SOCIAL AND CULTURAL CONTEXT OF DIGITAL MEDIA DISCOURSE

Abstract

The rapid development of digital communication technologies has significantly transformed language use and interaction patterns across various societies. Digital media discourse represents a dynamic and multifaceted area of study where linguistic practices reflect and shape social identities, cultural values, and ideological structures. This paper investigates the social and cultural context of digital media discourse, focusing on how societal norms, cultural traditions, and power relations influence language use on digital platforms. The research applies a mixed-methods approach, combining content analysis of digital texts with sociolinguistic and discourse analytical perspectives. The findings reveal that digital discourse both mirrors and modifies existing social structures, contributing to the globalization of communication and the emergence of hybrid cultural identities. The study contributes to a deeper understanding of the interplay between language, culture, and society in the digital age.