The Influence of Popular Culture on 21st-Century Social Movements

Mary Christine Wheatley
Wheatley Research Consultancy, Bagley, Minnesota, USA
Correspondence to: mchristinewheatley@gmail.com

DOI: https://doi.org/10.70389/PJBM.100009

Additional information

• Ethical approval: N/a
• Consent: N/a
• Funding: No industry funding
• Conflicts of interest: N/a
• Author contribution: Mary Christine Wheatley – Conceptualization, Writing – original draft, review and editing
• Guarantor: Mary Christine Wheatley
• Provenance and peer-review:
  Commissioned and externally peer-reviewed
• Data availability statement: N/a

Keywords: Popular culture, Social movements, Digital activism, Celebrity activism, Protest music.

Peer Review
Received: 20 September 2024
Revised: 3 November 2024
Accepted: 7 November 2024
Published: 19 November 2024

Introduction

Popular culture and social movements are profoundly interconnected forces that shape societies. Popular culture, encompassing the spectrum of music, television, film, and more, not only reflects societal norms but also challenges and reshapes them through its widespread influence.¹ Social movements, driven by collective efforts to promote or resist change within societies, often harness the tools and platforms provided by popular culture to spread their messages and mobilize support.² This review article explores the dynamic interplay between popular culture and social movements in the 21st century, a period marked by rapid technological advancements and significant social transformations. It aims to dissect how popular culture serves as both a medium and an influencer of social activism and how, conversely, social movements have left indelible marks on the cultural landscape. From the viral spread of hashtags that ignite global advocacy campaigns to music and art that echo the sentiments of these movements, the relationship is both symbiotic and continually evolving.³

The scope of this discussion spans various domains—media’s role in shaping and broadcasting movement messages, music, and art as tools of protest and expression, and celebrity activism’s impact on public engagement and perception. The article also explores the catalytic role of the COVID-19 pandemic, which amplified the intersections of popular culture with social movements, particularly highlighting the influence of celebrities and digital activism in navigating and addressing the dual crises of public health and racial justice. Each of these elements illustrates the complex interactions between cultural expressions and social activism, providing a comprehensive overview of their mutual influence in shaping modern society.⁴

Media as a Catalyst

Evolution of Media: Traditional vs. Social Media

The role of media in social movements has evolved dramatically from the days of print and broadcast to the digital age of today. Traditional media, once the gatekeepers of information, played a crucial role in shaping public opinion and mobilizing for social change. Historically, television and newspapers were pivotal in movements such as the civil rights movement in the United States, where televised scenes of protest and violence brought national attention to the struggle for racial equality.⁵ In contrast, today’s social movements are increasingly digital first. Social media platforms like Twitter, Facebook, and Instagram have transformed the landscape of activism, enabling movements to organize, mobilize, and communicate without the need for traditional media’s infrastructure or approval. Castells emphasizes that social media has become the new public sphere, where power dynamics are shifted and grassroot movements can gain momentum and visibility rapidly.⁶ This shift has significant implications for how movements develop and spread. Bennett and Segerberg ­argue that unlike traditional media, which required more centralized control and messaging, social media allows for more personalized and decentralized forms of collective action, often termed as “connective action.”⁷ This new media environment has enabled movements to be more adaptable and resilient, as seen in the rapid spread of the #MeToo movement, which utilized social media to circumvent traditional media channels and connect victims of sexual harassment worldwide.⁸

Furthermore, the immediacy and reach of social media mean that movements can maintain a persistent presence in public discourse, influencing policy and opinion in real time. Gerbaudo notes that the physical “occupy” protests across various global cities would not have sustained without the parallel “digital occupying” of social media platforms, which kept the dialogue alive and engaged a global audience.⁹ This evolution from traditional to digital media has not only democratized movement participation but also introduced new challenges such as misinformation, echo chambers, and the need for digital literacy among activists. As such, the impact of media on social movements today is profound and continues to evolve as new technologies emerge.

Case Studies: Digital Platforms and Social Movements

#MeToo Movement: Amplification through Twitter and Facebook

The #MeToo movement serves as a quintessential ­example of how social media can amplify social movements and facilitate organizational efforts on a global scale. Originating from a simple hashtag, #MeToo rapidly transformed into a worldwide phenomenon, largely due to its propagation through Twitter and Facebook.¹⁰ These platforms allowed victims of sexual harassment and assault to share their stories, creating a powerful and supportive network that transcended geographical boundaries. Researchers like Jackson and Banaszczyk highlight the role of Twitter in increasing visibility and support for #MeToo, stating that social media not only spread the movement but also fostered a communal sense of solidarity and action among women globally.¹¹ Furthermore, Facebook’s role in organizing events and discussions around #MeToo has been significant. The platform facilitated real-time communication and coordination of rallies and meetings, driving public engagement and policy dialogues.¹² This case demonstrates the power of social media to not only share personal narratives but also mobilize collective action that leads to tangible changes in societal attitudes and legal frameworks.

Climate Action Movements: Global Participation through Digital Platforms

Similarly, digital platforms have played a pivotal role in the mobilization and expansion of climate action movements. Movements like Fridays for Future and Extinction Rebellion have utilized platforms such as Instagram, Twitter, and specialized apps to organize protests, share information, and engage with a global audience.¹³ These digital tools have enabled a decentralized approach to activism, where individuals from various parts of the world can participate in or initiate local actions that contribute to a global narrative.¹⁴ The utilization of social media in these movements has not only increased awareness about climate change but also pressured governments and corporations to adopt more environmentally friendly policies. The viral nature of digital campaigns, such as the global climate strikes, illustrates how social media can effectively amplify environmental advocacy to an unprecedented extent, transforming local events into global movements.¹⁵

Analysis: Impact of Viral Media Campaigns on Public Perception and Policy

Viral media campaigns have significantly reshaped public perception and policy, especially in how social movements harness digital platforms for widespread engagement and advocacy. The rapid dissemination of campaign messages through platforms like Twitter and Facebook has not only amplified social issues but also facilitated more immediate and widespread public support or backlash.16 Research indicates that viral campaigns can quickly mobilize public opinion, which in turn pressures policymakers to respond more swiftly to the highlighted issues.¹⁷ For instance, the #MeToo movement utilized social media to break the silence around sexual harassment and assault, bringing about a global reckoning that led to changes in laws and corporate policies.¹⁸ The movement’s ability to go viral was crucial in ensuring that it gained sufficient visibility to spur public and legislative action. Similarly, digital platforms have played pivotal roles in climate action movements, where they have been used to coordinate global protests and communicate urgent messages that have influenced international environmental policies.¹⁹

However, while viral campaigns can lead to positive changes, they also present challenges such as misinformation, transient public interest, and the dilution of nuanced discussions in favor of oversimplified narratives. The viral nature of social media can sometimes result in the rapid spread of unverified information, which can undermine the credibility of movements and lead to public skepticism.²⁰ Consequently, while these digital platforms are powerful tools for advocacy and policy influence, their impact is contingent on careful message management and the sustaining of engaged and informed public discourse.

Music and Protest

Historical Context: The Role of Music in Past Social Movements

The power of music to influence social consciousness and drive collective action has been evident throughout history, notably during the 1960s civil rights movements in the United States. Songs like “We Shall Overcome” and “A Change is Gonna Come” became anthems that not only expressed the hopes and pains of the movement but also helped to unite disparate groups under a common cause, catalyzing significant societal change.²¹ Researchers have highlighted how these songs, often derived from spirituals and gospel traditions, communicated the struggles and resilience of the African-American community, bridging generational and geographical divides within the movement.²²

Moreover, the antiwar protests of the same era utilized music to convey their message, with artists like Bob Dylan and Joan Baez, leading the charge with poignant lyrics that questioned the status quo and rallied the public against the Vietnam War.²³ Music venues and festivals, most famously Woodstock, became focal points where the collective sentiment of peace and resistance was amplified through powerful, live performances that echoed the public’s growing discontent with political decisions.²⁴ These historical examples underline music’s dual role as both a reflective and directive force within social movements. It not only mirrors societal sentiments but also molds them, creating an accessible and resonant channel for the dissemination of revolutionary ideas and the fostering of a shared identity among activists.²⁵

Contemporary Examples of Music in Social Movements

Hip-Hop and Racial Justice: The intersection of hip-hop and social movements, particularly those advocating for racial justice, underscores the genre’s potent role in articulating societal issues and mobilizing community responses. Artists like Kendrick Lamar have been instrumental in this arena, with tracks like “Alright” becoming unofficial anthems during Black Lives Matter protests.²⁶ Lamar’s lyrics not only reflect the frustrations and aspirations of African-American communities but also resonate with broader audiences, thereby amplifying the message of the movement.²⁷ Scholars argue that hip-hop acts as both a mirror and a megaphone for marginalized voices, providing a platform for expression and a call to action that transcends music and enters the realm of social activism.²⁸

Global Influence: Music’s Role in International Movements: Outside the United States, music continues to play a crucial role in both representing and shaping the dynamics of social movements. In Hong Kong, for instance, protest songs like “Glory to Hong Kong” have galvanized public sentiment and have become symbols of resistance against political suppression.²⁹ These songs not only encourage unity among protesters but also serve to communicate the values and demands of the movement to a global audience, effectively using music as a form of soft power in international advocacy.³⁰ Similarly, in places like Latin America, artists have utilized their platforms to challenge political corruption and social injustice, blending traditional sounds with contemporary messages to foster a cultural movement that extends beyond national borders.³¹ This global transmission of musical activism highlights how modern technologies and interconnected societies facilitate the spread of influential messages across cultural and geographic boundaries.³²

Evaluating Music’s Role in Bridging Cultural Divides within Social Movements

Music has consistently demonstrated its ability to transcend geographical, linguistic, and social boundaries, serving as a powerful medium for uniting diverse groups during social movements.³³ The universality of musical expression allows it to convey messages of solidarity, resilience, and demand for change, resonating with widespread audiences. Studies indicate that music’s rhythm and melody can foster a shared emotional experience, even among those divided by cultural differences.³⁴ One prominent example is the role of hip-hop in the Black Lives Matter movement. Artists like Kendrick Lamar have utilized the genre not only to express the frustrations and aspirations of African Americans but also to engage a global audience, highlighting issues of racial injustice and inequality.³⁵ The global reach of such music has helped to create a sense of unity and shared purpose among international supporters.³⁶

Similarly, the use of protest songs in Hong Kong’s pro-democracy protests illustrates how local musical forms can gain international sympathy and support. These songs often incorporate traditional and modern elements, making them relatable to a broad audience while emphasizing the unique cultural aspects of the movement.³⁷ Music’s ability to bridge cultural gaps is further evidenced by its role in facilitating dialogue and understanding between conflicting groups. During the civil rights movement in the United States, gospel and folk music played integral roles in unifying a divided country and promoting nonviolent resistance.³⁸ This historical context underlines music’s enduring impact not only in mobilizing movements but also in healing and reconciling divided societies.

Artistic Expressions

Visual Art in Social Movements

Street art and installations have become potent tools in social movements, offering both a visual manifesto and a rallying point for collective action. Globally, street art transforms urban landscapes into dynamic canvases that express dissent, memorialize events, and amplify the voices of the marginalized. For example, during the Egyptian Revolution of 2011, graffiti on Cairo’s walls depicted scenes of unity and resistance, playing a critical role in communicating the aspirations of the revolution to a wider audience.³⁹ In Western contexts, artists like Banksy have utilized street art to critique social and political issues with sharp wit and poignant imagery. Banksy’s works, such as the well-known “There Is Always Hope” featuring a girl releasing a heart-shaped balloon, encapsulate feelings of loss and hope in a single frame, resonating with diverse audiences and sparking discussions on issues ranging from refugee crises to surveillance.⁴⁰ Moreover, installations like the “Fearless Girl” statue facing Wall Street’s Charging Bull not only draw attention but also provoke conversations about gender dynamics in the corporate culture. These artistic expressions, by virtue of their public accessibility and often unauthorized nature, challenge conventional narratives and encourage a democratization of public discourse.⁴¹

Fashion as a Medium of Resistance

Fashion has emerged as a powerful medium of resistance, enabling individuals and movements to communicate their stance on social issues visually and effectively. The use of fashion items like the “pussy hats” worn during the Women’s March on Washington and Black Lives Matter (BLM) T-shirts exemplifies how attire can transcend mere aesthetic appeal to become potent symbols of advocacy and identity.⁴² These fashion statements often gain iconic status and serve as tools of solidarity and visibility in protests. For instance, the pink “pussy hats” quickly became a global symbol of feminist protest following the 2017 Women’s March, signifying resistance against gender discrimination and inequality.⁴³ Similarly, BLM T-shirts have been instrumental in raising awareness and prompting dialogue about racial justice worldwide, making the movement’s message both visible and accessible across different contexts.⁴⁴ Moreover, these garments often carry narratives that resonate deeply with personal and collective identities, making them especially impactful in protests and public demonstrations. They not only express dissent but also foster a sense of community among wearers, uniting disparate groups in a shared visual dialogue against perceived injustices.⁴⁵

Assessing the Long-Term Cultural Impact of Artistic Expressions in Movements

The enduring cultural impact of artistic expressions within social movements cannot be overstated, as these forms of expression often continue to resonate long after the initial events have faded from immediate public consciousness.⁴⁶ Artistic interventions, particularly street art and iconic fashion, have been shown to significantly influence public sentiment and political landscapes, embedding deep cultural messages into the social fabric.⁴⁷ Research indicates that visual art and fashion related to movements do more than just capture moments; they actively shape the collective memory and identity of societies. For instance, murals and installations that emerge during significant social unrest often become heritage sites, serving as reminders of past struggles and inspirations for future activism.⁴⁸ This lasting presence underscores the transformative power of art, not just as a tool for immediate protest but as a continuing source of influence and reflection.⁴⁹ Furthermore, the symbols created during these movements often evolve into cultural icons, influencing art and fashion trends long beyond their original context. The replication of these symbols in various forms—ranging from museum exhibits to pop culture references—helps to maintain a dialogue around the issues they represent, ensuring that the messages do not dissipate once the physical protests have dissolved.⁵⁰

Celebrity Influence

Celebrities as Activists: Their Role in Social Change

The involvement of celebrities in activism has become a significant element of social change, leveraging their platforms to highlight issues and mobilize public opinion.⁵¹ Celebrities like Leonardo DiCaprio and Angelina Jolie have used their fame to bring attention to global issues such as climate change and refugee crises, respectively, effectively raising awareness and funding for these causes.⁵² Scholars argue that the celebrity influence in activism can lead to increased engagement among their followers, particularly on social media platforms where messages can spread rapidly.⁵³ This visibility can significantly impact public discourse, policy advocacy, and fundraising. However, the intersection of celebrity and activism also raises questions about authenticity and the potential for celebrities to overshadow the nuanced realities of the causes they promote.⁵⁴ Despite these challenges, the positive impact of celebrity activism is evident in cases like Emma Watson’s work with the United Nations on gender equality, which has not only raised awareness but also helped to enact changes in policies and corporate practices globally.⁵⁵

The Double-Edged Sword of Celebrity Activism

The involvement of celebrities in social movements can significantly amplify the visibility of causes, yet this can sometimes lead to oversimplification of complex issues.⁵⁶ While celebrities bring widespread attention and can drive quick mobilization, their messaging often lacks the depth required to fully represent the intricacies of the issues at hand, which can lead to public misconceptions.⁵⁷ For example, while celebrity endorsements have been shown to increase public engagement with campaigns, they can also reduce the perceived seriousness of the cause.⁵⁸ Critics argue that the transient nature of celebrity interest might also lead to fleeting public attention, which does little to sustain long-term activism or deep understanding.⁵⁹ Additionally, the celebrity’s personal brand may overshadow the cause, making the movement more about the individual than the issue, which can dilute the authenticity of the activism.⁶⁰ Thus, while celebrity involvement can be a powerful tool for raising awareness and drawing in support, it is essential that this influence is managed carefully to maintain the integrity and ongoing momentum of social movements.

Case Study: Colin Kaepernick and the Ripple Effects of Celebrity Protest

Colin Kaepernick’s kneeling during the national anthem to protest racial injustice and police brutality has become one of the most emblematic instances of celebrity activism, influencing both the sports world and broader social discourse.⁶¹ This act, though simple, sparked a nationwide conversation about race, privilege, and patriotism in the United States, showcasing the profound impact a single celebrity can have on public perceptions and societal issues.⁶² The protest not only elevated the discussion around systemic racism but also highlighted the powerful role that athletes and other celebrities can play in social movements.⁶³ Kaepernick’s actions led to varied responses, from widespread support and solidarity—evidenced by other athletes taking a knee in different sports—to vehement opposition and controversy, illustrating the polarizing nature of celebrity involvement in political and social issues.⁶⁴ The long-term effects of Kaepernick’s protest have been significant, fostering a renewed dialogue about athlete activism and influencing various sports organizations to reconsider their roles and policies regarding social justice.⁶⁵ This case exemplifies how celebrity actions can transcend entertainment and sports, becoming catalysts for social change and challenging both the public and institutions to engage more deeply with pressing societal issues.

Technology’s Role

Tools for Organization: Digital Platforms in Protest Management

The advent of digital technology has revolutionized the organization and documentation of protests, turning apps and online platforms into crucial tools for mobilization and communication.⁶⁶ Platforms like Twitter and Facebook and encrypted messaging apps such as Signal and Telegram have enabled rapid, real-time coordination of protest activities, allowing organizers to disseminate information, mobilize supporters, and manage logistics effectively.⁶⁷ Moreover, these technologies have provided activists with the means to document events on the ground, capturing real-time evidence of protests and, at times, human rights violations, which are crucial for international awareness and legal advocacy.68 The role of smartphones equipped with cameras cannot be overstated; they have turned every participant into a potential journalist, expanding the reach and impact of social movements globally.⁶⁹ This technological empowerment of activists has led to a more informed and responsive civil society, where movements can adapt quickly to changing circumstances, a critical advantage in both planning and executing large-scale demonstrations.⁷⁰

Surveillance and Counter-Movements: The Dual Roles of Technology

The utilization of technology in modern social movements presents a paradoxical scenario, where the same tools that empower activists are also used for surveillance by state and nonstate actors.⁷¹ On one hand, technologies such as GPS and social media platforms have been instrumental in safeguarding activists, providing them with ways to evade surveillance and organize covertly.⁷² These digital tools enable the encryption of communications and anonymization of user identities, protecting activists from persecution and reprisal. On the other hand, the same digital landscape offers unprecedented surveillance capabilities to authorities. Governments and law enforcement agencies have increasingly employed sophisticated monitoring technologies that can intercept communications, track movements, and infiltrate activist networks, often justified under the guise of national security.⁷³ This surveillance capacity can deter activism, stifle free speech, and lead to targeted crackdowns on movements.⁷⁴ Thus, while technology has been a boon for mobilizing and protecting activists, it has also enhanced the state’s capacity to monitor and disrupt civil dissent. This dual-edged sword of technology necessitates a critical examination of digital rights and privacy protections within the context of social movements.⁷⁵

Global Connectivity: Technology’s Role in the Spread of Social Movements

The role of technology in enhancing global connectivity has profoundly influenced the rapid dissemination of social movement ideologies across national boundaries.⁷⁶ Digital platforms, particularly social media and messaging apps, have provided activists with unprecedented capabilities to share information, mobilize supporters, and coordinate actions internationally in real time.⁷⁷ For instance, movements such as the Arab Spring and the global climate strikes have demonstrated how digital tools can transcend geographical limitations, enabling a synchronized global response to local issues.⁷⁸ This technological facilitation has not only accelerated the pace at which movements spread but also diversified the participants involved. By breaking down traditional barriers to information dissemination, technology has allowed individuals from various parts of the world to participate in, and contribute to, movements that may not directly impact their immediate environment.⁷⁹ Moreover, the use of hashtags, viral videos, and online petitions has enabled localized grievances to gain international attention, drawing global support that can exert pressure on local authorities from abroad.⁸⁰ However, while technology fosters global connectivity, it also raises questions about the authenticity and depth of engagement in digitally-led movements. The challenge lies in ensuring that this global connectivity leads to meaningful and sustained change rather than transient online activism.⁸¹

The COVID-19 Pandemic: A Crucible for Cultural Influence on Social Movements

The COVID-19 pandemic emerged as a pivotal moment in the interplay between popular culture and social movements, profoundly influencing how communities responded to unprecedented global challenges. As the world grappled with the health crisis and its cascading effects on society, popular culture—through celebrity activism and digital media—played a crucial role in shaping public responses and mobilizing support for pandemic relief and racial justice. Celebrities harnessed their significant influence to advocate for public health measures and racial equality, sparking widespread engagement and action. Simultaneously, digital platforms facilitated a new form of activism, enabling the rapid dissemination of information and providing a virtual space for global solidarity and protest. This complex dynamic highlights the potent capacity of popular culture not only to reflect societal issues but also to actively mold and drive collective action during times of critical social upheaval.

Celebrity Activism and COVID-19

During the COVID-19 pandemic, celebrity activism demonstrated the substantial influence of popular culture in rallying public attention and directing resources toward addressing critical crises, thereby shaping the trajectory of social movements focused on pandemic relief and health awareness. Prominent figures from the entertainment and sports industries leveraged their platforms to boost relief efforts and promote public health initiatives. The discussion encompasses three primary themes such as the mobilization of resources, public health messaging, and the linkage to broader social movements, highlighting how celebrity-driven initiatives supported improved health policies and equitable resource distribution. This exploration underscores the significant role that celebrities played in shaping public responses during the global health crisis.

Mobilization of Resources

The mobilization of financial resources by celebrities significantly impacted the effectiveness of relief efforts during the COVID-19 pandemic. Rihanna’s Clara Lionel Foundation donated $5 million to various organizations aiding in coronavirus relief, effectively mobilizing her vast follower base and the general public to engage in similar philanthropic activities.⁸² Similarly, Lady Gaga’s initiative in organizing the “One World: Together At Home” concert raised over $127 million, illustrating another powerful platform for celebrity influence.⁸³ This concert, featuring performances from various artists globally, not only raised substantial funds but also heightened public awareness and engagement with the pandemic’s challenges. These contributions exemplify how celebrities can leverage their influence to mobilize resources and public attention, greatly enhancing the effectiveness of response efforts during global crises like the COVID-19 pandemic. The involvement of these artists brought considerable attention to the pandemic’s challenges and motivated the public and other celebrities to contribute to relief efforts, underlining the potential of celebrity influence in driving social change and mobilization.

Public Health Messaging

The influence of celebrities on public health messaging during the COVID-19 pandemic was significant, as they utilized their platforms to promote critical health advisories and behaviors. Taylor Swift and Ellen DeGeneres were prominent examples of celebrities who effectively used their platforms to communicate crucial public health messages. Swift was particularly active, highlighting the severity of the pandemic on her social media. In March 2020, she explicitly urged her vast following on Twitter to recognize the gravity of the situation and adhere strictly to health guidelines to protect themselves and their communities.⁸⁴ Similarly, Ellen DeGeneres leveraged both her television show and social media presence to promote safety measures. She consistently shared messages about the importance of staying home, supporting each other, and adhering to health protocols, and she contributed to various pandemic relief efforts.⁸⁵

These efforts by Swift and DeGeneres exemplify a broader trend among celebrities who utilized their influence during the pandemic to boost public awareness and drive compliance with health advisories. Their messages not only broadened the reach of health campaigns but also made the guidance more relatable and accessible, fostering community solidarity. The trust and admiration that followers have for celebrities like Swift and DeGeneres have been shown to lead to higher engagement and compliance with health measures.⁸⁶ This “celebrity endorsement effect” was pivotal in amplifying the effectiveness of public health campaigns during a crucial time, demonstrating how popular culture can significantly influence public health outcomes.⁸⁷

Racial Justice Activism During and Following the Pandemic

As the COVID-19 pandemic reshaped society, it coincided with a crucial juncture in racial justice activism, highlighted by the global response to the murder of George Floyd. On May 25, 2020, in Minneapolis, Minnesota, a pivotal event unfolded that would ignite widespread advocacy and protests across the globe. George Floyd, an African American man, died after a police officer, Derek Chauvin, knelt on his neck for over nine min during an arrest, despite Floyd’s repeated pleas that he could not breathe.⁸⁸ Captured on video by a bystander, the incident quickly went viral, sparking widespread protests under the banner of the Black Lives Matter movement.⁸⁹ This tragedy highlighted systemic racial inequalities in law enforcement and catalyzed an unprecedented global movement demanding comprehensive police reform and racial justice.⁹⁰ The pandemic itself, underscoring disparities in healthcare and economic impacts along racial lines, intensified the urgency and scope of these calls for change. During this period, popular culture—through celebrities, musicians, and digital platforms—played a pivotal role. They not only echoed but also actively propelled the racial justice movement, using their influence to amplify the call for racial equality. This section will explore how these elements of popular culture contributed significantly to the global engagement and discussions about racial injustice, driving a broader societal commitment to addressing these deep-seated issues during a time of profound global upheaval.

Celebrity Responses

During the COVID-19 pandemic, celebrities ­significantly amplified the visibility and impact of racial justice movements. LeBron James, for instance, used his platform to speak out against racial injustice, actively supporting initiatives like More Than a Vote, a group he co-founded with other prominent black athletes and entertainers, which combats systemic, racist voter suppression by educating, energizing, and protecting young communities of color.⁹¹ Beyoncé also utilized her platform to demand justice for George Floyd and others affected by racial violence, calling her fans to action through petitions and donations.⁹² Naomi Osaka’s activism during the COVID-19 pandemic was marked by her utilization of highly visible platforms to address racial injustice, significantly during the 2020 US Open where she wore face masks bearing the names of Black Americans who died due to racial violence, including Breonna Taylor, Trayvon Martin, and Tamir Rice. This act of wearing victims’ names during matches broadcast globally propelled discussions around racial injustice into a broader public and media spotlight, linking sports and social activism in a profound way.⁹³

These celebrity efforts were instrumental in ­catalyzing public participation in both online and offline protests, drawing widespread attention to racial justice issues. The unique conditions of the pandemic not only highlighted issues of racial injustice but also positioned celebrity-led advocacy at the center of public discourse. This period of heightened digital engagement allowed celebrities to use their platforms to amplify messages about racial inequality effectively, influencing how these issues were perceived and discussed across various media platforms.⁹⁴ The role of celebrities in these movements underscores their potential to leverage fame for substantive social change, particularly in times of global crisis when public attention is most malleable. By advocating for racial justice, these high-profile figures have significantly shaped public awareness and action, demonstrating the powerful impact of celebrity endorsements on social movements.

Music as a Medium

Music played a pivotal role in amplifying the racial justice movements that intensified following the murder of George Floyd. Lil Baby’s “The Bigger Picture” stands out as a key example, where the lyrics directly addressed the protests and calls for change, capturing the sentiment of the moment and galvanizing public support.⁹⁵ Similarly, H.E.R.’s song “I Can’t Breathe,” which won the 2021 Song of the Year at the Grammys, echoed the last words of George Floyd, serving as a powerful commentary on police brutality and systemic racism.⁹⁶ Beyoncé’s “Black Parade,” released on Juneteenth 2020, is another significant contribution, celebrating Black culture and supporting Black-owned businesses while addressing the need for systemic change. The song not only provided a celebratory anthem for the Black Lives Matter movement but also directed financial support to Black-owned businesses through BeyGOOD’s Black Business Impact Fund.⁹⁷ These songs transcended traditional music consumption, becoming rallying cries within protests and virtual campaigns. They were widely shared and streamed, significantly enhancing the emotional resonance and reach of the movement’s message. This intersection of music and activism during the pandemic showcased how artists could use their platforms to contribute to societal transformation, maintaining momentum for the movement and fostering a global dialogue on racial justice.⁹⁸

Digital Activism

During the COVID-19 pandemic, digital platforms were thrust into the spotlight as essential tools for activism, particularly in the realm of racial justice. The viral video of George Floyd’s tragic death under a police officer’s knee became a powerful catalyst for global protests, underscoring the profound impact of social media in driving public awareness and action. Platforms like Instagram and Twitter did not just share this video; they became arenas for rallying cries against racial injustice, reaching millions worldwide.⁹⁹ These platforms facilitated more than the spread of critical content; they enabled activists to organize protests, coordinate community responses, and engage in sustained dialogues about systemic racism without the need for physical presence.¹⁰⁰ As the pandemic restricted physical gatherings, digital activism offered an alternative space to gather, debate, and mobilize. This shift to online spaces allowed for a continuous flow of information and advocacy, keeping the momentum of the racial justice movement alive during lockdowns.¹⁰¹

Moreover, the accessibility of digital platforms meant that messages about racial justice reached a diverse, global audience. This inclusivity expanded the movement’s reach, engaging individuals across different countries and cultures in the conversation about racial equality and police reform.¹⁰² Social media posts, live streams, and digital rallies brought international attention to issues that might have otherwise been localized, promoting a worldwide call to action. The persistence of digital activism throughout the COVID-19 pandemic also led to significant and tangible changes across various sectors. Online petitions, virtual protests, and hashtag campaigns greatly influenced legislative discussions and policy reforms, reflecting the real-world impact of digital mobilization.¹⁰³ This activism notably propelled the Black Lives Matter movement, driving widespread reevaluation and reform of practices related to racial equality. In the United States, legislative responses included the George Floyd Justice in Policing Act of 2021, passed by the U.S. House of Representatives as a direct response to digital activism following Floyd’s murder (but the Senate didn’t move forward over the issue of qualified immunity for officers). The legislation aimed to address a broad spectrum of issues in policing practices and law enforcement accountability, introducing measures to enhance transparency, restrict certain policing practices, and increase accountability for law enforcement misconduct.¹⁰⁴

At a local level, the city of Minneapolis, where Floyd was killed, saw significant reforms. The city council pledged to dismantle the police department and replace it with a community-focused public safety model, a decision driven by extensive digital campaigns and public outcry demanding systemic change.¹⁰⁵ Corporate responses also indicated substantial shifts. Companies like Amazon paused the use of their facial recognition software and acknowledging concerns about racial bias.106 Major firms including Nike, Twitter, and Square recognized Juneteenth as a paid holiday, aligning corporate practices with the heightened awareness and demands for racial justice sparked by digital activism.¹⁰⁷ In the education sector, numerous institutions took steps to address racial inequalities, driven by digital activism. These included removing symbols associated with racism¹⁰⁸ and enhancing support for Black students and scholars.¹⁰⁹ Many universities also revised their curriculums to incorporate more content on racial justice, responding to both internal advocacy and broader social demands amplified by digital platforms.^110–112 These examples underscore the profound influence of digital activism on promoting significant systemic changes, demonstrating how heightened online engagement during the pandemic has reshaped public discourse and policy across multiple sectors in response to the racial justice movement.

Conclusion

This review has traced the intricate interplay between popular culture and social movements, underscoring how each shapes and is shaped by the other. From the amplification of social issues via media platforms to the mobilization effects of music and art, the relationship between cultural expressions and activism has proved both dynamic and profound. Looking ahead, the evolution of digital technologies is likely to further intensify this interaction, potentially enabling more rapid and widespread mobilization of social movements while also raising challenges related to the depth and authenticity of engagement. The COVID-19 pandemic has exemplified an extraordinary period where popular culture’s influence on social movements was markedly visible, driving significant public engagement and action toward pandemic relief and racial justice, thereby reaffirming the profound capacity of popular culture to mobilize and shape societal responses during times of global upheaval. This recent phenomenon underscores the transformative power of popular culture in a crisis, showcasing its ability to not only reflect but also activate societal change. As we navigate this evolving landscape, it becomes crucial for individuals and communities to critically engage with both popular culture and the mechanisms of social movements. By understanding the implications of these dynamics, stakeholders can better harness the power of cultural forces to advocate for meaningful social change. Thus, the call to action is not just for awareness but for proactive involvement and thoughtful participation in shaping the cultural currents that define our collective social narratives.

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Cite this article as:
Wheatley MC. The Influence of Popular Culture on 21st-Century Social Movements. Premier Journal of Business and Management 2024;1:100009

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