Culture becomes the lens through which we perceive and evaluate what is going on around us.

Culture shapes the environment in which we live and also affects such an environment. Since we are immerse and exposed to culture's spreading mechanisms (namely, school, church, family), the kind of values and ideas we acquire about the world are mostly -but not absolutely or inevitably- determined by the action of the culture we come from. Certainly, much of our personal culture can be shaped by personal decisions or random events that had a perdurable effect on us (for instance, not every single Latin American may go crazy about Salsa and other Latin rythms, regardless the fact that Latin music is mainstream for that culture).

new communications technology has affected the way social movements are organized because nowadays, social movements rely on social networks and the media to get different people with a similar way of thinking in contact, and thus, get them to mobilize for a greater cause.

individuals only participate in collective action when they feel identified with it. is in this aspect that social media becomes relevant, because it guarantees communication among all individuals and organizes the social actions that are going to be carried out, i.e., the social movements.

in addition, being covered by the media is important to validate the message and make it relevant in the social agenda, as well as to reach more people who can share interests, appealing to public sympathy for their cause.

in conclusion, it is by social networks and social media that social movement is given birth; by connecting different individuals with similar ideas and organizing them to mobilize for a greater cause.