Влиянието на социалните медии и онлайн платформи върху културната идентичност
The Influence of Social Media and Online Platforms on Cultural Identity

Summary/Abstract: The study analyses the impact of social media on the expression of cultural identity in the context of globalisation. A mixed methodology is employed, including a survey conducted among social media users and a qualitative analysis of academic sources. The structured questionnaire explores frequency of use, perceived cultural influence, and changes in personal cultural expression. The analysis involves descriptive statistics and a thematic categorisation of the data. The aim is to highlight patterns of influence of globalised content on self-identification and cultural norms. The expected results include identifying risks related to the loss of cultural uniqueness and formulating recommendations for the development of media literacy to support cultural resilience.

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