Analysis Of The Influence Of Media On Cultural Change In The Digital Age

Rossatul Nurliza, Eko Purwanto, Tantry Widiyanarti, Sopian Sopian, Hana Asilah Mumtaz, Berliyanti Sapitri, Novi Puspita Sari, Husnul Ma’rifah


This study analyzes the influence of digital media on cultural change in the digital age. In the past decade, the development of digital technology has changed the way people access information, communicate, and express cultural identity. Digital media, including social media, streaming platforms, and various forms of online content, play a significant role in shaping cultural values, norms, and symbols. The research identified that digital media accelerates the process of cultural globalization, which often leads to the homogenization of global values. However, digital media also provides tools for local communities to maintain and promote their cultural traditions. The results showed that the influence of digital media on culture is complex and multifaceted, covering aspects of cultural adaptation and resistance. In this context, digital media can be seen as agents of change that connect local cultures with global dynamics, while challenging and enriching traditional cultural heritage. This research provides in-depth insights into the role of digital media in cultural transformation and its implications for communication and cultural studies in the modern era.


media influence, cultural change, digital age

Full Text:



Ahmed, I. S. Y., Miladi, N., Messaoud, M. Ben, Labidi, F., Ashour, A., Almohannadi, H., Fetais, A., Alkhateeb, G., & Alorfe, A. (2022). Social media networks as platforms for culture and identity interplay among Qatari youth. Journal of Arab & Muslim Media Research, 15(2), 179–203.

Baral, R. (2023). Exploring the Prominent Role of Social Institutions in Society. International Research Journal of MMC, 4(2), 68–74.

Behbehanian, L., & Burawoy, M. (2014). Appendix: Global pedagogy in a digital age. Current Sociology, 62(2), 285–291.

Bengtsson, S., & Johansson, S. (2021). A phenomenology of news: Understanding news in digital culture. Journalism, 22(11), 2873–2889.

Blandi, L., Sabbatucci, M., Dallagiacoma, G., Alberti, F., Bertuccio, P., & Odone, A. (2022). Digital Information Approach through Social Media among Gen Z and Millennials: The Global Scenario during the COVID-19 Pandemic. Vaccines, 10(11), 1822.

Boxman-Shabtai, L., & Shifman, L. (2016). Digital humor and the articulation of locality in an age of global flows. HUMOR, 29(1), 1–24.

Comunello, F., & Mulargia, S. (2015). User-Generated Video Gaming. Games and Culture, 10(1), 57–80.

Cover, R. (2022). Identity and Digital Communication. Routledge.

Feigelman, A. (2021). Digital sets: power and subjectivity in the era of new media. The Digital Scholar Philosopher s Lab, 4(1), 29–36.

Firanti, D., Darmawan, B., & Firdausah, L. (2020). Changes In the Trend of Communication In Interaction In the Digital Millennium. Proceedings of the Proceedings of the First Brawijaya International Conference on Social and Political Sciences, BSPACE, 26-28 November, 2019, Malang, East Java, Indonesia.

Gainous, J., & Wagner, K. M. (2023). Surfing to the political extremes: Digital media, social media, and policy attitude polarization. Social Science Quarterly, 104(4), 547–558.

Gu, J. (2022). Social Media Affects the Way of Communication. BCP Education & Psychology, 7, 290–294.

Hakim, J. (2023). Queer Men’s Bodies and Digital Media. In Oxford Research Encyclopedia of Communication. Oxford University Press.

Hanusch, F. (2022). Change and Continuity in Digital Journalism: The Covid-19 Pandemic as Situational Context for Broader Arguments about the Field. Digital Journalism, 10(6), 1135–1140.

Hoehe, M. R., & Thibaut, F. (2020). Going digital: how technology use may influence human brains and behavior. Dialogues in Clinical Neuroscience, 22(2), 93–97.

Holkar, R. (2022). How Digital Communication is Reshaping Interpersonal Relationships in Urban India: A Study of Communication Trends Among Young Adults. Journal of Public Representative and Society Provision, 2(3), 89–94.

Holmes, S. (2023). Toward a general theory of digital identities. Science Fiction Film & Television, 16(1–2), 51–74.

IBRAHIMOVA, P. (2023). The Role of Social Media in the Process of Development of the Socio-Political Structure of Turkish Society and Azerbaijani-Turkish Relations. Uluslararası Yönetim Akademisi Dergisi, 6(1), 58–69.

II, H., Amin, T. S., & Zulfitri, Z. (2022). Community’s Role In Developing Local Culture And Wisdom In The Digital Media Era. ANTHOR: Education and Learning Journal, 1(6), 394–403.

Jones, J. M. (2009). Book Review: Karaganis, Joe. (Ed.). (2007). Structures of Participation in Digital Culture. New York: Social Science Research Council. 284 pages. Journal of Business and Technical Communication, 23(3), 385–390.

Jonsson, C., & Muhonen, A. (2014). Multilingual repertoires and the relocalization of manga in digital media. Discourse, Context & Media, 4–5, 87–100.

Kesner, L., & Horáček, J. (2022). Global Adversities, the Media, and Mental Health. Frontiers in Psychiatry, 12.

Korte, M. (2020). The impact of the digital revolution on human brain and behavior: where do we stand? Dialogues in Clinical Neuroscience, 22(2), 101–111.

Mills, C. (2020). The transformative, mediational and synergist roles of digital media. Communication Research and Practice, 6(2), 71–78.

Mirvaisi, M., & Kaffashpoor, A. (2023). Culture and religion creolisation impact on digital advertisement of Muslim users of Instagram. HTS Teologiese Studies / Theological Studies, 79(3).

Moe-Byrne, T., Knapp, P., Perry, D., Achten, J., Spoors, L., Appelbe, D., Roche, J., Martin-Kerry, J. M., Sheridan, R., & Higgins, S. (2022). Does digital, multimedia information increase recruitment and retention in a children’s wrist fracture treatment trial, and what do people think of it? A randomised controlled Study Within A Trial (SWAT). BMJ Open, 12(7), e057508.

Park, S. (2017). Information is Power. In Digital Capital (pp. 161–183). Palgrave Macmillan UK.

Perry, L., Stoner, L., Schleser, M., Stoner, K. R., Wadsworth, D., Page, R., & Tarrant, M. A. (2015). Lane, Perry., Lee, Stoner., Max, Schleser., Krystina, R, Stoner., Daniel, Wadsworth., Rachel, Page., Michael, A., Tarrant. (2015). Digital media as a reflective tool: creating appropriate spaces for students to become introspective. Compare, 45(2):323-330. Compare: A Journal of Comparative and International Education, 45(2), 323–330.

Petersen, A., Tanner, C., & Munsie, M. (2019). Navigating the cartographies of trust: how patients and carers establish the credibility of online treatment claims. Sociology of Health & Illness, 41(S1), 50–64.

Peukert, C. (2019). The next wave of digital technological change and the cultural industries. Journal of Cultural Economics, 43(2), 189–210.

Porter, T., & Tan, N. (2023). Introduction: democracy and digitization. Globalizations, 20(1), 132–136.

Potter, A. (2021). Globalising the local in children’s television for the post-network era: How Disney+ and BBC Studios helped Bluey the Australian cattle dog jump the national fence. International Journal of Cultural Studies, 24(2), 216–232.

Qi, L. (2023). Source text readers as censors in the digital age: a paratextual examination of the English translation of Wuhan Diary. Perspectives, 31(2), 282–296.

Qiu, J., & Loader, B. D. (2016). Understanding digital cultures. Information, Communication & Society, 19(1), 1–3.

Radwan, M. (2022). Effect of social media usage on the cultural identity of rural people: a case study of Bamha village, Egypt. Humanities and Social Sciences Communications, 9(1), 248.

Rohi Rani. (2022). The Impact of Digital World on Our Identity. The Creative Launcher, 7(1), 27–32.

Saludadez, J. A. (2022). Digital Media. In The Routledge Handbook of the Communicative Constitution of Organization (pp. 409–420). Routledge.

Samy, S. (2022). Influence, Reconstruct, and Promote Agenda via Content on Social Media. Pakistan Journal of Humanities and Social Sciences, 10(4).

Sanz, E. (2014). On the Symbolic Production of Digital Markets for Cultural Goods. Journal of Cultural Economy, 7(2), 131–144.

Schaefer, M., & Rotte, M. (2010). Combining a semantic differential with fMRI to investigate brands as cultural symbols. Social Cognitive and Affective Neuroscience, 5(2–3), 274–281.

Suseno, Y., & Nguyen, D. T. (2023). Culture is in the eye of the beholder: using metaphoric representations of cultural values to enhance consumer digital engagement. Journal of Strategic Marketing, 31(2), 321–342.

Tasruddin, R., A, N., & AB, S. (2022). THE ROLE OF MEDIA ON SOCIO CULTURAL CHANGE. International Journal of Advanced Research, 10(08), 1390–1395.

The specifics of media representation of socio-cultural changes in the conditions of digitalization of society. (2022). RESEARCH RESULT. SOCIAL STUDIES AND HUMANITIES, 8(2).

Wallner, C., Huyghebaert, T., Drysch, M., Wagner, J. M., Sogorski, A., Dadras, M., von Glinski, M., Schmidt, S. V., Reinkemeier, F., Lehnhardt, M., & Behr, B. (2023). Digital Media Play a Key Role in Influencing Female Breast Perception. Cyberpsychology, Behavior, and Social Networking, 26(1), 11–21.

Yıldırım, S. (2022). The Rising Aesthetic Concern with Digitalization: Qualitative Evidences from Turkey (pp. 17–35).

Yuniar, R., & Ningrum, D. F. (2022). Dynamics of the Use of Digital Media as a Source of Information During Media Transition. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 7(1), 30–42.



  • There are currently no refbacks.

Copyright (c) 2024 Rossatul Nurliza, Hana Asilah Mumtaz, Berliyanti Sapitri, Novi Puspita Sari, Husnul Ma’rifah, Eko Purwanto, Tantry Widiyanarti, Sopian Sopian

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.