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Social media is great for a number of reasons. It is a marketable medium that allows brands to engage with consumers 24/7. It can inspire and motivate lifestyle choices and give insight to the lives of others. A scroll down Instagram or Facebook and you can be a screen away from beautifully curated photos and content across the globe. One of the best things things about social media is its ability to tell stories and share information that can go viral.

However, with this in mind, how is it that social media did not provoke significant conversation concerning the recent Junior Doctor’s strike. Why is it that social media failed to generate significant impact? As the strike took place, social media was still inundated with images of the latest wellness trend and information about the next must have fashion accessory. Why is it that this content prioritises the attention of social media users?

At the time of research, the hashtag #juniordoctor had 3259 posts and #savethenhs had 2692. This was considerably lower than hashtags for wellness and raw food trends that are posted within millions.

This begs the question as to why social media fails to make an influential impact for social change concerning such crucial conversations in society.

However, if it is brands that can champion a significant influence within social media, should more companies have joined the conversation? This then proses the question as to whether brands have the social responsibility to use their influence and voice to promote social change?

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