Digital Representations Of Deli Malay Culture And Cultural Identity Negotiation Among Young People In Medan

This study examines how social media represent Deli Malay culture and contribute to the negotiation of cultural identity among young people in Medan, Indonesia. Adopting an exploratory descriptive qualitative approach, the study draws on semi-structured interviews with five purposively selected informants and visual content analysis of six social media screenshots. Participants comprised three young social media users, a cultural community activist, and a local cultural content creator. Interview data were analysed thematically to identify patterns of cultural representation, digital engagement, and identity negotiation. Findings indicate that Istana Maimun, traditional attire, dance, cuisine, and cultural events constitute the most frequently recalled representations, whereas Malay language and pantun receive comparatively limited attention in participants' accounts. Digital engagement ranges from passive viewing to information verification and participation in cultural activities. Cultural identity emerges as a negotiated process shaped by digital exposure, family background, and social experiences rather than as an automatic consequence of social media use. Given the limited empirical corpus, these findings provide contextual insights rather than statistically generalisable conclusions. The study highlights the importance of contextual explanations, credible cultural sources, community collaboration, and connections between digital representation and direct cultural experiences in supporting responsible cultural heritage communication.