How to Think Clearly About Pop Culture and Politics, Too

By: Tiago Santana - Founder & CEO, Gray Group International • Serial entrepreneur and growth strategist who has built and scaled multiple companies across technology, media, and consulting. Expert in growth strategist and editorial voice for a global think tank building companies that advance the human experience

A viral clip can look like a movement. A celebrity post can feel like a civic signal. But the same feed that sells you entertainment also blurs politics, identity, and rumor in one scroll.

The clear answer is simpler than the noise around it. Treat pop culture as a powerful frame for attention, not proof of public support. Check who is speaking, what they want, and whether the story changes action or just mood.

Why culture and politics keep getting mixed up

Pop culture now carries political meaning because it moves faster than policy and feels easier to share. That does not make it shallow. It makes it influential in a different way. Cultural symbols can gather people around a shared mood before they agree on a cause.

Brookings notes that “both movements center on a cultural icon,” which gives them “a new cultural currency.” That helps explain why brands, candidates, and activists borrow from music, memes, or fashion. The symbol does part of the work before any argument begins.

Still, attention is not the same as conviction. A crowd can enjoy the same reference without sharing the same goals. Readers should ask whether the message is building understanding or just borrowing style.

Celebrity power is loud, but often thin

Celebrity activism gets visibility because famous people already have reach. Yet Brookings found “zero evidence that celebrity activism produces any serious change,” at least not change we can trust. That warning matters because fame can make weak claims sound stronger than they are.

Use a simple test: does the celebrity point to a concrete issue, a real group, or a clear action? If not, the post may be more about image than impact. A polished message is not the same as an informed one.

How to separate signal from performance online

Online political talk often rewards speed over care. Pew found that U.S. Adults who follow accounts on TikTok see “lots of entertainment and pop culture,” while only around one-in-ten of those followed accounts post about political or social issues. Just 5% discuss news events, current events, or breaking news.

That mix matters because people often mistake volume for importance. A topic may dominate your feed without dominating public life. If a claim keeps repeating, check whether it appears outside your usual circle too.

Look for what changes behavior

Real influence leaves traces beyond reaction posts. It can show up in turnout, donations, meetings, boycotts, or policy pressure. Performance stays inside the feed and mostly feeds itself.

Ask what would happen if the cameras left. If nothing changes except the vibe, then you are probably looking at content theater (not civic change). That distinction helps you stay calm when everyone else is reacting fast.

Watch for made-up news dressed as certainty

Pew’s 2019 study found that 57% of U.S. Adults say political leaders and their staff create a lot of made-up news. It also found that 53% say this of activist groups, while 73% say a lot of made-up news is created about politics and elections.

Those numbers should make readers more careful, not more cynical. The point is not to distrust everything. The point is to slow down when a claim arrives wrapped in outrage, urgency, or celebrity status.

What smart readers do before they react or share

Good judgment online starts with small checks you can repeat under pressure. First, separate the claim from the costume around it. Then ask whether the source knows the issue firsthand or only knows how to perform confidence.

You should also compare tone with evidence. A dramatic post can still be true, but drama alone never proves truth. If someone asks for your attention right away, pause long enough to ask who benefits from speed.

Gray Group International works across growth, technology, and purpose-driven enterprise because clear thinking matters in every part of modern life. The same discipline applies here: don’t let style outrun substance.

A practical reading habit for messy feeds

Try reading three layers deep before you decide what something means: the original post, one reputable reply or analysis, and one source outside your usual feed. That simple habit lowers the chance that you confuse repetition with proof.

It also helps to notice what kind of influence you’re seeing. Some posts are meant to inform. Others are meant to rally supporters or shape identity through shared symbols (like “brat” or “cat ladies”). Both can matter, but they should be judged by different standards.

Ready to act on this?

Gray Group International works with leaders who want to move from reading about this topic to doing something about it. Knowing the right approach is only the start; the harder part is building the team, the process, and the decisions that actually shift results inside your own organization. That second part is where most of the value sits, and it is the part we help with every day.

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