Date of Publication: 12/15/2025
Abstract:
This paper examines the role of contemporary media in shaping, mediating, and contesting
cultural identity in a globalized digital environment. Drawing upon cultural studies, postcolonial
theory, and media discourse analysis, the study conceptualizes identity as a fluid and negotiated
construct rather than a fixed cultural essence. While digital and visual media provide spaces for
visibility and self-representation, they also perpetuate stereotypes, commodification, and
hegemonic narratives. Through qualitative analysis and selected media case studies, including
global streaming platforms and social media discourse, this paper highlights the tension between
empowerment and misrepresentation. The study argues that ethical, inclusive, and critically
informed media practices are essential for sustaining cultural plurality and responsible
representation in the digital age.
Keywords :
Cultural Identity; Media Representation; Digital Media; Postcolonial Theory; Marginalized Communities; Hegemony; Counter-Narratives; Visual Culture.