provide a space where individuals can carefully curate and project certain aspects of their identities. Erving Goffman’s theory of “impression management” is useful in understanding how people use Reels to present themselves in ways they deem socially desirable or aspirational (Goffman, 1959). On Reels, users perform aspects of their identities—whether through fashion, lifestyle choices, or humor—in front of a global audience, aligning themselves with certain subcultures or social groups.

Anthropologists also explore how these platforms influence identity formation within broader social contexts. Through Reels, we see a merging of the local and global, where individuals from small communities blend their traditions with globalized symbols of modernity. This blending, or cultural hybridization, reflects ongoing negotiations between maintaining one’s cultural heritage and adapting to global trends.

The Influence of Algorithms on Cultural Visibility

While users create content on Reels, it is important to note that social media platforms themselves play a significant role in determining which content becomes widely visible. The algorithms that power platforms like Instagram and Facebook prioritize certain types of content based on user engagement, thus influencing what types of cultural expressions are amplified.

Pierre Bourdieu’s concept of “cultural capital” can be applied here. In the context of Reels, cultural capital refers to the knowledge, tastes, and skills that allow certain creators to thrive on social media platforms (Bourdieu, 1986). Those with a deep understanding of social media trends, combined with the ability to produce high-quality, engaging content, are more likely to be favored by algorithms, thus becoming key figures in shaping cultural narratives online.

Reels as a Platform for Activism and Social Commentary

Beyond entertainment, Reels have become a platform for raising awareness about social issues and driving activism. Marshall McLuhan’s famous assertion that “the medium is the message” is particularly relevant here, as the medium of short-form videos shapes how messages about social justice, environmentalism, or political resistance are conveyed (McLuhan, 1964). Anthropologists interested in digital activism have noted how Reels distill complex social issues into digestible, sharable formats, allowing for rapid dissemination of ideas.

Anthropologically, this form of activism can be seen as part of what Arjun Appadurai calls “global cultural flows,” where media facilitates the spread of ideas and social movements across borders (Appadurai, 1996). As people from different parts of the world share their experiences and struggles, Reels become part of a broader conversation about power, inequality, and resistance.

Reels and the Future of Cultural Anthropology

The rise of Reels represents a new chapter in the study of culture and identity. Anthropologists studying social media and digital culture see platforms like Instagram and Facebook as rich fields for understanding how individuals and communities adapt to modern technological landscapes. Reels provide a window into the rapid cultural shifts taking place in real-time, allowing researchers to track trends, analyze identity performances, and study the power dynamics embedded in algorithm-driven media.

Ultimately, Reels culture reflects broader patterns in how globalization and technology are reshaping human interaction and cultural transmission. For anthropologists, these short-form videos are not just fleeting content; they are valuable artifacts that offer a unique lens on how people negotiate identity, community, and cultural belonging in the digital age.

References

• Appadurai, A. (1996). Modernity at Large: Cultural Dimensions of Globalization. University of Minnesota Press.
• Bourdieu, P. (1986). The Forms of Capital. In J. Richardson (Ed.), Handbook of Theory and Research for the Sociology of Education (pp. 241-258). Greenwood Press.
• Geertz, C. (1973). The Interpretation of Cultures. Basic Books.
• Goffman, E. (1959). The Presentation of Self in Everyday Life. Doubleday.
• McLuhan, M. (1964). Understanding Media: The Extensions of Man. McGraw-Hill.