By: Aulia Farihah

Who’s not familiar with social media? In today's digital age, social media has become an integral part of everyday life, as not everyone uses social media equally, younger generations are generally more likely to use social media than older generations, who may be less familiar with it. From Instagram to TikTok, these platforms are not only places to share photos, videos or sources of information but also serve as arenas where cultural identities are formed and expressed. So how does social media play a role in shaping the cultural identity of the younger generation?

Starting from the question what is Cultural Identity? Cultural identity can be defined as a characteristic in the form of culture that distinguishes a nation or group of people from other groups. Kenneth Burke explains that to determine cultural identity is very dependent on 'language' (as a non-material element), how language representation explains a reality of all identities that are detailed and then compared

For young people, cultural identity is important because it helps to understand who they are and where they come from. Cultural identity provides a sense of belonging, pride, and understanding of themselves and their community. In a fast-paced world where cultures interact with each other, young people need to have a strong grip on their identity to help them not only recognise themselves, but also appreciate the differences around them and not be easily swept away by cultural globalisation.

Thomas L. Friedman explains that globalisation has ideological and technological dimensions. The ideological dimension is the free market and capitalism. While the technological dimension is information technology that has united the world. Globalisation brings cultures from different parts of the world onto one platform. While this is enriching, it may be a source of confusion for young people trying to find their identity in an increasingly connected world. They may feel trapped by having to adapt to two different cultures.

Indonesia's social media landscape has grown rapidly, in fact according to Business Insider, Indonesia has become one of the top 10 countries by 2025 that is most active on social media, launching from the website theglobalstatistic.com the number of social media users in Indonesia has increased to 191.4 million by 2025. In Indonesia, 68.9% of the population uses social media. The number of active social media users is growing at a rate of 12.6% by 2025, up 21 million from 2022. The average daily time spent on the Internet is 8 hours 36 minutes, and social media is estimated to account for 3 hours 17 minutes of that time.

Various social media platforms such as, Instagram, Twitter (which has changed to X), and TikTok have their own uniqueness that captures the attention of young people. Based on social media statistics in Indonesia, Instagram remains the most popular social media platform, with an estimated 173.59 million users by 2025. This number accounts for more than half of Indonesia's population. Every day, new topics and conversations emerge through these platforms, and it can be said that these platforms are also a platform for the development of popular culture.

Social media is the link between the younger generation and their culture. Through various platforms, they can find and share content that reflects their cultural values, creating a space where local culture can be promoted and valued. The younger generation often shares content that depicts their cultural identity, such as traditional food, cultural festivals, and fashion or traditional clothing. By doing this, they not only strengthen their own identity, but also introduce their culture to a wider audience.

Social media has given rise to online communities that celebrate and preserve specific cultures. For example, there are Facebook groups dedicated to traditional music enthusiasts or Instagram accounts that focus on local arts and crafts or the preservation of traditional games. These communities provide support and space for the younger generation to play an active role in preserving their culture.

Social media provides an opportunity for the younger generation to share their traditions, arts and cultural values with a wider audience. For example, with short videos on Tik-Tok, users can express their creativity in a fun way. They can share content that depicts their culture, such as photos, videos and stories about their traditions and values.

While social media offers many benefits, there are also challenges, such as the impact of global trends that can erode local cultural values. The younger generation is particularly vulnerable to being influenced in adopting foreign cultures, which could eventually result in the loss of their cultural identity. This is all the more crucial given that social media users range from elementary school children to adults.

Social media plays a significant role in the formation of young people's cultural identity. By providing a platform to share and celebrate culture, social media helps young people to understand and appreciate their identity. However, the challenges that arise cannot be ignored. Young people need to find a balance between valuing their own culture and remaining open to global influences.

Illustration Photo Source: Unsplash