Cultural Identity In The Age Of Social Media
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Category: Technology, Cyber & Privacy
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CULTURAL IDENTITY IN THE AGE OF SOCIAL MEDIA
Shriangi Kaushik, Himachal Pradesh National Law University
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ABSTRACT
This research explores social media's impact on students' cultural identity among 80 undergraduate students of the National Law University in India. This research examines cultural homogenization, stereotypes, and cultural appropriation. Thus mixed-methods survey consisting of multiple-choice, Likert-scale, and open responses showed 76. 3% of respondents feel that global trends influence local culture, 92% see stereotypes brought by social media ahead of Instagram and Twitter referring to specific cultures, and 95% have seen cultural appropriation occur as a result of social media, with 71% believing that social media culminates in cultural appropriation that is disrespectful. These findings symbolize and signify that social media mediums exist (i. e.
, Instagram and YouTube) that support globalized cultural exchange, but this dynamic often under-minded and diminishes local traditions, allows harmful stereotypes to persist alongside representations, and allows commodification of cultural elements (i. e. , people's clothes or Native American headdresses as fashion). Homogenization promotes interaction between people, but may also result in loss of culture through western dominance; stereotypes often destroy social cohesion among groups as they serve to reinforce negatives, and appropriation often exacerbates a history of oppressive structures to disadvantaged populations or communities, thus destroying economic, social, and cultural integrity.
However, social media provides an opportunity for some aspects of marginalized communities to leverage the portrayal of themselves to challenge misrepresentation and combat closeness and promote inclusivity through the portrayal of an authentic identity. The study sets forth recommendations for social media platforms to encourage greater acknowledgement of culture, recommend guidelines and education for influencers on the importance of cultural sensitivity, as well as make more use of advocacy campaigns, to fund policy support campaigns to support local content or creators. This study pioneers an examination of social media’s cultural effects among Indian law students, offering insights for global digital policy. The implications of this study can help to better understand the dynamics of culture inhabiting digital platforms, alongside highlighting the importance of ethical practices.
People can support diversity whilst fostering respect and interacting within a global world; these implications offer actionable areas for policymakers, educators, and content creators. Keywords: Social media, cultural identity, cultural homogenization, cultural stereotyping, cultural appropriation
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INTRODUCTION
The concept of cultural identity refers to a collective consciousness of a group that is based on the use of various common symbols and values among its members. The cultural identity of a person develops through different agents such as time, geographical areas, and social interactions.1 Today, we live in an age of social media, which has become another agent of the development of cultural identity in the face of traditional methods. Data shows that there were
5.31 billion social media users around the world at the start of April 2025, equating to 64.7
percent of the total global population, with an annual growth of 4. 7 percent. 2 This number signifies the growing use of social media and how widespread impact it has on cultural identity, which indicates the profundity of the subject. Thus, it becomes imperative to study this impact below the surface level and understand the multifaceted footprint. The value of this study is in its examination of how social media transforms cultural identity in a nation such as India, known for its cultural diversity with over 1,600 languages and a multitude of traditions, and how to reconcile global integration and cultural conservation. Indian law students, as digitally active future professionals, lend a different lens to this investigation, embodying the experiences of youth as they coexist in a multifaceted society.
The research encompasses six goals: exploring social media's role in facilitating homogenization, stereotypes, and appropriation, and their impact on cultural identity. To do this, a mixed-methods study was completed with a survey of 80 undergraduate students at the National Law University, selected because they are highly active social media users. The questionnaire included tests, such as multiple-choice, a six-point Likert-type scale format, and open-ended questions, to generate both quantitative and qualitative data to give a complete and cohesive analysis of participants' perceptions and experiences. The techniques provide a rigorous foundation for a developing understanding of the complexities surrounding the
1 G. M. Chen, Cultural Identity, International Encyclopedia of Intercultural Communication (2017).
2 DataReportal, Global Social Media Statistics, https://datareportal. com/social-media-users (last visited July 12, 2025). interaction of digital media platforms' usage and cultural landscapes, and the potential to develop ethical practices when engaging with cultural elements in a global context. To understand the role of social media in facilitating homogenization, stereotypes, and appropriation, we must first understand these terms in greater depth. Cultural homogenization refers to the process where local cultures are transformed or influenced by a stronger outside culture and become similar is termed as cultural homogenization. It involves the spread of ideas, values, traditions, and elements from different communities worldwide, creating shared social connections.
3 Numerous global platforms like Instagram, TikTok, and YouTube have emerged, which disseminate cultural products to their users. Cultural homogenization acts as a double-edged sword, which makes it important for us to understand its nature. On the one hand, it can foster global connectivity and oneness. It can help in a better understanding of traditions and values among different communities around the world, but it can also lead to the deterioration of these same traditions and values if one culture becomes dominant and overwhelms the unique local traditions. Thus, it becomes exceedingly crucial to examine the impact of social media leading to cultural homogenization. Secondly, Cultural stereotyping involves believing that all people belonging to the same group are the same. It oversimplifies them into fixed ideas about a particular group based on their culture, race, and ethnicity.
It reduces complex and diverse cultural identities to narrow, often inaccurate representations, ignoring the rich depth and variety within cultures. 4 Stereotyping in itself is a huge problem, but when it comes with the anonymity and rapid sharing of content, it can create misunderstandings and biases. Social media can lead to a complete change in public perception of a community. Social media perpetuates these stereotypes on a global level, which amplifies them. One could come across a stereotype or false information about a certain community without even knowing about the existence of such a community beforehand, and form a bias about it. Studying cultural stereotyping is essential to uncover how these narratives affect social cohesion and individual reputations.
Lastly, Cultural appropriation is a complex and often controversial topic that has become more visible in online communities, especially with the rise of social media. These are directed at
3 F. C. Nwankwo & G. Arimitan, The Internet as a Global Tool for Homogenization and Hybridization, 2
INNOVATIVE J. ARTS & SOC. SCI. 18, 18-33 (2021).
4 Mike Miller, Cultural Stereotypes in the Media
A Comparative Analysis, 3 INT'L J. BUS. MGMT. & VISUALS 40, 40 (2020), https://ijbmv. com/index. php/home/article/view/40/38. those who appear to be using the cultural practices of groups in which they are not members. 5 At its core, cultural appropriation is when people take elements from a culture that is not their own, often without understanding or respecting its significance. These cultural elements can include traditional clothing, hairstyles, art, music, language, or rituals. The importance of examining cultural appropriation lies in its implications for cultural respect and equity. Social media has made it easier to share and access cultural elements, but this accessibility can lead to their trivialization, particularly when dominant groups adopt practices from marginalized communities without acknowledgment.
This concept matters because it raises questions about authenticity, respect, and the power dynamics inherent in cultural exchange, making it a critical area of study in the context of globalized digital platforms. The study of these three concepts, cultural homogenization, stereotyping, and appropriation, is vital because they collectively shape the way cultural identities are formed, perceived, and negotiated in the digital age. Social media, as a powerful agent of cultural dissemination, amplifies these phenomena, affecting how individuals and communities maintain or redefine their cultural identities. By understanding these concepts, we can better address the challenges of preserving cultural diversity while fostering respectful global interactions. [3] RESEARCH OBJECTIVES, QUESTIONS, AND METHOD
[3.1] RESEARCH
OBJECTIVES
1. To determine the role of social media in cultural homogenization.
2. To determine the impact of cultural homogenization on cultural identity.
3. To inquire if social media leads to cultural stereotyping.
4. To inquire how cultural stereotyping affects cultural identity.
5. To understand the role social media plays in promoting cultural appropriation.
6. To understand the role of cultural appropriation in shaping cultural identity.
5 P. T. Lenard & P. Balint, What Is (the Wrong of) Cultural Appropriation?, 20 ETHNICITIES 331, 331-352 (2020), https://doi.org/10.1177/1468796819866498.
[3.2] RESEARCH QUESTIONS
1. What is the role of social media in cultural homogenization?
2. What is the impact of cultural homogenization on cultural identity?
3. Does social media lead to cultural stereotyping?
4. How does cultural stereotyping affect cultural identity?
5. What role does social media play in promoting cultural appropriation?
6. What is the role of cultural appropriation in shaping cultural identity?
[3.3] RESEARCH METHOD
Using a survey method, this study examines the influence of social media on cultural identity concentrating on cultural homogenization, stereotyping and appropriation. This research uses undergraduate students from National Law Universities in India, a demographic with high levels of social media use, which makes them ideal for investigating the way people are able to influence their culture in a digital environment. Research Design The questionnaire included multiple-choice, Likert-scale (1 = Strongly Disagree to 5 = Strongly Agree), and open-ended questions, and was constructed to gauge students’ opinions on cultural influence via social media. Questions resembled the six aims of the study. Participants Eighty undergraduate students from National Law universities with an age range of 18-23 years were chosen by convenience sampling.
The students reported that they spent 1-12 hours on social media each day, mostly on Instagram (58%) and YouTube (33%). Data collection The results were collected using the online questionnaire. Participants' consent was secured. All 80 students submitted responses that indicated their opinions on globalism trends, cultural stereotypes, and cultural appropriation. Data Analysis Quantitative data (multiple choice and Likert-scale) was evaluated using percentages and means to acknowledge trends. Qualitative data was coded for themes from participants' responses to identify patterns of participant adoption of globalism trends; misinformation of cultural symbols represented; and participants' quest for social validation in social media activity. [4] RESULTS OF SURVEY The following section presents the results gathered from the questionnaire distributed among
80 undergraduate National Law University students, which aimed to explore the impact of
social media on cultural identity. Their daily social media consumption varied from 1 hour to up to 12 hours. The most used apps were Instagram (58%) and YouTube (33%). Key topics included cultural homogenization, cultural stereotyping, and cultural appropriation. [4.1] To determine the role of social media in cultural homogenization: When asked whether global trends in fashion, language, etc., influenced your local culture, 76.3% of the responders said “yes”, 9% said “no”, and 15% responded with “maybe”. Figure
1 shows the distribution of responses.
HAVE GLOBAL TRENDS IN FASHION, LANGUAGE, ETC.
INFLUENCED YOU LOCAL CULTURE?
Yes No Maybe 15% 9% 76% Figure 1 When asked whether social media has influenced their cultural beliefs, 57% of the participants said “yes”, 25% said “no”, and 17% chose “maybe”. Figure 2 shows the distribution of responses. DO YOU THINK SOCIAL MEDIA HAS INFLUENCED YOUR CULTURAL BELIEFS Yes No Maybe 17% 58% 25% Figure 2 When asked whether global trends in fashion, language, etc., or social media influenced your behavior in any aspect, 75% of the 80 respondents said “yes”, 5% said “no”, and 20% went with “maybe”. Figure 3 depicts the statistics below: HAVE GLOBAL TRENDS IN FASHION, LANGUAGE, ETC, OR SOCIAL MEDIA INFLUENCED IN ANY ASPECT?
Yes No Maybe 20% 5% 75% Figure 3 [4.2] To inquire if social media leads to cultural stereotyping: When asked whether the participants had come across any cultural stereotypes being promoted on social media, a whopping 92% said “yes”, 1% said “no”, and 5% said “maybe”. Figure 4 depicts the distribution of responses below.
HAVE YOU COME ACROSS ANY CULTURAL
STEREOTYPES BEING PROMOTED ON SOCIAL MEDIA?
Yes No 3rd Qtr 1% 5% 94% Figure 4 When asked if the participants ever felt that their own culture was being misrepresented on social media, 81% of the respondents said “yes”, 11% said “no”, whereas 7.5% said “maybe”. Figure 5 represents the responses below. HAVE YOU EVER FELT THAT YOUR OWN CULTURE WAS BEING MISREPRESENTED ON SOCIAL MEDIA?
Yes No 3rd Qtr 7% 11% 82% Figure 5
When an open-ended, non–mandatory question was asked for an example of a stereotype about their culture that they came across on social media, 31 responses were received, which said: Table 1 Themes from Open-Ended Responses on Cultural Stereotypes Theme Frequency Examples Regional Stereotypes “Biharis are majdoor,” “Haryanavi people are aggressive,” “Bengalis and kala jaadu,” “UP is always associated with guns and criminal activities. ” Negative “Indians are noisy/rude/stealing things,” “Indians Generalizations about are underdeveloped and blind followers,” “Indians Indians are perpetual slum dwellers and scam callers. ” Conflation of Culture “Aadaab is thought to be a Muslim thing,” “Most and Religion people in my culture drink cow’s urine,” “Hinduism is seen as weak or backward.
” laborers or thieves, Rajasthan as suffering from acute water shortages, and Bengal as associated with black magic. Negative generalizations about Indians included perceptions of being noisy, rude, or living in slums. Several respondents pointed out the conflation of cultural practices with religion, such as the traditional Awadhi greeting “Aadaab” being mistaken as exclusively Islamic or cow urine drinking being portrayed as a significant Hindu practice. Other responses emphasized misrepresentation, such as oversimplified portrayals of Tamil food culture or debates over Tamil versus Sanskrit. Three responses were non-specific, offering no clear examples. [4. 3] To understand the role social media plays in promoting cultural appropriation: When asked if they had seen a cultural practice being used on social media in a way that felt disrespectful, 82.
5% of the respondents said “yes”, 17. 5% said no. Figure 6 shows the distribution of responses. HAVE YOU EVER SEEN A CULTURAL PRACTICE BEING USED ON SOCIAL MEDIA IN A WAY THAT FELT DISRESPECTFUL?
Yes No 17% 83% Figure 6 When asked if the respondents felt that social media promotes cultural appropriation, 31.3% chose “strongly agree”, 63.7% chose “agree”, 2.5% chose “disagree”, and 2.5% chose “strongly disagree”. Figure 7 shows the distribution: DO YOU FEEL SOCIAL MEDIA PROMOTES CULTURAL APPROPRIATION?
Strongly agree Agree Strongly disagree Disagree 2%2% 32% 64% Figure 7 When asked if the respondents appreciated cultural appropriation, 71.3% said “yes,” whereas 28.7% said “no”. Figure 8 depicts the statistics: DO YOU APPRECIATE CULTURAL APPROPRIATION?
Yes No 28% 72% Figure 8
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DISCUSSION
[5. 1] To determine the impact of cultural homogenization on cultural identity facilitated by social media: Cultural Homogenization refers to the process where local cultures are transformed by the influence of the dominant global culture, spreading ideas, values, and traditions. The focus of this paper is on cultural homogenization as an effect of social media on cultural identity. When social media influences the phenomenon of cultural homogenization, it creates shared social connections, but it also leads to the deterioration of the unique cultural identity of individuals and cultures. 6 The survey results indicate a significant impact of social media on cultural homogenization, with 76% of respondents reporting that global trends in fashion, language, and lifestyle have influenced their local culture, and 57% agreeing that social media shapes their cultural beliefs.
These findings imply that social media acts as a powerful tool in shaping global cultural norms. On the positive side, it may be argued that social media helps showcase cultures from different parts of the world, which may not have been otherwise seen or appreciated. It leads to a feeling of connectivity and can promote social cohesion on a global level. When people are exposed to cultures worldwide, it can lead to a better understanding of these cultures and their people. Platforms like Twitter and Facebook often enable individuals to access and post cultural content, which can promote tolerance and innovation across borders. Being exposed to these global trends leads to influence in local cultures, and they adopt these trends, which leads to the emergence of new norms and values with aspects of both global and local cultures.
Roland Robertson’s concept of glocalization suggests that global forces can adapt to local conditions, creating hybrid cultural forms that balance global and local elements. 7 On the other hand, however, Dominant global trends on social media may lead to the loss of local culture. Herbert Schiller’s cultural imperialism theory argues that media from powerful nations, particularly Western ones, dominate less developed cultures, leading to standardized global norms. 8 It is shaping their ideas and opinions, their language, behavior, self-esteem, and
6 F. C. Nwankwo & G. Arimitan, The Internet as a Global Tool for Homogenization and Hybridization, 2
INNOVATIVE J. ARTS & SOC. SCI. 18, 18-33 (2021).
7 Roland Robertson, Glocalization
Time-Space and Homogeneity-Heterogeneity, in GLOBAL MODERNITIES 25, 25-44 (Mike Featherstone, Scott Lash & Roland Robertson eds., Sage 1995).
8 Herbert Schiller, MASS COMMUNICATIONS AND AMERICAN EMPIRE 45 (Beacon Press 1976).
so much more. Further, the hegemony of the English language on these platforms marginalizes regional languages. We often don’t even realize how easily and quickly we adopt words we see online; the upcoming generations are rapidly consuming such content and words. For example, we see words such as “cap”, “rizz”, etc being used by the youth; these words are words the new generation is learning online. Idioms, local folklore, myths, and stories are disappearing rapidly. Furthermore, Trends in fashion have influenced dressing sense and the clothes that are being heavily consumed today, people are forgetting their traditional clothing and its significance, and briskly moving towards Western clothing, beauty standards, and brands. This has also shifted the dynamics in society, and it has deeply impacted the way we see our relationships. It has promoted live-in relationships.
This trend is often triggered by xenocentrism. People feel bound to embrace the global trends that they feel are better than their traditional practices, even though it means disengaging from their traditional practices. Xenocentrism refers to the tendency to value or prefer elements of foreign cultures over one’s own. For instance, people feel that Western brands, clothing, or food are better than what is locally available. Social media has a large role in propagating xenocentrism because they constantly expose users to global trends and make foreign cultures seem more desirable. Moreover, the upcoming youth is becoming more chronically online during an age when it is developing their identity, and social media is increasingly becoming a stakeholder in this process.
9 In the long run, this makes individuals abandon their local traditions and adapt to globalized practices, contributing to cultural homogenization. To mitigate negative effects, policy making and community initiatives, such as government-backed campaigns to support regional cultural content on these platforms. 10 It is important to balance the benefits of connectivity with the preservation of cultural diversity. [5. 2] To inquire how cultural stereotyping facilitated by social media affects cultural identity: Cultural stereotyping involves oversimplified and fixed assumptions about a group based on their culture, race, or ethnicity, reducing the remarkable diversity of identities to narrow portrayals.
11 Studies suggest that new media or social media networks are the highest shapers 9 Amna Zulfiqar & Faiza Khalid, New Media and Identity Crises: A Challenge of Cultural Homogenization, 4 PAK. J. SOC. RSCH. 143, 143 (2022), https://doi. org/10. 52567/pjsr. v4i04. 796. 10 M. C. Wheatley, Globalization and Local Cultures: A Complex Coexistence, 1 PREMIER J. SOC. SCI. 100005,
100005 (2024), https://doi.org/10.70389/PJSS.100005.
11 Mike Miller, Cultural Stereotypes in the Media
A Comparative Analysis, 3 INT'L J. BUS. MGMT. & VISUALS 40, 40 (2020), https://ijbmv. com/index. php/home/article/view/40/38. of stereotypes among youth. 12 This underscores social media’s colossal role in shaping and perpetuating cultural stereotypes, especially among the upcoming generations, and the survey results reaffirm this, with 92% of respondents agreeing that platforms contribute to this phenomenon. These findings suggest that social media can reduce a rich culture to a single, misleading narrative. Some participants gave examples of stereotypes that they encountered frequently on platforms. The whole state of Rajasthan has only desert as its topography, and all Haryanvi people are aggressive, West Bengal people practice black magic, and people from Bihar are laborers and not educated. For example, some thought that religion was happening under the veil of culture.
Aadaab, a traditional Nawab form of greeting, is believed to be an Islamic thing, and another one is drinking excessive alcohol, as a belief of Sikhism and Punjabi culture. The state of Uttar Pradesh is usually portrayed as a ground for criminal activities and gun violence. Participants felt that drinking cow urine was portrayed as a pretty significant part of Hinduism and were trolled for it. The same applies to another example where social media has been demonstrated to favor one culture over another or promote one activity as superior to another, such as the fight over how better, Sanskrit vs. Tamil. This kind of response exemplifies how powerful social media is in upholding and multiplying cultural stereotypes. Social media portrays this stereotyping in various ways, either blatantly or implied stereotyping, and oftentimes in a satirical and caricature manner.
Considered ‘dark humor,’ these stereotypes are frequently used as punchlines of jokes and memes. The viral nature of such content leads to biased opinions, which can lead to prejudice or discrimination. People justify it by saying they don’t mean it and it is a mere joke, but these jokes often get embedded into the minds of consumers, which can lead them to believe it to be the truth. It can also pressure individuals from those groups to fit the stereotype, affecting their self-expression and identity. People who are constantly exposed to negative stereotypes about their cultural or social group may start to internalize these ideas, affecting their self–worth and confidence. Consuming this biased content against some communities without understanding or being aware of the community could consolidate these views in one’s mind, which would reflect in their behavior.
This could cause enormous problems when it gets into the heads of authorities or influential people. It can lead to the creation of misunderstandings in personal relationships, workspaces, and communities, as well as causing misunderstandings in relationships. Stereotypes contribute to social inequality by reinforcing power imbalances between different 12 I. N. Chudnovskaya & M. E. Lipatova, Impact of Media on Shaping Ethno-Cultural Stereotypes in British and Russian Young People, 9 MEDIA WATCH 426, 426 (2018). groups. For example, the stereotype about people from Bihar being uneducated or lacking intelligence could lead to a lack of job opportunities. Despite its challenges, social media holds the potential to challenge these stereotypes by allowing individuals to share their authentic narratives. Social media can foster inclusivity by promoting empathy and cross-group interactions.
13 It can promote better understanding among groups and allow marginalized sections to share their authentic narratives. Platforms should also take steps to moderate such content and remove harmful generalizations. [5. 3] To understand the role of cultural appropriation facilitated by social media in shaping cultural identity: Cultural appropriation is a complex and often controversial topic that has become more visible in online communities, especially with the rise of social media. At its core, cultural appropriation is the taking of valuable, reusable cultural aspects in a contested context, where the appropriator is aware, or should be, of the act’s implications. 14 For example, influencers might wear traditional attire from another culture without knowing its history or significance, using it merely as a fashion statement.
While sharing cultural elements can sometimes be positive and spread awareness, it often happens in a way that lacks understanding and respect, reducing meaningful traditions to superficial trends. The rise of online platforms has intensified discussions about cultural appropriation because people now have a public platform to voice their concerns. If someone feels that their culture is being misrepresented or disrespected, they can easily share their thoughts on social media, where the issue can quickly gain attention and spark debates. This has put companies, celebrities, and influencers under greater scrutiny, as their actions can be criticized and called out by millions of users online. Most of the respondents share the same opinion according to the results: people misuse cultural signs and traditions on social media.
Thus, 82% of the respondents answered that they had seen how somebody used cultural elements offensively, pointing out the widespread nature of this phenomenon on the Net. So, a lot of users have seen images of traditional costumes, religious signs, or rites; however, they were not understood and thus taken out of their context and used in some kind of entertainment or trend instead. More importantly, 95% of respondents stated 13 Gregory Ezeah & Onyinyechi Usulor, Influence of Social Media in Strengthening Cultural Diversity and Deconstructing Stereotypes by Other Igbo Sub-groups Against the Abakaliki People of Ebonyi State, Nigeria, 3 INT'L J. SUB-SAHARAN AFR. RSCH. 153, 153 (2025), https://doi. org/10. 5281/zenodo. 15097158. 14 Patti Tamara Lenard & Peter Balint, What Is (the Wrong of) Cultural Appropriation? , 20 ETHNICITIES 331,
331 (2020), https://doi.org/10.1177/1468796819866498.
that social media contributes to cultural appropriation. This unanimous response reflects a belief in the assertion that channels like Instagram, TikTok, and Twitter perpetuate the casual adoption of cultural elements by people outside of those cultures. Influencers and celebrities often flaunt traditional attire, dances, or language without the proper acknowledgment or understanding, making these elements of culture nothing more than a trend. Furthermore, 71% of respondents believed that cultural appropriation is a disrespectful act; therefore, this represents the majority of people who consider it harmful rather than harmless. This answer gives the impression that people increasingly realize that without respect or a proper understanding of culture, borrowing cultural elements leads to their loss of meaning, reinforces stereotypes, and creates an impression of exploitation.
Such findings call for greater cultural sensitivity and awareness on social media about preventing the disrespectful use of cultural practices. People borrow aspects of other cultures without realizing what it symbolizes and the respect it does not deserve, it is disrespectful to the people who hold it dear. A good example of this can be seen when a fashion icon wears a Native American headdress as a fashion accessory that takes away its deep cultural and spiritual importance, which tells them a lot as an important symbol, perhaps hurting the same people from that culture. Cultural appropriation may have real economic consequences for communities. For instance, in Guatemala, many artisans survive based on traditional crafts and textiles.
These products are very personalized, handcrafted, and take time to create, but big companies can replicate the look of these garments with fast fashion at a fraction of the cost. This hurts artisans because the consumers are taken away, particularly tourists who may prefer low-priced, manufactured goods over authentic, handmade ones. In turn, it denies artisans income; other people profit from a bit of their culture without rewarding them or giving them credit for it. 15 The problem with cultural appropriation is that it usually deprives cultural elements of their original meaning and context. At the same time, cultural appropriation does happen in a situation where stronger and more influential societies take over some elements from the more marginally or weakly positioned societies.
This leads to an imbalance where the society appropriating the elements is the beneficiary of that process, while the original community is either exploited or stereotyped. Positively, social media, in this scenario, has become an important tool for letting people know about cultural 15 Teresa Sádaba, Victoria LaFata & A. Torres, Cultural Appropriation in the Digital Context: A Comparative Study Between Two Fashion Cases, in HCI IN BUSINESS, GOVERNMENT AND ORGANIZATIONS 491, 491 (Fiona Fui-Hoon Nah & Keng Siau eds. , Springer 2020), https://doi. org/10. 1007/978-3-030-50341-3_38. appropriation. When people feel that the same culture portrayed them in a false light or took advantage of them, they can express themselves through avenues such as Twitter, Instagram, and TikTok.
Such avenues further add fire to public debate while demanding accountability from celebrities and, by extension, companies that may ignore these sentiments in light of the gloomy threat. Companies today are placed under more pressure to respect cultural traditions and give due credit to the communities of origin when borrowing items without notice.
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CONCLUSION
This study of 80 National Law University students has revealed the crucial role of social media in cultural identity and its double-edged character, which provides global connectivity while threatening cultural diversity. By augmenting Steger's (2007) terminology of cultural homogenization, social media promotes expectations for global modes of being (i. e. norms) (e. g. , western clothing, common slang, etc. ) with little regard for the consequences that emerge in the local context (i. e. being observed on campus by students from a single district speaking fewer than 50 words of their native linguistic traditions). Social media fuels cultural stereotyping by sharing a stream of culturally viral content that sustains narrative conditions that are damaging to local regimes of value (e. g.
, Bihari are portrayed as ‘generally uneducated laborers’, which diverts attention away from social solidarity and eliminates direct appeal to a sense of self). Social media conditions cultural appropriation, where influencers accumulate ethnicity in a space that uses Indian saris, or other ethnic textile forms from Guatemala, has only calamitous forms of commodification, and continues to deepen power imbalances. The findings support the research questions and support claims that social media shapes homogenization, stereotyping, and appropriation of culture; each weathers cultural identity amidst erosion of local traditions, biases, and the facilitation of exploitation. On the positive side, social media provided an avenue for stimulating the reclamation of narratives for the excluded positionality with authentic content.
These findings inform policies to protect India’s diverse heritage from digital erosion. To lessen these negative impacts, we can regulate the consumption and creation of social media posts to mitigate respectful cultural representation. Platforms should put in place some rules that require individuals to acknowledge the cultural origins, like providing credit to traditions concerning dances or crafts. Content moderation using artificial intelligence could limit exposure to harmful stereotypes or anything appropriative in nature, therefore limiting exposure to some of these representation issues. Educational opportunities, including workshops for influencers on cultural sensitivity, can lead to more informed consumption.
Policymakers should back campaigns that support common creators who cover the arts or local responses to media, giving priority to regional content like Tamil Food Festivals or Bihari Folklore. Community-based marketplaces for artisans that trade in traditional crafts can mitigate the economic harms of appropriation, ensuring that authentic crafts reach people globally. These changes maximize the benefits of social media, which are the global exchange of ideas and global inclusivity, while also supporting the importance of cultural integrity so that the language of social media serves as a medium to uphold the diversity of the global digital cultural ecosystem. Going forward, future research should incorporate more population demographics to build upon these findings and to inform our development towards equality in how cultural appropriation is addressed.