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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Sains dan Teknologi Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Edu Cendikia: Jurnal Ilmiah Kependidikan Jurnal Ilman: Jurnal Ilmu Manajemen BISMA Cendekia Jurnal Ilmiah Administrasi Publik dan Pemerintahan IRA Jurnal Pengabdian Kepada Masyarakat Journal of Social Science Utilizing Technology Journal of Social Science Utilizing Technology
Agnita Yolanda, Agnita
Politeknik LP3I Medan
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Physics Social Sciences Other

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Journal : Journal of Social Science Utilizing Technology

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The Role of Social Media in the Formation of Global Cultural Identity Yolanda, Agnita; Andary, Ria Wuri; Tamsil, Ilma Saakinah; Zaman, Khalil; Wei, Sun
Journal of Social Science Utilizing Technology Vol. 3 No. 1 (2025)
Publisher : Yayasan Pendidikan Islam Daarut Thufulah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/jssut.v3i1.2102

Abstract

Background. In the contemporary digital era, social media platforms have become a dominant force in shaping cultural identities across the globe. The rapid dissemination of information and interactive communication fostered by platforms such as Instagram, TikTok, Twitter, and Facebook has significantly contributed to the formation of a shared global cultural identity. Purpose. This research explores the role of social media in influencing cultural perceptions, values, and behaviors among diverse communities. The primary objective of this study is to analyze how social media facilitates cultural exchange and contributes to the convergence of cultural norms, while also highlighting the tensions between global and local identities. Method. This study adopts a qualitative approach using content analysis and semi-structured interviews involving 30 active social media users from different cultural backgrounds. Data were analyzed thematically to identify recurring patterns and narratives regarding cultural identity construction. Results. The findings reveal that social media functions both as a platform for cultural homogenization and as a space for cultural hybridity. While global trends and popular content promote a sense of shared identity, users also reinterpret and adapt these influences to fit their local cultures, resulting in the emergence of hybrid cultural expressions. Moreover, the study indicates that social media plays a crucial role in youth identity formation and in promoting cross-cultural understanding. Conclusion. In conclusion, social media acts as a double-edged sword—supporting the development of a global cultural identity while preserving unique cultural elements. Future studies are recommended to further explore this dynamic in different regional contexts.
Co-Authors Andary, Ria Wuri Bebi, Bebi Darianto, Darianto Dhea, Dhea Fahmi Sulaiman Fakhira, Fitria Noor Fitri, Melisa Ginting, Verawati R. Harlyanti, Adinda Annisa Hasibuan, Siska Ilma Saakinah Tamsil INDRA HERMAWAN Iswandi Iswandi Muthia, Muthia Nayla, Nayla Noviandri, Dian Nurislimida, Nurislimida Nurismilida Nurismilida, Nurismilida Purnama, Shinta Wulan Rismayati Aruan, Rosanni Saragih, Novi Ismaya Br Sari, Ruri Aditya Shalfira, Shalfira Simamora, Beltahmamero Siti Marhamah, Siti Sun Wei Telaumbanua, Fobaso Cordias Putra Yunisa, Devi Zaman, Khalil Zubaidah Hanum