EVOLVING CULTURAL CONNECTIONS: SHARED EXPERIENCE THROUGH SOCIAL MEDIA INFLUENCE IN REGIONAL LAND

Abstract

In the digital era, social media has emerged as a pivotal platform for cultural interaction, enabling traditions and identities to be shared and reinterpreted in innovative ways. This study investigates the influence of social media on cultural connections in regional contexts, with a particular focus on Tamil culture. Data were collected using a structured questionnaire administered to 96 participants representing diverse age groups, geographic locations, and digital platforms. The findings indicate that young people, especially those from urban areas, are the most active participants in cultural engagement, with Instagram identified as the primary platform for sharing and consuming cultural content. Key themes of engagement include traditional arts, cuisine, festivals, and local news, highlighting the dynamic interplay between heritage and contemporary lifestyles online. While social media enhances the visibility and accessibility of Tamil culture, its impact on fostering deep cultural awareness, identity formation, and community cohesion remains uneven. A considerable number of respondents remain passive observers rather than active contributors, and significant generational as well as urban–rural disparities persist. The study concludes that social media has the potential to serve as an effective tool for cultural preservation and identity development, provided that authentic, participatory, and inclusive approaches are promoted.