RECOGNIZING FADS
Many people nowadays
participate in trending
challenges that they also share
with their connections.
2
A quick browse of a
social media timeline
would reveal that new
challenges emerge as
old ones reach their
peak.
3
Differentiate a trend from a fad
(HUMSS_MCT12-Ia-b-3).
4
● Describe the elements and
characteristics of a fad.
● Differentiate a trend from a fad.
● Analyze the connection between
trends and fads.
5
NEVER HAVE I EVER
The table on the next slide lists seven
activities on social media that have the
consequence of making a phenomenon viral.
Put a checkmark in column A if you are
familiar with the activity and do the same in
column B if you have done it before.
6
NEVER HAVE I EVER
A B SOCIAL MEDIA ACTIVITY
posting a meme
using a viral hashtag
sending or sharing a chain message
doing a social media dance challenge
participating in other social media challenges
tagging friends to do a social media challenge
changing the frame of your social media display picture
7
1. BASED ON THE ACTIVITY, WHAT IS
THE MEANING OF VIRALITY IN SOCIAL
MEDIA?
8
2. WHY DO PEOPLE PARTICIPATE IN
VIRAL ACTIVITIES ON SOCIAL MEDIA?
9
3. HOW DO YOU DECIDE IF YOU WILL
POST, SHARE, OR PERFORM A VIRAL
ACTIVITY ON SOCIAL MEDIA?
10
How can you determine if a
phenomenon is a trend or a fad?
11
TRENDS VS. FADS
● commonly used interchangeably to describe
popular practices
● two different concepts in the social sciences
12
A FAD AS A COLLECTIVE BEHAVIOR
● unstructured
● popular
● performed without other
people’s compulsion
13
KINDS OF FADS (MILLER 2013)
● useful product
● novelty product
● activity fad
BREWING DALGONA COFFEE
BECAME POPULAR DURING THE
COVID-19 LOCKDOWN.
14
EXAMPLES OF FADS
Jelly Shoes Bobblehead Ice Bucket
(Useful Product) (Novelty Challenge
Product) (Activity Fad) 15
Is online education a fad? If it is, what kind
of fad is it?
16
16
ELEMENTS OF A FAD
Appeal A fad captures the attention of
many people.
Purpose
Impact
17
ELEMENTS OF A FAD
Appeal
Purpose A fad is not necessarily
useless.
Impact
18
ELEMENTS OF A FAD
Appeal
Purpose
Impact A fad has effects at the individual,
group, and
societal levels.
19
ANALYZING A FAD: PLANKING
● Appeal: evolved to become
a popular form of protest
● Purpose: expresses a
demand (not simply a
nuisance activity)
● Impact: may force the
government to act on an
issue 20
CHARACTERISTICS OF A FAD
● perceived novelty and/or strangeness
● short life span
● limited scope
● heterogeneity
21
CHARACTERISTICS OF A FAD
Perceived novelty and/or
strangeness
People tend to be attracted to
new or strange products and
experiences.
NOVELTY IS ACHIEVED BY
REDESIGNING A PRODUCT.
22
CHARACTERISTICS OF A FAD
Short Life Span
The popularity of a fad
decreases after the
saturation point has been
reached.
GAME DEVELOPERS KEEP
UPDATING FEATURES TO
CONTINUOUSLY HOOK PLAYERS.
23
CHARACTERISTICS OF A FAD
Limited Scope
A fad is influential only to
a segment of the
population.
A NEW DIET FAD MAY ONLY BE
POPULAR AMONG THE MIDDLE
CLASS.
24
CHARACTERISTICS OF A FAD
Heterogeneity
People and
organizations adopt
fads in different ways.
BUSINESSES DO NOT SIMPLY
COPY MANAGEMENT FADS.
25
DIFFERENTIATING TRENDS FROM FADS
Areas of Comparison
● life span
● popularity
● impact to society
26
DIFFERENTIATING TRENDS FROM FADS
Trends Fads
exists for a long exists only for a
period of time short period of
time
may be unknown to extremely popular
many people
have impacts that have minimal or
endure over time negligible impacts
27
DIFFERENTIATING TRENDS FROM FADS
Trends Fads
exists for a long exists only for a short
period of time period of time
may be unknown to extremely popular
many people
have impacts that have minimal or
endure over time negligible impacts
28
DIFFERENTIATING TRENDS FROM FADS
Trends Fads
exists for a long exists only for a short
period of time period of time
may be unknown to extremely popular
many people
have impacts that have minimal or
endure over time negligible impacts
29
Why is it important to know the difference
between a trend and a fad?
30
30
MODIFIED TRUE OR FALSE. WRITE TRUE IF THE
STATEMENT IS CORRECT. OTHERWISE, WRITE THE
CORRECT TERM OR PHRASE THAT NEEDS TO
REPLACE THE UNDERLINED WORD.
1. A FAD INCREASES IN ITS APPEAL
WHEN PEOPLE REACH THE
SATURATION POINT.
31
MODIFIED TRUE OR FALSE. WRITE TRUE IF THE
STATEMENT IS CORRECT. OTHERWISE, WRITE THE
CORRECT TERM OR PHRASE THAT NEEDS TO
REPLACE THE UNDERLINED WORD.
2. A FAD HAS A RELATIVELY SHORTER
LIFE SPAN COMPARED TO A TREND.
32
MODIFIED TRUE OR FALSE. WRITE TRUE IF THE
STATEMENT IS CORRECT. OTHERWISE, WRITE THE
CORRECT TERM OR PHRASE THAT NEEDS TO
REPLACE THE UNDERLINED WORD.
3. REINVENTING A PRODUCT OR
PRACTICE LEADS PEOPLE TO BELIEVE
THAT A FAD IS AN ENTIRELY NEW
PHENOMENON.
33
MODIFIED TRUE OR FALSE. WRITE TRUE IF THE
STATEMENT IS CORRECT. OTHERWISE, WRITE THE
CORRECT TERM OR PHRASE THAT NEEDS TO
REPLACE THE UNDERLINED WORD.
4. PEOPLE ENGAGE IN A FAD IN SIMILAR
WAYS CONSISTENT WITH THE
HETEROGENEOUS CHARACTERISTIC.
34
MODIFIED TRUE OR FALSE. WRITE TRUE IF THE
STATEMENT IS CORRECT. OTHERWISE, WRITE THE
CORRECT TERM OR PHRASE THAT NEEDS TO
REPLACE THE UNDERLINED WORD.
5. NOVELTY PRODUCTS ARE USEFUL IN
PERFORMING EVERYDAY ACTIVITIES.
35
● A fad is an example of collective behavior
that attracts a segment of a population for a
short period.
● There are three kinds of fads, according to
Miller (2013): (1) useful products, (2)
novelty products, and (3) activity fads.
● The elements of a fad refer to its appeal,
purpose, and impact.
36
● A fad can be identified based on the
following characteristics: (1) perceived
novelty and/or strangeness, (2) short
life span, (3) limited scope, and (4)
heterogeneity.
● The emergence of a fad is traceable to a
prevailing trend in society.
37
38
1. Discuss the purpose, appeal, and impact
of a fad that you have tried doing
(activity fad) or using (useful/novel
product).
2. Analyze the connection between the fad
you identified in the previous item and
the trend that influenced its emergence.
