Mediating Cultural Exchange and Social Identity: Examining the Media’s Role in Macau’s Dynamic Cross-Cultural Context

This study examines Macau, a distinctive postcolonial and multicultural city, to explore the influential role of media in constructing social identity. Drawing on Social Identity Theory and Constructivist Theory, the analysis investigates how both mainstream and digital media mediate residents’ perceptions of their Sino-Portuguese heritage alongside contemporary global developments. Employing qualitative content analysis, in-depth interviews, and optional surveys, the research identifies generational distinctions, linguistic practices, and digital engagement as pivotal factors in shaping Macau’s cultural hybridity. Findings reveal that older residents often emphasize historical continuity and rely on traditional outlets, whereas younger demographics gravitate toward online platforms, fostering dynamic identity discourses that balance heritage preservation with cosmopolitan aspirations. This interplay underscores the need for inclusive, multilingual coverage and cross-cultural programming, as well as the importance of digital literacy initiatives to mitigate ideological fragmentation. Policy recommendations highlight the value of bridging cultural divides by integrating local traditions with global influences, ensuring that media narratives sustain a cohesive community rather than exacerbate divisions. The study contributes to broader discussions of how media channels negotiate identity in postcolonial contexts and offers practical insights for policymakers and media practitioners seeking to preserve Macau’s richly layered heritage amid evolving social transformations.