Does world system theory rein in social media? Identifying factors contributing to country mentions on X

Abstract

This article examined how social media content has shaped the representation of countries for publics around the world. Based on world system theory, the study investigated the underlying predictors of country mentions on X (formerly Twitter) in 2018. It confirmed that countries with greater economic power – or higher status in the world system – received more mentions. Furthermore, countries with larger populations were mentioned more frequently as were countries that experienced major conflicts. The findings from structural equation modeling shed new light on the interrelationships that drive the social media representation of individual countries and delineated an integrated Model of Country Mentions on X. These findings have implications for global leaders, policymakers, and social media firms.