Navigating Cultural Identity in the Digital Era: The Impact of Social Media on Moroccan Youth

This paper explores the evolving cultural identity of youth in the Global South, with particular emphasis on how social media shapes self-perception and social behavior. In an era of increasing digital interactivity, platforms like Instagram, TikTok, and Facebook have become central spaces for young people to express, negotiate, and transform their cultural identities. This study specifically examines Moroccan youth and investigates how they use social media to navigate their sense of self while engaging with both local and global cultural influences. The research aims to explore how these platforms facilitate the negotiation of cultural identity, provide a space for self-expression, and influence youth behavior in a rapidly changing digital landscape. By employing a mixed-methods approach, this research combines digital content analysis of social media platforms with interviews of Moroccan youth to investigate the ways in which social media impacts their behaviors and identities. The study will focus on how social media shapes personal and group identities, fosters the adoption of cultural trends, and plays a role in the negotiation of social norms. In addition, it will consider the broader implications of online engagement, examining how digital spaces can both empower youth and present challenges, such as pressures to conform to idealized cultural standards or engage in performative behaviors. By focusing on the complex interplay between social media and cultural identity, this paper seeks to contribute to a deeper understanding of how digital platforms impact youth behavior and identity formation in an increasingly interconnected world.