     Nowadays, social media has developed so rapidly that it influences the daily lives of the millennial generation. Platforms such as Instagram, X (Twitter), TikTok, and Facebook are starting to shift functions as spaces where cultural identities are formed, maintained, and expressed. In this era of globalization, the role of social media is considered very significant in providing a new perspective on the way the millennial generation understands, identifies and promotes their culture.
     Social media allows millennials to connect with their culture in a deeper and more diverse way. Some of the ways social media contributes to the formation of cultural identity, include:
1. Exposure to diverse cultures
     Through social media, millennials can explore various cultures from all over the world. They can learn about different traditions, languages, arts and customs through content shared by users from various cultural backgrounds. For example, TikTok users often share traditional dances, music, and cultural festivals, which people from different countries then participate in and learn from.
2. Dissemination and preservation of local culture
     Social media provides a platform for the millennial generation to promote and preserve their local culture. Through uploading photos, videos and stories, they can share their unique culture with a global audience. For example, Instagram is often used by local artists to showcase traditional works of art, while blogs and vlogs are used to tell cultural and historical stories.
3. Empowerment of cultural communities
     Cultural communities can use social media to support each other and promote their cultural activities. Facebook groups, hashtags on Twitter, and online forums have become places where communities with similar cultural interests gather. For example, Batak youth communities in Indonesia use social media to organize cultural events and promote Batak language and dance.
     On the positive side, the millennial generation has access to extensive sources of information about various cultures, which can enrich their knowledge and understanding involving social media. Additionally, social media encourages collaboration between individuals from different cultural backgrounds, creating rich and diverse new cultural products. However, on the other hand, there are negative impacts that need to be watched out for, such as cultural superficiality, where culture is only understood superficially without a deep understanding of its original context and meaning. In addition, there is a risk of cultural commodification, where cultural elements become commodities that are bought and sold without respecting the value and significance of that culture. One clear example of how social media influences cultural identity is the K-Pop phenomenon. Millennials around the world connect with South Korean culture through the music, fashion and lifestyle promoted by K-Pop stars. Social media such as YouTube and Instagram play a big role in spreading K-Pop culture, which is then adopted and adapted by millennials in various countries.
     Social media allows millennials to connect with various cultures in depth, enriching their knowledge and understanding, and encouraging cross-cultural collaboration. However, there are negative impacts that need to be watched out for, such as cultural superficiality and cultural commodification. Real examples such as the K-Pop phenomenon show how social media can spread culture quickly and widely, even though sometimes with shallow understanding. Therefore, wise use of social media can help maximize its benefits in enriching cultural identity while still respecting existing cultural values.
Reference source:
Ahmad, A. (2020). Media Sosial dan Tantangan Masa Depan Generasi Milenial. Avant Garde, 8(2), 134. https://doi.org/10.36080/ag.v8i2.1158
Erwan Efendi; Winda Kustiawan; Muhammad Fharisi; Ilham Sani. (2023). Peran Media dalam Perubahan Sosial Budaya Masyarakat. In Jurnal Ilmiah Wahana Pendidikan (Vol. 9, Issue 3).
Ri'aeni, I., Suci, M., Pertiwi, M., & Sugiarti, T. (2019). Pengaruh Budaya Korea (K-Pop) Terhadap Remaja di Kota Cirebon. Communications, 1(1), 1--26. http://journal.unj.ac.id/unj/index.php/communications/article/view/9460/6798
Sitinjak, Y. (2023). Pembentukan Identitas Individu Dalam Budaya Digital (Studi Kualitatif Tentang Identitas Gender di Media Sosial). Innovative: Journal Of Social Science Research, 4(1), 1461--1467.
