Authors
Keywords
Abstract
Cultural expression and communication, as a dynamic platform for interaction, are significantly shaped by digital media. Media, including social networking sites, streaming platforms, and online forums, plays a crucial role in shaping identities in the digital age. Through these channels, individuals and societies can reaffirm their cultural identities, share traditions, and connect with others who share similar cultural backgrounds. Content creation and the democratization of dissemination empower marginalized voices and promote cultural diversity by transcending geographical boundaries. However, there is a risk of cultural homogeneity in the digital sphere, where similar perspectives dominate and challenges such as digital inequality arise. The advent of digital media has revolutionized how individuals express and explore their identities, offering unparalleled opportunities. Through social media platforms, people can manage their online personas, reflecting their cultural backgrounds, interests, and beliefs, thereby sharing aspects of their lives with a global audience. These platforms enable user-generated content, fostering connectivity and diversity as individuals connect with like-minded people worldwide and participate in virtual communities that celebrate their cultural identities. Yet, the digital landscape also poses challenges in identity formation, notably through the aggregated nature of profiles termed "Digital Self-Presentation." This phenomenon often leads individuals to conform to social norms in pursuit of validation, potentially resulting in identity fragmentation or cultural appropriation. Digital media also plays a crucial role in shaping collective cultural identities, facilitating the creation and dissemination of cultural content and fostering solidarity within online communities.
These digital spaces provide marginalized groups with a platform to amplify their voices, challenge dominant narratives, and advocate for social change. Global Connectivity, Representation and Visibility, Cultural Exchange and Fusion, Identity Construction and Performance, Cultural Preservation and Revitalization and Challenges and Controversies. Language Use and Preservation, Identity Construction and Expression, Cultural Hybridity and Globalization and Digital Literacy and Agency. the Rank Digital Media in Shaping Cultural Identity for Additive Ratio Assessment method. Challenges and Controversies is showing the highest rank and Global Connectivity is showing the lowest rank.
Keywords: MCDM, Language Use and Preservation, Identity Construction and Expression, Cultural Hybridity and Globalization and Digital Literacy and Agency.
