BEYOND THE TREND: UNDERSTANDING MIMICRY CULTURE AMONG YOUNG SOCIAL MEDIA USERS IN KERALA

Instagram and YouTube are becoming integral parts of cultural interactions of youth in Kerala, since many of them have smart phones and possess a lot of knowledge about the internet. The research work is entitled as “Beyond the Trend: Understanding Mimicry Culture Among Young Users in Kerala”. The study aims to find out how trend-based online activities called mimicry culture impact the behavior, creativity, identity development, and psychological state of the young generation aged from 18 to 28. The methodological approach applied by this study was a mixed one that used both quantitative and qualitative data collection techniques. Quantitative data was collected from 384 respondents using a structured questionnaire distributed on social media platforms. Qualitative information was gathered through interviewing three clinical psychologists. Pearson correlation analysis revealed that there is a statistically significant moderate positive relationship (r = 0.571, p < .001) between the impact of social media and participation in imitation activities. Descriptive statistics indicated that the average score related to the impact of social media (M = 3.742) and mimicry practices (M = 3.661), was relatively high among young participants who used social media activities Additionally, the findings further reveal that 87.8% of participants agree that involvement in trends can enhance the awareness and reach of their online content, while over 80% agree that original content receives less attention than posts based on current trends. From the perspective of the psychologists the behavior of mimicry is driven by various reasons, including the desire to be socially accepted, Fear of Missing Out (FOMO), and the reinforcement mechanisms created by the algorithms of social platform. Participation in these trends might foster social connectivity and online appreciation, over-reliance on imitation can have adverse consequences such as stifling creativity, causing stress, and preventing authentic self-expression among young people.