OFFSTONE JUNE EDITION 2024

50 NORMALIZING THE UNCONVENTIONAL: SOCIAL MEDIA AND THE EMERGING OF NEW CULTURAL NORMS By : Dr. Safiyyah Ahmad Sabri, Muhamad Zaki Mustafa, & Dr. Muhammad Raqib Mohd Sofian safiyyah@usim.edu.my The first author is a senior lecturer in the communication programme at the Leadership and Management Faculty, Universiti Sains Islam Malaysia (USIM). A PhD holder in Mass Communication from Universiti Teknologi MARA (UiTM), she has continued her interest in Islamic and conflict reporting, fake news, cyber security, race, culture, and religious issues. ABSTRACT Cultural change has accelerated in the digital age, with social media platforms emerging as pivotal in shaping and normalizing new cultural norms. The power of social media can create echo chambers that expose users to specific narratives and grant social media influencers the ability to introduce and popularize new cultural norms. This paper provides a comprehensive analysis of the transformative impact of digital platforms on the normalization of new cultural norms, examining the roles of social media, cultural trends, and societal acceptance. Introduction The digital landscape is changing rapidly, leading to an extraordinary acceleration of cultural change. Social media platforms have become significant in establishing and normalizing new cultural norms due to their extensive reach and powerful influence. The enormous impact of social media is transforming what was once considered unusual or fringe into the mainstream. For example, the normalization of abbreviations and altered spelling in language usage among users is a notable trend. However, the normalization of emerging cultural norms through social media is not without complexities and considerations. While it benefits digital users in many ways, it also raises important questions. Understanding the intersections between social media, cultural trends, and societal acceptance is crucial for shaping a more inclusive and representative future as the digital landscape evolves.