Written by: Akshika Jangid
In a digital realm that we live in, pop culture has become a major influencing source, particularly in a political arena. Living in a generation who proudly call themselves as ‘Swifties’, I can confirm that most people in society, particularly women and teenagers, look up to her and aspire to be like her because she is an iconic figure in the entertainment industry even if she is far-far away from politics.
Most recently, Taylor Swift’s public shift toward political engagement—endorsing Democratic candidates in recent U.S. elections—sparked intense reactions among her fanbase, with some fans embracing her activism and others expressing disapproval by boycotting her music or concerts. Her move illustrates how pop culture icons can shape the political mindset of today’s youth: Swift’s celebrity status gives her the power to model civic participation and influence public discourse, mobilizing her supporters much like a political leader would. Such high-profile endorsements make complex social issues visible and encourage young fans to reflect on their own values and political choices. 
Taylor Swift has used her fame to champion political and social causes in the U.S., including LGBTQIA+ rights, abortion rights, anti-racism, and voter registration. Her widespread visibility and influence extend from gender and fandom to economics and politics, making her more than just a musical artist—she’s a cultural force whose activism sparks dialogue and mobilizes youth.
In my view, pop culture has helped shape my thoughts and strengthen my political belief systems in a positive direction as it has made me oblivious of how different forms of pop culture influences youth in different cultures and societies. The most recent example for this is Nepal’s widespread protest against corruption and Oli government’s non-tolerance of Social Media criticism. His dire need to crack down these new age platforms made him put a ban on social media platforms including Facebook, Instagram, WhatsApp, YouTube and X and give a one week notice to all the social media channels that are not registered in Nepal to comply with Government norms. Despite making this hasty move, the government misjudged the consequences this decision would have without knowing that it would be widely criticised by the youth and several other youth led organisations. In fact, there’s a clear disconnect between the leaders of the Oli government and the Nepali young people who are hooked on Korean, Japanese Indonesian and other south-asian cultures. Social media is vital for them as it is an important tool to reflect upon the generational frustration at poor economic opportunities and challenges they are dealing with in their own home country.
Undoubtedly, Pop culture has become an important part of popular media in today’s times as it is used as a tool to spread messages, promote brands, and influence public opinion. It can also be used to create a sense of belonging and unity among different groups such as in the case of Nepal in bringing all the people together with GenZ’s to create a larger social change and influence their political decisions.
Entertainment and pop cultures are ever evolving domains that make a precis of creative expressions and collective experiences of society. From blockbuster movies like Star Wars, Avengers, Bahubali etc, chart topping music like Beyonce’s Freedom to Viral social media trends, Instagram stories, Reddit threads, and X debates. These elements in turn are reflected in our values, perceptions, interests and aspirations of diverse populations.
Impact of different entertainment forms
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Impact of Film:
Films often serve as reflections of societal issues, highlighting the issues like race, gender and class. International cinema has also gained limelight with films from countries like South Korea and Africa achieving global recognition. For examples; South Korea’s Parasite made history as the first non-English language film to win Best Picture at the Academy Awards, signaling a landmark achievement for Korean cultural industries. The film’s global acclaim not only elevated the country’s profile and soft power, but also demonstrated how a local story—free from region-specific references—could communicate powerfully and resonate so deeply with international audiences.
Parasite’s narrative, built on social satire, succeeded in engaging viewers across cultures by highlighting social issues such as class and economic disparity in a way that was both accessible and thought-provoking.
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Impact of Music:
Music transcends cultural boundaries and linguistic barriers, evolving through a wide array of genres like jazz, rock, hiphop and electronic. Modern platforms such as Spotify and Apple Music have transformed music distribution, allowing artists to reach fans worldwide and connect over shared experiences.
The widespread use of new social media platforms like discord these days shows a significant growth in niche online communities moving beyond its gaming origins to encompass diverse interests like independent music, anime, and creator economies. This trend shows a broader shift in Indian pop culture, where online platforms serve as hubs for people with shared interests to connect, discuss, and even monetize their passions, reflecting increased digital engagement and the rise of a more fragmented, interest-based digital culture.
Songs today are instrumental in expressing cultural identity—for instance, reggae as a symbol of Caribbean pride—and have been pivotal in social movements, from protest anthems during the Civil Rights era to contemporary tracks advocating for climate action.
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Impact of Television:
Television has gone from a traditional, passive viewing medium to an interactive experience, especially with the rise of streaming services like Netflix, Hulu, and Disney+. This shift has fueled “binge-watching” and enabled the production of highly diverse content, reflecting wider perspectives and societal debates. Critically acclaimed series such as Black Mirror and The Handmaid’s Tale spark public debate on ethical dilemmas and social issues, influencing how viewers think about technology, freedom, and justice.
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Digital Platforms and Social Media:
The explosion of social media platforms such as TikTok, Instagram, and YouTube has fundamentally changed how entertainment is created and shared. Pop culture phrases like “rizz” and “delulu” spread rapidly due to the viral nature of online content. These platforms democratize content creation, letting anyone become a creator and instantly set new digital trends. They also allow direct interaction between celebrities and fans, encouraging community engagement and shaping cultural conversations in real-time.
In today’s world, capturing attention and shaping political conversations no longer hinges on traditional avenues like late-night radio shows but thrives on the immediacy and virality of social media platforms like TikTok Discord etc. The evolving relationship between pop culture and politics reflects each generation’s adaptation to new technologies and changing communication styles. For example, while Barack Obama’s 2008 campaign innovatively used social media and hip-hop culture to engage young voters, today’s landscape is dominated by social media influencers and political activists who creatively blend entertainment with advocacy.
Nowadays, Social Media Personalities and pop culture icons wield a significant influence in politics. However, this marks a generational shift with young people focusing on specific policies and their real world impact rather than blindly following one party. This trend signals a more informed and engaged electorate that is passionate about civic involvement.
So the pressing question that arises for the upcoming election cycles is: How will the candidates connect with the politically savvy young generation?
Simply having an online presence or celebrity endorsement won’t suffice — young voters actually demand detailed, meaningful responses on urgent issues like climate change, racial justice, caste discrimination in public spaces, and economic inequality. Moreover , by leveraging their vast digital platforms, these voters hold the candidate accountable, amplify marginalised voices and organise across traditional political divides. Lastly, the future of pop culture hinges on political leaders adapting to this ever changing reality of technology. The empowerment of this new electorate is not only a sign of change but also a beacon of home for a more inclusive and well informed democratic future.
