Paper short abstract:

This paper explores the evolving cultural identity of youth in the Global South, emphasizing how social media shapes self-perception. In an era of increasing digital interactivity, Media platforms become central spaces for young people to express, negotiate, and transform their cultural identities.

Paper long abstract:

This study examines the changing cultural identity of young individuals in the Global South, focusing specifically on the influence of social media on self-image and social conduct. In a time marked by heightened digital engagement, these platforms have emerged as vital arenas for youth to articulate, navigate, and reshape their cultural identities. Thus, this study examines how youth use social media to navigate their sense of self while engaging with local and global cultural influences. It explores how these platforms facilitate the negotiation of cultural identity, provide a space for self-expression, and influence youth behavior in a rapidly changing digital landscape. Using a mixed-methods approach, this research combines digital content analysis of social media platforms with youth interviews to investigate how social media impacts their behaviors and identities. This focuses on how social media shapes personal and group identities, fosters the adoption of cultural trends, and plays a role in negotiating social norms. It reconsiders the broader implications of online engagement, examining how digital spaces can both empower youth and present challenges, such as pressures to conform to idealized cultural standards or engage in performative behaviors. By focusing on the complex interplay between social media and cultural identity, this study seeks to understand better how digital platforms impact youth behavior and identity formation in an increasingly interconnected world.