The Role of the Millennial Generation in Reconstructing Cultural Values Through Social Media Content

Abstract

The flow of globalization and the development of digital technology have changed the way millennials interpret and inherit local cultural values. This research aims to analyze the role of the millennial generation in reconstructing cultural values through social media content in Indonesia. The approach used is qualitative descriptive with a case study method on several cultural content creators in Indonesia who are active on the TikTok, Instagram, and YouTube platforms across Jakarta, Yogyakarta, and Bandung. Data were collected through in-depth interviews, social media observations, and digital documentation that were analyzed using thematic analysis techniques with triangulation validation and member checking procedures. The results of the study show that the millennial generation performs cultural representation through visual narratives, local language, and creative and communicative aesthetic strategies. Additionally, audience engagement, as indicated by comments, likes, and reposts, also enhances the reach and social significance of the cultural content. However, challenges such as commodification and simplification of cultural meaning are also important concerns in this reconstruction process. This study concludes that social media serves not only as a communication tool but also as a new cultural space, allowing the young generation to preserve, critique, and innovate local values in a participatory and sustainable manner. The practical implications of this research guide cultural preservation policies and digital literacy programs for the younger generation.