Decoding the Intricacies of Cultural Identity Formation Among Youth through Psycho-Social Dynamics of Social Media in Pakistan

Abstract

This study explores the complex psycho-social fragilities of social media and its impact on cultural identity formation in Pakistani context. The systematic approach, adopted by the study is grounded in the six-phase thematic analysis method proposed by Braun and Clarke (2006) that explains themes, emerging out of the cross-cultural investigation of identity formation on various social media platforms like Facebook, Instagram and X. This analysis, based on a focus group discussion, delves into the various ways the young Pakistanis adopt to navigate through their online cultural identities, map out patterns of self-presentation, use language, and develop interactions. The research explores main themes through careful coding and understanding of recurrent patterns about identity assimilation, social comparison, and the psychological influence of digital interactions. While focusing on the social media users in Pakistan, this research reveals the patterns the Pakistani youth adopt to communicate their cultural identities in global digital space. It also contextualizes the results in view of broader cultural landscape of Pakistan, and provides insights into the interplay among psychological processes, use of social media, and formation of cultural identity.