Digital storytelling and cultural identity: The role of social media in contemporary narratives

Abstract

In the digital age, storytelling transcends traditional forms, incorporating multimedia elements to forge a new narrative style: digital storytelling. This study explores the connection between digital storytelling and cultural identity, underscoring the role of social media in shaping contemporary narratives. Through an examination of storytelling’s evolution from oral and written traditions to digital forms, this study reveals how platforms like Facebook, Instagram, and TikTok foster the development and dissemination of cultural narratives. Using theoretical frameworks such as Media Ecology Theory, which analyses the media’s impact on human perception and social structure, and Cultural Identity Theory, which explores how identity is constructed and negotiated, the research examines how digital storytelling promotes cultural preservation, representation, and visibility while addressing issues such as cultural appropriation and misrepresentation. Additionally, Participatory Culture Theory provides insight into the collaborative nature of social media, illustrating how users collectively shape narratives. Through case studies, this study delves into the ethical implications and technological advancements influencing digital storytelling, offering a comprehensive view of the opportunities and challenges facing content creators and communities alike. The study contributes to a broader understanding of digital storytelling's impact on cultural identity, shedding light on how individuals and communities negotiate and redefine their cultural narratives within the digital space. The conclusion highlights the ongoing influence of social media on cultural identity. It proposes avenues for future research, advocating for interdisciplinary approaches to fully capture the complexities of digital storytelling and its cultural consequences. The study is a resource for examining the interplay between technology and cultural expression, offering insights into the future of storytelling in an increasingly globalised digital world.