Cultural identity, a complex blend of memories, beliefs, and values, is significantly influenced by social interactions and experiences. While Western philosophy extensively explores the evolution of individual identity, research on this topic within Arab, African, and Middle Eastern contexts remains limited. This study addresses this gap by examining the effect of social media on the cultural identity of rural inhabitants in Bamha village, Egypt. Understanding this impact is crucial for maintaining cultural stability and fostering community development. Social media's widespread use presents both opportunities and challenges; the ease of global communication contrasts with the potential erosion of traditional values and norms. The research aims to quantify the impact of social media usage on various aspects of cultural identity, such as language use, community participation, sense of belonging, time management, personal freedom, and family cohesion, in a specific rural Egyptian context. The rise of internet usage globally, and specifically in Egypt, via mobile phones and other means, highlights the urgency to understand the complex effects of social media on societal values and cultural identities. This study seeks to address the need for a scientific evaluation of social media’s influence on cultural identity in the Egyptian countryside, a field relatively under-researched.

The literature review examines existing research on cultural identity, virtual communities, and social media's influence. It highlights the diverse definitions of culture and the multifaceted nature of cultural identity, encompassing elements like language, religion, traditions, and values. The role of self-esteem in the formation of identity and the powerful influence of media on shaping values and worldviews are discussed. The emergence of virtual communities and social media as new spaces for interaction and identity construction is explored. The study differentiates itself from previous research by focusing on a rural Egyptian setting, exploring the impact on all components of cultural identity, and analyzing data using specific statistical methods.

This study employed a descriptive approach using a social survey method. A questionnaire was administered to a randomly selected sample of 360 social media users (predominantly Facebook) in Bamha village, Giza Governorate, Egypt. The sample size was determined using the Kerjcie and Morgan table. Data were collected in December 2021 through face-to-face interviews. The questionnaire included sections on socio-economic characteristics (age, gender, education, marital status, occupation, family income), communication characteristics (years of social media use, daily usage, number of platforms, access method, data privacy, trust in online sources, learning methods, preferred platforms, feelings during absence from social media, and online name usage), reasons for social media use (open-ended question), the impact of social media use on six cultural identity components (language and communication style, community participation, sense of belonging, time management, personal freedom, and family cohesion), and the perceived positive and negative effects of social media. Data analysis involved descriptive statistics (weighted averages, frequencies, percentages), Pearson's correlation coefficient, Chi-square tests, and stepwise multiple regression analysis to identify the relationship between independent variables (socio-economic and communication characteristics) and the degree of cultural identity change. Content validity was established through expert review, and reliability was assessed using Cronbach's alpha (values > 0.8).

The study found that the majority of respondents were males (85%) aged between 18 and 33 years (55%). About 40% held secondary or higher education certificates. The modal number of years using social media was 1-3 or 4-6 years (35% each). Most respondents (45%) used social media for 2-3 hours per day. The primary reasons for social media use were communication (88%), connecting with friends (75%), and leisure (73.8%). Concerning the effect on cultural identity components, significant changes were observed: For instance, 60% reported a decrease in attention to formal language and grammatical correctness. In contrast, the use of colloquial language and slang increased significantly. Community participation showed a mixed pattern, with decreased participation in social events and visits but increased involvement in development projects and online associations. Sense of national belonging remained relatively unchanged. Time management was largely negatively affected; most reported decreased time organization and a greater tendency to postpone tasks. Freedom of expression increased significantly for all respondents. Family cohesion showed mixed results, with decreased time for family meals and discussions, but unchanged support during crises. Overall, 40% of respondents reported a high level of change in their cultural identity. Statistical analysis revealed significant relationships between the degree of cultural identity change and age, number of family members, income, gender, educational status, marital status, occupation, and means of accessing social media. Specifically, stepwise multiple regression showed that profession, age, gender, and monthly income explained 43.7% of the variance in cultural identity change. Finally, respondents highlighted both the positive (facilitating communication, charitable work, community awareness) and negative (time wasting, moral decline, reduced communication skills, addiction) effects of social media.

The findings highlight the complex and multifaceted impact of social media on cultural identity in a rural Egyptian context. The observed changes in language use, community engagement, and time management reflect the pervasive influence of online interactions and cultural shifts driven by technology. The significant relationships between social, economic, and communication characteristics and cultural identity suggest a nuanced interplay of factors affecting individuals' experiences with social media. The study's focus on a specific rural community limits the generalizability of the findings; however, it provides valuable insights into the cultural implications of social media use in a particular setting. This suggests that tailored interventions promoting media literacy and responsible social media use are crucial for preserving positive cultural values and mitigating potential negative impacts.

This study contributes to the understanding of social media's effects on cultural identity in a relatively under-researched context. It shows a significant impact of social media on various facets of rural Egyptian cultural identity, influenced by individual characteristics. The study emphasizes the need for proactive strategies to leverage the positive aspects of social media for community building and development, while simultaneously addressing the negative impacts on language, time management, and community engagement. Future research should involve larger samples across varied communities and investigate the long-term consequences of social media usage on cultural dynamics.

The study's limitations include the sample size (360 respondents) and geographic focus (Bamha village). This limits the generalizability of the findings to broader populations and contexts. The reliance on self-reported data also necessitates caution in interpreting the results, as social desirability bias may have influenced responses. Future research using mixed methods approaches and broader sampling would strengthen the findings.