This research investigates the impact of social media on the cultural identity of rural Egyptians in Bamha village. A questionnaire survey of 360 respondents revealed that 40% experienced a high level of change in their cultural identity due to social media use. Significant relationships were found between several independent variables (age, gender, education, marital status, income, occupation, and social media access) and the degree of cultural identity change. The study recommends developing critical thinking skills, promoting media literacy, and fostering community engagement through social media to mitigate negative effects and leverage its positive potential.

Mostafa Radwan