The Digital Touch on Ancient Customs

A traditional festival. A sacred ceremony. A family ritual passed down through generations. In the past, these were intimate moments rooted in place, time, and identity. But today, they’re also hashtags, reels, and viral videos.

In 2025, it’s no longer unusual to see a bride livestreaming her Mehendi ceremony, or a religious ritual turned into a TikTok trend. Social media is everywhere, and its influence on cultural traditions is growing by the day. While some worry that digital platforms are watering down heritage, others argue they’re helping to preserve and share it.

So, what’s really happening to our cultures in the age of likes, shares, and filters?

Traditions Meet Technology

Social media has changed how we interact with each other—but more deeply, it has also changed how we connect with our roots.

1. Cultural Events Are Now Global

A local dance in Bali, a Ramadan Iftar in Dubai, or a tribal ritual in Kenya can now reach millions around the world within seconds. Platforms like Instagram and YouTube are turning once-private customs into shared global experiences. This has helped people learn about each other’s cultures in ways never possible before.

2. Customs Are Becoming Performative

While sharing traditions online increases visibility, it also changes their nature. Some rituals are now being modified to look better on camera—shorter, more colorful, or more dramatic. This performative shift may lead to dilution of meaning, turning deep-rooted practices into bite-sized entertainment.

3. Cultural Appropriation vs. Appreciation

When traditional dances, dress, or music go viral, they often inspire people across the world. But this also brings up issues of cultural appropriation, where elements are used out of context or without respect. Social media has sparked important conversations about where to draw the line between sharing and misusing culture.

The Rise of Digital Preservation

Despite concerns, social media has opened up powerful new ways to protect and document heritage.

Archiving Oral Traditions

Many languages and stories are passed down orally and risk being lost. Creators now use platforms like TikTok and Facebook to record elders telling stories, singing folk songs, or sharing cultural wisdom. This creates a digital archive for future generations.

Teaching Through Content

YouTubers and influencers with cultural expertise are using social media to teach everything from traditional recipes to indigenous crafts. This is especially popular among diaspora communities looking to reconnect with their roots.

Virtual Celebrations and Festivals

During the pandemic, many cultural festivals moved online. This created hybrid formats—part virtual, part physical—that still continue today. Now, someone in Canada can join an Onam celebration in Kerala or watch a live Holi concert from Delhi, all in real-time.

Culture in the Era of Hashtags

Social media thrives on trends, and many cultural elements have become viral content. Here are a few examples:

• #TraditionTuesday: A weekly trend where users share their cultural outfits, food, or customs

• Wedding Trends: Fusion weddings, live-streamed rituals, and aesthetic ceremonies influenced by viral ideas

• Language Revival: Regional languages are gaining ground through poetry, comedy, and storytelling on short-form video apps

But with popularity comes pressure. There’s now an expectation to document every celebration. The focus sometimes shifts from meaning to metrics—views, likes, and comments. This can change the way people experience their own culture.

The Role of Youth and Diaspora

Young people are at the heart of this cultural shift. For Gen Z and Gen Alpha, growing up with the internet means that culture is both personal and performative. Many use social media to:

• Showcase traditional clothing in modern ways

• Remix folk music with global beats

• Question outdated norms while honoring their roots

For diaspora communities, digital platforms offer a vital lifeline. They allow users to stay connected to their cultural identity, even while living abroad. A Korean-American teen in Los Angeles might learn K-pop dance moves online; an Indian family in Dubai might learn a new recipe from a village chef in Punjab.

Is Culture Being Lost—or Evolving?

The question isn’t whether culture is disappearing because of social media—it’s whether it’s evolving in response to it.

Yes, traditions may change shape or style. Some customs might become more aesthetic than spiritual. But at the same time, new traditions are being born:

• Digital storytelling as a form of folklore

• Virtual language clubs for endangered tongues

• Global cultural challenges that unite people across borders

Culture has always changed—with migration, colonization, globalization—and now, with digitalization. The key is to adapt without forgetting.

Balancing Authenticity and Visibility

So, how do we preserve authenticity while embracing the digital world? Experts suggest a few approaches:

• Context matters: When posting about traditions, explain their meaning and origin

• Give credit: Acknowledge the communities or creators behind cultural content

• Keep learning: Understand the deeper roots of the customs you share or adopt

• Involve elders: Let older generations guide the conversation, even in digital spaces

With the right balance, social media can become a tool for cultural celebration, not just consumption.

A New Way to Connect

At its best, social media allows us to connect across borders, generations, and beliefs. It offers a platform where old meets new, and where heritage can be both celebrated and critiqued. For young creators, families, and communities, it’s an invitation to reclaim, remix, and reimagine culture—together.

Disclaimer

This article is part of DXB News Network’s editorial coverage on cultural change in the digital era. It is intended for informational purposes only. Views expressed do not represent any particular cultural or religious authority and readers are encouraged to explore their traditions with proper guidance.