Eleventh International Conference on Communication & Media Studies

Abstract

In the twenty-first century, cultural conversations are increasingly shaped not in traditional institutions but across dynamic digital landscapes. Platforms such as Twitter/X, Instagram, TikTok, and YouTube have become powerful arenas where collective identities are negotiated, contested, and redefined. This paper examines how digital narratives — spanning hashtags, viral campaigns, memes, and influencer-driven storytelling — function as catalysts for shaping contemporary cultural conversations. The focus lies on the interplay between the immediacy of digital discourse and the enduring weight of cultural heritage, exploring how transient online trends can both challenge and reinforce historical narratives. By analyzing case studies of global online movements, the research highlights the dual capacity of digital platforms: they democratize access to cultural dialogue by amplifying marginalized voices, yet they also risk deepening polarization through echo chambers and misinformation. Special attention is given to the tension between global connectivity and local identity, as communities navigate the pressures of cultural homogenization while striving to preserve uniqueness. The study argues that digital storytelling represents a new form of cultural authorship, where individuals and communities actively participate in constructing cultural meaning. Ultimately, shaping cultural conversations in the digital era requires balancing the rapidity of online discourse with the need for critical reflection, inclusivity, and sustainable cultural preservation. The findings contribute to broader discussions on cultural innovation, social justice, and the future of intercultural communication in a hyperconnected world.