
Today is World Social Media Day, a moment to reflect on how deeply digital platforms shape everyday life. From sharing moments with friends to building communities across continents, social media has become central to how we connect, communicate and understand the world.
This makes it the perfect moment to revisit the ground-breaking open access Why We Post series, which explores not just how we use social media, but why it matters across different cultures and societies.
Why We Post set out to answer these questions by looking beyond headlines and assumptions. Nine anthropologists spent 15 months living in communities across China, Brazil, Turkey, Chile, India, England, Italy and Trinidad. Their research focused not just on platforms, but on what people actually share and why.
The series moves beyond headlines and assumptions. Nine anthropologists spent 15 months living in communities across China, Brazil, Turkey, Chile, India, England, Italy and Trinidad, exploring not just the platforms people use, but what they share and why.
Their findings are clear. Social media is not simply a tool for communication. It is a place where we live our lives.
Across the series, common assumptions are challenged. What looks like self promotion in one context can signal belonging in another. What appears to weaken relationships may instead strengthen them. Social media takes on different meanings depending on culture, community and everyday experience.
By bringing these perspectives together, Why We Post offers a powerful comparative view of social media worldwide. It remains a landmark open access series, reshaping how we understand digital life and its impact- explore the open access books below!



















