Musicians Hip-Hop & Rap

Cardi B - Overview

b. 1992

Belcalis Marlenis Almánzar

Cardi B - Overview

Full Name

Belcalis Marlenis Almánzar

Birth Date and Place

  • Born: October 11, 1992
  • Birthplace: Washington Heights, Manhattan, New York City, USA
  • Raised: The Bronx, New York

Also Known As

  • Cardi B (nickname from Bacardi, shortened)
  • Belcalis (birth name)

Genres

  • Hip Hop
  • Trap
  • Pop Rap
  • East Coast Hip Hop

Years Active

2015–present (reality TV 2015–2017; music career 2017–present)

Labels

  • Atlantic Records (2017–present)
  • KSR Group (2015–present)

Associated Acts

  • Migos (Offset - husband)
  • Bruno Mars
  • Megan Thee Stallion
  • Bad Bunny
  • J Balvin
  • Nicki Minaj (rivalry)
  • City Girls

Quick Stats

  • Studio Albums: 1 (Invasion of Privacy, 2018)
  • Grammy Awards: 1 win (Best Rap Album - first solo female)
  • Billboard Music Awards: 5 wins
  • BET Hip Hop Awards: 7 wins
  • American Music Awards: 4 wins
  • Estimated Sales: Over 100 million equivalent units (RIAA)

Signature Characteristics

  • Authentic Bronx personality
  • Social media authenticity
  • Reality TV origins (Love & Hip Hop: New York)
  • Unfiltered, charismatic persona
  • “Bodak Yellow” - breakthrough #1 hit
  • “I Like It” - Latin crossover smash
  • “WAP” (with Megan Thee Stallion) - viral phenomenon
  • Fashion icon
  • Political engagement
  • Motherhood while maintaining career

Historical Achievements

  • First solo female rapper to win Best Rap Album at Grammys
  • First female rapper with multiple Diamond-certified songs
  • “Bodak Yellow” - first female rapper solo #1 in 19 years (since Lauryn Hill)
  • Multiple #1 singles on Billboard Hot 100

Cardi B - Early Life

Childhood in the Bronx and Manhattan

Birth and Family Background

Belcalis Marlenis Almánzar was born on October 11, 1992, in Washington Heights, Manhattan, New York City. Her parents were immigrants:

Father: From the Dominican Republic Mother: From Trinidad

The Name “Cardi B”

  • Given nickname “Bacardi” (like the rum) due to sister’s name being Hennessy (after the cognac)
  • Shortened to “Cardi B” for social media handles
  • Instagram name became her stage name

Move to the South Bronx

Raised in the Highbridge neighborhood of the South Bronx: - Highbridge - Working-class neighborhood - Hip-hop culture - Birthplace of hip-hop nearby - Diversity - Dominican, African American, Latino community - Economic struggles - Family on public assistance

Education

Renaissance High School for Musical Theater & Technology

Attended specialized high school on the Herbert H. Lehman High School campus: - Focus on performing arts - Participation in school activities - Not particularly academically focused

Borough of Manhattan Community College

Briefly attended college: - Did not complete degree - Struggled with academics - Left to pursue other opportunities

Early Adulthood Struggles

Employment

Before fame, Cardi held various jobs: - Supermarket cashier - Amish Market in Tribeca - Waitress - Various restaurants - Other service jobs - Struggling to make ends meet

Strip Club Work

Began working as exotic dancer: - Age 19 - Started at local clubs in NYC - New Dolls - One of the clubs - Lust - Another club - Financial motivation - Much better money than service jobs - Empowerment narrative - Later spoke positively about the experience

Personal Struggles

During this period: - Poverty - Living in her grandmother’s apartment - Abusive relationship - Difficult romantic situation - Determination - Focused on making money - Self-education - Reading, learning about business

Social Media Beginnings (2013–2015)

Instagram and Vine

Cardi began posting content online: - Vine - Six-second comedy videos - Instagram - Longer videos, personality-driven content - No filter - Raw, authentic Bronx personality - Catchphrases - “Okurrr,” “A hoe never gets cold”

Viral Success

  • Videos gained millions of views
  • Authenticity resonated with audience
  • Built massive following before music
  • Demonstrated natural entertainment talent

Public Persona

Developed distinctive online presence: - Unfiltered opinions - On relationships, money, life - Comedy - Natural humor - Relatability - Working-class background - Confidence - Self-assured persona

Love & Hip Hop: New York (2015–2017)

Casting

Cardi joined VH1 reality show: - Season 6 - Joined cast - Breakout star - Became fan favorite - Storylines - Relationship with rapper Offset (Migos) - Personality - Authentic, funny, confrontational

Impact of Show

Reality TV provided platform: - National exposure - Beyond social media - Music career launch - Used platform to promote music - Two seasons - Left after Season 7 to focus on music

Musical Beginnings on Show

  • Released mixtapes while on show
  • “Cheap Ass Weave” - early single
  • Built music fanbase from TV audience

Early Music Career (2015–2016)

Gangsta Bitch Music Vol. 1 (2016)

Debut mixtape: - Released March 2016 - Independent release - Established rap style - Featured on reality show

Gangsta Bitch Music Vol. 2 (2017)

Second mixtape: - Released January 2017 - Continued building buzz - “Foreva” - single gained attention - Independent success

Instagram Videos (2016)

Posted rap videos on Instagram: - Freestyles - Original verses - Demonstrated skill - Built credibility as rapper

Breakthrough (2017)

“Bodak Yellow”

Released single “Bodak Yellow” in June 2017: - Named after Kodak Black song “No Flockin’” (flow/style reference) - Atlantic Records signed her - Professional music video - Social media helped spread

Historic Success

“Bodak Yellow” became phenomenon: - First female rapper solo #1 since Lauryn Hill (1998) - 3× Platinum - Grammy nomination - Established Cardi as major star

Summary of Early Development

Cardi B’s early years: 1. Immigrant family - Dominican and Trinidadian heritage 2. Bronx upbringing - Hip-hop culture, working-class life 3. Education struggles - Didn’t finish college 4. Service jobs to stripping - Economic necessity 5. Social media stardom - Instagram and Vine breakthrough 6. Reality TV - Love & Hip Hop platform 7. Mixtape grind - Independent music releases 8. “Bodak Yellow” - Breakthrough to mainstream

Cardi B’s unique path - from stripper to Instagram star to reality TV to Grammy-winning rapper - represents a new model for fame in the social media age, built on authenticity and hustle.

Cardi B - Career & Discography

Studio Albums

Invasion of Privacy (2018)

  • Released: April 6, 2018
  • Label: Atlantic Records/KSR
  • Peak Chart: #1 US Billboard 200 (first female rapper since 1998 with #1)
  • Certifications: 3× Platinum (US), Platinum (UK)
  • Notable Tracks:
  • “Bodak Yellow” (#1 US, 3× Platinum)
  • “Bartier Cardi” (feat. 21 Savage)
  • “Be Careful”
  • “I Like It” (with Bad Bunny & J Balvin) (#1 US, Diamond)
  • “Ring” (feat. Kehlani)
  • “Money”
  • “Press”
  • Notes: Debut album; historic Grammy win (Best Rap Album - first solo female); broke streaming records; critical acclaim

Major Mixtapes

Gangsta Bitch Music, Vol. 1 (2016)

  • Released March 2016
  • Independent/underground
  • “Foreva” single

Gangsta Bitch Music, Vol. 2 (2017)

  • Released January 2017
  • Building buzz
  • “Lick” (feat. Offset)

Major Singles

Solo/Lead

  • “Bodak Yellow” (2017) - #1 US (3 weeks), Diamond certified
  • “Bartier Cardi” (2017) - #14 US
  • “Be Careful” (2018) - #11 US
  • “Money” (2018) - #13 US
  • “Press” (2019) - #16 US
  • “Up” (2021) - #1 US, Diamond certified
  • “Hot Shit” (2022) - #13 US (feat. Kanye West & Lil Durk)
  • “No Limit” - G-Eazy (feat. Cardi B & A$AP Rocky) - #4 US
  • “MotorSport” - Migos (feat. Nicki Minaj & Cardi B) - #6 US
  • “Girls Like You” - Maroon 5 (feat. Cardi B) - #1 US (7 weeks), Diamond
  • “I Like It” (with Bad Bunny & J Balvin) - #1 US, Diamond
  • “Finesse” (Remix) - Bruno Mars (feat. Cardi B) - #3 US
  • “Please Me” - with Bruno Mars - #3 US
  • “WAP” - with Megan Thee Stallion - #1 US (4 weeks), Diamond
  • “Me Gusta” - Anitta (feat. Cardi B & Myke Towers)
  • “Rumors” - Lizzo (feat. Cardi B)
  • “Wild Side” - Normani (feat. Cardi B)

Major Tours and Performances

Tours

  • Bodak Yellow Tour (2017) - Club/theater
  • Invasion of Privacy Promo Tour (2018)
  • Various festival appearances

Coachella (2018)

  • Historic performance while pregnant
  • Showed dedication to career
  • Major festival moment

Tours with Bruno Mars

  • 24K Magic World Tour - Supporting act
  • Together Again - Co-headlining shows

Chart Achievements

Billboard Hot 100 #1 Singles

  1. “Bodak Yellow” (2017) - First solo female rapper #1 in 19 years
  2. “I Like It” (2018) - with Bad Bunny & J Balvin
  3. “Girls Like You” (2018) - Maroon 5 feat. Cardi B
  4. “WAP” (2020) - with Megan Thee Stallion
  5. “Up” (2021) - Solo

Chart Records

  • Most #1 singles by a female rapper (5)
  • First female rapper with multiple Diamond singles
  • Multiple simultaneous Top 10 singles
  • Streaming records

Grammy Awards

Win (1)

Year Category Work
2019 Best Rap Album Invasion of Privacy

Significance

  • First solo female artist to win Best Rap Album
  • Historic achievement
  • Broke barrier for female rappers

Nominations (9 total)

  • Record of the Year (“I Like It”)
  • Album of the Year (Invasion of Privacy)
  • Best Rap Performance (multiple)
  • Best Pop Duo/Group Performance (“Girls Like You”)

Other Major Awards

Billboard Music Awards (5 wins)

  • Top Female Rap Artist (multiple)
  • Top Hot 100 Song (“Girls Like You”)
  • Top Rap Female Artist

BET Hip Hop Awards (7 wins)

  • Most awarded female artist
  • Multiple categories

American Music Awards (4 wins)

  • Favorite Rap/Hip-Hop Artist
  • Favorite Rap/Hip-Hop Song

MTV Video Music Awards

  • Multiple wins including Best New Artist

Streaming and Sales Achievements

RIAA Certifications

  • 100+ million equivalent units (RIAA)
  • Multiple Diamond singles:
  • “Bodak Yellow”
  • “I Like It”
  • “Girls Like You”
  • “WAP”
  • “Up”

Streaming Records

  • Multiple billion-stream songs
  • YouTube record views (“WAP”)
  • Spotify records
  • Apple Music records

Chart Dominance

  • First female rapper with two #1 singles in a year (2018)
  • First female rapper with three #1 singles
  • Most weeks at #1 by female rapper

Summary of Career

Cardi B’s career represents: - Social media star to rapper - Reality TV to Grammy winner - Historic commercial success - Breaking barriers for women in hip-hop - Cultural phenomenon status - Continued chart dominance 2017–2024 - Fashion icon status - Business ventures expanding - No sophomore album yet (as of 2024) but singles remain massive

Cardi B - Major Achievements

Grammy Awards

Win (1)

Year Category Work
2019 Best Rap Album Invasion of Privacy

Historic Significance

  • First solo female artist to win Best Rap Album
  • Broke 20+ year barrier for women in rap
  • Validated by industry

Nominations (9 total)

  • Album of the Year (Invasion of Privacy)
  • Record of the Year (“I Like It”)
  • Best Rap Performance
  • Best Pop Duo/Group Performance (“Girls Like You”)
  • Multiple others

Diamond Singles (5)

RIAA Diamond Certifications (11× Platinum+)

  1. “Bodak Yellow” (2021) - First female rapper with Diamond single
  2. “I Like It” (2021)
  3. “Girls Like You” (with Maroon 5) (2021)
  4. “WAP” (with Megan Thee Stallion) (2022)
  5. “Up” (2023)

Record

  • First female rapper with multiple Diamond singles
  • Most Diamond singles for female rapper
  • Commercial dominance across years

Billboard Music Awards (5 wins)

Wins

  • Top New Artist (2018)
  • Top Rap Female Artist (2018, 2019)
  • Top Hot 100 Song (“Girls Like You”)
  • Multiple nominations

BET Hip Hop Awards (7 wins)

Recognition

  • Most awarded female artist in BET Hip Hop history
  • Single of the Year (“Bodak Yellow”)
  • Best New Hip Hop Artist
  • Multiple category wins

American Music Awards (4 wins)

Wins

  • Favorite Rap/Hip-Hop Artist
  • Favorite Rap/Hip-Hop Song (“Bodak Yellow”)
  • Multiple wins across years

MTV Video Music Awards

Wins

  • Best New Artist
  • Best Hip Hop Video (“Bartier Cardi”)
  • Multiple nominations
  • “WAP” performance controversy and impact

Guinness World Records (8)

Records Include

  • Most streamed female artist on Apple Music in first week
  • Most streamed track on Apple Music in first week (“Bodak Yellow”)
  • Various streaming records
  • Chart placement records

RIAA Certifications

Albums

Album Certification
Invasion of Privacy 3× Platinum

Singles

  • 5 Diamond singles
  • Multiple Platinum singles
  • Over 100 million equivalent units certified

Chart Records

Billboard Hot 100 #1 Singles (5)

  1. “Bodak Yellow” (2017)
  2. “I Like It” (2018)
  3. “Girls Like You” (2018)
  4. “WAP” (2020)
  5. “Up” (2021)

Records

  • First female rapper with two #1s in one year (2018)
  • First female rapper with three #1s
  • First female rapper solo #1 in 19 years (since Lauryn Hill)
  • Multiple simultaneous Top 10 singles
  • Most weeks at #1 for female rapper

Time Magazine Recognition

Time 100

  • Named to Time 100 (2018)
  • Most influential people

TIME’s Most Influential

  • Recognized cultural impact
  • Social media influence

Summary of Achievements

Cardi B’s awards represent: 1. Grammy history - First solo female Best Rap Album winner 2. Diamond records - Five Diamond singles (first female rapper) 3. Chart dominance - 5 #1 singles 4. Streaming records - Billions of streams 5. BET Hip Hop - Most awarded female 6. Billboard success - Multiple awards 7. Cultural impact - Time 100 8. Guinness records - 8 world records 9. Historic barriers broken - For women in rap 10. Crossover success - Pop, Latin, hip-hop

Cardi B’s achievements in just a few years established her as one of the most commercially successful and culturally significant female rappers in history.

Cardi B - Technique & Style

Vocal Delivery

Flow Characteristics

  • Aggressive - Confident, forceful delivery
  • Conversational - Talking-rapping blend
  • Bronx accent - Distinctive regional sound
  • Punchy - Short, impactful phrases
  • Energy - High intensity

Style Elements

  • Trap influence - Southern trap beats
  • New York traditionalism - East Coast roots
  • Latin influence - Heritage in delivery
  • Humor - Witty punchlines
  • Unfiltered - Raw authenticity

Lyricism and Content

Common Themes

  • Money and success - Rags to riches
  • Sexuality - Empowerment, confidence
  • Street life - Background references
  • Competition - Asserting dominance
  • Authenticity - “Realness”

Wordplay

  • Puns - Clever wordplay
  • Pop culture references - Current and classic
  • Spanish phrases - Heritage incorporation
  • Catchphrases - Memorable lines
  • Humor - Self-aware comedy

Songwriting Process

  • Collaborative - Works with writers
  • Personal experience - Draws from life
  • Social media testing - Tries lines online
  • Hooks priority - Catchy choruses

Musical Style

Genre Fusion

  • Trap - Primary foundation
  • Latin trap - Spanish-language collaborations
  • Pop rap - Radio-friendly
  • Hip-hop traditional - East Coast elements

Beat Selection

  • Hard-hitting 808s - Trap drums
  • Dark atmospheres - Minor keys
  • Latin percussion - Salsa, dembow influences
  • Minimalist - Space for vocals

Production

  • Top producers - Working with best
  • Beat selection - Curated tracks
  • Feature strategy - Strategic collaborations

Performance Style

Live Shows

  • High energy - Movement, engagement
  • Audience interaction - Direct connection
  • Theatrical - Costumes, production
  • Confident presence - Commanding stage

Music Videos

  • High production - Big budgets
  • Visual storytelling - Narrative elements
  • Fashion focus - Designer looks
  • Viral moments - Designed for sharing

Visual and Fashion

Image

  • Bold fashion - Designer, avant-garde
  • Colorful hair - Signature looks
  • Body positivity - Celebrating curves
  • Luxury brands - High fashion

Social Media Presence

  • Instagram - Primary platform
  • Authenticity - Unfiltered posts
  • Humor - Funny content
  • Engagement - Direct fan interaction

Evolution

Early (2015–2017)

  • Mixtape era
  • Raw, unpolished
  • Social media personality
  • “Bodak Yellow” breakthrough

Peak (2018–2020)

  • Debut album polished
  • Superstardom
  • High production values
  • Cultural dominance

Current (2021–present)

  • Mature themes
  • Business ventures
  • Motherhood incorporated
  • Awaiting sophomore album

Summary

Cardi B’s technique: 1. Bronx flow - Distinctive regional delivery 2. Trap foundation - Southern beat influence 3. Latin elements - Heritage incorporation 4. Humor and personality - Authentic character 5. Visual presentation - Fashion, videos 6. Social media savvy - Built career on authenticity 7. Collaborative - Works with top talent 8. Hook-driven - Catchy, memorable

Cardi B’s style combines trap aggression with Bronx authenticity, Latin influence, and unfiltered personality—creating a distinctive voice that’s dominated hip-hop since 2017.

Cardi B - Personal Life

Relationships

Offset (Kiari Cephus)

  • Migos member
  • Started dating 2017
  • Married secretly September 2017
  • Public relationship
  • Ups and downs

Marriage Issues

  • Offset cheating scandals
  • Cardi announced split 2018 (reconciled)
  • Continued issues
  • Public drama

Children

  • Kulture Kiari Cephus (born July 10, 2018)
  • Second child (born September 2021)
  • Motherhood while maintaining career
  • Protects children’s privacy

Current Status

  • Relationship with Offset ongoing (on/off)
  • Co-parenting
  • Public reconciliation attempts

Assault Charges

  • New York strip club incident (2018)
  • Alleged fight over Offset
  • Charges filed
  • Plea deal (community service)

Other Incidents

  • Various altercations over years
  • Generally resolved
  • Doesn’t define career

Political Views

Democratic Support

  • Supports Democratic candidates
  • Bernie Sanders endorsement
  • Political engagement
  • Encourages voting

Social Issues

  • Women’s rights advocacy
  • Workers’ rights
  • Healthcare support
  • Uses platform for issues

Political Commentary

  • Instagram videos on politics
  • Policy positions explained
  • Authentic political voice

Feuds and Controversies

Nicki Minaj Feud

  • High-profile rap beef
  • NYFW incident (2018)
  • Social media exchanges
  • Ongoing tension
  • Both successful despite

Other Conflicts

  • Various social media disagreements
  • Usually resolved or ongoing
  • Part of hip-hop culture

“WAP” Controversy

  • Conservative backlash
  • Celebrated by supporters
  • Cultural flashpoint
  • Broke records despite

Business Ventures

FashionNova

  • Clothing line collaboration
  • Major commercial success
  • Fast fashion partnership

Reebok Partnership

  • Shoe collaboration
  • Athleisure line
  • Brand ambassador

Whipshots

  • Vodka-infused whipped cream
  • Business expansion
  • Alcoholic product

Other Ventures

  • Various endorsements
  • Real estate investment
  • Brand partnerships
  • Estimated $80+ million net worth

Social Media Influence

Instagram

  • 100+ million followers
  • Primary platform
  • Unfiltered content
  • Direct fan connection

Twitter

  • Active presence
  • Trending topics
  • Personal opinions
  • Real-time engagement

TikTok

  • Viral moments
  • Trend participation
  • Younger audience
  • Music promotion

Philanthropy

COVID-19 Relief

  • Donated to families
  • Supported workers
  • Various causes

Education

  • Scholarship programs
  • Community support
  • Hometown (Bronx) focus

General Giving

  • Various donations
  • Lower profile than some
  • Still significant

Current Life

Residence

  • Primarily Atlanta (Offset)
  • New York visits
  • Los Angeles for work
  • Multiple properties

Family Focus

  • Children priority
  • Motherhood role
  • Work-life balance
  • Public and private sides

Summary

Cardi B’s personal life: 1. Relationship with Offset - Married, children, drama 2. Mother of two - Kulture and second child 3. Legal issues - Assault charges resolved 4. Political engagement - Democratic support 5. Nicki Minaj feud - High-profile beef 6. Business ventures - Fashion, alcohol, partnerships 7. Social media dominance - 100M+ Instagram followers 8. Philanthropy - Various giving 9. Authenticity - Unfiltered public persona 10. Controversies - Addressed and moved past

Cardi B maintains authentic connection with fans through social media while navigating fame, motherhood, relationship drama, and business expansion—all under intense public scrutiny.

Cardi B - Legacy

Breaking Barriers

First Solo Female Best Rap Album Grammy

Cardi B broke 20+ year barrier: - First since Lauryn Hill (1998) - Proved commercial viability - Opened doors for others - Validated by industry

Diamond Singles Record

  • First female rapper with Diamond single
  • Five Diamond singles (record)
  • Commercial dominance
  • Streaming era success

Chart History

  • Most #1 singles by female rapper (5)
  • First female rapper with two #1s in year
  • Consistent chart presence
  • Cross-genre success

Cultural Impact

Authenticity Model

Cardi’s unfiltered personality: - Social media authenticity - No pretense - Real background - Relatability

Female Empowerment

  • Sexual agency
  • Financial independence
  • Career control
  • Motherhood and career

Latin Representation

  • Hispanic heritage celebration
  • Spanish-language collaborations
  • Latin trap mainstreaming
  • Crossover success

Social Media Era Pioneer

Instagram to Stardom

Path from social media: - Vine/Instagram videos - Reality TV platform - Music career launch - New model for fame

Direct Fan Connection

  • Unfiltered posts
  • Real-time engagement
  • Personal sharing
  • Marketing through authenticity

Influence on Hip-Hop

Female Rap Renaissance

Part of resurgence: - Megan Thee Stallion - Doja Cat - Latto - City Girls - New generation thriving

Trap Pop

Blending trap and pop: - Radio-friendly trap - Mainstream acceptance - Feature strategy - Collaboration model

Visual Presentation

  • High-budget videos
  • Fashion integration
  • Instagram aesthetics
  • Brand partnerships

Controversies and Cultural Flashpoints

“WAP”

2020 phenomenon: - Record-breaking debut - Conservative backlash - Feminist celebration - Cultural debate

Authenticity Debates

  • Ghostwriting questions
  • Social media persona vs. real
  • Generally defended by fans
  • Talent unquestioned

Political Engagement

  • Using platform
  • Voter registration
  • Policy positions
  • Authentic voice

Business and Brand

Fashion Influence

  • FashionNova success
  • Red carpet moments
  • Style icon status
  • Brand partnerships

Entrepreneurial Path

  • Multiple revenue streams
  • Ownership emphasis
  • Business acumen
  • Model for artists

Challenges to Legacy

One Album?

As of 2024, only one studio album: - Singles maintain success - Delayed sophomore album - Quality vs. quantity debate - Still culturally relevant

Ghostwriting Debates

  • Collaborates with writers
  • Common in hip-hop
  • Doesn’t diminish impact
  • Performance matters

Controversies

  • Legal issues
  • Feuds
  • Social media moments
  • Generally weathered

Future of Legacy

Sophomore Album

  • Highly anticipated
  • Expectations high
  • Can maintain success?
  • Will define longevity

Acting/Expansion

  • Potential acting career
  • More business ventures
  • Continued music
  • Cultural presence

Motherhood and Career

  • Balancing act public
  • Breaking stereotypes
  • Family and fame
  • New model

Summary

Cardi B’s legacy:

  1. Grammy history - First solo female Best Rap Album winner
  2. Commercial records - Five Diamond singles
  3. Chart dominance - 5 #1 singles, most for female rapper
  4. Social media pioneer - Instagram to stardom model
  5. Authenticity - Unfiltered persona
  6. Female empowerment - Sexual agency, career control
  7. Latin representation - Hispanic heritage celebration
  8. Cultural flashpoints - “WAP,” political voice
  9. Business acumen - Multiple ventures, ownership
  10. Barriers broken - For women in rap

Cardi B’s legacy is still being written, but in just a few years she’s established herself as one of the most commercially successful and culturally significant female rappers ever—breaking Grammy barriers, setting Diamond records, and pioneering new models for fame in the social media age.