Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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The Interplay between Social Media and Cultural Identity: A Study of Multiculturism Society

Author(s) Dr. Priti Patel
Country India
Abstract Social media has transformed cultural interactions and identity formation in multicultural societies, functioning as both a space for liberation and a mechanism of regulation. This paper examines how digital platforms shape cultural identity through visibility, representation, and algorithmic mediation. Drawing upon the theoretical insights of Stuart Hall, Homi K. Bhabha, Benedict Anderson, Manuel Castells, Henry Jenkins, danah boyd, and Sherry Turkle, the study argues that identity in the digital age is fluid, hybrid, and continuously negotiated within power structures. Social media enables marginalized voices to reclaim visibility, facilitates the creation of networked publics, and fosters transnational connections across diasporas. However, it simultaneously commodifies culture through algorithmic biases, datafication, and commercial exploitation. The paper explores how participatory culture and hybridity emerge through remixing, linguistic blending, and digital activism, while also addressing concerns such as performative identity, cultural appropriation, and surveillance capitalism. Through case studies like #BlackLivesMatter, diasporic creators, and multilingual online communities, the analysis highlights the ambivalent nature of digital identity work. Ultimately, social media is shown to be both an empowering and constraining force — a “third space” of negotiation where cultural belonging and difference intersect. The study concludes that fostering critical media literacy, algorithmic transparency, and inclusive digital policies is essential for nurturing equitable and diverse identity expressions in a globally connected world.
Keywords Social Media, Cultural Identity, Multiculturalism, Hybridity, Representation, Algorithmic Culture, Digital Activism, Networked Publics.
Field Arts
Published In Volume 6, Issue 6, November-December 2025
Published On 2025-11-29
DOI https://doi.org/10.63363/aijfr.2025.v06i06.2265
Short DOI https://doi.org/hbdss2
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