TRENDS MODULE 1

Definition of a Trend

  • General Definition: A trend is a general development or change in behavior (Cambridge Dictionary). It reflects a statistically detectable change over time (Merriam-Webster).

  • Social Media Context: In social media, a trend refers to topics that gain significant attention and are widely discussed in a short period of time (Oxford Dictionaries).

Elements and Characteristics of a Trend

Elements of a Trend

  1. Unique Content

  • In an information-rich environment, users seek out unique content. Unique content increases the likelihood of engagement and action.

  1. Timing

  • The right timing is crucial for trends. Ideas must be launched when influencers can create a simultaneous push.

  1. Virality

  • An idea must become well-known quickly to be considered trendy. The more viral it is, the more likely it is to trend.

  1. Compelling Influencers

  • Credible influencers who resonate with target audiences are vital. Companies often use popular artists or personalities to promote their products.

  1. Correct Distribution Network

  • Selecting the right channel or media platform is essential for spreading the message effectively.

  1. Longevity

  • The duration of a trend's popularity correlates with its success. Longevity can lead to monetary gain and increases in popularity.

Characteristics of a Trend (Dela Cruz and Dela Cruz, 2017)

  1. Long-lasting popularity.

  2. Widespread acceptance across various industries and demographics.

  3. Rooted in cultural traditions and values.

  4. Fluctuates in popularity over time, showing transitory increases or decreases.

The Process of Identifying a Trend

How to Spot Trends

  1. In-depth Research:

  • Avoid superficial searches; dive deeper into societal viewpoints.

  1. Gather Evidence:

  • Talk to different demographics and sense the prevailing trends through first-hand experiences.

  1. Eliminate Personal Biases:

  • Acknowledge that personal likes or dislikes (e.g., fashion items) do not necessarily reflect broader market trends.

Differentiating a Trend from a Fad

Definition of Fad

  • A fad is characterized as a practice or interest followed with exaggerated zeal for a limited time (Merriam-Webster, Cambridge Dictionary).

Trend vs. Fad: Illustrated

  • Example of Denim:

  • Blue jeans represent a trend due to their long-lasting cultural significance, practical history, and evolving perception (Sheryl Connely, Ford).

  • Specific styles of jeans (e.g., high-rise, skinny) are considered fads as they change frequently based on fashion cycles.

Guide Questions to Differentiate Trends from Fads (Perkin, 2012)

  1. Is it embedded within culture?

  2. Does it effect real change?

  3. Is it focused on the long term?

  4. Does it change behavior?

  5. Are there multiple articulations of the idea?

References

  • Bhargava, R. (2012). Trends and Social Media.

  • Dela Cruz, R. T. & Dela Cruz, R. P., (2017). Trends, Networks, and Critical Thinking Skills in the 21st Century.

  • Merriam-Webster and Cambridge Dictionaries: Definitions on trends and fads.

  • Perkin, N. (2012). Differentiating Trends from Fads.