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A Study of Popular Culture and its Impact on Youth’s Cultural Identity

Abhishek Kumar Singh
Published: 30 December 2022

Abstract: With the advent of technology and globalization, the level of interaction is very high, and people are close to each other, due to this the social communication and exchange of values, opinions, and cultures are at their peak. This certainly plays a very important role in the society to understand new culturism and allows people to interact and mix with people from other parts of the world, accept other cultures, and express them in a variety of ways in order to promote economic development and accelerate social and indigenous progress. Media globalization and social change accelerate the flow of information and mutual intrusions of all kinds of cultures, which results in the assimilation of culture and its values and beliefs. The majority of people in society accept mass culture under the banner of pop culture. Cultural identity is a concept that exists in today’s globalized world but may have drastic change in recent decades. Considering all these facts, youth and cultural identity are inextricably linked. In the present era, the youth represent the main idea of cultural identity as they are frequently accepting new values and cultural patterns. Modern culture is a component of social development, and the impact of globalization and the development of the information society have given social capital a new direction. The effect of changing faces of people, especially the youth, is well marked in their expression as a popular culture. Popular culture is a kind of popularized culture among the masses, which is an outcome of media and social interactions. The representation of high culture and mass culture gives a new style to the traditional concept and is represented as a popular culture in the present scenario. The youth are very prone to change and symbolize popular culture. This is largely accepted by the majority of society’s members. The current study looked at the impact of traditional and modern factors on the emergence of cultural identity in the younger generation. The current study examines the growth and development of a new culture in society based on experience and perception that strengthens the youth group’s identity. The methodology used in the study was primary.  
Keywords: Culture / Popular culture / Media / Identity / Traditional Perception / Society / Ethnicity / Ideology / Globalisation

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