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The article discusses the phenomenon of the cultural and social trend resulting from the influence of social media platforms on individuals' behavior. It has become common for people to follow popular fashions and choices dictated by algorithms and digital celebrities, which leads to a loss of independence in choosing tastes and shaping personal desires. The article explains that this phenomenon involves psychological, social, and economic factors, as the desire for belonging and self-esteem is stimulated through virtual presence. It also points out that transforming individual interests into collective behavior causes the erosion of personal distinction and leads people to adopt inauthentic tastes that mirror others' lives. Addressing this issue requires raising cultural and critical awareness to restore balance between genuine desires and the influences imposed by platforms.
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