A New Paradigm of Socio-Cultural Communication: A Review of Adaptation, Meaning Negotiation, and Identity Strengthening in the Global and Digital Era
DOI:
https://doi.org/10.59890/mjst.v2i9.64Keywords:
Sociocultural Communication, Intercultural Communication, Globalization, Social Identity, Digital Literacy, Communication Models, Communication Ethics, Social Media, Cultural Diversity, Hybrid CommunicationAbstract
This article examines communication from a socio-cultural perspective, focusing on the dynamics of interaction that arise amidst cultural diversity and the currents of globalization in the digital age. Based on a Qualitative Literature Review method of more than sixty scientific articles published from 2015 to 2025, this study highlights how values, norms, symbols, and social identities influence the formation of meaning, communication strategies, and the effectiveness of cross-cultural interactions. The analysis results indicate that interactive, transactional, and contextual communication models are most relevant for understanding meaning negotiation in multicultural societies. Factors such as social position, power structures, language, digital literacy, and ethical awareness play significant roles in reinforcing or hindering communication effectiveness. The findings also emphasize that the success of intercultural communication requires sensitivity to differences, strategies for message adaptation, and synergy between local values and global perspectives. In the context of the digital era, social media plays a dual role as a facilitator of cultural exchange while also being a space prone to polarization if not managed with ethical principles. This study recommends the development of an inclusive hybrid communication strategy that combines multicultural approaches with the use of technology, as well as further exploration of the impact of digital platforms on the transformation of cultural identity. These findings contribute to strengthening sociocultural communication theory and practical implications for fostering social harmony in an increasingly interconnected global society
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