The Transformation of Cultural Identity in the Digital Era: A Humanities Analysis of Social Media Phenomena and Generation Z

The rapid expansion of social media has significantly transformed the construction and negotiation of cultural identity among Generation Z. Rather than merely disrupting traditional identity structures, social media has emerged as a dynamic arena where identities are performed, hybridized, and continuously reshaped. This study aims to critically analyze how social media functions as a space for the transformation of cultural identity among Generation Z and to develop a humanities-based framework for interpreting these dynamics. The research employed a qualitative design combining digital ethnography, document analysis, and in-depth interviews with Gen Z participants aged 18–25. Data were analyzed using thematic analysis and critical discourse analysis to identify patterns of identity fluidity, digital cultural agency, and algorithmic influence. The findings reveal that cultural identity in digital spaces is characterized by hybridity and performativity, with Generation Z actively producing cultural narratives, revitalizing heritage, and engaging in digital activism. However, identity formation is simultaneously shaped by algorithmic pressures and globalization, creating risks of homogenization and fragmentation. In conclusion, understanding the transformation of cultural identity in the digital era requires an integrative humanities framework that combines identity theory, digital cultural studies, and digital ethics to ensure cultural sustainability and representational justice