Social Media, Cultural Values, and Digital Citizenship: A Study of Iranian Digital Natives

This study examines the influence of social media engagement on cultural values among Iranian digital natives. A quantitative survey was conducted with 384 participants using a random online sampling method. The theoretical framework is based on Goffman's dramaturgical model theory and Rogers' diffusion theory. The findings reveal a significant negative correlation between the frequency of social media usage and adherence to cultural values, indicating that excessive use of social media may erode national cultural values and promote individualistic tendencies. Conversely, engagement with content that aligns with Iranian cultural values positively correlates with adherence to these values, underscoring the potential for social media to strengthen cultural values and preserve cultural heritage. This study highlights that social media engagement can have both positive and negative effects on cultural values, depending on the nature of the engagement. When used thoughtfully, social media can aid in the preservation and dissemination of cultural values. However, it also poses risks, including cyber vandalism and the degradation of cultural values. In conclusion, fostering media literacy for responsible digital citizenship is crucial for leveraging social media's potential to preserve and promote cultural values. This approach can help create a healthier, culturally aware digital environment that protects cultural heritage.