Social Media's Role in Shifting Cultures: From Collective Roots to Individual Branches

Abstract

This article explores the profound influence of social media on cultural shifts, transitioning from collective roots to individual branches within global cultures. Anchored in Geert Hofstede's cultural dimensions theory, it scrutinizes the movement from collectivism to individualism through the lens of social media proliferation. The dichotomy between collectivism and individualism under Hofstede's theory offers invaluable insights into understanding cultural predispositions and values driving societal behaviour and interaction in the digital era. Through a comprehensive literature review, the article highlights how social media platforms catalyse a paradigm shift in cultural norms—promoting individualism over collectivist values, influencing family dynamics through practices like 'sharenting,' and impacting the developmental trajectories of younger generations. It discusses the implications of digital media on children's cognitive and social development, emphasizing the potential shift towards individualistic orientations due to early digital engagement and personalized content consumption.
Furthermore, the article addresses the digital divide and its socio-economic implications, advocating for digital literacy and ethical digital engagement to mitigate social media's divisive effects and foster a more inclusive digital culture. It calls for a balanced approach to digital technology, urging policymakers, educators, and technology developers to consider social media's broader societal implications. By prioritizing policies and platform designs that support communal well-being and constructive online interactions, the article posits that it's possible to harness the positive aspects of social media while mitigating its negative impacts. The article underscores the importance of navigating the complex digital culture landscape with a nuanced understanding of its effects on individual identity and collective social dynamics, aiming to cultivate a digital ecosystem that harmonizes the benefits of individual expression with the values of collective solidarity.

Keywords: Hofstede, cultural dimensions, collectivism, individualism, social media, digital revolution, digital age, identity, cognition, society, societal evolution

JEL Classification: Z1, Z12, Z13, Z18, O1, O15, O33, J1, J13, F5, F52