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Here, break down your intended project into a list of at least 4 things you will need to complete in order to finish it (in addition to the other final project assignments in the course). 

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Here, break down your intended project into a list of at least 4 things you will need to complete in order to finish it (in addition to the other final project assignments in the course). 

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Answer the sociologist's line of questioning.

Research the history of how corporations market to their consumers.

Research the recent shift in corporations digital marketing strategies to creating content that attempts to imitate the behavior and language of the consumers.

What has the effect of these new marketing strategies been on consumers as of now?

Research if this recent shift has been considered successful under these corporations' marketing goals/what the goals are in the first place.

Create an interactive website exhibit.

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We will be making an interactive website about the shift in social media marketing for big corporations into content that feels like it was created by a single person. We will be looking at the motives these corporations have to make this shift, and if this style of media created for the masses affects our day to day relationships in reality. To do this, we will also explore the history of the relationship between the consumer and big corporations, specifically through marketing.

On micro-level analysis, we’ll answer questions like “Why do individuals find this content relatable or deceptive?” and “How does this influence their purchasing decisions and trust in corporations?” On macro-level analysis, we’ll examine the broader social trends that come from this new marketing tactic.

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This topic ties back to postmodernism and the idea that the foundations of traditional social thought have broken down because the lines between what is real and simulated, personal and commercial, have become blurred. In the context of parasocial relationships with brands, this breakdown of boundaries shows how consumer culture has taken over emotional and social aspects to support capitalist goals. Brands are no longer just entities selling products; they have transformed into social actors, creating identities, fostering emotional connections, and even simulating friendships to build loyalty and drive profit. This commercialization of intimacy changes how people view relationships and belonging. These are new and uncharted territories in the context of the history of consumer culture.

Source: Chapter 1, Page 18-20 from Essentials of Sociology (8th edition) by Giddens, A., M. Duneier, R. Appelbaum, D. Car

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As defined in the article, Jean Baudrillard’s theory of hyperreality refers to a state where the line between reality and simulation blurs, and simulations become more real than reality itself. In the context of brand humanization, social media allows companies to simulate the persona of a "friend". This constructed identity feels authentic to consumers, even though it is a carefully curated illusion designed to drive engagement and sales.

For example, when a brand like Wendy’s posts witty tweets or interacts with followers in a personal tone, it simulates the experience of a real human relationship. This creates a hyperreal space where the consumer emotionally engages with the brand as though it were a person, despite knowing it’s a corporate entity.

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Welcome To Hyperreality: Where The Physical And Virtual Worlds Converge

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The global pandemic has further blurred the lines between the physical and digital world. The brands that build compelling virtual propositions—not digital ads—will undoubtedly shape society in the 21st century.

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The evolution of corporate branding reflects the concept of social stratification by reinforcing existing inequalities and creating new hierarchies. Brands now target consumers with hyper-specific ads based on income, lifestyle, and values, reinforcing class-based consumption patterns. Social media amplifies this through the commodification of identity, where cultural and symbolic capital is tied to things like brand affiliation. Richer individuals have greater access to exclusive products and experiences that signal status, while those without those resources may feel pressure to overconsume to fit societal norms. Additionally, the digital divide worsens inequality, as those with more resources/exposure dominate cultural trends and social narratives online. By embedding themselves in cultural and economic frameworks through social media, brands not only reflect existing stratification but actively shape it in ways that cultivates inequality in the digital age.

Source: Chapter 7, Page 198 from Essentials of Sociology (8th edition) by Giddens, A., M. Duneier, R. Appelbaum, D. Car

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When researching the history of marketing, we found this article about the work of Edward Bernays. Edward Bernays is a central figure in understanding modern marketing and brand strategies. He pioneered techniques for manipulating public opinion, coining the term "engineering of consent." Drawing on his uncle Sigmund Freud's psychoanalytic theories, he emphasized appealing to unconscious desires rather than reasoned thought. His methods reshaped consumer culture, framing wants as needs and transforming individuals into consumers through subtle psychological manipulation. This foundation underpins modern marketing tactics like brand humanization, where corporations craft relatable personas and foster emotional connections with consumers. By interacting on social media like individuals, brands create a sense of intimacy and authenticity. This modern strategy reflects Bernays’ emphasis on shaping public perception through psychological manipulation rather than straight forward persuasion.

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The manipulation of the American mind:
Edward Bernays and the birth of public relations

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“The most interesting man in the world.” “Reach out and touch someone.” “Finger-lickin’ good.” Such advertising slogans have become fixtures of American culture, and each year millions now tune into the…

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In terms of microsociology, the corporate world's recent shift to this new style of marketing has not created very much change. However, as far as the macrosociological effect, this new strategy of marketing which imitates human influencers and individuals has successfully injected positivity into the online public's view of their brands. Both David and I have personally witnessed public comments, in reply to witty tweets and posts made by brands, that either join in on the humor or compliment that brands sense of humor. We can also see a shift in the macrosociological perspective in the rise of cult-like customers who dedicate a large portion of their online personalities to these brands. A great example of this is the Stanley Tumbler, which went super viral in 2022, being the focus of videos that frequently reached tens of millions of views. Oftentimes, these viral product videos gain traction when the product seller corporation, more specifically their marketing team, interacts with and comments on the product video.

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In the early minutes of the documentary “Generation Like”, there is an interview with the VP of global marketing at a major corporation who says “The icons of this generation are the like button, the tweet button, the reblog button, I mean, this is the biggest transformation we’ve had in terms of communicating with consumers in our lifetime!” This is a great connection for our project because it is an early example of big corporations marketing departments realizing the potential of social media. This of course led to the most important exhibit on our website: the shift to social media.

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Another important connection that should be made from our project to the class textbook is when, in Chapter 16, we learned about social movements. Similar to the main idea of our website exhibit, which is to give an in depth telling of the recent shift in big corporations online marketing strategy, corporations have also recently started taking sides on social media during various social movements, like Pride and BLM. It should be noted that many corporations have reversed this practice of publicly supporting social causes, as it has caused some of their profits to drop for brief periods of time.

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"A Critical Breakdown-" a Medium article

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"A Critical Breakdown-" a Medium article

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A final great connection for our project is a Medium article written by Nathan Allebach titled “A Critical Breakdown of Brand Humanization on Social Media.” In this article, there is a great line that goes “therefore when a brand attempts to appear human on social media, it’s natural to respond with phrases like “this is peak late capitalism” or “this is so 2019,” then go right back to mindlessly scrolling.” This is exactly the type of connection we were looking for and it fits our questions about the effects of this recent marketing shift on the people on the other side of the screen.