CULTURAL IDENTITY IN THE DIGITAL ERA: SOCIAL MEDIA, GLOBALIZATION, AND YOUTH PERSPECTIVES

The rapid growth of digital technology has significantly transformed the ways individuals construct, express, and negotiate their cultural identities. Social media platforms have become influential spaces where young people engage with diverse cultural ideas, values, and practices while simultaneously preserving local traditions. This study examines the relationship between social media, globalization, and cultural identity among youth. Using qualitative and quantitative evidence from existing literature and theoretical perspectives, the paper explores how digital communication reshapes identity formation, cultural participation, and social belonging. While globalization encourages intercultural interaction and knowledge exchange, it also introduces challenges related to cultural homogenization, misinformation, and identity conflicts. The findings suggest that digital platforms offer opportunities for cultural preservation alongside modernization, enabling youth to actively redefine cultural identity in dynamic ways. The study contributes to contemporary discussions in humanities and social thought by highlighting the complex interaction between technology, society, and culture.