This study examines cultural consumption patterns on Facebook. It revisits the omnivore–univore hypothesis, which suggests that higher-status individuals consume a wider variety of cultural products (omnivorous taste), while lower-status individuals have a more restricted range of preferences (univorous taste).
The study uses digital trace data from Facebook to investigate online tastes across cultural genres and social strata, addressing limitations of survey-based research. Social network analysis (SNA) integrated with multiple correspondence analysis (MCA) reveals that neither higher nor lower strata are omnivores in terms of composition. Contrary to many studies, lower strata show greater omnivorousness in terms of volume compared to higher strata. These findings challenge traditional understandings of cultural consumption across social strata and underscore the need to complement existing methodological approaches with new strategies that better capture the complexities of cultural engagement in the digital age.
Key findings
- Cultural Omnivorousness and Social Stratification:
- The research confirms that cultural omnivores exist, meaning that higher-status individuals tend to engage with a broader range of cultural products.
- However, the findings challenge the traditional omnivore–univore model by demonstrating different degrees and types of omnivorousness, rather than a simple binary distinction.
- The Role of Facebook in Shaping Cultural Preferences:
- The study finds that Facebook algorithms influence cultural consumption by shaping what users are exposed to, rather than merely reflecting existing preferences.
- Social media reinforces existing tastes through personalized recommendations, potentially limiting cultural exploration rather than promoting it.
- Social and Economic Determinants of Cultural Consumption:
- Higher socioeconomic status and education levels correlate with more diverse cultural engagement, confirming earlier research on omnivorousness.
- The study also finds that social networks (friends and online communities) significantly impact taste patterns, sometimes more than individual characteristics.
- Patterns of Univorousness:
- Some groups exhibit univorous cultural patterns, meaning they engage with a narrow, more specialized range of cultural products.
- This is often linked to lower socioeconomic status, but the study also notes that some high-status individuals engage in selective, niche consumption, which is a different form of univorousness.
- Implications for Digital Culture and Social Mobility:
- Digital trace data provides new insights into cultural stratification, revealing that cultural exposure is increasingly shaped by algorithmic filtering rather than just individual choice.
- The study raises concerns that platform-driven cultural engagement could reinforce social inequalities, as certain groups are more exposed to diverse cultural content than others.