THE ROLE OF SOCIAL MEDIA IN SHAPING THE IDENTITY OF INDIVIDUALS IN MODERN SOCIETY
Keywords:
Social media, Identity, Digital identity, Self-presentation, Modern societyAbstract
This research article aims to examine: (1) the role of social media in the process of identity formation among individuals in modern society, and (2) the factors that contribute to social media becoming a new space for identity construction. The study employs a documentary research approach, collecting both primary and secondary data. Data were analyzed using Triangulation to verify accuracy and enhance credibility.
The findings revealed that 1) social media functions as a new form of public space that facilitates the construction and expression of individual identities through digital communication. Platforms such as Facebook, Instagram, TikTok, and YouTube enable users to present themselves in various forms, while social reactions—such as likes, comments, and follower counts—serve as feedback mechanisms that significantly influence the formation or modification of users’ identities in modern society. 2) Several key factors drive social media to become a prominent space for identity construction, including technological factors that support self-presentation (e.g., algorithms and content-creation tools), socio-cultural factors that emphasize popularity and peer acceptance, and economic factors driven by the rise of the creator economy, which makes identity construction a mechanism within the competitive attention economy. These combined factors render online platforms dynamic and influential spaces for contemporary identity formation.
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