How Social Media Influencers Affects the Communication Styles of Teens on Students in

Lucena City

Dorado Trojans Steven C.

Rosadeño John Clarence

Sugabo Rayver C.

St. Augustine College School of Nursing Lucena

Background Information

The rapid rise of social media has significantly influenced various aspects of human

interaction, particularly among teenagers. As of (2021), the number of social media users

worldwide reached 4.2 billion, representing 53% of the global population. This widespread

usage has led to the emergence of social media influencers who shape public opinion,

consumer behavior, and even communication styles.

Social media influencers engage their audiences through various platforms, utilizing

persuasive strategies such as credibility, likability, and relatability. These influencers do not

necessarily have celebrity status but build strong digital relationships with their followers.

Their influence extends beyond product endorsements, shaping linguistic choices,

communication preferences, and social behaviors.

Communication is a fundamental aspect of human interaction, enabling individuals to

express thoughts, share information, and form relationships. However, each person's

communication style is unique and shaped by a variety of factors, including personality,

environment, and external influences. One of the most significant external factors influencing

communication today is social media, which has altered how people communicate, especially

among teenagers.

According to Kimi Pace (2024), there are four primary communication styles. Passive

communication involves avoiding self-expression, often due to a fear of conflict. Aggressive

communication is characterized by expressing opinions in a forceful and dominating manner.

Passive-aggressive communication is a more indirect approach to expressing negative

emotions, often masked by a facade of compliance. Lastly, assertive communication is

others.

Pace emphasizes that these communication styles are particularly relevant in the age

of social media, where influencers significantly shape the way teenagers communicate. With

social media being a central part of their daily lives, teenagers are exposed to various

communication patterns and language, including slang and expressions promoted by

influencers. These influencers, in turn, affect the communication styles of their followers,

guiding how they interact online and, often, in real-life situations. This study examines the

extent to which social media influencers shape the communication styles of students at St.

Augustine College Lucena.

In the digital age, the role of families in entertainment has evolved, with social media

platforms providing a space for families to connect with vast audiences. One of the most

prominent examples of this trend is the Toro Family led by Filipino actress and social media

personality Toni Fowler. Through her reality show, Toro Family, Fowler offers viewers an

inside look at her personal life, focusing on authentic and relatable experiences. Initially

gaining recognition as a vlogger, Fowler’s content resonated with her audience through her

humor, openness, and candid storytelling. This approach has allowed her to maintain a strong

connection with her followers, (Toni Fowler, n.d. 2024).

Similarly, the Capinpin Family, composed of brothers Gavin, Allen, and Kelzy, has

capitalized on social media to build a considerable following. Known for their humorous

prank videos, the Capinpin brothers gained widespread popularity on platforms such as

TikTok, Facebook, and YouTube, particularly during the pandemic. Their comedic style,

combined with acts of generosity, such as surprising their mother with new homes, resonated

with audiences, driving their success (Meet the Capinpin Family, n.d. 2024).
 Both families have demonstrated the importance of authenticity and engagement in

their content, utilizing these qualities to foster strong relationships with their audiences. In a

world where digital content often feels manufactured, these families' genuine connections

stand out. Their success exemplifies how family-oriented content can be a powerful tool in

building community and influence in the digital entertainment space.

Research Question or Hypothesis

1. Does teens who frequently follow social media influencers are more likely to adopt their

communication styles in daily conversations?

2. Which of the use of slang, informal language, and trending phrases among students is

influenced by the social media influencers they follow?

3. Which of these social media influencer affects the communication styles of teens?

Significance of the Study

This research is significant because it explores how social media influencers shape the

communication styles of teenagers. With 4.2 billion social media users worldwide as of 2021,

influencers have become pivotal in shaping public opinion, consumer behavior, and linguistic

choices. The study reveals that teenagers who follow influencers are more likely to adopt

their communication styles, highlighting the importance of media literacy and critical

thinking. Additionally, the research examines the role of family-oriented content, such as the

Toro Family and the Capinpin Family, in building community and influence online through

authenticity and engagement. The findings underscore the need for strategies to promote

healthy social media use and foster positive communication habits among teenagers.
Overview of Research Methods and Design

This study utilizes a survey-based qualitative research approach to examine how

social media influencers shape the communication styles of teenagers in Lucena City,

specifically students at St. Augustine College Lucena. A structured open-ended survey will

be conducted to gather insights into students' communication habits, the influencers they

follow, and their perceptions of how these influencers affect their language use. The survey

will include questions that explore the use of slang, informal language, and trending phrases,

as well as differences in online and offline communication styles. Purposive sampling will be

used to select participants who are active social media users, ensuring a diverse range of

responses. Thematic analysis will be employed to identify recurring patterns and key themes

from the survey responses. Ethical considerations, such as informed consent and

confidentiality, will be strictly followed to protect participants' privacy. This survey-based

approach allows for a broad yet in-depth understanding of the influence of social media on

teenagers' communication styles in Lucena City.

Methods

Participants

Materials

The study will use a structured questionnaire and in-depth interview guide as primary

data collection tools. The questionnaire will include both closed-ended and open-ended
questions, assessing the frequency of social media usage, engagement with influencers,

perception of influencer credibility, and self-reported behavioral changes. The interview

guide will facilitate deeper insights into adolescents' attitudes, motivations, and psychological

responses to social media influencers.

Procedure

Participant recruitment students are randomly selected based on their social media

engagement levels. Survey distribution questionnaires are administered to gather numerical

data on communication behaviors and social media habits. Data collection responses are

recorded and compiled for statistical analysis. Data analysis using statistical tools to identify

trends and correlations.