This culture of awareness directly affects the trend of ‘armchair activism’. Similarly, among students and young adults, if one doesn’t have a profile on facebook, they are looked down upon. It is almost seen as a status symbol- the greater the number of friends in one’s friend list or the greater the number of likes on one’s display picture, the more popular would that person be. This culture of online presence among young adults may affect the practises of ESOL students to use facebook to learn English, make friends, and ‘fit-in’, and the digitization of childhood. And the culture of curiosity that we are a part of also affects the behavioural patterns of children. Lastly, the culture of online value chain and e-business and e-everything affect the behaviour of social media marketing using facebook.
There are many Conflicts and tensions surrounding these practises. As already mentioned, the authenticity of the practise of armchair activism through facebook can be questioned due to factors like herd mentality, superficial empathy, and the desire to fit-in. The practise of using facebook groups and pages for social media marketing faces the problems of failure due to lack of authenticity, lack of trust on the part of the prospective customers, spamming and disinterested target customers. In our modern age, the real and the virtual have become so intertwined that it is difficult to separate one from another. The best example of this phenomenon can be the culture of continuous online interactions resulting in online dating. Another, more worrisome, example can be the culture of ‘digital bedrooms’ and online gaming, which have resulted in the digitization of childhood. The digitization of childhood has seriously affected the lives of children and resulted in empty playgrounds and higher Farmville scores. This culture of online communications has also impacted the behavioural patterns of children’s communications (Wei, 2014).